Author: Show Runner

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Episode 136: Building Analytics Teams, with John Thompson

Building Analytics Teams

John Thompson is the author of the 2020 book Building Analytics Teams, and a 35-year technology executive in the fields of data, advanced analytics and artificial intelligence (AI). 

He is Global Head, Artificial Intelligence (AI) at EY.  John was an Executive Partner at Gartner. He was the global advanced analytics and AI function at  biopharmaceutical company CSL Behring, where he led an analytical applications team.

John has built start-up organizations from the ground up and he has reengineered business units of Fortune 500 firms to reach their potential. He has directly managed and run – sales, marketing, consulting, support and product development organizations.

He has been a technology leader with expertise and experience spanning all operational areas with a focus on strategy, product innovation, growth and efficient execution.

Thompson holds a Bachelor of Science degree in Computer Science from Ferris State University and a MBA in Marketing from DePaul University.

People/Products/Concepts Mentioned in Show

Tom Davenport

Data Science modules on Coursera by U Michigan’s Dr Charles “Chuck” Severance

Shawn Rogers

Diagram showing work of analytics being approached in either an artisanal or a factory style; used with permission

Episode Reboot. John’s book  “Data for All” published in 2023

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Episode 135: Data Clean Rooms, with Puneet Gangrade

Data Clean Rooms

Disclaimer:When I bring technology vendors on the show, you should know that they are not sponsors or affiliates. They’re simply here to give you a broader perspective.

Puneet Gangrade is a Customer Success Engineer, an active amateur soccer and badminton player and a resident of New York City who originally hails from Indore, India

He works at Habu, a data clean room software company, with the goal of creating reliable data and media strategies for all of his clients. He is responsible to work with Habu’s Engineering, Product teams, and clients on end-to-end workflows including clean room adoption, onboarding, planning, implementation, and growth. Habu works across distributed data platforms that allow agencies, publishers, advertisers, and their partners to truly unlock the potential of data and collaborate in a privacy-safe manner. 

He has been a data clean room enthusiast since the beginning of 2018. Previously, he worked as a Digital Analytics Specialist at Time Inc till Oct 2017 and as a Data Science Team Lead at MightyHive, an adtech agency from early 2018 to mid-2022. He has a BS in Computer Science and earned his MS in Marketing Intelligence from Fordham University Gabelli School of Business, with a concentration in Marketing and Analytics.

Amid the rise of advanced measurement techniques in media and other industries, he likes to keep learning about various data clean room technologies and constantly think of use cases in media, finance, CPG, pharma, etc. where data clean rooms could be leveraged. He continues his passion for everything related to data clean rooms and data collaboration at Habu.

People/Products/Concepts Mentioned in Show

Puneet’s LinkedIn Profile

Puneet’s Twitter Profile

Company where Puneet works: Habu

Description of Walled Gardens

Concept of an Escrow (example given with finance can also be applied to data)

Episode Reboot: Read this background article: Data clean room: A silver bullet to a post-cookie transition?

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Episode 134: Revenue Operations, with Chris Hummel

Chris Hummel

This is the fourth part of our series on Revenue Ops.

Chris Hummel is a Managing Director of the Revenue Enablement Institute. 

He has been fortunate to hold numerous executive and c-level roles, including serving as the Global CMO at two Fortune 500 companies. While leading sales, product and marketing teams at world-class companies including Oracle, SAP, Schneider Electric, Siemens, United Rentals, he sat in the executive chair and board room meetings where we confronted key issues of performance, growth and transformation in several industries: construction, industrial, software, energy & automation, IoT, the public sector, healthcare, and other technologies. Living and working outside the US for 14 years in Europe, Eastern Europe and Asia has helped develop his global fluency.

In 2022, he co-authored the book, “Revenue Operations: A New Way to Align Sales and Marketing, Monetize Data, and Ignite Growth” which consolidated lessons from more than 100 CXOs. While so many of the challenges were similar, these leaders were rarely exposed to the learning of their peers.

People/Products/Concepts Mentioned in Show

Ciena

Juniper Networks

Chris’ email

You can purchase your copy of Revenue Operations from Amazon.

His fellow partner at the Revenue Enablement Institute is Steve Diorio. You may also be interested in a previous podcast episode with their associate, Neil Hoyne

RevOps System diagram, used with permission
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Episode 133: Revenue Ops, with Vito Mazzarino

Vito Mazzarino

This is the third in our series on Revenue Operations.

Our guest grew up on the west coast and received his degree from the University of California at Berkeley. 

Over the course of his 20 year professional career, Vito Mazzarino has been both a company owner and an employee brought in to help with Marketing and Business Development. While doing that, he grew to love using automation to streamline marketing & sales processes. 

By the middle of the 2010s, he knew the automation tools well enough to implement them. He took this as a signal that he should make a change, so he moved to Montreal Quebec and started his own agency.  

Growth Geyser was born in 2018 to strategize and deploy automation that grows a company’s  customer base and  hits their sales targets. 

People/Products/Concepts Mentioned in Show

Customer Lifetime Value (CLV)

Growth Geyser’s 17-point Lead Management Checklist for Small Business Owners (PDF)

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Episode 132: From Backroom to Boardroom, with Debbie Qaqish

Ep 132 Debbie Qaqish

This is the second episode in our Revenue Ops series. 

As Partner and Chief Strategy Officer of The Pedowitz Group, Dr. Debbie Qaqish has helped marketing teams drive revenue growth, foster customer centricity and lead digital transformation. With a focus on revenue operations, the customer experience and a personalized, omni-channel marketing mix, Dr. Debbie has established herself as a thought leader and digital pioneer, spearheading the overdue shift of traditional marketing strategies to what she coined as “revenue marketing” in 2011. Since then, marketing operations became her area of expertise, devising strategy-to-execution plans that earn marketing a seat at the table.

Dr. Debbie has published over one hundred articles, blogs, podcasts, webinars and white papers and in 2021 published “From Backroom to Boardroom”

Dr. Debbie earned her doctorate in 2019 from the University of Phoenix.

People/Products/Concepts Mentioned in Show

Dr Debbie Qaqish’s personal site

To receive The “From Backroom to Boardroom” eBook, send an email to Debbie 

Steve Woods

PayCor

MarTech stack appearing in book, used with permission
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Episode 131: Revenue Ops, with Lawrence Quan

Lawrence Quan

Sales has been around forever. But how long have we had marketing? In North America, it’s the late 1800s and  early 1900s. 

You’d get an idea of what they were focused on by reading the journal of the US agricultural economics Bureau. In it, they chronicled the 1937 annual meeting the National Association of marketing officials (You may know it by its current name, the American Marketing Association). The proceedings were entirely about the marketing of… farm products. Producing and selling as many commodities as possible, to as many regions as possible.

Despite being in just one category, this assembly of academia and Industry was trying to formalize how this function would blend in with the other departments, like sales, within the average American business. Fast forward nearly a century, there seems to be a new framework on the horizon for how the marketing and sales functions should be organized – and it’s called Revenue Operations. The purpose of this four part series is to go inside businesses where it’s being used and listen to thought leaders who have written about it. 

For this first episode of the series, we going into the trenches with someone possessing a diverse blend of experience spanning Revenue Operations, Marketing, Sales, and Product, Lawrence Quan brings a holistic view of revenue to startups of all stages. 

He is Director, Growth Marketing with LTSE. He has also built growth teams at Rewind and led Growth Marketing at Clearco. On the side, Lawrence works with seed, Series A, and Series B SaaS companies to build and scale go-to-market engines.

 Listen to the various places he’s seen RevOps in organizations but wherever it sits, he stresses that it is a team sport. Hear how a revenue-focus gets infused into the Marketing Mix, and how the best marketing ideas don’t always come from marketing. 

People/Products/Concepts Mentioned in Show

Lawrence’s LinkedIn profile 

Rewind.io

Clearco

Gong

Archival records from early days of marketing. The group working to advertise farm products here later became the American Marketing Association.
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Episode 123: PPC Health Check, with Amalia Fowler

My guest, after receiving a degree in psychology, worked as a barista at Starbucks and a local high-end hotel. In a conversation about career paths with the hotel’s HR manager, she heard about the British Columbia Institute of Technology‘s two-year co-op and classroom-based marketing communications programme. She enrolled.  Her first co-op internship was with a start-up automotive marketing company, where she was supposed to shadow their Pay-Per-Click campaign manager. After her first week, the supervisor resigned, and an executive asked her to take over, and right after getting her marcomm certificate she worked there full-time,  growing out their PPC team. That led to working as a PPC expert at an agency, and within three and a half years she rose to a director-level position there.

In 2021 she went on her own, founding Good AF Consulting which focuses on helping find and fix issues within a brand’s PPC and SEO efforts. Wanting to exercise her passion for sharing time and knowledge with new marketers, she has also gone back to BCIT but as an instructor in the very marketing programme she graduated from. In addition to teaching, she mentors new marketers, writes and works hard to leave the industry in a better state than the way she found it. 

Please welcome someone who’s been named to  PPC Hero’s list of the Top 25 people in PPC, Amalia Fowler.

People/Products/Concepts Mentioned in Show

Episode Reboot.

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Episode 122: Evolving Social Tools, with Darryl Praill

Darryl Praill is the CMO at Agorapulse where he leads a global team of 40. Prior to that, he held executive roles with companies like SAP, IBM, Kinaxis, Airbus and VanillaSoft. He has consulted for AC Nielsen, Salesforce.com, UBM and Tweed. He is also a speaker at keynotes and on podcasts (which at last count runs into the hundreds). 

You become convinced after hearing Darryl, he has a commanding grasp of how the social media game is played. He got onto social platforms earlier than anyone I know. He was posting audio & video content as soon as they’d let him, and his posts were from eyebrow-raising locales such as on top of parking garages, to the middle of a golf course fairway to the Arc de Triomph in Paris. The comments and engagement he generates must be seen to be believed. Where did he get this sixth sense on using social media? I think he learned to think strategically growing up in Chatham Ontario, where he played chess and became one of the highest-ranked high school students in his region.

Yet, to play the social media game in the 2020s takes not just posting strategies but also sophisticated listening, triaging and interacting with our audience. And in his day-job marketing a social media management tool, he has a birds-eye view of how tools have evolved to help us play this game. 

He is one of the only people to have appeared twice on this podcast, and he joins me today from his home office in Ottawa. My friend, Darryl Praill.

People/Products/Concepts Mentioned in Show

  • Darryl’s Inside Inside Sales podcast (which is one of two podcasts that he hosts)
  • Darryl’s been on LinkedIn since 2004
  • Darryl’s been on Twitter since 2008
  • Darryl works at the Social Media Management software company Agorapulse
  • Other S.M. Mgmt tools: Hootsuite, 
  • Recent survey of social media campaigns, showing 1.8% of links contained UTM parameters.

Episode Reboot. 

Go listen to the other talk I had with Darryl back in Episode 28: Thought-Leading Content on LinkedIn

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Episode 121: Looker Studio 101, with JJ Reynolds

No about analytics is complete without talking about how to visualize data. A picture’s worth a thousand words, right? In the past, when data was in a spreadsheet, it only took hitting that ‘chart’ button to render some numbers visually. But for many of us, this experience has moved to a browser where we build our own report, either in an interface like GA or in a standalone visualization tool. 

I’m talking with someone who’s really good at a visualization tool, but came by his power-user status in a roundabout way. My guest was born and raised in Hawaii.  After he got his Marketing degree, he worked at an ad agency where he did everything from videography to FB and G-ads writing. That, and also building a few websites, stoked his curiosity for how the tagging and the analytics behind all these things worked. He didn’t just want to get at raw data, he wanted actionable data.  He felt that to optimize his marketing, if he only knew how to present visitor behaviour data visually, the answer would be apparent – even obvious.  

He went down YouTube rabbit holes, asked around at conferences, and eventually landed on the beta of Google Data Studio, now called Looker Studio.  And that’s the Data Visualization tool we’re talking about with JJ Reynolds, who joins us from Reno NV.

People/Products/Concepts Mentioned in Show

You may want to check out these related episodes:

Episode 9: How Dashboards Make the Whole Funnel Work
Episode 93: Visualizing & Making Data Valuable, with Eric Boissonneault
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Episode 120: The Analyst’s Role in Marketing, with Tim Wilson

We had to see it coming. We marketers have been getting more and more data. From on-premise CRMs and site logs in the early days, then marketing SaaS products and API calls that pipe data in all directions, there’s data everywhere. It goes without saying that we need help making sense of all this data. Most marketers wouldn’t consider themselves natural statisticians. Enter the analyst, who knows how to wrangle, normalize and visualize those data points, and maybe even get it cleaned and dressed for dinner. 

There are marketing teams who’ve got analysts onboard, but it isn’t an industry-standard practice just yet. Some leaders in the analytics community make the case elegantly of how this role helps marketers. And I’d count my guest today as being a vocal advocate for why we need analysts.  

In his day job, he is Senior Director of Analytics at Search Discovery. But that only scratches the surface of all that he does. He’s also a perennial  conference speaker and writer on many topics in analytics.  To me, he typifies how one can be a digital analyst despite having a non-analytics background. In his case, he obtained an Architecture degree before entering the field.

Joining me from Columbus, Ohio, let’s hear from a man who some call the quintessential analyst, Tim Wilson

People/Products/Concepts Mentioned in Show

Episode Reboot:

Check out the podcast which Tim co-hosts, Analytics Power Hour