The Data-Driven Marketer

Casie Gillette is the Sr. Director of Online Marketing at Komarketing, a B2B Online Marketing firm based in downtown Boston. Before Komarketing, Casie developed and implemented SEO strategies for Grasshopper.com, Chargify.com, and many more websites. In this episode, Casie shares how she became an SEO and online marketing leader. Get a few tips, too. Technical audit, anyone?

Jessica Gilmartin runs global revenue marketing for Asana, a leading work management platform for teams. In this episode of The Data-Driven Marketer, Jessica explains the difference between project management and work management—and why Asana uses work management to motivate people and teams. Earlier in her career, Jessica co-founded and sold Fraiche Yogurt, a successful chain of yogurt stores in the San Francisco Bay Area. She then ran product marketing for Wildfire, which was acquired by Google. After leaving Google, she ran sales, marketing, and customer support for a series of high-growth, venture-backed startups. Jessica's diverse experiences are both surprising and impressive. We're confident you will walk away with tactics to improve communication and engagement among your team(s). 

This week, as the 2022 World Series unfolds, Alex Cohen joins us in The Data Basement to talk baseball broadcasting and advertising. Alex is the voice for the Triple-A Affiliate of the Chicago Cubs, and the lead broadcaster for all 140 home and road games during the season and any Pacific Coast League Playoff games on AM 940. He also leads pre-game, in-game, and post-game interviews with coaches, players, guests, and sponsors. During the off-season, Alex is responsible for all partner renewals, including advertising deals across all media. His sales and advertising experience covers field signs, radio spots, ticket packages, sweet packages, digital, radio, and social media placements. In this episode, he shares why a smile helps him sell what he knows.

This week, we welcome Pat Connelly to The Data Basement. Pat is the Chief of Staff at Lively, a modern health savings account provider. His previous roles include Director of Marketing and Senior Director, Brand Strategy. He’s known for connecting users to brands and products in his 12+ years of running digital marketing for various tech companies and startups. In this episode, we discuss running digital marketing in a highly regulated business. Can’t use targeted lists to reach an audience? Don't have the same access to customer data as most B2B or B2C companies? Oh no! Pat's ideas can help. Here’s what to do when you can’t rely on ad networks to scale revenue through automation and ad dollars. Hint: Are you hunting for a new community or audience-building opportunities monthly? 

Taylor Shanklin is the CEO and “Chief Sizzle Officer” at Barlele + Creative Shizzle, while Will Novelli is the Digital Project and Podcast Manager. At Barlele, (Barlele (bar·lay·lay) means: Only Soaring. ) Taylor, Will, and the team help passionate entrepreneurs, growing companies and social do-gooders cut through the noise and drive impact with a memorable brand. Through effective storytelling, done-for-you content marketing and strategic growth coaching, you will take off and soar.

Creative Shizzle is a design company under Barlele. they offer topnotch designs made through Canva that help you reach your marketing goals. You won't have to worry about your materials--enjoy a fast turnaround time and a dedicated designer just for your organization. In this episode, Taylor shares how she scaled the agency using candor and strategy.

Jason Falls is back for round two in The Data Basement with Adam and Mark. What’s changed since his first visit? Jason is now the Chief Strategy Officer, Principal of falls+Partners. Previously, he was the Senior Influence Strategist at Cornett, Host of C-Suite Radio, Keynote Speaker, and Author of Winfluence.

Jason’s primary job is developing what he believes to be bleeding edge strategies and creative concepts to bring influencer marketing efforts to life for brands. He works with brands directly, but also as a partner to agencies and even managed services companies to ensure there is thinking and creativity alongside the KPIs. In August of 2022, Jason was named one of the Top 30 U.S. Pioneers in Influencer Marketing by Talking Influence.

Welcome to another episode of The Data-Driven Marketer. Meet Lee Odden, the CEO and Co-Founder of TopRank Marketing, a specialized digital marketing agency serving enterprise organizations with integrated content and influencer marketing solutions. Lee is a digital marketing strategist, international speaker, CEO, and the author of Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing (Wiley). He also leads agency strategy, industry evangelism, and serves as coach and cheerleader for an amazing team of marketers. Let’s jump into the conversation highlights.

Rand Fishkin, CEO & Co-Founder of SparkToro, is back in The Data Basement for a second action-packed episode with Adam and Mark. You know Rand as the original CEO and Founder of Moz, where he spent over fourteen years shaping the SEO software biz. However, he’s also the author of Lost & Founder and The Art of SEO. We learned he’s the creator of upcoming video game, too. If you want tips on how to become a better marketer or creator without the fluff, Rand is your guy. let’s jump into the conversation highlights.

This week, we welcome a fellow NetWiser to The Data Basement. Cam Fortin is the VP of Product at NetWise, a Dun & Bradstreet company. Cam also has the most Instagram followers amongst our team. Therefore, he’s also the most prominent influencer at NetWise.

Cam consulted after college to develop his analysis chops before joining Wine.com for a lengthy ten years. He focused on analytics and search before taking over the product function based on a recommendation from the engineering team. Cam fell into product after interrogating things, gathering data, and making decisions for the business—aspiring product leaders, take note.

Cam joined NetWise through a friend and now CTO, Brian Jones (yep, an OG on the pod). Fun fact: before the merger with Dun & Bradstreet, All NetWise employees joined via word of mouth. Without further ado, let’s jump into the conversation highlights.

This week, Brian Jones is back in The Data Basement to discuss the trending topics of connected TV and data regulation. Not only is Brian the original host of this podcast, but he’s also an executive-level entrepreneur, engineer, and developer with experience in manufacturing and big data. Brian's official title is Senior Vice President, Audience Solutions Technology at Dun & Bradstreet. He’s also the Chief Technology Officer (CTO) of NetWise and Eyeota (part of a merger and acquisition). You could say he runs tech for everything, which is why he’s the perfect guest for this conversation about CTV and regulatory predictions in Big Tech. Brian’s list of specialties and accomplishments is too long to list, but he’s what you get when mixing a data-driven marketer, developer, engineer, designer, and people leader. So, a jack of all trades and master of many more. Without further ado, let’s jump into the conversation highlights.

Hey, everybody! Welcome back for another hang in The Data Basement. This week, we’re joined by Laura Jones. Laura is Chief Strategy Officer for BAV Group, VMLY&R’s brand analytics practice and the leading authority on data-driven branding. Her mission is to fuel creativity with data using the world’s largest and longest-running study on brands. She’s proud to have inspired many successful and award-winning creative campaigns across nearly every major industry category. Laura is also leading the transformation effort for BAV across WPP and partnering with Chief Product Officers and Chief Technology Officers to architect and connect data sources across the ecosystem.

Noah Learner is the Vice President of Product for Two Octobers, a digital marketing services firm. He joined the digital marketing world after 20 years in cycling retail, where he built an SEO advantage for his employers using readily available tools and data. His specialty is building the tools and automations to make digital marketing more efficient and scalable. We’re talking data pipelines or data warehouses, Google Sheets Add-ons, PPC feed automations, world class Google Data Studio visualizations and reporting solutions, digital marketing process automation and more. And if you’re not impressed yet, he also speaks at conferences, webinars, meetups, and am a frequent guest on SEO + marketing podcasts. BONUS: Noah shares how he overcame the anxiety, panic attacks, and imposter syndrome he felt before speaking engagements.

We welcomed Jen Friel to The Data Basement this week. Jen is the founder of Talk Nerdy To Me (.com), which includes a blog optioned by Warner Bros. and Jerry Bruckheimer. In August of 2015, Talk Nerdy To Me was purchased by CBS for a put pilot.

For the past decade, Jen has co-founded four apps (two of which she built herself) and held various positions in marketing, sales, design, and engineering. She’s recognized for her pre-influencer era social media tactics, which allowed her to accomplish things only A-list influencers can do today. She documented the adventures along the way, which included crashing the Grammy Awards, dancing on stage with Prince, going out on over 103 dates in 9 months (accidentally using the OkCupid algorithm), and flying cross country with Billy Gibbons of ZZ Top.

You have questions, don’t you?

This week, we have the one and only Brian Jones in The Data Basement with Adam and Mark to discuss the state of the basement, i.e., what’s happening around here with the three-way merger and acquisition of NetWise, Eyeota, and Dun & Bradstreet. Brian is an executive-level entrepreneur, engineer, and developer with experience in manufacturing and big data. However, if you remember him as the third host for this show—your memory is up to snuff. This time, Brian plays the guest role as the Senior Vice President of Audience Solutions Technology at Dun & Bradstreet. Oh, he’s also the Chief Technology Officer (CTO) of NetWise and Eyeota. So, he runs tech for everything—no big deal. Brian’s list of specialties and accomplishments is too long to list, but he’s what you get when mixing a data-driven marketer, developer, engineer, designer, and people leader. So, a jack of all trades and master of many more. In this episode, he shares his learnings from leading technology teams through rapid transformation and integration. 

Cory Munchbach is the President and Chief Operating Officer at BlueConic, a customer data platform that helps you increase access to data across the organization so you can transform customer relationships and unleash growth. Cory spent her career working on emerging technologies with Fortune 500 clients from various industries. Before joining BlueConic, she was an analyst at Forrester Research where she covered business and consumer technology trends and the fast-moving marketing-tech landscape. A sought-after speaker and industry voice, Cory’s work has been featured in Venture Beat, Wired, AdAge, and AdWeek, as well as spoken at conferences such as FutureM, MITX, and the Association of National Advertisers. A life-long Bostonian, Cory has a bachelor’s degree in political science from Boston College and spends a considerable amount of her non-work hours on various volunteer and philanthropic initiatives in the greater Boston community. The rest of that time is spent hanging out with family and friends, running around with her rescue dog, or reading.

Sudeshna Sen joined Adam and Mark in the data basement to discuss transforming the B2B customer experience in a post-pandemic world. Sudeshna is a marketing executive driving top-line growth for businesses. She is currently the Executive Vice President, Dentsu Media. However, she served as Merkle’s Vice President, Strategy and Analytics at the time of this recording. As a data-driven, customer-centric digital marketing leader and strategist, Sudeshna brings 15+ years of B2B and B2C marketing and sales experience to drive sustainable growth across hi-tech, financial services, retail, health, and nonprofit orgs. 

In this week’s data-driven marketing news: Americans choose gaming over streaming, more privacy rules in California, companies hide IP addresses, VOX launched an SSP, Meta tries to rebrand contextual advertising.

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In this week's news, a Web3 social startup from Foursquare's founder, VR headsets at work, the FTC fines Twitter, superfans flock to podcasts, and tech workers show support for autonomy and balance.

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In this week’s data-driven marketing news: Microsoft sells in the metaverse, A Web3 Fund raises $100M,  political advertising reveals targeting criteria, Zuckerberg gets sued…again, Snap plunges while Google audiences innovate,  and believe it or not—people still don’t want to be in the office.

Amazon DSP Expert, Brian R. Johnson, joined Adam and Mark in the Data Basement recently. Brian has nearly two decades of experience as a pay-per-click advertising and conversion strategist, brand architect, and overall eCommerce geek. As an award-winning advertiser and trusted partner to tens of thousands of brands across the globe, Brian is considered one of the pre-eminent thought leaders in the eCommerce and Amazon strategy space.

He is also the co-founder of Canopy Management marketing agency which leverages it's experience from across the Amazon industry to help brands scale their businesses and gain market share. The agency has grown to 65 employees across 7 countries and continue to double each year.

In this week’s data-driven marketing news: A mobile game lays a finger on Butterfinger, the future of gaming gets a 600 million dollar fund, Texas social media law gets hog wild, Elon watch, Vimeo enters the 21st century, and Goldman Sachs forces vacation time while Netflix pays it out for 150 employees.

• Instagram is testing Ethereum-based Non Fungible Tokens with a handful of creators and collectors such as the Gary Vees of the world.
• NBCU’s metaverse play - NBCU views immersive virtual experiences as a way to connect consumers and content.
• Trade Desk reports massive increase YoY revenues and added five partners to a key initiative.
• Netflix floats the possibility of ad-supported subscription plans.
• Video game publishers are becoming advertisers.
• Brands are reimagining their approach to advertising in the cookieless world.
• DRM - Data Relationship Management.  If you’re a marketer, get used to this new acronym, as you’ll be using it soon.

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Instagram Tests NFTs: Targets Creators, Collectors

Zontee Hou, President of Media Volery marketing agency, Professor at Columbia University, and Director of Strategy at Convince & Convert stopped by the Data Basement to chat with Adam and Mark. Zontee helps companies of all shapes and sizes reach their full potential through strategic digital marketing, content marketing, and social media.

Web developer, blogger, entrepreneur & Co-CEO of Verve Group, Ionut Ciobotaru popped by the Data Basement to chat with Brian and Adam about data privacy, RTB, blockchain and such. Verve Group is a privacy-first omni-channel ad platform offering programmatic solutions that connect advertisers and publishers to people in real time.

Repeat winner of Top 50 Most Influential People in Sales Lead Management and Top 50 Sales & Marketing Influencers, Matt Heinz stopped by the Data Basement to talk with Adam and Brian. Matt is the President and Founder of Heinz Marketing, prolific author, award-winning blogger, podcast host and dynamic speaker. Apparently he makes a killer brisket.

The guy who first rocked the black shirt (before Zuckerberg), Bryan Kramer, stopped by the Data Basement to chat with Adam and Mark. Bryan is an international keynote speaker, a bestselling author, global TED speaker, and strategist consulting Fortune 500 clients.

Oh look, we wrangled another guest into the Data Basement! Adam and Mark had the pleasure of talking with Doug Kessler recently. Doug is the Creative Director and Co-Founder of Velocity Partners and Board Member at CLEAR Global. He's a displaced Yank who started his career at Ogilvy & Mather, New York but left to kill it in the B2B advertising world. And that's exactly what he's been doing.

Robert Rose, a sought-after consultant, best-selling author, keynote speaker, and one of the world’s most recognized experts in digital content strategy and marketing, stopped down in the Data Basement to talk with Adam and Brian. Robert is also the Founder, Chief Strategy Advisor and Chief Trouble Maker at The Content Marketing Institute.

Jason Falls recently stopped by the Data Basement to chat with Adam and Mark. Jason is Senior Influence Strategist at Cornett, Host of C-Suite Radio, Keynote Speaker & Author of Winfluence.

Chris Kelly stopped by the data basement to chat with Adam and Mark. Chris is startup geek since his high school days and is now the CEO of Upwave. Upwave (formerly Survata) is the leading marketing analytics platform for brand marketers. Their software is used by the world's largest brands, agencies, publishers, and platforms to plan, measure, and optimize brand marketing.

The one and only, Ruth Stevens, recently popped into the data basement to chat with Brian and Adam.  Ruth is the President of eMarketing Strategy, Adjunct Professor at NYU Stern, Author, Speaker and B2B Marketing Consultant.

Joe Pulizzi drops into the data basement to chat with Brian and Adam. Joe is an entrepreneur, speaker, author, and podcaster. He's the Founder of The Tilt, Co-Founder of The Orange Affect, Author of 7 books including his latest, Content Inc, released in 2021. 

Listen to find out what happens to bring 3 crypto enthusiasts together to discuss content marketing. (If nothing it's pretty entertaining!)

Rob Armstrong, SVP of Product at Eyeota, returns to the data basement for Round 2 of our three-part series on the cookieless future of data driven marketing. This week we dig deep into the hot mess surrounding cookies.

This week, Rob Armstrong popped into the data basement to chat with Brian and Adam for Part 1 of a three-part series on the cookieless future of data driven marketing - everyone's favorite topic.

Founder & CEO of PerformLine (The King of Compliance), Alex Baydin, dropped into the data basement this week to chat with Brian and Adam.  Performline is a pioneer in the regtech industry and is focused on making sure customer facing messages in regulated industries are compliant.

Our guest this week is Mark Richardson, Special Program Manager at NetWise. He dropped by to talk about his background, how he landed at NetWise, and the evolution digital media, data-driven growth and marketing that we've all lived through.

Our guest this week is Nico Visiers, Managing Director (U.S.) at Making Science, a technology and digital marketing consultancy specializing in e-commerce and digital transformation. He dropped into the data basement to talk to us about the impact of the pandemic and the "talent crunch" on marketing agencies like Making Science, and the brands the represent. 

Welcome back for another hang in the data basement!

This week we're warming up to some deeper dives on cookies and the future of cookie-less marketing by starting with a quick intro chat about "The ID Challenge." Identifying people, and then eventually identifying users has never been a simple problem to solve. Of course it's even more complex in the digital space.

This week our guest is NetWise VP of Sales and Marketing Sean Hackner and we're talking about his experience with the evolution of data-driven marketing and sales. We talk about how he ended up in the states and working for NetWise, his experience being early with data-driven methods, and how TikTok is the future of storytelling.

Our guest this week is Keith Petri, the CEO of Lockr. He's a data advocate, with a decade of experience working with consumer data. He joins us to talk about what he's seen as the data-driven marketing landscape has evolved. We dig in on what we mean when we talk about consumer data, how ad targeting is different from the "discovery"' mechanisms built into platforms like Netflix and Spotify, and how thinking about both of those things can get is to a better ideal future of consumer data and marketing functions.

Constantly hearing about first party vs. third party data? Do you have to Google it to remember the difference every time? We do too, that's why This week we're back in the weeds talking about these different types of data, how that gets us to the differences between data aggregators and data originators, as well as some of the misunderstandings driving modern discourse around data regulation.