Driven by Data: The Podcast · 2026-06-30 · 53 min
In Episode 13 of Season 7 of Driven by Data: The Podcast, Kyle Winterbottom was joined by Diana Comsa, Global Director of Customer Data Products at Conde Nast, where they discuss why customer data should be treated as a commercial growth engine rather than simply a marketing asset, and how solving the right customer problems unlocks long-term business value, which includes; Why the thread running through an unconventional career from strategy consulting to customer data has always been creating commercial value. Why understanding existing customers often creates more sustainable growth than simply acquiring new ones. How building a single customer view enables organisations to create deeper customer relationships and unlock new revenue opportunities. Why global organisations need consistency in customer identity, consent and architecture whilst empowering local teams to serve customers differently. Why defining business outcomes and success metrics before any work begins dramatically improves the chances of delivering value. Why customer data platforms should be designed around future business models rather than today's products and revenue streams.
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