Making Sense of Martech
by Juan MendozaMaking sense of Martech (MSoM) is an irregular set of interviews with some of the most interesting people working in marketing and technology. This podcast is an extension of The Martech Weekly newsletter by going deeper into the most popular topics covered there. You can subscribe at themartechweekly.com
Copyright: Juan Mendoza
Episodes
TMW Case Study #001 | Scaling Martech QA with computer vision and robots
1h 26m · PublishedWelcome to our very first TMW case study!Kicking off this series,we’re featuring Rappi, the Latin American super-app that connects consumers with merchants that sell a wide variety of products, and drivers that can bring those products to their doorstep. The three-sided business is not only a logistical challenge, but also a Martech challenge.
Rappi’s array of marketing campaigns and offers, driven by a sophisticated deep-linking strategy, is crucial to its success. It did, however, lead to the need for an impossibly large amount of QA to ensure the successful delivery of customer experience workflows, ensuring that would-be customers don’t fall off their buying journey at any point, from clicking on an ad through to landing in the app and making a purchase.
Leading the Martech and Adtech practice at Rappi is Satya Ramachandran, who brings over 12 years of Martech experience to the table, having previously worked as a data engineer building distributed databases.
In this case study, we’ll walk through how Satya not only scaled the Martech QA process using computer vision and robots, but turned QA into a profit-driving initiative with champions throughout the business, rather than just a cost center.
Satya’s responses have been edited for clarity and congruency.
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Making Sense of Martech Special Announcement
3m · PublishedMaking Sense of Martech's very own Juan Mendoza on looking ahead to the rest of 2024
#66 | Tim Mason & Sarah Jarvis on the case for Omnichannel
1h 12m · PublishedA conversation with Tim Mason & Sarah Jarvis from Eagle Eye.
In this episode we’re joined byTim MasonandSarah Jarvis. Tim is the CEO ofEagle Eye, a leading loyalty and personalization platform and a top 10 TMW 100 global innovator. Tim has spent more than 30 years building loyalty strategies in retail, including working as the Deputy CEO and CMO of Tesco UK PLC.Sarah Jarvis is a senior marketer, also at Eagle Eye, and a regular contributor to Forbes UK. Both are the authors of the recently released 2nd edition ofOmnichannel Retail: How to Build Winning Stores in a Digital World.
In this episode, we delve into the multifaceted concept of Omnichannel, exploring its definition, and we hear Tim and Sarah’s case for its importance. We also discuss the ethical considerations businesses face in the pursuit of omniscient customer knowledge, offering insights into responsible practices amid growing data privacy concerns. Additionally, we explore successful examples of companies implementing omnichannel strategies and examine the challenges organizations encounter when introducing omnichannel to their businesses, along with strategies to overcome internal hurdles.
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- You can find Tim Mason on LinkedIn and Sarah Jarvis also on LinkedIn
#65 | Rohit Maheswaran on the shifting sands of attribution
49m · PublishedA conversation with Rohit Maheswaran.
In this episode we’re joined by Rohit Maheswaran, the co-founder and Chief Product Officer ofLifesight a marketing measurement platform offering a suite of attribution, MMM (Mixed Media Modelling), and incrementality tools.
We tackle the shifting sands of attribution and how marketers are using different models and tools as the ways of last click and multi-channel attribution fade away and more marketers are embracing a back-to-the-future style of measurement using experimentation and MMM.
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- You can find Rohit on LinkedIn.
#64 | Cory Munchbach on the life of a Martech CEO
1h 5m · PublishedA conversation with Cory Munchbach.
In this episode we’re joined by Cory Munchbach. Cory is the CEO ofBlueConic, a leading Customer Data Platform.
In this episode we talk about Cory’s recent journey to becoming the CEO of the company, what it really looks like to lead the vision and strategy of a private equity backed company, growing and scaling a product right in the middle of one of the hottest categories in the Martech industry, and her outlook for the coming year in the CDP category.
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- You can find Cory on LinkedIn.
#63 | Chris Baker on the promise and peril of Generative AI for marketing
1h 1m · PublishedA conversation with Chris Baker.
In this episode we’re joined by Chris Baker. Chris is the founder ofTotem, a brand strategy, marketing, data and innovation consultancy with a focus on the Chinese market. Totem helps global brands break into China and Asia and works with marketing leadership on digital and brand strategy. In a recent presentation of Etail Asia, Chris gave one of the clearest views on how generative AI is impacting the marketing industry.
In this conversation, we’ll talk about his perspectives on Generative AI from looking at how it affects small and large businesses to how it's impacting content quality, and how you should build a defensible brand strategy in an environment where anyone can make content and scale it up effortlessly with Generative AI…See timestamps below.
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- Listen on Apple, Spotify, Google, andeverywhere else.
- You can find Chris on LinkedIn.
Timestamps
(0:16)Guest intro
(05:19)Marketing data opportunities in China and Asia
(19:27 ) Role of marketers and rise of generative AI
(26:10) Adoption of Generative AI in Entreprise and SME
(37:24) trust in the uprising technologies for say mission critical work
(50:14) Defensible brand strategy in the new era of content creation powered by generative AI
#62 | Lauren Maffeo on designing data governance for good
1h 3m · PublishedA conversation with Lauren Maffeo.
In this episode we’re joined by Lauren Maffeo. Lauren is an award-winning service designer working full-time atSteampunkwhere she serves the U.S. federal government. She is a founding editor ofSpringer’s AI and Ethics Journaland an adjunct lecturer of Interaction Design at The George Washington University. Lauren has written forHarvard Data Science Review,Financial Times, andThe Guardian. She has also presented her research on bias in AI at Princeton and Columbia Universities, Google DevFest DC, and Twitter’s San Francisco headquarters and is the author ofDesigning Data Governance from the Ground Up.
In this episode we talk about the societal impact of data governance, the link between human-centered design and managing data in a company, the anti-patterns in data management, the importance of culture in breaking down data silos, balancing transparency with security, the link between data quality and misinformation and many other topics…See timestamps below.
- Go here forshow notes, links, and resources.
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- Listen on Apple, Spotify, Google, andeverywhere else.
- You can find Lauren on LinkedIn.
Timestamps
TimeTopic
(0:11)Guest intro
(10:50)Incentives to data the practice of data governance/management
(21:47)The anti-patterns in data management
(27:27)Discussion around techno optimism
(34:20)the importance of culture in breaking down data silos
(44:06)Balancing transparency with security
(50:34)The Link between data governance and misinformation
(53:33)Importance of data quality & governance on commerciality such as generative AI
#61 | Ari Paparo on the fool’s errand of media
1h 15m · PublishedA conversation with Ari Paparo.
In this episode we’re joined by Ari Paparo the famous host of the very popular Marketecture Podcast and the CEO and founder of LaunchScience, a newly launched (pardon the pun) startup in the category of process management for GTM and product teams. Prior to these two new ventures, Ari founded and exited Adtech platform Beeswax to Comcast and worked stints at Google, Nielsen, and AppNexus.
In this conversation, we speak about the overlap between the Adtech and finance industry, antipatterns in product launches, the fool's errand of software businesses doing media, the surprising second-order effects hitting Adtech in the shift to a more private web, and how Ari feels about all the negative press directed towards the Adtech industry. See timestamps below.
- Go here forshow notes, links, and resources.
- Follow Juan Mendoza onLinkedIn andTwitter.
- Listen on Apple, Spotify, Google, andeverywhere else.
- You can find Ari on LinkedIn.
Timestamps
TimeTopic
(0:21)Guest intro
(10:50)The overlap between the Adtech and finance industries
(17:59)Launch Science and anti patterns in product launches
(38:35)The fool’s errand of software businesses doing media
(50:56)The surprising second-order of effects hitting Ad tech Industry in the shift to a more private web
(59:53)Ari’s thoughts on the negative press towards ad tech industry
#60 | Juan Mendoza talks with Kerry Guard on The Digital Marketing Rennaissance
1h 7m · PublishedA collaboration with Kerry Guard.
In this episode, we’ve got something different for you the MSOM audience with our very own Juan Mendoza being interviewed by Kerry Guard from tea time with tech marketing leaders!
In this episode, we cover things ranging from audience capture through to building a media company. What you do with an audience and the value of it. We also talked about latest trends in marketing technology, tracking GDPR and the ever present issue of a more private web and how markets are reacting to it.
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- You can find Kerry onLinkedIn.
#59 | Eric Seufert: Everything is an Ad network
56m · PublishedA conversation with Eric Seufert.
In this episode, I’m joined byEric Seufertto talk about his thesis-slash-catch phrase “everything is an ad network.” Eric is a successful entrepreneur, investor and media founder who is focused on the intersection of mobile apps and Adtech.
Eric worked a number of Adtech roles in Europe which led him to founding and exiting analytics platform for mobile developers Agamemnon. He is now investing in companies in the Adtech space withHeracles Capitaland runs the deeply respected and always interestingMobile Dev Memo.
In this episode, we talk about Adtech branching out into all kinds of new commerce, retail, and platform media channels, Europe’s role in the development of mobile apps and gaming, what will happen to the web if Eric’s catchphrase “everything is an ad network” becomes a reality, privacy and the threat of walled gardens, whether or not programmatic has a future, media power laws, the 1% of ad networks and many other topics…
- Go here forshow notes, links, and resources.
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- Listen on Apple, Spotify, Google, andeverywhere else.
- You can find Eric onLinkedIn.
Making Sense of Martech has 68 episodes in total of non- explicit content. Total playtime is 61:31:18. The language of the podcast is English. This podcast has been added on October 28th 2022. It might contain more episodes than the ones shown here. It was last updated on May 20th, 2024 15:11.
