MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: What To Do When Your Company Data Isn't Easily Accessible
Release Date: November 19, 2024
Host: Benjamin Shapiro
Guests: Steve Phillips (Co-Founder and CEO) and Ryan Berry (President) of Zappi

Introduction

In this episode of the MarTech Podcast ™, host Benjamin Shapiro delves into the critical issue of data accessibility within companies. Joined by Steve Phillips, Co-Founder and CEO, and Ryan Berry, President of Zappi, the discussion centers around overcoming the challenges associated with making company data easily accessible and effectively utilizing it to drive business growth.

Understanding the Data Accessibility Problem

Benjamin Shapiro opens the conversation by highlighting a common dilemma faced by marketers: having an abundance of data but struggling to derive meaningful insights from it. He emphasizes the importance of not just knowing what data is available, but understanding why it exists and what it signifies.

Benjamin Shapiro [07:20]: "We have to have a much more holistic view about what data do, what people need to make decisions instead of to have a dashboard so that they know what's going on."

Challenges Faced by Large Organizations

Steve Phillips shares insights from his experience, pointing out that large companies often suffer from data silos due to disparate systems and lack of centralized data governance. He explains that many enterprises operate with multiple ERP systems, leading to fragmented data that is difficult to consolidate and analyze.

Steve Phillips [06:57]: "The people and the processes associated with getting the data harnessed is actually the hardest part."

Ryan Berry expands on this by discussing how different departments within large organizations purchase data from various suppliers, further complicating data integration. He underscores the importance of viewing data as a key asset and aligning it properly to build a sustainable competitive advantage.

Ryan Berry [04:30]: "You have to think of your data as part of your key asset. And I think... it's becoming a really important problem that the big companies are beginning to focus on because they realize that that is increasingly the asset that they have, that is increasingly the moat."

Strategic Solutions for Data Accessibility

The guests outline several strategies for improving data accessibility:

1. Systematization and Alignment:

   • Ryan Berry emphasizes the need for systematizing data processes and ensuring that data is structured for easy access and analysis.
   • Steve Phillips highlights the role of Chief Data Officers in unifying disparate data systems and implementing intentional data strategies.

2. Democratizing Data Insights:

   • Ryan Berry advocates for making insightful data accessible to all decision-makers within the organization, not just data specialists. This involves creating a strategic overview of data usage and fostering a culture where data-driven decision-making is ingrained.

3. Leveraging AI and Automation:

   • Both guests discuss the potential of AI and machine learning to automate data mining and generate actionable insights. Properly structured data can enable AI to provide valuable insights swiftly, enhancing productivity and consumer-centric decision-making.

Ryan Berry [13:20]: "AI and agents that we're using can do all of that work for you, as long as the data is structured, you can have more insights, better insights available at the touch of a button."

Case Studies and Real-World Applications

Steve Phillips cites examples of companies like SoFi, which successfully repurposed its data strategy early on, leading to significant growth. He contrasts this with larger organizations that struggle due to their fragmented data systems and lack of central governance.

Steve Phillips [06:02]: "When we started helping our customers think about their data... they have 15 different ERP systems across the globe."

Ryan Berry explains how Zappi is addressing these challenges by making consumer insights more accessible and actionable. By integrating various data sources and providing intuitive tools, Zappi helps companies harness their data effectively.

Ryan Berry [10:55]: "We've now solved that problem. So let's make sure we take our data and put the why data into the hands of the people making decisions about where the brand and where the innovation goes."

Key Takeaways and Actionable Advice

As the conversation draws to a close, Benjamin Shapiro prompts the guests to share their final thoughts on addressing data accessibility issues.

Ryan Berry advises companies to focus on systematizing their data processes and leveraging AI to unlock insights effortlessly.

Ryan Berry [13:20]: "You have to work on systematization, but bear in mind the payoff now."

Steve Phillips recommends auditing existing data practices, bringing together cross-functional teams, and methodically addressing data integration challenges to transform data into a competitive advantage.

Steve Phillips [13:45]: "If you're a CMO and CFO and you're spending money on consumer data and it isn't harnessed, you're kind of wasting your money."

Conclusion

The episode concludes with a reflection on the importance of viewing data management as an internal journey akin to the customer journey. By understanding and optimizing how data is handled within the organization, companies can replicate and enhance consumer behaviors, leading to sustained business growth.

Benjamin Shapiro [14:15]: "The journey is also understanding what's happening with your data and understanding what makes those consumers do what they do."

Notable Quotes

• Benjamin Shapiro [07:20]: "We have to have a much more holistic view about what data do, what people need to make decisions instead of to have a dashboard so that they know what's going on."

• Steve Phillips [06:57]: "The people and the processes associated with getting the data harnessed is actually the hardest part."

• Ryan Berry [04:30]: "You have to think of your data as part of your key asset... it is increasingly the moat."

• Ryan Berry [13:20]: "AI and agents that we're using can do all of that work for you, as long as the data is structured, you can have more insights, better insights available at the touch of a button."

• Steve Phillips [13:45]: "If you're a CMO and CFO and you're spending money on consumer data and it isn't harnessed, you're kind of wasting your money."

Resources Mentioned

• Zappi Website: zappi.com
• Zappi's Inside Insights Podcast
• Book: Consumer Insights Revolution by Zappi
• Zappi's Weekly Newsletter
• LinkedIn Profiles of Steve Phillips and Ryan Berry

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This summary captures the essence of the podcast episode, highlighting the challenges of data accessibility in large organizations and offering strategic solutions through expert insights from Steve Phillips and Ryan Berry of Zappi.