MarTech Podcast™ — "Quickest way to improve analytics using live data in a campaign"

Host: Benjamin Shapiro
Guest: Noah Rizzik, CMO of Incorda
Date: November 5, 2025

Episode Overview

This episode centers on a highly practical question for marketers: "What's the quickest way to improve analytics using live data in a campaign?" Guest Noah Rizzik, CMO of Incorda, joins host Benjamin Shapiro to explore how live data transforms analytics, emphasizing the critical importance of continually questioning and interpreting the "why" behind the numbers to unlock actionable insights.

Key Discussion Points & Insights

1. The Power of Live Data in Analytics (01:15)

• Noah Rizzik highlights that the true value of analytics doesn't come from raw data, but from the insights gleaned by interrogating that data:

  • “Analytics is nothing without insights. If you don't question why, you don't get the insights. And I think insights is where the value is. It's not necessarily in the data. Raw data in and of itself doesn't mean much; it's how you make connections between the data.” (01:22)

• The main takeaway: Constantly asking “why” as new data comes in allows marketers to rapidly uncover behavioral patterns and underlying trends.

2. The Importance of 'Why?' in Data Analysis (01:21–02:02)

• Noah Rizzik stresses an investigative mindset:
  • Marketers must adopt a curious, almost childlike approach—repeatedly asking “why is the data telling me this?” or “why are customers behaving this way?”
  • “Inherent in that [analytic] process is to constantly ask why. Like, why is the data telling me that things are behaving the way that they're behaving? What is the data trying to tell me? Why are my customers behaving this way? Why is my business behaving this way? And I think that's what's valuable.” (01:30)

3. Childlike Curiosity as an Analytical Tool (02:02)

• Benjamin Shapiro humorously likens the process of live data analysis to being a child persistently asking “because why?”:
  • "It seems like live data allows us to act like children, where we constantly sit there nagging at our parents... We get to be our whiny children with our data and ask, because why? And it allows us to get answered without our parents getting upset and saying, no, you can't have any more cookies. That's the hope.” (02:02)

Notable Quotes & Memorable Moments

• Noah Rizzik:

  “Analytics is nothing without insights. If you don't question why, you don't get the insights. And I think insights is where the value is. It's not necessarily in the data.” (01:22)

• Benjamin Shapiro:

  “We get to be our whiny children with our data and ask, because why? And it allows us to get answered without our parents getting upset and saying, no, you can't have any more cookies.” (02:15)

Timestamps for Key Segments

• [01:15] - Introduction of the central question: How to quickly improve analytics using live data
• [01:21–02:02] - Noah Rizzik outlines the importance of asking “why?” and focusing on insights over raw data
• [02:02] - Benjamin Shapiro connects analytical curiosity to childlike questioning

Tone & Style Recap

The episode balances practical marketing advice with playful, accessible analogies. Both Noah and Benjamin urge listeners to embrace a curious, questioning mindset in analytics—demystifying advanced analytics by making it relatable and actionable for marketers at all levels.

Summary Takeaway

To quickly improve analytics with live data, marketers must go beyond the surface of numbers and cultivate a relentless curiosity, persistently asking ‘why?’ to transform raw data into actionable insights. Live data empowers this process by making insights immediately accessible—and being a little “whiny” (curious) is exactly what drives smarter decisions.