Episode 152: Data doesn’t lie…or does it? with Yuliia Tkachova

Data Doesn't Lie...or does it?

Data warehouses are amazing things: you can toss all kinds of information into them then pull mind-blowing insights out the other end. This feat can happen because you’re connected to outside systems holding their own database tables. A copy of whatever has recently gone into the table is taken out and shot through a data pipeline and pushed into your data warehouse. But today’s data stacks contain Multiple clouds, hybrid environments, and so many data pipelines the programs in charge of monitoring and logging the flows almost can’t manage them. It becomes overwhelming to manually check and ensure the quality and integrity of the data.  The more sophisticated the systems, the more errors creep into the data. If we rely on flawed data, the outcomes and insights we generate will be equally flawed. This is where data observability comes in.

In this episode you will hear about something called an observability platform. It identifies real-time data anomalies and pipeline errors in data warehouses. Now there’s a twist here because we’re in a cloud computing environment that charges by number of computing cycles. You don’t want an observability tool that’s another pipe accessing client data and running up the meter. The good news is there’s an easier way to detect when data has gone awry, by comparing log files – basically  metadata – they are just as effective at alerting you to problems. 

If you’d like what this is doing described in a completely non-technical way, think of Hans Christian Andersen’s Princess and the Pea. There is a girl who comes to a castle seeking shelter from the rain claiming to be a princess. The queen doubts whether she is truly of noble blood, and offers her a bed, but this bed has twenty mattresses and twenty down-filled comforters on it. A pea is placed underneath the bottom mattress to test if this girl detects anything. The next morning, the princess says that she endured a sleepless night; there must have been something hard in the bed. They realize then and there that she must be a princess, since no one but a real princess could be so delicate.

I spoke with Yuliia Tkachova, the co-founder and CEO of Masthead Data, a company which recently received $1.3M in a pre-seed round. Originally  from Ukraine, Yuliia came to found Masthead after work that convinced her of the need for an observability solution. She had roles as a Product Manager roles at OWOX BI and Boosta, where their data solutions encountered problems. Prior to that, she did marketing for RAGT.  She has Bachelors and Masters degrees from Suma State University, specializing in MIS & Statistics. She also serves as an Organizer at MeasureCamp, a volunteer community where analytics professionals come together to learn.

People/Products/Concepts Mentioned in Show

Masthead’s YouTube Channel

Connect with Yuliia Tkachova on LinkedIn 



Image credit: Edmund Dulac in Hans Christian Andersen tales

Episode 151: Analytics – worth the investment, with Martin McGarry

Analytics - worth the investment

Analytics is something that everyone says they want, and some brag that they can analyze very well. But few people know what investment’s required to build a quality analytics function, and even fewer are good at justifying its value. 

Our guest Martin McGarry is so passionate about analytics, as you’ll see from his  backstory, if anyone can articulate the business value of analytics, it’s him. 

After completing a Bachelor of Science from The University of Manchester and studying at the University of Cambridge as a Doctoral Candidate, our guest worked in the UK analytics practice of a global Management Consultancy.  Due for a change after 6 years of that, he moved to Ottawa Canada and founded his own consultancy so he could offer a more independent approach. A while later started the firm he’s been leading for nearly 15 years, Bronson Analytics

In 2018 he began a recurring event in Ottawa called Beer & Analytics, which draws hundreds from the field together for learning and socializing. In 2022, the event went outside of Ottawa for the first time, being held in Toronto. 

People/Products/Concepts Mentioned in Show

Martin’s LinkedIn profile

Machine Learning Expert Andiy Burkov

The Hundred-Page ML Book

Synthetic data vendors like DataRobot

Simulation running, via tools like Simul8

Analytics practitioners need to do better at explaining their value

Episode 150: Marketing Analytics Summit – Experts on where we go from here


It’s fitting, given how this is Funnel Reboot’s 150th episode, that we veer off of the standard format and dig into a niche within marketing that’s becoming a de facto part of every marketing function and is dictating new skills that every marketer must learn. I’m talking about marketing analytics. 

This episode is compiled from experts in the world of analytics. It was recorded on location at the Marketing Analytics Summit that was held in Las Vegas. It’s coming  hot off the press from the June 2023 event.

This episode is divided into themes discussed at the summit. Here they are shown with time markers for each chapter:

ChapterStarts atSpeaker (mentioning only first time they appear)
INTRO3:00Jim Sterne
GA5:56Sheena Green
Sara Hoffman
Kelly Anne Wortham
Kenya Gillette
Jenn Kunz
UX/Testing11:58Geddy van Elburg
Deborah O’Malley
Anna Smolina
Process17:53June Dershewitz
Brianna Mersey
People20:19Rachel Heseltine
Ali Groepper
Lina Mikolajczyk
AI’s impact23:50Ryan Levander
Mary Owusu
Facing Change28:48Anil Batra

People and events mentioned in the show: 

Deborah O’Malley, who was the guest on Funnel Reboot Ep 65

The winning analogy of the conference made fun of how loosely people add the term AI to everything. Kenya Gillette used soccer to characterize this. Imagine you were the person who designed the game, documented all the rules and scouted the earth for people to play it. 

Then someone says they can make soccer better…by simply playing the game ON THE MOON. That is the equivalent of saying that any business activity can be made better by adding AI to it.

Episode 149: Giving your programs a check-up, with Khatia Odzelashvili

Giving your programs a check-up, with Khatia Odzelashvili

When marketers from different companies get together and talk shop, it quickly becomes noticeable that each tackles their marketing problem differently. One by one, they throw into the conversation their own homebrew of channels, output tracking and the distinct expectations their stakeholders place on them. The more this study in contrast goes on, the more you hear them ask each other: “Why do you do it that way?” 

The responses to this question all fall under one unsatisfactory theme. It’s like Fiddler on the Roof, a broadway musical & movie set a century ago in part of the soviet union. A community of displaced Jews move into the slavic town of Anatevka. When townspeople ask them about their quirky customs, they give their famous one-word answer – Tradition. The main character defends his ancestors for starting the Tradition, even if nobody can remember why they made them in the first place. 

Some of the marketing tasks we do are grounded in logic, which can be found by probing our  institutional memory banks. But most of the time we don’t probe, Instead relying on circular reasoning about the fact that we have them as justification for why we have them. Nothing changes; we cling to pointless traditions, which just ends up wasting time that could be better spent elsewhere. 

Our guest, Khatia Odzelashvili knows how to give marketing functions a checkup, teasing apart the traditional practices that boost productivity from those that have run their course. She’s great at scrutinizing; at asking “Why do you do it that way?” She grew up in the republic of Georgia, shortly after the Communist system of the Soviets had collapsed.  Would they transition to the new ways? Many were reluctant to, craving the familiarity of communism. This wavering delayed Georgia’s emergence as a full-fledged  western economy. Perhaps Khatia came by her bold way of questioning things from seeing the damage that’s caused by clinging to the past. 

Khatia is the founder of a company called, not surprisingly, Bold Move Marketing. She is a public relations specialist with an entrepreneurial mindset who enjoys developing and implementing creative strategies. She has worked with and sometimes led a client’s team as they build marketing programs.

She was educated at Algonquin College as well as the University of Göttingen.

People/Products/Concepts Mentioned in Show

Bold Move marketing

Project management tool Asana 

Database platform Airtable

Episode Reboot. 

“Insanity is doing the same thing over and over and expecting different results.”  — usually attributed to Albert Einstein

Episode 148: Earned media: how to win coverage, with Phil Gaudreau

Phil Gaudreau

If you want to  communicate your message to others in this world, you only have four channels to choose from. Paid, Owned, Shared and Earned. If we expect to get some attention through shared and earned media, we should be prepared to face resistance, because we’re competing with the biggest and most attention-grabbing stories out there.

My guest Phil Gaudreau is a former journalist, who has turned his talents to serving the communication needs of other businesses. He does this through Make it Matter Media, the agency which he runs jointly with his wife Catherine. From their base in Kingston Ontario, they work with a diverse range of clients, including small and medium businesses, politicians, and not for profit organizations.Phil has also been actively engaged in the academic realm. He has worked with educational institutions such as Queens University, St. Lawrence College & Algonquin College, starting with communications roles and progressing to become a part-time professor of the subject.

An area where Phil loves to apply his writing and podcasting skills is generating awareness for businesses in less-populated regions. Ever since he teamed up with an Ottawa-based publisher in 2019, he has been the front-facing piece of several media properties focused on Eastern Ontario, which is as large as, and is as sparsely populated as the State of Maine.  His profiles convey how these companies bet their future on the local labour force, and how much is at stake for the community where the company chooses to locate.

If your brand, or your client’s brand, shares any commonality with the ones Phil works for, then you’ll agree with me that it’s really tough to get media coverage for organizations like yours. That’s why we need to hear from Phil, because he employs the scrappy, entrepreneurial tactics that you will need in order to get your message out there.

People/Products/Concepts Mentioned in Show

Phil on LinkedIn

Phil’s company Make it Matter Media

Malcolm Gladwell’s The Tipping Point

The Conversation Weekly podcast

Half as Interesting

The Weekly Planet by Mr Sunday Movies

Episode 147: Grow your market by going on stage, with Majeed Mogharreban

Majeed Mogharreban

Small-to-mid-sized businesses make up half of the economy. When surveys are done on why one company is chosen over another, buyers most-commonly cite the people as the main factor why they buy from them. 

It’s great that the founders or select team members are known by those buyers. But what about those who don’t know them? How can they get a wider circle to know about their expertise and how excellent they are at what they do? 

The vehicle that my guest believes does this better than anything else is public speaking. 

Majeed Mogharreban is a professional speaker, world traveler, and founder of ExpertSpeaker.com. Holding professional speaking status for 10 years, Majeed has worked with the United Nations, Fairtrade, celebrities, politicians, Olympic medal winners, CEOs, and top entrepreneurs to give speeches and tell stories that change the world. 

He is the author of the international best-seller  “Expert Speaker: 5 Steps To Grow Your Business With Public Speaking”

He is the highest-rated trainer in the world at Learning Tree International. Majeed resides in Quebec, Canada.

People/Products/Concepts Mentioned in Show

Majeed on LinkedIn

Majeed on Twitter

Majeed on Instagram

Majeed is on TikTok

Expert speaker podcast

Episode Reboot. 

Get the free Expert Speaker Book or get time on his calendar

Episode 146: Should your marketing include a podcast? with Sherrilynne Starkie

Should your marketing include a podcast? with Sherrilynne Starkie

The theme of these next few episodes are channels for getting our content out there. 

The concept of marketing through a podcast is familiar to a high percent of marketers (for those listening to my show, it’s 100%), but it has some quirks that other channels don’t. 

A key issue for those thinking about podcasting is the volume of shows that already exist. There are  arguably over a million active shows on Apple Podcasts. Why would marketing in such a crowded field be a good idea?  

While this isn’t a how-to on making a podcast, instead it aims to help you answer whether a podcast should be part of your marketing mix. We’ll talk about:

  • Who makes a good podcast host and what makes a good theme for a show.
  • What podcasting has in common with PR
  • How to get a podcast discovered by your audience. 
  • Promotional options, from sponsored ads inserted into shows…to shows which are entirely paid promotion.

I brought someone on who sees podcasts from multiple perspectives; from the standpoint of a marketer and as a podcast host herself.

Sherrilynne Starkie is an award-winning digital communications consultant with more than

20 years experience working with private and public sector clients in Canada, Britain and

the USA. She has an international reputation as a social media innovator, is a prolific

blogger and podcaster and is an active community volunteer.

Her new podcast 50 Women Over 50 is a passion project in which she is interviewing

women past their 50th birthday to learn how they see the world, what lessons they’ve

learned and what advice they have for us all.

People/Products/Concepts Mentioned in Show

PESO model of media communications

Sherrilynne on Twitter

Sherrilynne’s 50 women over 50 podcast

The Marketing Book podcast

Two Minutes of Zen podcast

Episode 145: Building your own Community, with Paul Bradley

Paul Bradley

What traits do humans have that distinguish us most from other species? 

There are a few answers, but one I like is from the French philosopher Jean-Jacques Rousseau, who said it was our ability to form Society. In fact, he saw it as critical adaptation that ensures our survival:  

“…the only way in which [men] can preserve themselves is by uniting their separate powers in a combination strong enough to overcome any resistance, uniting them so that their powers are directed by a single motive and act in concert.”

We can apply this to society as a whole, and to smaller communities like: countries & ethnic groups, service clubs, businesses, User groups, Client forums. All are undeniably powerful.  

Communities can defuse customer problems, encourage some to become brand ambassadors and provide a means of word-of-mouth marketing like no other channel can.

What does it take to grow and keep a community?

Our guest will help us answer that.

Throughout his career, Paul Bradley has done the posting and moderating that you have to commit to if you are going to form an online community. Ever since graduating from Tulane University, Paul has been building communities that connect and educate professionals across myriad industries.

He has been part of Social Media Pulse (SMP) – a community of practice for social media industry professionals. He also launched and ran the community program at Agorapulse. Having moved to the education sector, he currently serves as Vice President for Kaplan Community.

People/Products/Concepts Mentioned in Show

Paul on Twitter

Alex O’Hanlon

Episode 144: Producing Videos that Produce Results, with Robert Weiss

Robert Weiss

Video is the most persuasive medium there is. That’s why Many of us are building our marketing programs around it.

Inevitably, the wildcard that crops up when we have an idea for a video is what will it take to produce it? The answers to this are all over the map. 

How much production value it takes is – as much as is needed for the video to produce your desired results. 

The impact a video has isn’t always reflective of the amount spent. 

Our guest started MultiVision Digital, a video production agency in 2010 and has made over 1,200 videos produced for every business objective. We’;ll hear from him answers on this and other questions to know about planning, producing, and distributing videos. 

Join me as we talk to  Robert Weiss.

People/Products/Concepts Mentioned in Show

Robert’s LinkedIn profile

Robert’s take on the average cost of a video:  In video form & in blog post form

Examples of the same video at three different budget-levels – How much does a video cost 

Related Funnel Reboot Episodes:

Episode 86: Video Ads with Cory Henke

Episode 54: The Visual Sale with Tyler Lessard

Episode 20: Using Video to make Content more engaging, with Casey Li

Episode 143: Not Another Pair of Shoes, with Alexander Novicov

Alexander Novicov

As my eldest son has been in university, he’s worked part-time at a sporting goods store. The section he works in is the category-leader in the store – as you can probably guess – it’s shoes.

Need to admit that I’m not that into shoes. 

I am fascinated by the conversations my son has with customers when it comes to shoes. They not only talk about the design features of a specific shoe. They also chat about the athletes who’ve worn it or collaborated with the  brand to design it. They bring up details about how that athlete signed with the shoe company, the battling that went on between that brand and other companies to win the athlete’s endorsement. 

Clearly when people buy shoes for exercising or training for something, they aren’t just going after ergonomics.   

This back-story on the brand’s struggles matters to them, as if they’ll only wear a brand that works as hard as they do in staying fit or competing in sports. 

This bond clearly applies to shoes, but it obviously reaches to many other types of brands too. 

It’s good for products to have a strong brand message and proof-points of their value, but the true winners are those that connect their story to the customers’ internal values, or that give the customer a transformational experience. 

Today I’m talking with someone who works with what he calls  ‘meaningful’  brands, producing their media creative in a way that resonates with buyers. Fittingly, the name of his London-based boutique agency is ‘Way’

My  guest is a public speaker, an ultra marathon-runner, podcaster, skydiver and minimalist.  In 2021, he released the book we’re talking about today: “Not Another Pair of Shoes”

Let’s talk with Alexander Novicov

People/Products/Concepts Mentioned in Show

Seth Godin


EpictetusAlexander’s link to obtain a Free Chapter of the book.