McEwan's Marketing Elephants: Recent Episodes
Mc Ewan's Marketing Elephants
Lindsay McEwan, General Manager, EMEA, at marketing data specialist Tealium meets and chats with the great and the good (and, let’s face it, the not so great and the less good) of the marketing industry to drag some of the industry’s elephants out of the corner and firmly into the spotlight. As an industry far too keen to believe its own hype, the marketing sector is often (always?) guilty of glossing over the pitfalls in its processes; in ignoring the dull and dirty work that can be needed before the gloss is applied. Lindsay and his guests cut through the hype and tackle the real issues modern marketers are dealing with.
Insurance is one of the rare products that people buy and hope they’ll never need to use. So how can insurance companies convince customers that they’re getting value for money?
Lindsay sits down with James York, founder of reviews-led insurance marketplace Worry+Peace and founding member of InsurTech UK, to discuss how the insurance sector needs to improve the narrative with customers and transform “necessary evil” into a valued service.
James explains why insurance companies need to embrace the fact that customers won’t ever buy all their insurance from one company, and how the chasm of trust between insurers and customers needs to be narrowed. And Lindsay reveals how he dodged a bullet (or at least a lightning strike) by not bothering with buildings insurance for 15 years…
More info on James York:
James York’s website: https://worryandpeace.com
Twitter: @JamesJWYork
LinkedIn: https://www.linkedin.com/in/jamesjwyork/
Lindsay sits down with Namrata Balwani, digital and customer experience consultant to discuss the myths and truths about machine learning.
Is it a silver bullet? What’s the difference between statistics and machine learning? What do organisations need to do to make it work?
Namrata gives some advice on how to implement the best techniques and strategies for gathering accurate data within your company.
Namrata Baldwani’s website: https://www.namratabalwani.com Twitter: @mysti
LinkedIn: https://www.linkedin.com/in/namratabalwani/
Lindsay sits down with Ian Jindal, Editor-in-Chief at InternetRetailing, to highlight how most marketing is, frankly, pretty poor and, as Ian puts it, how technology has simply become a “multiplier of mediocrity”. The two protagonists lift the lid on the state of personalisation - “industrialising the fact that you don’t give a toss to millions of people” – before discussing the steps that marketers can take to surprise and delight their customers.