Episode 9

Published on:

3rd Jan 2023

S3 | Ep 9 | Data Strategy; Why Customers Should be Front and Centre with Ed Child, Global Head of Consumer Data & Digital Analytics at Costa Coffee, and James Miller, Product & Strategy Director at Carruthers & Jackson

In Episode 9 of Season 3, of Driven By Data: The Podcast, Kyle Winterbottom is joined by Ed Child, Global Head of Consumer Data & Digital Analytics at Costa Coffee, and James Miller, Product & Strategy Director at Carruthers & Jackson, where they discuss why customers should be front and centre of your data strategy, which includes; 

  • Why businesses are doubling down on data and analytics and the relationship with your customers 
  • Why data strategies have historically been dry, architectural documents  
  • Why your customers should be at the heart of your data strategy  
  • Why good businesses can articulate a really strong story about their customers  
  • The importance of recognising internal and external customers  
  • Why it’s important to be able to tell the story of data through the lens of the customer and/or consumer  
  • Why many organisations don’t realise what they’re getting themselves into and underestimate what it’s going to take  
  • Why the shiny objects rule the day  
  • Why understanding the vision for a data strategy is critical  
  • Why "customers" are a language that the business understands  
  • Why the data product way of thinking helps to get closer to the customer  
  • Why business buy-in is where many data strategies go wrong  
  • How changes in customer behaviour and expectations affect the data strategy  
  • The role of personalisation within the data strategy  
  • Why a data strategy should be a process not a document  
  • Why customers are now more aware of the value exchange of their data  
  • How 1st and 3rd party data changes impact a data strategy 
  • Why organisations are now doubling down on untapped 1st party data  
  • Why the days of having a 3-5 year strategy are gone  
  • Why customer-centric and data-driven are one and the same    
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About the Podcast

Driven by Data: The Podcast
Designed for Data Enthusiasts to hear from the Data & Analytics industry's thought leaders
Orbition Group is delighted to bring you this podcast series, which is designed for Data Enthusiasts, to hear from some of the most high-profile Data, Analytics and AI thought leaders from around the globe.

Each episode will detail the guests journey to the top while bringing unique insights, drawn from first-hand experience on the industry’s most trending topics.

This podcast was created as a way for our industry's most respected leadership figures from across the world to give back to the Data & Analytics community, by sharing; knowledge, experiences and ideas, to inspire, innovate and provide real-life use cases on the industries most pressing topics/challenges.

About your host

Profile picture for Kyle Winterbottom

Kyle Winterbottom

Founder of Orbition Group, a Search and Talent Solutions business that operates exclusively within the world of Data, Analytics & AI.

I am hugely passionate about enabling organisations to drive decisions and obtain value from the use of Data, Analytics & Artificial Intelligence.

As such, I believe it is imperative that as a community, we share; knowledge, ideas, real-life use cases and inspiration to collectively give back to our industry.

Given my fortunate position of speaking with hundreds, if not thousands of leadership figures within the global Data & Analytics community each year , I feel it is my duty to share the successes, failures, challenges and opportunities.

Therefore, I have positioned Orbition Group to be a facilitator of that knowledge sharing, through these podcasts, events we host and public speaking.