Conversations with MarTech
As publishers turn to low-value and AI-generated content, they’re missing out on authenticity and original points of view.
Conversations with MarTech is a new series highlighting interesting points of view and interesting roles in the marketing and marketing operations space.
Season 1 of Conversations with MarTech debuts in January 2025. The premier season has already recorded five episodes, including:
- Kara Heater, Director of Marketing for the Savannah Bananas baseball club (What can marketers learn from the Savannah Bananas?)
- Mark Stouse, CEO of ProofAnalytics (What do C-level executives think of their GTM strategies?)
- Len Devanna, VP of Customer Experience of Cortico-X. (Voice agents will change how you think about your brand and website)
- Natalie Silverstein, Chief Innovation Officer, Collectively. (How influencer marketing became an essential channel)
- Mike Rizzo, founder, MarketingOps.com (Want to understand marketing ops? Talk to this guy)
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Conversations with MarTech
The secret to happy customers is...your data layer
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Marketers who are building campaigns and thinking about the customer experience probably don’t often think about the data layer of their martech applications.
But the data layer is the key to customer relationships, and according to Mike Anderson, co-founder and CTO at Tealium, we’re now in the fifth era of the data layer.
Anderson says the data layer’s evolution goes back to early web analytics data, and it’s continued to evolve to real-time data and now an AI-powered data layer that helps deliver real-time conversations to customers.
In this episode of Conversations with MarTech, Anderson discusses the data layer as the foundation to customer experience, what it takes to succeed in a data and AI-driven world and more.
Episode guide
0:35: Meet Mike Anderson
1:49: What do we mean when we discuss “the data layer?”
2:40: What is the “fifth era” of the data layer and how did we get here?
7:05: The importance of context in the data layer
9:15: What separates the company that will win with data and AI from those who will struggle?
11:24: Why it’s easier to lose a customer than ever before
12:01: What will be the dominant data themes in the year ahead?
14:04: “The world has moved to conversations.”
This podcast is produced by MarTech, a Third Door Media property.