Builders Wanted

This episode features an interview with Elizabeth Preis, Chief Marketing Officer at Anthropologie. As CMO, she leads the team that implements all brand marketing, customer insights and analytics, and editorial content across all social, digital, and print platforms, and online and in stores. Previously, Elizabeth spent a decade in the beauty industry leading strategy for integrated marketing at Estée Lauder and BH Cosmetics. In this episode, Kailey sits down with Elizabeth to discuss taking risks at the right time, designing impactful omnichannel experiences, and crafting concise stories through data.-------------------Key Takeaways:Taking risks is imperative to being successful, but you have to know when to take them. Trying a new promotion around major shopping events like Black Friday probably isn’t in your best interest. So, figure out a smart time to take a risk that will allow you to fail fast and cheap. It’s also important to be aligned internally so that all teams understand what the risk looks like.Online stores are nowhere near as sensorial as in-store physical experiences. However, that doesn’t make them any less impactful on the overall customer experience. Implementing things like ratings, reviews, and written marketing materials can round out the digital experience.Marketers are tasked with crafting stories, but don’t overwhelm your customers with words. Be concise and back your anecdotes up with data and you can deliver an impactful customer experience.-------------------“If we're in the job of actually crafting the story and writing the poetry, then it's more than just knowing the words and the letters and how to put together a sentence. It's also making sure that in a short number of words, we're making the biggest impact with the mounds and mounds of data sets that we have available. What are those key elements that we want to make sure that not just the marketing team is clear of, but actually the entire organization is clear of?” – Elizabeth Preis-------------------Episode Timestamps:‍*(02:12) - Elizabeth’s career journey*(04:13) - Industry trends in customer experience in retail*(12:51) - Changes in customer behavior in retail*(17:43) - Challenges in the customer engagement journey at Anthropologie*(24:45) - How data influences marketing at Anthropologie‍*(32:04) - An example of another company doing it right with customer engagement (hint: it’s Shopify, LVMH, Sephora)*(36:21) - Elizabeth’s recommendations for upleveling customer engagement-------------------Links:Connect with Elizabeth 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 Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Chris Madan, Vice President of Digital Sales and Service at Telus, a telecommunications company headquartered in Canada. Chris is an accomplished business and technology executive with expertise across marketing, e-commerce, data, and technology modernization. At Telus, he leads a team of digital practitioners to deliver outstanding digital customer experiences and drive business results.In this episode, Kailey and Chris discuss humanizing digital experiences, listening to implied customer preferences, and leveraging the moments that matter.-------------------Key Takeaways:Creating an exceptional customer experience starts with showing up for customers in the moments that matter. For example, Chris and his team at Telus are able to predict travel frequency based on roaming data and provide the customer a pre-packaged offer before the customer even reaches out to change their plan. Predicting these moments shows the customer you care about their experience and want to make their life easier.The human condition craves interaction, whether that’s with another human being in a physical store or over the phone. Creating a connected omnichannel experience is critical to meeting customers’ needs and augmenting with digital means.When dealing with customer data, it’s important to know that just because you have access to certain information doesn’t mean you should be using it for targeting. You can still build relevant and personalized experiences using data in a smart, responsible, and ethical way.-------------------“For us, the moments that matter are the ones where we make your life easier. The whole point of humanized digital experiences and Telus’s tagline, is to make the future friendlier. How do we make sure that we are there in those times, we use the information we have, and we create those experiences for you at those moments.” – Chris Madan-------------------Episode Timestamps:‍*(02:17) - Chris’s career journey*(05:23) - Industry trends in customer experience in telecom*(13:47) - Challenges in the customer engagement journey at Telus*(19:31) - How Chris defines “good data”‍*(24:31) - An example of another company doing it right with customer engagement (hint: it’s Spotify and Uber)*(32:36) - Changes in customer engagement in the next 6-12 months*(35:25) - Chris’s recommendations for upleveling customer engagement-------------------Links:Connect with Chris 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 Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Ali Miller,Vice President of Product Management, Ads at Instacart. Since joining the company in 2021, she enables brands to connect with consumers to discover and purchase products they will love. Previously, Ali served as the Director of Product Management at YouTube and spent 11 years at Google as a Product Specialist and Product Manager. She also tested her skills on Jeopardy!, America’s longest-running quiz game show, in early 2023.In this episode, Kailey sits down with Ali to discuss the power of human interaction, winning the digital shelf, and creating a recipe for trust.  -------------------Key Takeaways:Mastering the digital shelf is crucial right now. Because it’s not finite, there’s endless opportunity to level the playing field for emerging brands while also showing consumers personalized and dynamic products that will resonate with them. Generative AI can unlock powerful consumer insights that were once unknown. AI has the ability to identify concepts and products that the consumer finds personal and inspirational.Creating trust as a CPG is a balancing act between building connections and driving results. Fostering relationships with the folks who control the budget allows you to have transparent conversations and drive efficient outcomes.-------------------“Digital shelf space is not finite, you can find the right thing that's going to resonate with the consumer at the right time. And so, emerging brands have a chance to play on a level playing field, and we can provide a little bit more diversity in what consumers are able to find and discover. I love that the digital shelf can be so much more responsive. And that's an amazing ads opportunity as well as a great opportunity for consumers to discover something new.” – Ali Miller-------------------Episode Timestamps:‍*(02:13) - Ali’s career journey*(10:17) - How Instacart helps promote diverse businesses*(11:51) - Industry trends in customer engagement in CPG*(19:15) - Challenges in the customer engagement journey*(28:50) - How Ali defines “good data”‍*(37:21) - An example of another company doing it right with customer engagement (hint: it’s Magic Spoon)*(40:55) - Changes in customer engagement in the next 6-12 months*(43:52) - Ali’s recommendations for upleveling customer engagement-------------------Links:Connect with Ali 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 Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Krish Sailam, Marketing Technology & Operations Lead at Nextdoor. After spending 20 years in the AdTech and MarTech space, he now helps brands craft their experiences from a customer-centric perspective. Prior to Nextdoor, Krish served IPG and Dentsu where he managed large programmatic accounts for Amazon, Cisco, Oracle, Slack, and Intel.In this episode, Kailey and Krish discuss driving community engagement through localization at scale, creating customer-centric user journeys, and escaping the data cesspool. -------------------Key Takeaways:Designing your user experience based on what the customer wants instead of what the latest innovative technology can do will help you drive retention of relationships and revenue. Customers are looking for experiences that feel natural and intuitive to them.As technology continues to revolutionize data, it’s important to shift the balance of the customer experience into the hands of AI to streamline that process. Ensure you have knowledgeable people in your organization and restructure your data systems so they are built for AI.Don’t be afraid to kill off your systems. With all of these new developments in AI and data, it pays to be adaptable. By practicing “data Pilates,” you’re creating systems that have a strong core, but are flexible and sustainable.-------------------“Don’t be afraid to kill off your systems, in the spirit of AI coming down the pipe and needing to rebuild these things. The way I see it is, you really need to practice this concept of data Pilates or data yoga. Come up with a really strong core, but make sure it's really flexible and it's able to do a lot of things.” – Krish Sailam-------------------Episode Timestamps:‍*(02:20) - Krish’s career journey*(07:16) - Krish explains Nextdoor*(10:10) - Industry trends in customer engagement in tech*(20:41) - Changes in customer behavior in tech*(26:41) - Challenges in the customer engagement journey*(29:24) - How Krish defines “good data”*(39:04) - A time Krish was surprised by data*(42:15) - Changes in customer engagement in the next 6-12 months‍*(45:26) - An example of another company doing it right with customer engagement (hint: it’s Little Spoon and Spotify)*(48:08) - Krish’s recommendations for upleveling customer engagement-------------------Links:Connect with Krish 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. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Erika Reed, Manager of Data Strategy at General Mills. After serving companies like Best Buy and Life Time in the marketing space, Erika ventured into analytics in 2020. She now uses data and technology to drive insights into action and helps brands deliver meaningful and engaging consumer experiences.In this episode, Kailey sits down with Erika to discuss providing a value exchange for consumer data, grappling with unknown traffic, and focusing on behavioral data instead of demographics.-------------------Key Takeaways:More than ever, consumers are not willing to readily give up their data. However, they will for the right value exchange. Offering them points, dollars, or convenience opens the door for companies to collect rich purchase data while providing value back to consumers.When it comes to building strategies, focus on the insights behavioral data tells you, not just demographics. Behavioral data allows marketers to create profiles and build relationships with consumers based on their purchasing habits.It’s critical to ask consumers precise questions when first engaging with them. For example, Pillsbury asks consumers, “Who do you cook for?” when signing up for recipe inspiration. They can then combine this information with other data to create a customized and relevant experience.-------------------“We have all of this behavioral data, which is the most important type of data in my opinion. We can get to know a lot about you based on what you're buying, and we can use that to go find more of you. [...] Historically, we use demographic data as a proxy to get closer to relevancy, but now we have all of this rich purchase data that can give you signals that demographic data can't.“ – Erika Reed-------------------Episode Timestamps:‍*(02:07) - Erika’s career journey*(08:10) - Industry trends in consumer engagement in CPG*(11:44) - Changes in consumer behavior in CPG*(21:40) - Challenges in the consumer engagement journey*(31:08) - How Erika defines “good data”‍*(36:06) - An example of another company doing it right with consumer engagement (hint: it’s DSW)*(39:30) - Changes in consumer engagement in the next 6-12 months*(42:58) - Erika’s recommendations for upleveling consumer engagement-------------------Links:Connect with Erika on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Julie Roy, Senior Vice President and Chief Marketing Officer at DSW. Julie has devoted 15 years of her career at DSW in the customer analytics, CRM, and loyalty space. Now, she is responsible for leading the development, activation, and continued growth of DSW’s cross-channel campaigns.In this episode, Kailey and Julie discuss the phy-gital customer experience, building loyalty through content and communities, and balancing brandformance.-------------------Key Takeaways:The best customer experience in retail revolves around convenience, relevance, and value. By bridging the digital and physical experience, customers can conveniently shop across channels. Relevance happens by positioning your brand to align with customer values and their personalization needs. And finally, value is created through content and communities that connect customers.In this current economic climate, CMOs are tasked with making every dollar work harder. This requires constant testing and optimization of tactics, channels, and content to better serve customers.Customer loyalty should be thought of as a business strategy, not a marketing program. Everyone across the organization is responsible for creating brand stickiness and customer retention.-------------------“The focus now will be on bridging and integrating the digital and physical retail experience for consumers. I like to call that the ‘phy-gital’ experience. [...] You get the full sensory experience of a brand and the physical experience. [...] Then you couple that with the endless choices of a vast assortment, as well as the expanded content and rich information that you're able to provide with the digital experience.” – Julie Roy-------------------Episode Timestamps:‍*(02:51) - Julie’s background*(06:16) - Industry trends in customer engagement in retail*(13:37) - Changes in consumer behavior in retail*(17:04) - Challenges in the customer engagement journey*(19:13) - How Julie defines “good data”*(31:52) - Changes in customer engagement in the next 6-12 months‍*(34:14) - An example of another company doing it right with customer engagement (hint: it’s beauty brands and Apple)*(35:57) - Julie’s recommendations for upleveling customer engagement-------------------Links:Connect with Julie on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Kristin Maa, Senior Vice President of Growth at Saks. At Saks, Kristin leads growth and retention marketing and online category growth. She has held various leadership roles at Saks Fifth Avenue and HBC in marketing and business strategy.In this episode, Kailey and Kristin discuss customer DNA, uniting online data and in-store experience, and creating VIP customers through predictive analytics.-------------------Key Takeaways:Customers expect their digital profiles to be reflected in their in-store experience. It’s critical for associates to structure in-person conversations around online data to provide a personalized omnichannel experience.Through the use of predictive analytics, it’s possible to identify potential high LTV customers based on their behavioral data. This practice gives customers the VIP treatment and leads to higher engagement and retention.Customer DNA helps pinpoint which brands, categories, and engagement channels customers prefer. This enables marketers to identify and suggest similar products and channels a shopper might be interested in, effectively moving them along their engagement journey.-------------------“If we are giving early access to our VIP customers, we're also taking a group of people that haven’t ‘earned’ that status already, but they're indicating that they probably will, and going ahead and giving it to them because we want to make sure that we're retaining them. It gives us a better chance to engage them and wrap our arms around them early and make sure that they fulfill their destiny as that high LTV, VIP customer that we think that they're going to be.” – Kristin Maa-------------------Episode Timestamps:‍*(02:08) - Kristin’s background*(04:23) - Industry trends in customer engagement in luxury retail*(11:11) - How Saks is building personalized digital experiences*(18:24) - How Kristin defines “good data”*(22:10) - How Saks is using good data to build customer engagement‍*(28:02) - An example of another company doing it right with customer engagement (hint: it’s Delta)*(31:34) - Changes in customer engagement in the next 6 to 12 months*(35:14) - Kristin’s recommendations for upleveling customer engagement-------------------Links:Connect with Kristin on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Matt Smidebush, RVP of Global Customer Success Programs at Twilio Segment; and Seth Familian, Director of Global Advisory Services at Twilio Segment. Matt has served Twilio Segment for nearly five years, holding various positions in the Customer Success Program. He also specializes in Analytics, Scaled Programs, and Consumer Intent. After 10 years of running his own data strategy consultancy, Seth joined Twilio Segment as a Solutions Architect. He gravitated toward complex strategy-focused projects and founded the company’s Advisory Services practice in 2020.In this episode, Kailey, Matt, and Seth discuss identity resolution, capturing consent, and the power of iteration.-------------------Key Takeaways:As privacy compliance becomes the new norm, capturing consent is top priority. Gaining a customer’s consent allows us to market and monetize our traffic in a law-abiding way.One of the key qualities of driving successful customer engagement is iteration. Understanding how data is useful and methodically improving profiles and driving advanced use cases allows for increased alignment on data sets.In order to build an omnichannel view of a customer, it’s important to match identifiers across touchpoints into one profile, while balancing the customer’s demand for privacy and personalization.-------------------“I feel like the two hardest things when it comes to customer engagement are one, being willing to pace yourself and be iterative instead of trying to boil the ocean. And two, having all the right people in the room at the start to align on what the minimum viable dataset looks like, so everyone can be satisfied. And then continue to align them as you move into more advanced use cases, more sophisticated profiles, et cetera.” – Seth Familian-------------------Episode Timestamps:‍*(02:44) - Matt and Seth discuss their roles at Twilio Segment*(08:45) - Industry trends in customer engagement in tech*(18:10) - Challenges in the customer engagement journey*(26:30): How Twilio Segment is using good data to build customer engagement‍*(35:49) - An example of another company doing it right with customer engagement (hint: it’s bank and insurance call centers)*(39:58) - Matt and Seth’s recommendations for upleveling customer engagement-------------------Links:Connect with Matt on LinkedInConnect with Seth on LinkedInRead Seth’s book Customer Data MaturityConnect with Kailey on LinkedInLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with David Marine, Chief Marketing Officer at Coldwell Banker. David has been with the company for over 20 years in the marketing group. He created the first PowerPoint listing presentation in brand history, led the company’s exploration into virtual worlds, and helmed the successful real estate rebrand.In this episode, Kailey sits down with David to discuss digitizing the real estate experience, tools for sellers, and ensuring tactics are adaptable across local markets.-------------------Key Takeaways:Automating your tactics is important for marketers to reach their audiences and save time and resources. Automation will help decide which strategies are most effective and easily adaptable for different segments.Data is everywhere, but it’s important to figure out if and how it is actionable so you can build off of it. Actionable data also ensures your teams are unified around growing the customer experience.When building out your team, focus on finding people who have similar goals in mind. It’s critical that you’re all on the same path, but also having differing opinions allows you to see all sides of the customer journey.-------------------“We're knee-deep in data but the key is, is it going to be actionable or not? I can have all this stuff, but if I'm not willing to do something from it, then it's completely worthless. So that's really the key. And that's also a mentality shift of how your organization is set up and how your teams are built around to get people focused on, ‘We need to use this to activate growth.’” – David Marine-------------------Episode Timestamps:‍*(01:59) - David’s career journey*(06:59) - Industry trends in customer engagement in real estate*(13:08): David explains Coldwell Banker’s Move Meter Tool*(15:56) - Challenges in the customer engagement journey*(25:02): How Coldwell Banker is using good data to build customer engagement*(31:45) - How David defines “good data”‍*(35:02) - An example of another company doing it right with customer engagement (hint: it’s DoorDash)*(36:38): David’s favorite data-based marketing campaign*(40:09) - Changes in the next 6-12 months in marketing*(42:45) - David’s recommendations for upleveling customer engagement-------------------Links:Connect with David on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Chris Koehler, Chief Marketing Officer at Box where he’s responsible for the global marketing strategy. Chris has over 20 years of experience leading product, sales, and marketing teams for companies like Adobe, E*TRADE, and SunTrust Bank. In this episode, Kailey and Chris discuss cost effective events, simplifying tools, and test and learn culture.-------------------Key Takeaways:With events starting to pick back up, it’s important to strike a balance between customers who may be experiencing digital fatigue and those not ready to attend in-person events. Marketers have to find ROI of these events quickly and engage with customers in cost effective ways.Tech layoffs are not slowing down, so leaders need to look at saving money and getting the most value out of their current investments. Marketers can look to product awareness and simplification of tools and processes to drive customer retention.Because of the economic upheaval we’re seeing, it’s important to implement a test and learn culture. Starting small to see what drives the highest impact for customers is effective in creating new strategies.-------------------“I think there's a massive opportunity, especially in an environment where it's going to be harder to get new customers, focus on existing customers and clearly understanding what are the specific actions, or products, or capabilities that they use that drive stickiness and retention. [...] We basically have programs across marketing, our CS, our sales organization, our product together to figure out how do we unify that.” – Chris Koehler-------------------Episode Timestamps:‍*(02:41) - Chris’s career journey*(10:02) - Industry trends in customer engagement in tech*(17:48): How the current economic climate is changing Chris’s marketing tactics*(22:17) - Challenges in the customer engagement journey*(25:50) - How Chris defines “good data”*(27:45) - How Box is using good data to build customer engagement*(37:11): A time Chris was surprised by data*(39:01) - Changes in the next 6-12 months in marketing‍*(40:40) - An example of another company doing it right with customer engagement (hint: it’s Slack, Atlassian, Adobe)*(41:38) - Chris’s recommendations for upleveling customer engagement-------------------Links:Connect with Chris on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.