Quickest way to improve analytics using live data in a campaign

Summary

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

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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.

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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)

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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)

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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

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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.

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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.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[Podcast Host]

From advertising to software as a service to data, across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.

[Benjamin Shapiro]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast, you'll hear the stories of world class marketers that used technology to drive business results and achieve career success. Here's a host of the Martech Podcast, Benjamin Shapiro.

[Podcast Host]

All right, moving on to the next question. What's the quickest way to improve analytics using live data?

[Noah Rizzik]

It's a tough one, I would say question the why behind the data. So analytics. Remember that ad for Pirelli Power is nothing without control. 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 how you make connections between the data. I think inherent in that 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.

[Podcast Host]

It seems like live data allows us to act like children, where we constantly sit there nagging at our parents. I remember when I was a child, I used always, when I was whiny, would say, because. Because why? Because why? Because why? Ben, you can't have another cookie. Because why? 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. Yeah. All right. And that wraps up this episode of the Martech Podcast. A huge thanks to Noah Rizzik, the CMO of Incorda, for joining us. If you'd like to contact Noha, you can find a link to her LinkedIn profile in our show notes, or visit martechpod.com if you'd like to learn more about Incorda, you can visit their website, which is incorda.com I n c o r t a dot com. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app. Or, of course, Visit us on YouTube, where we'll be back in your feed every week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

[Benjamin Shapiro]

Thanks for listening to the Martech podcast, and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything. Com.