Quickest way to improve analytics using live data in a campaign

Incorta is the first and only open data delivery platform that enables real-time analysis of live, detailed data across all systems of record—without the need for complex ETL processes. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

• 0:00Speaker 00

  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 iHereEverything.com.

• 0:25Speaker 01

  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.

• 0:36Speaker 02

  Getting brands authentically integrated into content performs better than TV advertising.

• 0:42Speaker 03

  Typical life span of an article is about 24 to 36 hours.

• 0:46Speaker 01

  If 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.

• 0:53Speaker 00

  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 use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

• 1:15Speaker 04

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

• 1:21Speaker 05

  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 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.

• 2:01Speaker 04

  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.

• 2:29Speaker 05

  That's the hope. Yeah.

• 2:30Speaker 04

  All right. And that wraps up this episode of the Martech Podcast. A huge thanks to Noah Rizik, the CMO of Incorta for joining us. If you'd like to contact Noah, 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 Incorta, you can visit their website, which is incorta.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.

• 3:37Speaker 00

  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.