https://simplecast.com Segment Data Council Podcast The Segment Data Council fosters a community of trusted champions and advocates for Segment. Members share their expertise, best practices, and strategies to help other members thrive and inspire future advocates. 2020 Segment en Tue, 15 Sep 2020 18:34:50 +0000 Tue, 15 Sep 2020 19:23:01 +0000 https://segment.com/blog/podcast Segment Data Council Podcast https://image.simplecastcdn.com/images/b80cb29a-0b67-4693-8d9d-3c5769dca321/c81c0e5e-1682-435e-bcae-e6dbb5563664/3000x3000/datacouncil-albumart.jpg?aid=rss_feed https://segment.com/blog/podcast episodic The Segment Data Council fosters a community of trusted champions and advocates for Segment. Members share their expertise, best practices, and strategies to help other members thrive and inspire future advocates. Segment no https://feeds.simplecast.com/4ic9AO3Z customer data platform, data, segment Segment Marketing madelyn.mullen@segment.com e19687c5-5bb1-43d8-9adf-1b429e972f9b Level Up: Becoming the source of truth for customer data In this digital present, unlimited datasets are available. The data that powers the retail revolution and a working knowledge of how to leverage it properly becomes non-negotiable for all companies. As the Global Director of Product Data and Insights at Anheuser-Busch InBev, Krystal Lau is navigating this new world in real time as she and her team work to make it easier for ABI’s B2B clients to seamlessly order and receive product. Because personalized information is the fuel that powers the digital marketplace, it’s essential to establish a source of truth that helps every member of the team grasp where the data comes from, what triggers its collection, and how to analyze and apply those insights for the highest possible ROI. In this episode, she shares how they pull off such a tall order.

This is Segment’s Data Council series, where members share stories about using Segment to work with customer data within Enterprise companies. To make sure you don’t miss an episode, subscribe on iTunes, Spotify, or your favorite podcast player. You can also read a lightly edited transcript of the conversation below.

Takeaways: 

  • Understand the ultimate business goals behind any team’s interest in customer data.
  • The same data point can have multiple use cases, and that brings robustness and efficiency to your stack as you support the business holistically.
  • Give a five-minute overview of your data stack to build a relationship with different teams.

Audio highlights:

  • “[Digital customer data has] become such a large part of the conversation, because for so long, everyone has been looking at invoice data or very analog offline data. To have the ability to see user actions in real-time has been game-changing.” 
  • “It was nice to be able to look at data and come up with strategic decisions around it, but it's way more powerful to know exactly where your data is coming from, to know what triggers what, what means what. Because if you know all of that, then you brought your toolkit into what you can possibly do with that data — and not just in terms of analysis, but in terms of the applications of those analyses or the applications of that data itself.”

Links:

]]> Tue, 15 Sep 2020 18:34:50 +0000 madelyn.mullen@segment.com (Krystal Lau, Madelyn Mullen) https://datacouncil.segment.com/episodes/level-up-lp_Z6gW1 In this digital present, unlimited datasets are available. The data that powers the retail revolution and a working knowledge of how to leverage it properly becomes non-negotiable for all companies. As the Global Director of Product Data and Insights at Anheuser-Busch InBev, Krystal Lau is navigating this new world in real time as she and her team work to make it easier for ABI’s B2B clients to seamlessly order and receive product. Because personalized information is the fuel that powers the digital marketplace, it’s essential to establish a source of truth that helps every member of the team grasp where the data comes from, what triggers its collection, and how to analyze and apply those insights for the highest possible ROI. In this episode, she shares how they pull off such a tall order.

This is Segment’s Data Council series, where members share stories about using Segment to work with customer data within Enterprise companies. To make sure you don’t miss an episode, subscribe on iTunes, Spotify, or your favorite podcast player. You can also read a lightly edited transcript of the conversation below.

Takeaways: 

  • Understand the ultimate business goals behind any team’s interest in customer data.
  • The same data point can have multiple use cases, and that brings robustness and efficiency to your stack as you support the business holistically.
  • Give a five-minute overview of your data stack to build a relationship with different teams.

Audio highlights:

  • “[Digital customer data has] become such a large part of the conversation, because for so long, everyone has been looking at invoice data or very analog offline data. To have the ability to see user actions in real-time has been game-changing.” 
  • “It was nice to be able to look at data and come up with strategic decisions around it, but it's way more powerful to know exactly where your data is coming from, to know what triggers what, what means what. Because if you know all of that, then you brought your toolkit into what you can possibly do with that data — and not just in terms of analysis, but in terms of the applications of those analyses or the applications of that data itself.”

Links:

]]> Level Up: Becoming the source of truth for customer data Krystal Lau, Madelyn Mullen 00:31:45 Those who work with vast quantities of data know by now: It’s fast becoming the world’s most valuable resource. This fact has only accelerated in 2020’s remote reality, where even brick-and-mortar businesses that don’t typically focus on their digital footprint are scurrying to make their products available to buyers online. Krystal Lau, AB InBev’s Global Director of Product Data, reveals why it’s essential that each team understands how customer data is collected—and how it impacts the bottom line. Those who work with vast quantities of data know by now: It’s fast becoming the world’s most valuable resource. This fact has only accelerated in 2020’s remote reality, where even brick-and-mortar businesses that don’t typically focus on their digital footprint are scurrying to make their products available to buyers online. Krystal Lau, AB InBev’s Global Director of Product Data, reveals why it’s essential that each team understands how customer data is collected—and how it impacts the bottom line. retail, data, customer data platform, b2b, analytics no full 4 1 21e67a5f-9dad-47bb-b813-006822d5a880 Opening black boxes: How customer data provides the key Vishal Rana, Director of Product and former VP of Customer Success at Segment, has observed firsthand how good data leads to organizational success. With over a decade of helping enterprises grow, Vishal Rana shares customer insights from that first "aha" moment to when retention experiences get tuned just right. 

Before his time in product, Vishal led Customer Success at Segment for three years and Professional Services at Medallia for five years. To see the journey from vision to reality and all the prioritization in between, tune into this episode about how to succeed with customer data—especially with those last-mile activities.

This is Segment’s Data Council series, where members share stories about using Segment to work with customer data within Enterprise companies. To make sure you don’t miss an episode, subscribe on iTunes, Spotify, or your favorite podcast player. You can also read a lightly edited transcript of the conversation below.

Takeaways

  1. Keep using your favorite tools, and push to get to see all the data that everybody else has collected in a trusted, centralized core of customer data.
  2. Define customer success metrics using very rational observations about your customers’ usage behaviors or brand engagements.
  3. Engagement data without purpose doesn’t serve anyone. Early in the product's lifecycle, define a particular business problem you want to solve with engagement data and collect accordingly.

Audio Highlights

  • “Everybody's trying to transform other people's data into their format so that it can live through the lens of their core.”
  • “Those systems, in their own siloed way, have a treasure trove of information about what a customer is trying to accomplish that isn't in the [event] clickstream. What's great is that with Segment, you can take all of that data and put it into a data warehouse, which—is agnostic to the type of information we're pulling in—and then marry it with that event-stream data. And now, for the first time in most companies' digital maturation, they're able to see everything in one place. Then they can start to marry the information they knew about the customer before they showed up (maybe in their CRM) and add that context to engagement that [the customers] are having with someone else [at the company].”

Links

]]> Fri, 14 Aug 2020 16:09:00 +0000 madelyn.mullen@segment.com (Vishal Rana, Madelyn Mullen) https://segment.com/blog/black-boxes/ Vishal Rana, Director of Product and former VP of Customer Success at Segment, has observed firsthand how good data leads to organizational success. With over a decade of helping enterprises grow, Vishal Rana shares customer insights from that first "aha" moment to when retention experiences get tuned just right. 

Before his time in product, Vishal led Customer Success at Segment for three years and Professional Services at Medallia for five years. To see the journey from vision to reality and all the prioritization in between, tune into this episode about how to succeed with customer data—especially with those last-mile activities.

This is Segment’s Data Council series, where members share stories about using Segment to work with customer data within Enterprise companies. To make sure you don’t miss an episode, subscribe on iTunes, Spotify, or your favorite podcast player. You can also read a lightly edited transcript of the conversation below.

Takeaways

  1. Keep using your favorite tools, and push to get to see all the data that everybody else has collected in a trusted, centralized core of customer data.
  2. Define customer success metrics using very rational observations about your customers’ usage behaviors or brand engagements.
  3. Engagement data without purpose doesn’t serve anyone. Early in the product's lifecycle, define a particular business problem you want to solve with engagement data and collect accordingly.

Audio Highlights

  • “Everybody's trying to transform other people's data into their format so that it can live through the lens of their core.”
  • “Those systems, in their own siloed way, have a treasure trove of information about what a customer is trying to accomplish that isn't in the [event] clickstream. What's great is that with Segment, you can take all of that data and put it into a data warehouse, which—is agnostic to the type of information we're pulling in—and then marry it with that event-stream data. And now, for the first time in most companies' digital maturation, they're able to see everything in one place. Then they can start to marry the information they knew about the customer before they showed up (maybe in their CRM) and add that context to engagement that [the customers] are having with someone else [at the company].”

Links

]]> Opening black boxes: How customer data provides the key Vishal Rana, Madelyn Mullen 00:27:38 Imagine what it would be like if your product managers had an overview of support tickets, billing issues, sales interactions, and your users’ clickstreams—all of which live in a unified data warehouse. It would be the Holy Grail of data management. Instead, most companies silo datasets in black boxes visible only to the relevant teams and leadership. If it were the other way around, your company could spot issues earlier and deal with them efficiently, without losing time by running questions up the flagpole and waiting for them to come back down. Imagine what it would be like if your product managers had an overview of support tickets, billing issues, sales interactions, and your users’ clickstreams—all of which live in a unified data warehouse. It would be the Holy Grail of data management. Instead, most companies silo datasets in black boxes visible only to the relevant teams and leadership. If it were the other way around, your company could spot issues earlier and deal with them efficiently, without losing time by running questions up the flagpole and waiting for them to come back down. segment, data maturity, customer data platform, roadmap, customer succes no full 3 1 6a22a7c8-6907-44d5-bb0a-cb64cb4151ab Tailoring business cases: How to break through the status quo at an enterprise Over the years as a product manager, Kurt championed hundreds of business case discussions for vendor tools and internal projects—including a few Segment business cases at two different companies. Tune in to this episode for an insider perspective on what it took for a Segment business case to excite stakeholders across an organization.

Takeaways

  1. Understand where the organizational influence lies.
  2. Create visibility around the gap between where you are today and where you want to go. Use that context to ground your business case and translate requirements for different audiences.
  3. Build a team understands the value of having a tool like Segment not only just for your team or adjacent teams, but also the rest of the organization.

Audio Highlights

  • “Sometimes the [business case] ROI is just moving the business in a new direction or a new way of operating as opposed to solely lifting revenue.” 
  • “We were fighting against not necessarily other tools in the organization, but how people thought about the landscape of technology.” 
  • “Showing the [Segment] debugger was actually a miracle type of a case for [stakeholders]. And so it sold a lot of people right then and there on the value of having a tool like that.”

Links

]]> Fri, 14 Aug 2020 16:05:00 +0000 madelyn.mullen@segment.com (Kurt Williams, Madelyn Mullen) https://segment.com/blog/business-case/ Over the years as a product manager, Kurt championed hundreds of business case discussions for vendor tools and internal projects—including a few Segment business cases at two different companies. Tune in to this episode for an insider perspective on what it took for a Segment business case to excite stakeholders across an organization.

Takeaways

  1. Understand where the organizational influence lies.
  2. Create visibility around the gap between where you are today and where you want to go. Use that context to ground your business case and translate requirements for different audiences.
  3. Build a team understands the value of having a tool like Segment not only just for your team or adjacent teams, but also the rest of the organization.

Audio Highlights

  • “Sometimes the [business case] ROI is just moving the business in a new direction or a new way of operating as opposed to solely lifting revenue.” 
  • “We were fighting against not necessarily other tools in the organization, but how people thought about the landscape of technology.” 
  • “Showing the [Segment] debugger was actually a miracle type of a case for [stakeholders]. And so it sold a lot of people right then and there on the value of having a tool like that.”

Links

]]> Tailoring business cases: How to break through the status quo at an enterprise Kurt Williams, Madelyn Mullen 00:25:19 Whether you align systems, people, or processes in your business cases, this episode has you covered. We’ll make the case to align all three. Kurt Williams, Global Director of Customer Products at Anheuser-Busch InBev, shares the techniques he used to change the data status quo around the globe for both digital and commercial teams. Hint, bring everyone to the table to discuss customer data in a way they’ve never thought about before. Whether you align systems, people, or processes in your business cases, this episode has you covered. We’ll make the case to align all three. Kurt Williams, Global Director of Customer Products at Anheuser-Busch InBev, shares the techniques he used to change the data status quo around the globe for both digital and commercial teams. Hint, bring everyone to the table to discuss customer data in a way they’ve never thought about before. no full 2 1 1cce0f94-3cdd-4725-87ad-339be51b1ae2 Automate away your job: How to do it and what to do next Arjun grew his customer data wrangling techniques while crafting Segment Tracking Plans to transform product lines at IBM as a Growth Product Manager. Tune in to this episode to hear how to succeed with automation by increasing data literacy and focusing curiosities.

This is Segment’s Data Council series, where members share stories about using Segment to work with customer data within Enterprise companies. To make sure you don’t miss an episode, subscribe on iTunes, Spotify, or your favorite podcast player. You can also read a lightly edited transcript of the conversation below.

Takeaways

  1. Just because you can automate something doesn't mean you should.
  2. Everything that you're tracking should be tied to a KPI, a metric, or some specific use case.
  3. Use governance on your architecture to be both proactive and reactive.

Audio highlights

  • “You could have the greatest data in the world and it could follow a very clean and specific taxonomy, but if nobody understands it and there's no record of it anywhere, it's meaningless and worthless.”
  • “Automation can be great once you have a more mature process and you have a better idea of what it is you're trying to achieve. But automating for the sake of automating can also be more trouble than it's worth because writing something into stone when it's a first draft is just a bad idea.”

Links

]]> Fri, 14 Aug 2020 16:00:00 +0000 madelyn.mullen@segment.com (Arjun Grama, Madelyn Mullen) https://segment.com/blog/automate-away/ Arjun grew his customer data wrangling techniques while crafting Segment Tracking Plans to transform product lines at IBM as a Growth Product Manager. Tune in to this episode to hear how to succeed with automation by increasing data literacy and focusing curiosities.

This is Segment’s Data Council series, where members share stories about using Segment to work with customer data within Enterprise companies. To make sure you don’t miss an episode, subscribe on iTunes, Spotify, or your favorite podcast player. You can also read a lightly edited transcript of the conversation below.

Takeaways

  1. Just because you can automate something doesn't mean you should.
  2. Everything that you're tracking should be tied to a KPI, a metric, or some specific use case.
  3. Use governance on your architecture to be both proactive and reactive.

Audio highlights

  • “You could have the greatest data in the world and it could follow a very clean and specific taxonomy, but if nobody understands it and there's no record of it anywhere, it's meaningless and worthless.”
  • “Automation can be great once you have a more mature process and you have a better idea of what it is you're trying to achieve. But automating for the sake of automating can also be more trouble than it's worth because writing something into stone when it's a first draft is just a bad idea.”

Links

]]> Automate away your job: How to do it and what to do next Arjun Grama, Madelyn Mullen 00:30:29 From taming horses to arranging the ideal fruit bowl, Arjun Grama, Instrumentation & Architecture Specialist at Anheuser-Busch InBev, uses vivid stories to showcase how data governance leads to better automation. His experiences accelerating organizational data maturity include kicking off customer data implementations, creating repeatable and trusted processes, and knowing when to raise the bar on growth KPIs. From taming horses to arranging the ideal fruit bowl, Arjun Grama, Instrumentation & Architecture Specialist at Anheuser-Busch InBev, uses vivid stories to showcase how data governance leads to better automation. His experiences accelerating organizational data maturity include kicking off customer data implementations, creating repeatable and trusted processes, and knowing when to raise the bar on growth KPIs. data literacy, segment, data maturity, change management, customer data platform, automation, data governance no full 1 1 d52116ef-24ed-4800-8971-cec8d11728f7 This is Segment Data Council: Tackling people, processes, and systems one episode at a time Coming summer 2020.

]]> Wed, 8 Apr 2020 21:28:01 +0000 madelyn.mullen@segment.com (Madelyn Mullen) https://datacouncil.segment.com/episodes/data-experts-lTkiY_7N Coming summer 2020.

]]> This is Segment Data Council: Tackling people, processes, and systems one episode at a time Madelyn Mullen 00:00:24 Data Council members honed their Segment savviness through empowering product, marketing, engineering, and analytics teams to collect good data, make real-time decisions, and accelerate overall business growth. Many members even have experiences spanning multiple companies. Now as part of the Data Council, they share their stories to inspire your journey with Segment. Data Council members honed their Segment savviness through empowering product, marketing, engineering, and analytics teams to collect good data, make real-time decisions, and accelerate overall business growth. Many members even have experiences spanning multiple companies. Now as part of the Data Council, they share their stories to inspire your journey with Segment. segment, customer data platform no trailer 0 1