The Data-led Podcast: Recent Episodes
InnerTrends and Data-led Academy
A podcast dedicated to helping folks become data-led to build better products and experiences.Subscribe on your favorite platform or directly on our page: https://www.innertrends.com/blog
In this podcast episode, join special guest Brent Dykes, Chief Data Storyteller at AnalyticsHero , and our host Claudiu Murariu, CEO and Co-Founder of InnerTrends, as they dive into Data Storytelling.
Here’s what they talked about:
- What is the point of telling stories with data
- What are the elements that make up a compelling data story
- What's the difference between data story framing and data storytelling
- What is data forgery and why should we be on the lookout for it
In this podcast episode, join special guest Daniel at Convizit, and our host Claudiu Murariu, CEO and Co-Founder of InnerTrends, as they dive into Why UX Event Tagging is Dead As We Know It.
Here’s what they talked about:
- What is the purpose of UX data?
- Why is the old way of tracking UX data failing
- Why companies need to track complete UX data
- How to track complete UX data in an efficient and useful way
In this podcast episode, join special guest Emilia Korczyńska, Head of Marketing at Userpilot, and our host Claudiu Murariu, CEO and Co-Founder of InnerTrends, as they dive into Onboarding Processes Ownership
Here’s what they talked about:
- Who owns product onboarding: product managers, product marketers, or both?
- What's a healthy mix between product-led and sales-led onboarding?
- What are the most important KPIs specific to the onboarding process?
- What is contextual user onboarding and why does it outperform traditional, linear onboarding?
In this podcast episode, join special guest Peep Laja, CEO of Wynter, and our host Claudiu Murariu, CEO and Co-Founder of InnerTrends, as they dive into the importance of successful messaging and positioning in order to convert customers.
Here’s what they talked about:
- Why product roles should care about messaging and positioning;
- Strategies for improving messaging and positioning;
- What good messaging looks like;
- Questions you should be asking when testing messaging;
- How long it takes to start seeing results from improved messaging.
In this podcast episode, join special guest Georgiana (aka Gia) Laudi, CEO and Co-Founder of Forget The Funnel, and our host Claudiu Murariu, CEO and Co-Founder of InnerTrends, as they dive into customer-led growth and the critical role it plays in any business, and particularly SaaS.
Here’s what they talked about:
- What a customer-led strategy is, and how it’s different from any other "-led" approach
- How to build a customer experience journey, and why it’s important to get it right from the beginning
- Why activation is one of the most critical stages in the customer journey, and how it’s defined
- What KPIs are specific to a customer-led approach
In this podcast episode, join special guest Andrew Michael, CEO of Avrio, and our host Claudiu Murariu, CEO and Co-Founder of InnerTrends, as they dive into user research and experimentation.
How to empower your customer success team to improve customer experience.
In this week’s episode, join special guest Philipp Wolf, Founder of Custify, and our host Claudiu Murariu, CEO and Co-Founder of InnerTrends, as they dive into proactive customer success.
Here’s what they talk about:
- What is Proactive Customer Success?
- Defining the customer in a B2B environment
- What data your customer success team needs
- Setting yourself up for success with implementation
- Avoiding disaster during implementation
In this first episode of series 2 of the Data-led podcast, join hosts Claudiu Murariu, CEO and Co-Founder of InnerTrends, Arpit Choudhury, Founder of Astorik and Data-led Academy, and special guests:
Ramli John, Director of Training Managing Director at ProductLed, Esben Friis-Jensen, Co-Founder and Chief Growth Officer at Userflow, Pulkit Agrawal, Co-founder and CEO at Chameleon, as they discuss in-app guides.
Successful trends for building in-app guides, how to build an effective in-app guide, the benefits of a short in-app guide, and how to decide between building an in-app guide or fixing a user experience problem directly.
Key points:
- Go for shorter guides - make them relevant to what the user is trying to accomplish.
- Use in-app guides to drive attention towards new or unused features, or key “aha!” moments.
- In-app guides are a great way to test and experiment with communicating your product’s value in different ways, and by measuring the in-app guide’s success over time. Whenever you have an idea, instead of simply going and developing indirectly in the product, you can test it with an in-app guide.
- You should always ask users if they want the in-app guide because some users simply don't.
- There are amazing tools on the market that can enable you to build great in-app guides; remember that it’s time-consuming and requires a lot of effort, and not every user will interact with your in-app guide. But it will have a positive impact on those that do.
Subscribe to the InnerTrends #DataDiary for SaaS growth insights
In this week’s episode, join hosts Claudiu Murariu, CEO and Co-Founder of InnerTrends, Arpit Choudhury, Founder of Data-led Academy, and special guest Scott Desgrosseilliers, CEO of Wicked Reports, as they discuss marketing attribution: why it is important, who should care about it, what are other attribution challenges one should be aware of, key elements of attribution and so much more.
Conclusions
- Many marketers admit that attribution is important, however not many people use it, because execution is not easy, especially in today's world with cookies and device IDs, and so on, and it gets even more complex. While attribution is hard, it's really good that new tools get into this space that help marketers with this challenge.
- You need to have patience, and it will eventually give you positive ROI.
- Take into consideration client lifetime value and do cohort-based analysis
Next Steps
- Check out Wicked Reports - a marketing attribution platform for multi-channel marketers of ECommerce, ELearning, and subscription products.
- Subscribe to the Data-led Pro, a free newsletter by Arpit from Data-led Academy
Subscribe to the InnerTrends #DataDiary for SaaS growth insights
In this week’s episode, join hosts Claudiu Murariu, CEO and Co-Founder of InnerTrends, Arpit Choudhury, Founder of Data-led Academy, and special guest Ruben Ugarte, Author of The Data Mirage, as they discuss the biggest misconceptions surrounding data, the impact that the pandemic has had on the data space in the last year, the skills that anyone can learn to thrive in the data-led world, how companies can be data-led with or without hiring a data scientist, what the best companies do with their data that others don’t, and so much more.
Conclusions:
- Data-related tools are important, but the people using them are more important. The right skillset and the right mindset need to be there.
- Empower the people to be data-led, embrace a data-led culture, and your chances of delivering an amazing product will be that much higher. In other words, companies should be spending the maximum amount of time enabling people to work with data and be comfortable asking questions of it.
Next steps:
- Read Ruben's book, The Data Mirage.
- Subscribe to the Data-led Pro, a free newsletter by Arpit from Data-led Academy
- Subscribe to the InnerTrends #DataDiary for SaaS growth insights
The advent of a cookieless world is upon us and every business that relies on online advertising in any form will be affected by it. Third-party cookies are going away from the Chrome browser whereas Safari and Firefox disable them by default.
So how does this affect online advertising?
In this episode, join hosts Claudiu Murariu, CEO and Co-Founder of InnerTrends, and Arpit Choudhury, Founder of Data-led Academy, and special guest Greg Brunk, Head of Product at MetaRouter, as they dive into server-side tracking: what is this alternative to client-side tracking; how server-side tracking has changed advertising; the risks involved in tracking advertising data and how marketers can avoid them, and the benefits of owning your own user data in today’s industry.
Next steps:
- Checkout MetaRouter, for server-side integrations with marketing and ad tech tools
- Subscribe to the Data-led Pro, a free newsletter by Arpit from Data-led Academy
- Subscribe to the InnerTrends #DataDiary for SaaS growth insights
A lot of folks consider embracing Product-led Growth or PLG as a move towards shunning sales but that couldn’t be further from the truth. While PLG has managed to become front and center in strategy meetings and presentations, Sales is still the lifeblood of growing companies.
But the question remains -- why do sales people need to become data-led?
Well, if you ask any sales pro, they will tell you how important a role data plays in their day-to-day, especially product data as it offers a clear window into the most-active accounts. But for the longest time, sales teams have had to rely on whatever data makes it to the CRM even though CRMs were never built with product data or event data in mind. But finally, a new breed of companies dubbed as CRM 2.0 or PLG CRM companies are changing that.
In this episode of The Data-led Professional podcast, Tim Geisenheimer, co-founder of Correlated - a CRM 2.0 company - joined us to answer questions like:
- How can sales teams benefit from having access to product data?
- What is the role of data in the current sales workflow at PLG companies?
- What’s the role of RevOps in a PLG company?
Next steps:
- Check out these ideas for sales teams to close more deals
- Learn how to build a product-minded sales team
- Learn why it's important for companies to collect behavioral data
- Subscribe to the InnerTrends #DataDiary for SaaS growth insights
What is a modern data stack? Well, depends on whom you're asking.
Ask a Head of Data or any data practitioner like an analyst, engineer, or scientist and they are likely to swear by Fivetran or Stitch for ingestion, Snowflake or BigQuery for warehousing, dbt for transformation, and Looker or Mode for BI. Essentially, the focus here is on analytics and therefore it is fair to refer to this as the modern data stack for analytics.
But if you ask a Head of Growth or any product/marketing professional what their data stack looks like, you are likely to hear a different combination every time. This is because, unlike what is happening in data communities, there is very little discussion in growth communities around the modern data stack for growth.
So what exactly is it?
An extension of the modern data stack for analytics, a modern data stack of growth includes the tools that enable teams to analyze user behaviour to derive insights into the user journey and activate the data based on those insights to build personalized customer experiences across every touchpoint.
In this episode of The Data-led Professional podcast, hostsArpit Choudhury @Data-led Academy and Claudiu Murariu @InnerTrends we answer questions like:n this episode, alk about :
- What are the different layers and tools of the modern data stack for growth?
- What is the role of Reverse ETL in this stack?
- What is event-based engagement?
Next steps:
- Check out a growth strategy to double revenue using The Rule of 72
- Check out the Data Tracking Setup Wizard by InnerTrends
Web analytics helps understand the sources from where people land on your website and how they navigate through the different pages.
Product analytics helps understand how users interact with your product. It tells you what actions or events users perform, or for that matter, don’t perform once they are inside your product.
In this episode of The Data-led Professional podcast, Patrick Thompson, Co-founder of Iteratively — a data collection tool — joined hosts Claudiu Murariu @InnerTrends and Arpit Choudhury @Data-led Academy to talk about:
- What is the difference between web analytics and product analytics?
- Why do you need both web analytics and product analytics?
- How should you go about planning your data collection for analytics?
Next steps:
- Read the DLA definitive guide on deciding what data to track
- Read Iteratively's fundamental guide on product analytics
- Learn how to setup your product analytics
Tracking customer data refers to tracking data from your primary or first-party data sources — your website and apps. It is a combination of user data (or entity data) and interaction data (or event data). Deciding what data to track and documenting it in a tracking plan is the first step before implementing any analytics or engagement solution.
In this episode, hosts Claudiu Murariu @InnerTrends and Arpit Choudhury @Data-led Academy talk about:
- How do you decide what customer data to track?
- What is a data tracking plan and how do you build it?
- What are the risks of not creating a data tracking plan at all?
Next steps:
- Read the definitive guide on creating a data tracking plan
- Get the ultimate tracking plan template
- See how to build your Data Tracking Plan
The single source of truth for customer data refers to a software system that is able to store data generated across multiple customer touchpoints in a structured manner. In practice, a source of truth can be a Customer Data Platform such as mParticle or a Data Warehouse such as Snowflake.
Depending on the needs and available resources, businesses today can opt for either of these approaches to build their source of truth for customer data. That said, large businesses that have many data sources and a variety of different use cases for customer data can use a combination of a Customer Data Platform and a Data Warehouse.
In this episode of The Data-led Professional podcast, Tejas Manohar, co-founder of Hightouch — a Reverse ETL tool — joined hosts Claudiu Murariu @InnerTrends and Arpit Choudhury @Data-led Academy to talk about:
- Why do organizations need a single source of truth?
- What are the benefits of adopting a Data Warehouse as the source of truth?
- How is data analyzed and acted upon once the source of truth is available?
Read select excerpts from the episode here.
Next steps:
- Read the definitive guide on Customer Data Platforms
- Read the definitive guide on Reverse ETL
- Subscribe to the InnerTrends #DataDiary for SaaS growth insights
Data democratization is the ongoing process of enabling everybody in an organization, irrespective of their technical know-how, to work with data, feel comfortable talking about data, and as a result, make data-led decisions.
In this episode, hosts Claudiu Murariu @InnerTrends and Arpit Choudhury @Data-led Academy talk about :
- Which team generally owns data operations?
- What is the impact of a tightly-aligned team on an organization’s business goals?
- Should every department use their own data tools or should the tools be standardized across the organization?
NEXT STEPS:
- Read the definitive guide on data democratization
- Subscribe to the InnerTrends #DataDiary for SaaS growth insights
Lifecycle emails, also referred to as behavioral emails, are triggered based on a user’s activity (events performed or not performed) while using a product. Lifecycle emails are set up to run on an ongoing basis and new users who match the specified conditions automatically receive relevant emails.
In this episode, we talk about:
- How lifecycle emails are different from marketing and transactional emails
- The difference between measuring the performance vs the impact of emails
- How to respect your customer’s inbox by allowing them to configure their preferences
- Tools mentioned: Customer.io, Intercom, Hubspot, Outreach
Next steps:
- Check out the Data-led guides
- Subscribe to the InnerTrends #DataDiary for SaaS growth insights
- Subscribe on your favorite platform or directly on our podcast page