Summary3 min read

Podcast Summary: Voices of Search

Episode: "One word that describes the relationship between customer data and marketing campaign success"

Date: September 5, 2025
Host: Jordan Cooney
Guest: Eddie Patch (Optimove)

Overview

This episode explores the evolving relationship between customer data and the success of marketing campaigns. Jordan Cooney (host) and guest Eddie Patch discuss how brands are prioritizing the integration of customer insights with marketing execution—ultimately describing the relationship as that of a “power couple.” The conversation dives into budgeting strategies, the differences between legacy and modern brands, and why leveraging customer data is crucial for innovation and sustained growth in content and search engine marketing.

Key Discussion Points & Insights

1. Defining the Relationship: "Power Couple" (00:51–01:20)

Prompt: Jordan challenges Eddie to capture today’s connection between customer data and marketing campaign success in a single word.
Eddie’s response: “Power couple. So power couple is our hyphen. I think it's one word. It's one word.” (00:51, Eddie Patch)
- The concept conveys that winning growth teams are those treating customer data and marketing execution as equally critical—a unified, mutually reinforcing relationship.
- Eddie emphasizes, “They're equally prioritizing and they're making it a single motion.”

2. The "Money" Conversation: Prioritizing Budgets (01:20–02:20)

Jordan’s prompt: He raises the question of where brands are investing their marketing budgets—traditional channels versus initiatives driven by granular customer data.
- Are brands allocating money by channel (SEO, paid search, TV) or by customer segments identified through data (e.g., buyers of long-haul flights vs. US local vacations)?
- “Is it going more heavily in the actual marketing, campaigning and investing there, or is it coming in through the customer data and then making the decisions?” (01:31, Jordan Cooney)

3. Legacy vs. Cutting-Edge Brands: Data-driven Strategies (02:20–03:43)

Eddie's insights:
- Legacy brands are stuck in “batch and blast”—spending heavily across channels in hopes of a short-term return. It’s a “lifeline” strategy, unsustainable in the long run.
- “Think about like an aging brick and mortar retailer...They're investing all of their money and just blasting their customer base as often as they can...The problem with that is it's all temporary and it could be gone in a second.” (02:21–02:38, Eddie Patch)
- Forward-thinking brands invest in infrastructure, technology, and zero-party data to get smarter about their customer base.
  - “The ones that are doing it really well are also investing in just learning more about their customers...enrich their customer data and just being a little smarter with what's happening behind the scenes rather than just that batch and blast approach. It's just not working anymore.” (03:07–03:35, Eddie Patch)
Takeaway: The key differentiator is building future-proof capabilities and using data for ongoing innovation.

Notable Quotes & Memorable Moments

"Power couple. So power couple is our hyphen. I think it's one word. It's one word." — Eddie Patch (00:51)
“They’re equally prioritizing and they're making it a single motion...power couple is more fun than...let's go with that.” — Eddie Patch (01:04)
“Is it going more heavily in the actual marketing, campaigning and investing there, or is it coming in through the customer data and then making the decisions?” — Jordan Cooney (01:31)
“They're putting a lot of money into every channel because they know that if I, if I put 4 million in this week, we're going to get back a certain amount of return. The problem with that is it's all temporary and it could be gone in a second.” — Eddie Patch (02:27–02:38)
“It's just not working anymore.” — Eddie Patch (03:35)

Timestamps for Key Segments

00:51 — Defining the relationship: “Power Couple”
01:20 — Money and budget allocation: Campaign vs. data-driven investment
02:20 — Legacy brands' approach versus future-focused strategies
03:07 — Investing in customer data enrichment and tech

Episode Tone & Style

The episode maintains a lively, conversational tone, marked by humor (the playful "power couple" debate) and grounded, practical advice. Eddie Patch’s commentary balances candid warnings about outdated tactics with forward-thinking prescriptions for marketing investment in today’s data-driven landscape.

Summary

This concise episode underscores the inseparable—and powerful—link between customer data and campaign success. Brands that treat data and marketing execution as a "power couple" and invest in building customer understanding and technological infrastructure are better positioned for sustained growth and innovation. Batch-and-blast legacy tactics are painted as obsolete, with data-driven strategies clearly leading the way forward.

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Transcript14 lines

[00:00]
A
The Voices of Search 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 welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search podcast, Jordan Cooney.
[00:43]
B
What's the word, Eddie? Give me one word that describes the relationship between customer data and marketing campaign success today.
[00:52]
C
Okay. I don't know if it's one word, but I think it should be power Couple. So power couple is our hyphen. I think it's one word. It's one word.
[01:01]
B
Sure, we'll hyphenate it.
[01:03]
C
It's all in power Couple.
[01:04]
A
All right.
[01:04]
C
It's the power couple. So winning growth teams are essentially, they're equally prioritizing and they're making it a single motion. So I would say power couple is more fun than. Yeah, let's go with that. Let's just say it's one word.
[01:21]
B
And so with this power couple concept. Curious about money. Let's talk about money. Because usually in power couples, there's usually a money money conversation that has to happen, right?
[01:31]
C
Yeah.
[01:32]
B
Investment. Is it going more heavily in the actual marketing, campaigning and investing there, or is it coming in through the customer data and then making the decisions? So are companies or brands allocating when they think about the money, the budget that's going to go in? Are they thinking about it from the marketing campaign lens? Like, I'm going to put money in paid search, I'm going to put money in SEO, I'm going to put money in TV brand. Or are they thinking about it from the customer data lens, which is essentially, hey, we need to put money in customers who are invested in buying long haul international flights, customers who are looking for local US Domestic vacations. Right. Like that's the customer data telling us put money in those buckets and then you do the campaigning versus the other way around?
[02:21]
C
Yeah, that's a really good question. I think I've seen there are brands, and these are typically legacy brands that are probably on their kind of their way out. Like think about like an aging brick and mortar retailer type kind of company where they're investing all of their money and just blasting their customer base as often as they can. So they're putting a lot of money into every channel because they know that if I, If I put 4 million in this week, we're going to get back a certain amount of return. The problem with that is it's all temporary and it could be gone in a second. And it's basically like this like lifeline that they're constantly trying to tap into. So the brands I don't think are doing well, that's, that's what they're doing. The ones that are doing it right and putting their dollars through future infrastructure building the, the company in a way that it's going to be, continue to be able to innovate and stay cutting edge over the next couple of years. So going back to some of the like center of excellence, adopting technology that's going to allow them to operationalize and then the, the ones that are doing it really well are also investing in just learning more about their customers. So being able to deploy zero party data, but finding additional ways that they can enrich their, their customer data and just being a little smarter with what's happening behind the scenes rather than just that batch and blast approach. It's just not working anymore.
[03:44]
B
No doubt.
[03:44]
C
Yep.
[03:45]
B
And that wraps up this episode of the Voice of Search podcast. A huge thank you to Eddie Patch from Optimove for joining us. If you'd like to contact Eddie, you can find a link to his LinkedIn profile in our show notes or you can find his information on voicesofsearch.com for more information about Optimove, visit optimove.com if you haven't subscribed yet and want a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed soon. Okay, that's all for today, but until next time, remember, the answers are always in the data.