Episode 304 / Danilo Tauro / Aperiam / Managing Partner

AI is opening doors for data driven marketing, but can be a Pandora's box if not used carefully in the healthcare industry.  Hernando Ruiz-Jimenez is Chief Marketing and Communications Officer at Geisinger Health, where he's experimenting with AI agents and pilots to see how he can make the most of healthcare data while protecting customers' privacy and being respectful of their particular conditions.  Learn about great marketing books, understanding the basics, and trial and error with AI in healthcare marketing. 

You'll always be more productive if you're happy where you work. Jayne Andrews, Marketing Director at Fentimans Ltd, believes in creating high performing and happy teams; in other words, "teams that are productive for the right reasons," where people can be themselves and put their best foot forward. While this is Jayne's shiny new object, she also shares her belief in how data and creativity come together to make marketing magic. And she tells us about how she "killed her career" during Covid! Tune in to get top data driven marketing tips and valuable life lessons in one episode.

"If you don't focus on retention, you're filling up a bucket with holes. You celebrate all these acquisition numbers, but your funnel is actually leaking and you don't know it." Splendid Uchehcukwu, Growth Marketer at GoCardless, warns that retention is more important (and more overlooked) in data driven marketing than we may think. On the latest podcast episode, she shares her top tips for retaining new customers, changing focus, and developing a marketing career.

Is data the end-all be-all of marketing? Or should marketers trust their instincts more, finding the courage to make decisions that don't always hide behind dashboards? Francesco Federico, CMO at S&P Global, talks about the push and pull of data and instinct in today's marketing, on the latest podcast episode. We then dissect his shiny new object: agentic AI. Is it truly new? How does agentic AI differ from simply using a tool? And how will it alter the future of marketing? Tune in to find out. 

"Even if people are distracted by Slack or an SMS message, when they look back at your slide they can zoom in and see quickly what they're supposed to digest." In an era of ever decreasing attention spans, marketers should focus not just on how to keep their consumers interested, but also on how to make it easy for their peers and stakeholders to digest their data. Drew Hampton, Head of Performance Marketing at Varo Bank, gives us a masterclass on how to use and communicate data effectively to get ahead. Tune in to learn some of his key tips. 

"Show up, do good work, find joy." That's Izzy's mantra, and he explains why it's helped him through a long and varied career on the latest episode of the Shiny New Object podcast. Tune in to hear how the VP of Growth at Zopa Bank applies Zopanomics to identify the profitable customers in fintech, why he thinks most people's mindset is holding them back in data driven marketing, and much more. 

How will AI search change data driven marketing and the way consumers interact with brands? On this special Cannes edition of the podcast, we welcome two guests: Anastasia Leng, CEO and Founder of CreativeX, and Thorsten Schapmann, Global Media Director at Beiersdorf. They've both chosen AI search as their shiny new object and we explore its intricacies and challenges. We also talk about new beliefs and behaviours and their top data driven marketing tips. 

Danilo Tauro, Managing Partner at Aperiam and Senior Advisor at McKinsey & Company, shares his view of how AI agents will shape the future of data driven marketing. We also talk about the risks of paralysis by analysis, why marketers need to just get started and iterate along the way, and how students should adopt P&G's PIE method for their career progression. 

Anyone can start a brand overnight, but how do you make it work and last? Brett Marchand, CEO of Plus Company, has picked the democratisation of brands as his shiny new object. In this episode, we talk about how the barriers have lowered when it comes to brand building, but how it's still as tough as ever to create meaningful marketing around it. Plus, find out how to come back after losing it all and some top data driven marketing tips.

Mat Thomas, Senior Manager of Brand Strategy at Lexus UK, discusses talks about the importance of data-driven marketing and continuous improvement. He shares why he finds Rory Sutherland's "Alchemy" influential, stressing the value of understanding psychology and consumer behaviour. And he explains Lexus's kaizen approach, focusing on continuous improvement through data-driven decisions - Mat's shiny new object.