Business Intelligence: Measuring Marketing, How Google Innovates with Babak Hedayati, Tapclicks | 38

Episode Title: Business Intelligence: Measuring Marketing, How Google Innovates with Babak Hedayati, Tapclicks

Guest of the Week: Babak Hedayati, Founder and CEO of TapClicks
Babak reminds us why marketing data is such a crucial- and often overlooked – source of BI for the organization, and also shares the need for performance measurement tools and dashboards to deliver relational and causal insights in our cross-device, omnichannel world.
We also talk about why the partnership with Snap is significant and the complexities of successful data-driven decision making in the complex times we operate in. Babak also reminds us that the most important success factor in data-driven decision making is story-telling, driving adoption and getting the right data to the right person at the right time.

Event of the week: Martech Conference
What’s going on at MarTech? What are the conversations and the big themes people are talking about? Anand and David tell us what the big conversations are around. Spoiler alert: it’s not IoT and its not mobile marketing…

Trend of the week
Signs of CDP industry maturity? David tells us why he thinks the time has come to arrive at a formal certification of ‘what makes a CDP a CDP’ and why vertical CDPs are useful
A vendor certification program by CDP Institute (must mean there is now a definitive agreement on what a CDP means?)
A wave of vertical specialist CDPs (Optimove; Healthgrades)
Continued funding and acquisitions in the space
BigTech (sore of) announcing CDPs (Adobe)

News of the week
Centerbridge Partners to Acquire IBM’s Marketing Platform and Commerce Software Offerings to Form Standalone Marketing and Advertising Technology Company
Centerbridge announced that it will acquire IBM’s marketing platform and commerce software offerings - why is this interesting to marketers? David, Babak and Anand get into an interesting conversation around business priorities and letting go…

Fail of the week?
Google has been shutting down products at will in recent times, and we wonder if this is reckless or is Google actually in tune with younger consumers who don’t mind moving more flexibly through services? We have a useful discussion about how entrepreneurs and high-growth companies could approach innovation (Does Google’s ‘fail fast’ approach work in all cases? Why innovate in the first place?)