Episode Overview

Podcast: The Agile Brand with Greg Kihlström®
Episode: #751: Traject Data CEO Rochelle Thielen on the Role of Data in Retail
Guest: Rochelle Thielen, CEO, Traject Data
Date: October 15, 2025

This episode explores the vital and dynamic role of real-time data in today's retail environment. Rochelle Thielen joins Greg Kihlström to discuss how leading retailers are leveraging data for competitive advantage, the impact of evolving privacy regulations, the interplay between AI and human expertise, and pragmatic strategies for both large and smaller retailers.

Main Themes & Structure

1. The Evolving Retail Data Landscape

• Retail Agility Requires Data Mastery:
  Retailers must be proactive, not just reactive, in a landscape shaped by rapid changes (e.g., platform updates, regulatory shifts).

  “Agility requires more than just fast reactions. It demands proactive insights driven by robust, real-time data.” (Greg Kihlström, 01:13)

• Impact of Big Market Changes:
  Amazon's abrupt pullout from Google Shopping was cited as a disruptive event forcing retailers to rethink and reclaim control over their data and ad strategies.

  “You can't outsource your visibility anymore. They're relying on themselves and trusting their own data to really guide the way forward.” (Rochelle Thielen, 04:12)

[Key Segment: Market Change and Adaptation]

Timestamp: 02:45 – 04:54
Discussion on the fallout from Amazon leaving Google Shopping and how it required brands to become more self-reliant and agile with their data.

2. Dispelling Data Misconceptions in Retail

• Outdated Dashboards and Stale Data:
  TRUST in “off-the-shelf dashboards” is increasingly misplaced due to data latency or lack of visibility into data sources.

  “It's basically the same thing as, like… one day you're told the stars you're looking at died millions of years ago… those dashboards you've been trusting— that data is actually not as real time as you always were led to believe.” (Rochelle Thielen, 06:04)

• Right-Sized Approaches for Small vs. Large Brands:
  Effective, dynamic decision-making isn't reserved for those with massive data teams—a solid data product can “level the playing field” via tools like Looker, Tableau, or Excel.

[Key Segment: Data Quality and Team Size Myths]

Timestamp: 05:10 – 07:55
Detailed articulation of misconceptions about data timeliness and the scale required to operate effectively.

3. Maturing Data Literacy Across Organizations

• Convergence of Business and Tech Functions:
  Retail executives, not just technologists, are now deeply engaged with the sources and trustworthiness of their data.

  “…Even for me, I have a business background in tech companies, I spend so much time with my CTO… it’s made me more technically savvy as it has most of these retailers.” (Rochelle Thielen, 07:57)

[Notable Quote]

“…those two sides of the org are coming closer together than they ever have.” (Rochelle Thielen, 07:56)

4. Data Privacy & Regulatory Compliance

• Operating on the “Right Side” of Privacy:
  Thielen emphasized Traject Data’s commitment to only using publicly available (non-PII) data, demonstrating that actionable retail insights can be derived ethically.

  “We only deal with publicly available information…There is a lot of publicly available information that can guide strategy.” (Rochelle Thielen, 09:30)

5. Real-World Application: War Rooms, AI, and Human Oversight

• Prime Example – Amazon Prime Days:
  Traject Data supports brands with real-time competitive insights for pricing decisions, combining rapid data feeds, AI, and human teams (tiger teams) monitoring “war rooms.”

  “Because we're pulling basically all the competitive data not just from Amazon, but from other retailers…by the second for those periods of time.” (Rochelle Thielen, 11:50)
  “It's that combination of like the AI and the human advantage…because you have that oversight.” (Rochelle Thielen, 13:03)

[Key Segment: Dynamic Pricing and Human+AI Teams]

Timestamp: 10:34 – 13:34
How brands leverage Traject Data’s feeds and why humans remain essential in interpreting and guiding AI outputs in high-stakes contexts.

6. Personalization & The “Holy Grail” of CX

• Public Trends, not PII:
  Retailers achieve meaningful one-to-one experiences by using geolocated, contextual trends, not intrusive personal data.

  “That's really the level that I'm comfortable with and that we provide … it's an important supplemental layer that creates the next phase wherever people want to go.” (Rochelle Thielen, 14:25)

• Agent Search & Future of Consumer Discovery:
  The shift to conversational/agent-based search (e.g., “I’m going on vacation, what do I need to buy?”) demands brands track sentiment and prompts to stay visible.

  “It’s really important to understand what type of prompts, rather than keywords, are being put out there.” (Rochelle Thielen, 14:57)

[Key Segment: Personalization & Conversational Search]

Timestamp: 13:35 – 16:44

7. Data for All: Tools for Small and Large Retailers

• Access Regardless of Resources:
  Even small companies can leverage modern data platforms, sometimes simply by hiring a data-savvy intern, to create targeted, high-impact analyses.

  “If you take that in a small business approach, that's a great way to show… how getting an intern or one specific employee... could really give you an advantage.” (Rochelle Thielen, 17:53)

8. Combating Fraud & Protecting the Brand

• Forensic Data for Brand Defense:
  Traject Data supports brands in tracking and documenting unauthorized sellers or fraud on platforms like Amazon, enabling brands to amass evidence for takedowns and legal action.

  “We work with them to basically forensically capture every single time that they're doing something and build these massive files…that allow them to actually get Amazon and other sellers… to kick these guys out.” (Rochelle Thielen, 20:04)
  “Sometimes the best offense is a great defense…brand protection…has an enormous impact on the bottom line.” (Rochelle Thielen, 21:45)

[Key Segment: Brand Protection and Fraud]

Timestamp: 18:59 – 21:44

9. Future Trends & Staying Agile

• Top Emerging Trends:

  • Direct control of data, not relying on vendors
  • Intensified focus on brand protection/fraud defense
  • API-driven, verifiable data integration

  “Have something that gives you the comfort that you're in control, that you have your own data through a very simple API.” (Rochelle Thielen, 22:28)

• Personal Agility Practice:

  “Consistently find the people out there who are asking a lot of questions and consistently pushing back against norms and listen, right?” (Rochelle Thielen, 23:12)

Notable Quotes

• “You can't outsource your visibility anymore. They're relying on themselves and trusting their own data to really guide the way forward.”
  — Rochelle Thielen, 04:12

• “It's basically… when you look up in the sky and one day you're told the stars you're looking at died millions of years ago… those dashboards you've been trusting— that data is actually not as real time as you always were led to believe.”
  — Rochelle Thielen, 06:04

• “…Those two sides of the org are coming closer together than they ever have.”
  — Rochelle Thielen, 07:56

• “Even small businesses, with simple tools and the right people, can now create powerful analyses once reserved for giants.”
  — (Paraphrase of Thielen, 17:53)

• “Sometimes the best offense is a great defense… brand protection… has an enormous impact on the bottom line.”
  — Rochelle Thielen, 21:45

• “Consistently find the people… who are asking a lot of questions and consistently pushing back against norms and listen, right?”
  — Rochelle Thielen, 23:12

Timestamps for Key Sections

• Market Shifts & Data Self-Reliance: 02:45 – 04:54
• Data Misconceptions & Literacy: 05:10 – 07:55
• Business & Tech Convergence: 07:55 – 08:53
• Privacy Regulations in Data: 08:55 – 10:16
• Dynamic Pricing, AI, & War Rooms: 10:34 – 13:34
• Personalization & Conversational Search: 13:35 – 16:44
• Small Retailers & Data Tools: 16:44 – 18:58
• Fraud/Brand Defense: 18:59 – 21:44
• Emerging Retail Data Trends: 21:44 – 23:01
• Staying Agile as a Leader: 23:11 – 23:47

Summary Takeaways

This episode outlined a pivotal shift in retail toward real-time, verifiable, and ethically-sourced data as the driver of agility, competitive strength, and customer-centricity. Thielen, drawing on Traject Data’s broad client base, illustrated how leading retailers—from major brands to nimble independents—can build dynamic pricing, personalization, and brand defense strategies without violating privacy or requiring immense teams. The show emphasized both the necessity and attainability of data literacy at all organizational levels, and concluded with a call to “consistently push back against norms” in pursuit of agility.

For more on Rochelle Thielen and Traject Data, follow the show notes links or visit trajectdata.com.