AND Digital fireside chat
Thanks to AND Digital for inviting me to join their Fireside Chat with Llara Geddes. Great to share thoughts on how AI, data + experience are reshaping performance marketing at scale.
5(reflections):
*AI is currently (mostly) acting as an amplifier, moving from buzzword to operating layer > compressing time between insight & activation.
*The experience layer is where value is felt. It’s the connective tissue between data, content and commerce in many businesses. The best digital Org’s treat experience as a living ecosystem; journeys are tested, refined & repersonalised constantly.
*Great BAU + Experimentation beats perfection (think of Google’s 70/20/10 model) – continuous POC’s and a Kaizen mindset (e.g Brailsford with Team Sky + marginal gains) build scalable capability through curiosity and iteration (when sprinkled with a massive amount of grit!)
*In numerous businesses there are data challenges with trust, integration and accessibility. The focus needs to be on disciplined simplification – clear ownership, consistent taxonomies and leadership commitment to connect customer, product + performance data. Connecting CRM/ CDM/ CDP to attribution (from DDA to MMM) > analysis allows you to understand why customers convert, not just when; and that’s what drives smarter enablement.
*Technology enables agility; yet people and process drive trust + resilience. The businesses that will win are those that can blend data, creativity and adaptability seamlessly. Tech & AI may optimise, yet humans still (mostly) orchestrate – and that’s not changing any time soon.