Builders Wanted

This episode features an interview with Tom Studdert, Senior Vice President of Customer Experience at Payscale. Tom has extensive experience in customer experience, education, and leadership development. Prior to Payscale, he held leadership roles at ZoomInfo and DiscoverOrg, overseeing customer onboarding, education, support, and employee training. Tom also worked in higher education at Texas Christian University and University of Southern California, focusing on student development and orientation programs.In this episode, Kailey and Tom discuss parallels between education and customer experience, mapping the customer journey and maturity curve, and strategies for measuring adoption.-------------------Key Takeaways:Mapping the customer journey can reveal gaps and opportunities for enhancing the customer experience, leading to better retention and satisfaction.AI and other technologies can provide tailored experiences and support, thereby meeting customers' demands for immediate and personalized help.Making informed decisions requires various data sets to drive customer experience strategies and effective outcomes for customers.-------------------“That individual experience of that customer are how I think we're going to meet the needs of each customer. As opposed to just saying, ‘We offer a best-in-class customer experience.’ We do, but we offer a best-in-class customer experience for this customer, which is different from this customer, which is different from this customer.” – Tom Studdert-------------------Episode Timestamps:‍*(02:18) - Tom’s career journey*(04:21) - Trends impacting customer experience*(13:29) - Mapping the customer journey and maturity curve*(19:59) - How Tom defines “good data”*(27:00) -  Strategies for measuring adoption‍*(39:50) - Tom’s recommendations for upleveling customer experience strategies-------------------Links:Connect with Tom on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Gino Palozzi, Chief Marketing Officer at DailyPay. Gino is a B2B marketing executive with experience in developing go-to-market strategies and leading transformation across organizations – both large and small. Prior to DailyPay, he led marketing for software and services divisions at Dun & Bradstreet, g2o, Cisco, and IBM.In this episode, Kailey sits down with Gino to discuss process over technology, who should be setting AI guidelines, and why B2B is becoming more like B2C.-------------------Key Takeaways:Effective marketing starts with detailed customer insights and a clear mapping of their decision-making processes.Successful data and tech implementation must be preceded by well-defined processes. Without the foundational process, technology alone cannot resolve data integrity issues.If you over-govern new technologies, you’re stifling innovation. Instead, gather insights from practical uses of data to understand customer needs and tailor services better.-------------------“Certain groups and people came in and said, ‘Oh yeah, all this [AI] is normal to me. This is how I grew up in front of a screen or with the internet.’ Why have folks that aren't as comfortable setting these governances in place that are going to restrict the possibilities? It's more of the governance and the processes of what to do and not to do.” – Gino Palozzi-------------------Episode Timestamps:‍*(02:23) - Gino’s career journey*(08:50) - Trends impacting customer experience*(20:48) - How marketers can avoid overbuilding AI processes *(25:17) - How Gino defines “good data”‍*(34:53) - Gino’s recommendations for upleveling customer experience strategies-------------------Links:Connect with Gino on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Guneet Singh, Vice President of Customer Experience and Care at AppFolio. Prior to AppFolio, Guneet built customer experience, research operations, and business transformation functions to enable scale and meet the hyper-growth needs of companies like DocuSign, GE, and ADP. Today, he leads AppFolio’s CX strategy, building and driving sustainable experiences for consumers and businesses by accelerating value realization.In this episode, Kailey and Guneet discuss the role of customer experience in an organization, implementing effective feedback loops, and balancing AI and human interaction.-------------------Key Takeaways:We can use AI to provide instant resolutions to customers. In turn, freeing up agents to have meaningful and empathetic interactions with customers.However, AI isn't a magic tool. You have to understand which tasks are low risk enough to automate and grow from there.AI also allows customers to get support through LLMs while your agents create emotional connections with customers.-------------------“Same agent who was going to provide that instant resolution to the customer now is free or is available to now drive more empathy on the high complex or high painful experience. There are tasks which are highly emotional because we don't give our agents enough time to show empathy or to engage in a very emotional way with the customer. You're creating the time for them.” – Guneet Singh-------------------Episode Timetamps:‍*(02:51) - Guneet’s career journey*(07:14) - Trends impacting customer experience*(18:33) - The role of customer experience in an organization*(24:12) - Balancing AI and human interaction*(41:17) - How Guneet defines “good data”‍*(46:24) - Guneet’s recommendations for upleveling customer experience strategies-------------------Links:Connect with Guneet on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Llibert Argerich, Chief Marketing Officer at Thumbtack where he leads the company’s marketing, brand, and communication teams. Llibert has nearly 20 years of experience at high-growth marketplace businesses, holding leadership roles at Udemy, eBay, and Expedia Group. In this episode, Kailey sits down with Llibert to discuss the challenges of building a frictionless customer journey, the need for human interventions in AI, and how cross-functional teams help drive the holistic customer experience.-------------------Key Takeaways:While AI can’t replace all interactions, it can improve efficiency and productivity by delegating tasks to conversational AI that can accelerate solutions to customer problems.Marketing cannot be separate from product experience and customer value. Enhanced product market fit goes hand-in-hand with higher return on investment Chief Marketing Officers should also think of themselves as Chief Customer Officers. They are accountable for all marketing levers and demand that drives customer experience.-------------------“Thanks to the computational power, to AI, to the technology advancements, we can go down to one-on-one. Using everything we know about them, all the data they volunteer, all the data that we capture through their interactions with our products, and personalizing their experience for them to exactly what they need and where they are in their journey.” – Llibert Argerich-------------------Episode Timestamps:‍*(02:19) - Llibert’s career journey*(05:00) - Trends impacting customer experience*(07:41) - How Thumbtack is leveraging AI*(17:44) - The biggest challenge in building a frictionless customer experience*(24:27) - How Llibert defines “good data”*(38:53) - Who’s doing it right in terms of customer experience‍*(44:20) - Llibert’s recommendations for upleveling customer experience strategies-------------------Links:Connect with Llibert on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Glenn Vanderlinden, Co-founder and Lead Solution Architect at Human37. Glenn has over a decade of analytics experience and has held various roles at Semetis including Executive Director of Technical Operations and Services, and worked as a Business Analyst at Deloitte. Today, Glenn helps organizations drive business results by leveraging customer data. In this episode, Kailey and Glenn discuss bridging departments to create a consistent customer experience, focusing on the boring parts of AI to drive results, and making the most of customer data with a flexible enterprise.-------------------Key Takeaways:Creating a consistent and coherent customer journey requires communication between departments and the bridging of tech stacks.Without a Chief Data Officer in place when implementing AI, garbage in, garbage outwill result at an unprecedented scale because everything is over automated.Ensuring you have the right structure and processes in place for AI may seem boring, but it’s essential if you want the tech to work for your business.-------------------“If you want to start with personalization, if you want to start with data or upgrade, whatever you have, start with use cases. Verify what you need in order to bring them to life. Be specific about the requirements. Take into account privacy, consent, data minimization. But, the user story is so important because otherwise you might end up with data that has no use case.” – Glenn Vanderlinden-------------------Episode Timestamps:‍*(03:10) - Glenn’s career journey*(06:06) - Trends impacting marketing and customer engagement*(11:51) - Glenn’s take on flexible enterprises*(18:47) -  AI use cases*(25:58) - How Glenn defines “good data”‍*(40:22) - Glenn’s recommendations for upleveling customer data strategies-------------------Links:Connect with Glenn on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Shannon Duffy, Chief Marketing Officer at Asana. Shannon leads global marketing efforts, including corporate, product, growth, revenue, and engagement. Prior to Asana, she held the role of Executive Vice President Cloud and Industry Marketing at Salesforce where she guided messaging, experiences, and go-to-market strategy for their flagship products. Shannon is a technology marketing veteran who has held leadership positions in the industry since 2003. In this episode, Kailey sits down with Shannon to discuss how Asana is building the future of work with AI workflows that complement a deeply human customer experience. From AI to human hand-offs to prescriptive use cases that delight customers, we discover how Asana has harnessed the power of good data to fuel it all.-------------------Key Takeaways:Making a B2B buying decision is complex. Having human and data touch points working together provides an excellent customer experience for B2B buyers.For companies like Asana, AI can identify a signal, create a workflow for the right salesperson, and start the customer interaction much faster. Creating a culture of data within teams helps ensure marketing tactics are performing and resonating well with customers.-------------------“It's really important to me that my teams have a culture of data. How is that woven into the fabric of our marketing work? It's not just enough to do, you have to make sure it is performing and you have to make sure it is resonating with your customers. It's not just like, ‘Did this do well or did it not?’ If it's not doing well, it's not resonating with their customers.” – Shannon Duffy-------------------Episode Timestamps:‍*(02:56) - Shannon’s career journey*(05:36) - Trends impacting marketing and customer engagement*(11:55) - How Asana is testing AI and the customer journey*(17:01) - How Shannon defines “good data”*(27:05) - Changes in customer engagement in the next 6 to 12 months‍*(32:35) - Shannon’s recommendations for upleveling customer experience strategies-------------------Links:Connect with Shannon on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Gabrielle Boko, Chief Marketing Officer at NetApp. Gabrielle has over 22 years of experience in technology marketing, connecting customer success to innovative experiences in software applications and cloud services, digital strategy and marketing, customer storytelling and experience, AI and Big Data and funnel management. Prior to NetApp, she led organizational transformations and built high impact teams for companies like HPE, Sage, SAP and Cognos.In this episode, Kailey and Gabrielle discuss AI as a competitive differentiator, NetApp’s brand refresh and the sustainability of AI.-------------------Key Takeaways:Championing data security and bias reduction in AI helps us be more responsible with tech and become better humans.When customers are at the center, we can advance things like sustainability and ethics without sacrificing other areas where we need to be successful.Customers don’t like brands to make quick assumptions about them. They want effortless interactions they can see value in.-------------------“Customers are looking for simplicity. They're looking for simplicity and engagement. I think digital has already elevated that. Adding AI on top of digital allows us to take simplicity to a new level. Which is reduction of costs or how to think about content in a really personal way.” – Gabrielle Boko-------------------Episode Timestamps:‍*(02:38) - Gabrielle’s career journey*(09:54) - AI’s impact on sustainability*(16:15) - The biggest challenge of building a best in class customer experience*(19:38) - How Gabrielle defines “good data”*(22:02) - Gabrielle dives into NetApp’s rebrand*(41:01) - Changes in customer engagement in the next 6 to 12 months-------------------Links:Connect with Gabrielle on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Dana McGraw, Senior Vice President of Data and Measurement Science at Disney Advertising. Dana leads teams responsible for data science, analytics and audience modeling – in addition to attribution, advertiser performance and insights. She leads data science and advanced analytics for advertising sales, covering Disney’s portfolio of linear, streaming, digital, and social properties. Previously, Dana held several positions within Yahoo!’s Media Group, analytics roles at leading interactive agencies, and also coached women’s college basketball for seven years. In this episode, Kailey sits down with Dana to discuss how data collaboration is evolving, the importance of interoperability, and the ins and outs of Disney’s Audience Graph.-------------------Key Takeaways:Building relationships with consumers isn’t about collecting data just to collect it. You should collect data in a way that creates the best consumer experience and maintains a relationship of trust.It’s possible to create interoperability for measurement in ways that are compliant, respectful to the consumer, and achieve the goals you’ve set out to achieve.Data science is often thought of as math and engineering, but it’s more of a social science in that it reflects culture and society as a whole.-------------------“Don't just collect everything you can collect. It doesn't make any sense. Do what you need to do to make the consumer experience the best one possible and to maintain that relationship of trust. That's our guiding light, independent of everything else.” – Dana McGraw-------------------Episode Timestamps:‍*(02:49) - Dana’s career journey*(07:29) - Trends impacting adtech and consumer experience*(11:05) - Disney’s data collaboration solutions*(20:13) - How Disney incorporates modeling and machine learning into their solutions*(29:04) - How Dana defines “good data”*(40:31) - Dana’s recommendations for upleveling inclusive marketing strategies-------------------Links:Connect with Dana on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Kevin Niparko, Vice President of Product for Twilio Segment CDP. Kevin joined the team in 2015 to lead Growth & Analytics, before helping form Segment’s Product Management organization. He’s led a variety of Twilio Segment’s products over the years, from Connections, Cloud Sources and ETL, and Profiles.In this episode, Kailey and Kevin discuss future proofing organizations to take advantage of AI breakthroughs, accelerating time to value, and solving problems through data strategy alignment.-------------------Key Takeaways:Keeping up with the evolving landscape of data management requires flexibility, extensibility, and interoperability built into your data architecture.How modern enterprises can quickly and continuously adapt to the proliferation of tools and technologies.The importance of creating a data strategy to evolve with the needs of your business and serve your cross-functional stakeholders.-------------------“The problems that we see our customers running into that really feel intractable are the ones more on the people and the process side of data. It's something that technology can help with. It's something that CDPs can play a role in. But, I think we're also realistic that no tech or software is going to be the silver bullet. It's about different parts of the organization coming together and aligning on an overall data strategy that everybody will abide by.” – Kevin Niparko-------------------Episode Timestamps:‍*(02:59) - Kevin’s career journey*(05:52) - Trends impacting technology and customer engagement*(09:04) - Components of a flexible enterprise*(16:55) - How AI intersects with data management*(30:04) - How Kevin defines “good data”*(36:50) - Kevin’s recommendations for upleveling inclusive marketing strategies-------------------Links:Connect with Kevin on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Dr. Anastasia Kārkliņa Gabriel. Anastasia is a Senior Insights Lead at Reddit and the author of Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy. She earned her doctorate in cultural studies from Duke University and has consulted for the world's top brands, including Nike, Samsung, and Disney. Anastasia is a cultural theorist, writer, social critic, and strategist specializing in inclusivity within marketing, media, and tech. In this episode, Kailey sits down with Anastasia to discuss the nuances of inclusive marketing, the importance of cultural intelligence, and fostering trust through co-creation.-------------------Key Takeaways:Practicing cultural intelligence to influence society in a positive way and gain commercial advantageThe importance of reciprocal relationships between brands and cultural communitiesDeconstructing the profit versus purpose method of marketing-------------------“I find that line in the sand to be quite ineffective and almost troubling at how easily we are ready to go back to the status quo, which is to make profits without consideration for ethics. Cultural intelligence really tries to bridge that gap or bridge that divide to say, ‘We can do culturally intelligent work that is driving commercial advantage and still be attentive to issues of inclusion, equity, and fostering belonging among our audiences.’” – Dr. Anastasia Kārkliņa Gabriel-------------------Episode Timestamps:‍*(03:11) - Anastasia’s career journey*(06:14) - Anastasia dives into her book*(09:48) - The false binary of profit vs. purpose *(13:24) - How brands should think about inclusive marketing *(20:36) - The intelligent ways to use AI in marketing *(28:09) - How Anastasia defines “good data”*(40:27) - Anastasia’s recommendations for upleveling inclusive marketing strategies-------------------Links:Connect with Anastasia on LinkedInRead Cultural Intelligence for MarketersVisit Anastasia’s websiteConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com