Avoid data paralysis & embrace performance AI - Evergreen Finance's Dan Saunders

Drowning in content?  Nevra has a solution. With vibe coding and bridging gaps between sources, BT Group's Digital Performance Manager, Nevra Yagmur, shares her "podsome" project. Plus, find out her skills of choice to make it in data driven marketing when depth alone isn't enough and performance stops happening in isolation.

Dan Saunders is the Head of Performance Marketing at Evergreen Finance London and our latest guest on the #ShinyNewObjectPodcast. He swears by "The Way of the Wolf" to teach us why everything we do is ultimately, a sales job. He believes the best thing to do with data is get stuck in, finding your starting point and just using it - not being paralysed by how much of it you've got. And he tells us why the future of marketing sits with Performance AI that quantifies everything we used to look at as subjective. As long as humans are at the helm, that can yield highly effective conversion results. Tune in to learn how. 

Data is never static - just like people and the world as a whole. Vanessa Atanasov, Shopper and Trade Marketing Manager at Jack Link's and BiFi Benelux, tells us how she uses the "before & after" of banana bread during Covid lockdowns to illustrate how things can change, including our understanding of them. We talk about shopper vs consumer marketing and how to use productive curiosity to make your in-store campaigns stand out. Tune in to the #ShinyNewObjectPodcast to get some of the worst, and best, marketing advice ever. #marketingpodcast #datadrivenmarketing  

What if the future of marketing is not just knowing what people will do, but understanding why they feel the way they do? In this episode, Joy Allen-Altimare unpacks predictive emotional modelling, and why the next leap in data driven marketing will come from combining behaviour, context and human emotion.

Testing is simple, but underutilised in data driven marketing. And it has such potential to uncover incremental wins and breakthrough ideas. Jack Chape, Head of Integrated Media EMEA at PMG, joins the #ShinyNewObjectPodcast to discuss the power of curiosity, making it into a cultural staple, and the benefits of a continuous "test and learn" approach. Learn how to ask better questions, get the insights you need, and gain competitive advantages when your competitors are never standing still. #marketingpodcast #datadrivenmarketing #testandlearn

Asking questions and digging deep beyond the first layer of data is what's going to help grow in a climate where there are so many unknowns and changes every day.  Justinas Vaičiulis, Head of Performance Marketing at Jimdo, tells us why it's smart to make small bets, test, validate, and move up from there. On the #ShinyNewObjectPodcast, we also talk about picking the clients no one wants to work with and why he has built a career out of "digging into stuff." Top marketing career tips and advice for growing intelligently.  #marketing #marketingpodcast 

When the people behind tools actually care, work becomes faster, smoother, and more impactful. It's why Anna Soldatova, Performance Marketeer at Swapfiets, believes that investing in people relationships will save marketing from becoming a burnout-inducing quest for solo heroics. On the Shiny New Object Podcast, we discuss: How improv has made her more attuned to others' reactions and more confident in presenting Why you need to be okay with dropping channels, walking away, and experimenting with new things The secret to managing multiple channels by turning vendors into collaborators and looking beyond tools, to betting on people.

A great ROAS can be a watermelon: green on the outside, bleeding on the inside. Antoine Deventer, Senior Integrated Performance Marketing Specialist at Bissell, joins the Shiny New Object Podcast to talk about what happens when you stop optimising to vanity metrics and start focusing on real growth. We cover Amazon's evolution into a full-funnel media powerhouse, why "tool stack navigation" is a modern marketer's superpower, and the daily discipline that turns impressions into intelligence (breakfast: budgets + KPIs; lunch: root-cause analysis with the agency; dinner:  we'll see...)   #marketingpodcast #modernmarketing #toolstackactivation #roas  

Every signal matters. Even the ones you'd rather ignore. In data driven marketing, Jason Zollan (Head of Retail Media at Constructor) argues that bounces, exits and dead-ends tell us just as much as ROAS, clicks and conversions. On the #ShinyNewObjectPodcast, we talk about how to stop chasing vanity metrics and treat the full shopper journey as one system. And we discuss how retail media and e-commerce should share an AI brain. Intrigued? Tune in now.

AI search is on every marketer's lips, but is it that fundamentally different from basic SEO? Tom Telford, Chief Digital Officer at Clarity, argues that if you have the basics right, you'll also show up in LLM results. But best practice is one of the toughest things to succeed at, if we've learnt anything on the #ShinyNewObjectPodcast.  Tune in to hear Tom's advice on nailing the confluence between comms, PR and SEO to get your brand found by ChatGPT. #chatgpt #LLMsearch #GEO #marketingpodcast #datadrivenmarketing