Share

cover art for What are the most exciting ways marketers are using data?

The Drum Podcast

What are the most exciting ways marketers are using data?

Season 4, Ep. 10
•

It's data month, and we're examining the biggest questions related to its use in marketing. What are the groundbreaking ways you or your colleagues have used data to segment, target, discover, or understand audiences? How is that impacting campaigns and other aspects of your business? And what are the next developments (close or far-off) that will expand your capabilities even further?


Senior tech reporter Chris Sutcliffe is joined by Andrea Villa, paid media analyst, Brave Bison; Natasha Willmott, head of proposition activation, Indicia Worldwide; Richard Chapman, social data director, Ogilvy UK; and Sophie Coley, director of strategy at Propellernet, to discuss:

  

  • Where does data enter into the marketing journey - or is it there from the outset? Where has smart deployment of data been used to entice the user into the top of the funnel?
  • Over the past few years we've seen marketers and brands use data to deliver upon the promise of personalisation. Can you think of any examples of brands doing this really effectively?
  • Is 'data' too broad a category description for its use by marketers?
  • What would be your advice for any marketer or brand looking to supercharge its use of data - and can it be done wholly in-house, or are partnerships necessary?
  • Finally, what are you most excited about for the use of data in marketing in the next few years?

More episodes

View all episodes

  • 45. What does a chief science officer do at a creative agency?

    33:17||Season 5, Ep. 45
    Tom Knapman is a PhD-qualified biochemist. Last year, he was working for Sciex, whose campaign on proteomics (don't worry, we'll explain that in the episode) was a perhaps unlikely winner of a Grand Prix gong at The Drum Awards last year. This year he's jumped ship into a perhaps almost-unique role: chief science officer at a creative agency. He tells The Drum why he thinks boom times are coming for science comms.

  • 44. What is the role of brand strategy in an uncertain industry?

    36:42||Season 5, Ep. 44
    Brand consultancies sit at the intersection of marketing, business and culture - but what does that look like in practice? We’re joined by FutureBrand's Sam Hollis to discuss the strategist’s role in shaping modern brands, the realities of agency life and why moments of industry upheaval can be an opportunity for clearer thinking.

  • 43. Commerce media 'evangelist' Andrew Lipsman on the $500bn still to be claimed

    40:32||Season 5, Ep. 43
    The Drum's inaugural Commerce Media Awards will take place soon in Miami. As the gold rush moves into its second phase, we're joined by leading commentator Andrew Lipsman to chart how we got here, where there's still money to be made, and where Lipsman's looking to next for the follow-up opportunity.

  • 42. What is the strategist's job in a time of turmoil?

    43:51||Season 5, Ep. 42
    Our guest this week, Pats McDonald, has reached the top of the strategy discipline, having worked for almost all of the world's biggest advertising groups. Now, those groups find themselves looking at a time of considerable upheaval as AI, consolidation and other factors remake the industry. So: What can the strategy department bring to this time of great change?Mentioned in the episode: https://www.science.org/doi/10.1126/sciadv.adn5290

  • 41. The 2026 Winter Olympics & the future of social strategy

    43:07||Season 5, Ep. 41
    We hear a lot about reactive, always-on social strategies - but what do they look like in practice? We're joined by Uncovered's strategy head Nina Landale to look at this year's Winter Olympics as a case study in the new world of influence.

  • 40. Global ad spend keeps outpacing GDP. Is a slow-down inevitable?

    41:56||Season 5, Ep. 40
    Following the publication of WARC's Future of Media report - which predicts another blockbuster growth year for the marketing industry (with receipts rising by 9.1% to $1.3th) - we sit down with WARC managing editor Paul Stringer to ask where the money's really going and ask: growth for whom?

  • 39. Has social killed craft - or reinvigorated it?

    44:36||Season 5, Ep. 39
    The death of craft, like the deaths of so many things, is declared with regularity. One culprit accused of killing it: social and the wider world of digital media. Our guests look into the data and the feelings of real creatives to ask: has social really killed craft?

  • 38. How subs and ads are transforming the New York Times

    44:25||Season 5, Ep. 38
    Tusar Barik, a veteran of Silicon Valley via LinkedIn, joined the New York Times as SVP of marketing at the start of 2025 - a year in which the publisher has seen remarkable growth and profit amid turbulent times for publishers. Barik joins us to tell us how the Gray Lady is continuing to innovate at the spearhead of publishing.

  • 37. What makes a holiday ad sound Christmassy?

    31:36||Season 5, Ep. 37
    We're joined by start Charlie Smith, the Grey copywriter-turned-composer behind three of this year's top Christmas ads. Smith give us a peak behind the scenes at how the ads get made - and the creative trends behind 2025's ad- and film-scores.
Copyright The Drum
Hosted with ❤️ by Acast