Marketer’s Alchemy: Turning Data Into Gold · 2025-12-17 · 39 min
This episode. Kathryn discusses finding the right person, at the right time, with the right message with Greg Licciardi, Professor of Marketing and Vice President of Partnerships at ANA. The discussion covers the impact of AI on marketing, useful tactics and innovative case studies from brands like Wendy's, e.l.f., and Harry's. Guest Quote: ”Marketing is moving at breakneck speed with all the new technologies coming in and AI. Marketers need like a north star, a framework to guide them through this complex time we're in.” Episode Breakdown: [02:21] Alchemy Unveiled: The Holy Grail of Marketing The Holy Grail of Marketing includes the five Rs: right person, right time, right message, right outcome, right environment. [28:10] From Nuggets to Campaign Gold: Case Studies in Creative Targeting Greg shares a case study that demonstrates how small behavioral signals, testing in real time, and a willingness to pivot can turn early campaign learnings into breakthrough performance gains [35:55] Gold Rush! Reach is the most overrated marketing metric. Spray and pray is not the right approach. Links & Resources:
The Data-Driven Playbook for Modernizing Iconic Brands72 / 100Hiya's Secret to Compelling Customer EngagementWhy Scale Loses to Precision in B2BWhat Happens When You Really Study Your AudienceMore Humanity, Less Noise: Rethinking Retail Experiences