{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/64c1fb4a8e16bd00116ffd75/658bce4e55faf9001666de46?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"15 | Unlocking Business Growth Through Insight-Driven Decision Making with Nadia Morozova (EY, TikTok)","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/64c1fb4a8e16bd00116ffd75/1713578769254-019c095d25d4eefccc977f2cc57ef86a.jpeg?height=200","description":"<p>Nadia Morozova is a Global Chief Analytics &amp; Insights Officer – Brand, Marketing &amp; Communications at EY in London. She’s an advocate for customer-centric decision making in business.</p><p><br></p><p>In this episode of Good Revenue, host Neeta Bidwai and Nadia cover:</p><p><br></p><ul><li>The importance of customer-centric decision-making and the value of insights in driving business outcomes.</li><li>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.</li><li>Significance of automation in updating models and the role of statistical quality in making robust decisions.</li><li>Relevance of Return on Ad Spend (ROAS) versus Return on Investment (ROI) as metrics for ad performance.</li><li>A case study from her time at TikTok, illustrating the application of segmentation and audience mindsets to shift advertiser perceptions and improve user engagement.</li><li>How companies can better integrate insights into business strategy and execution, underscoring the importance of senior leadership trust and cultural change.</li><li>Insights on leveraging data for product discovery and purchase decisions, and how companies can structure their analytics functions to maximize business impact.&nbsp;</li><li>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.</li></ul><p><br></p><p>_</p><p>Where to find Nadia:</p><p><a href=\"https://www.linkedin.com/in/morozovanadia/\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.linkedin.com/in/morozovanadia/</a>&nbsp;</p><p><br></p><p>Where to find Neeta:</p><p><a href=\"https://www.linkedin.com/in/neetabidwai/\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.linkedin.com/in/neetabidwai/</a></p><p><br></p><p>Where to find Good Revenue:</p><p><a href=\"https://goodrevenue.io/goodrevenue\" rel=\"noopener noreferrer\" target=\"_blank\">https://goodrevenue.io/goodrevenue</a></p><p><a href=\"https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ</a></p><p><br></p><p>_</p><p>Highlights:</p><p>00:00 Introduction to Nadia Morozova</p><p>00:29 The Value of Insights in Business Outcomes</p><p>01:31 Marketing Mix Modeling in a Post-GDPR World</p><p>04:42 Automation in Marketing Mix Modeling</p><p>07:38 Understanding ROAS and ROI</p><p>09:49 Segmentation and Audience Mindsets</p><p>18:23 PhD Research and Business Impact</p><p>21:53 Connecting Insights to Business Results</p><p>26:48 Advice for Smaller Companies and Startups</p><p>29:05 Conclusion and Final Thoughts</p><p><br></p><p>_</p><p>Referenced:</p><p>• Marketing mix modeling: <a href=\"https://en.wikipedia.org/wiki/Marketing_mix_modeling\" rel=\"noopener noreferrer\" target=\"_blank\">https://en.wikipedia.org/wiki/Marketing_mix_modeling</a></p><p>• Return on Ad Spend (ROAS): <a href=\"https://advertising.amazon.com/library/guides/return-on-ad-spend-roas\" rel=\"noopener noreferrer\" target=\"_blank\">https://advertising.amazon.com/library/guides/return-on-ad-spend-roas</a></p><p>• The EU’s General Data Protection Regulation (GDPR): <a href=\"https://gdpr-info.eu/\" rel=\"noopener noreferrer\" target=\"_blank\">https://gdpr-info.eu/</a>&nbsp;</p><p>• EY: <a href=\"https://www.ey.com/en_us\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.ey.com/en_us</a>&nbsp;</p><p>• Enriched Insights: <a href=\"https://enrichedinsights.com/\" rel=\"noopener noreferrer\" target=\"_blank\">https://enrichedinsights.com/</a></p>","author_name":"Neeta Bidwai"}