Charlie Grinnell is the Co-CEO of RightMetric, where he helps marketing teams eliminate blind spots by surfacing external signals from audience behavior, competitor moves, and cultural shifts. Under his leadership, RightMetric has worked with brands like Meta, The Home Depot, lululemon, and Red Bull to provide clarity in fast-changing markets. Charlie’s background includes roles at Red Bull, Aritzia, and Arcteryx. In 2019, BC Business named him to its 30 Under 30 list. He is a frequent speaker on Marketing Outsight, competitive strategy, and audience behavior.
00:00 - 00:32 "Getting an understanding of how does the group of people who buy our product or service, getting an understanding of how they behave when they're not in your ecosystem is like where marketing is going. Because like there's only 24 hours in a day and there's only so much like we only have two eyeballs and there's only so much time. It's becoming more and more competitive to earn someone's attention. And so our kind of whole whole hypothesis is that by looking externally at the stuff that's going on around your brand, that's how you can get an edge. edge over other brands who aren't looking at that.” — Charlie Grinnell
00:33 - 00:50 Welcome to Peppershock Media’s Marketing Expedition Podcast
00:51 - 01:55 Charlie’s Background
01:56 - 14:44 Marketing Essentials Moment: Metrics in Decision Making
14:45 - 16:56 Welcome to the show, Charlie!
16:57 - 19:10 Starting RightMetric
19:11 - 22:03 The Importance of Contextual Data
22:04 - 23:07 Challenges with Traditional Market Research
23:08 - 26:18 Leveraging External Data for Marketing Success
26:56 - 30:00 Case Study: Cat Food Company Insights
30:01 - 33:11 Using Data to Prevent Budget Waste
33:12 - 35:20 The Role of Data in Marketing Decisions
35:21 - 38:07 The Competitive Landscape of Marketing
38:08 - 41:26 The Importance of Metrics in Marketing Strategy
41:27 - 42:10 Reach out to Charlie
42:11 - 42:42 Thank you so much, Charlie! Share this podcast, give us a review, and enjoy your marketing journey!
42:43 - 43:28 Join the Marketing Expedition Community today!
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