15 | Unlocking Business Growth Through Insight-Driven Decision Making with Nadia Morozova (EY, TikTok)

Nadia Morozova is a Global Chief Analytics & Insights Officer – Brand, Marketing & Communications at EY in London. She’s an advocate for customer-centric decision making in business.

In this episode of Good Revenue, host Neeta Bidwai and Nadia cover:

• The importance of customer-centric decision-making and the value of insights in driving business outcomes.
• Evolving landscape of marketing mix modeling in a post-GDPR world and the necessity of a data roadmap and quality data for effective use of this tool.
• Significance of automation in updating models and the role of statistical quality in making robust decisions.
• Relevance of Return on Ad Spend (ROAS) versus Return on Investment (ROI) as metrics for ad performance.
• A case study from her time at TikTok, illustrating the application of segmentation and audience mindsets to shift advertiser perceptions and improve user engagement.
• How companies can better integrate insights into business strategy and execution, underscoring the importance of senior leadership trust and cultural change.
• Insights on leveraging data for product discovery and purchase decisions, and how companies can structure their analytics functions to maximize business impact. 
• Key takeaways include the importance of a clear data roadmap, senior leadership commitment, and building a culture of trust to ensure data insights are effectively used in decision-making.

_

Where to find Nadia:

https://www.linkedin.com/in/morozovanadia/ 

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ

_

Highlights:

00:00 Introduction to Nadia Morozova

00:29 The Value of Insights in Business Outcomes

01:31 Marketing Mix Modeling in a Post-GDPR World

04:42 Automation in Marketing Mix Modeling

07:38 Understanding ROAS and ROI

09:49 Segmentation and Audience Mindsets

18:23 PhD Research and Business Impact

21:53 Connecting Insights to Business Results

26:48 Advice for Smaller Companies and Startups

29:05 Conclusion and Final Thoughts

_

Referenced:

• Marketing mix modeling: https://en.wikipedia.org/wiki/Marketing_mix_modeling

• Return on Ad Spend (ROAS): https://advertising.amazon.com/library/guides/return-on-ad-spend-roas

• The EU’s General Data Protection Regulation (GDPR): https://gdpr-info.eu/ 

• EY: https://www.ey.com/en_us 

• Enriched Insights: https://enrichedinsights.com/

Hosted on Acast. See acast.com/privacy for more information.