The 'Why' Behind Data with Rebecca Friedberg - Making Better Decisions - Episode # 011

Making Better Decisions: Leaders in Data

In this week’s episode of Making Better Decisions, host Ryan Sullivan sits down with Rebecca Friedberg, Director of Marketing Analytics & Insights at Benefit Cosmetics. Rebecca shares insights from her decade of experience in marketing analytics, emphasizing the importance of understanding the 'why' and 'so what' behind data points to drive better decision-making. She also discusses challenges in the marketing sector, such as data privacy, walled gardens, and attribution. It’s an insightful episode you don’t want to miss!

Takeaways:

• Rebecca emphasizes the importance of delving into the reasons behind the data. This approach ensures that insights are not just numbers but are tied to meaningful narratives that inform decision-making processes.
• A key element in fostering a data-driven culture is the role of collaboration and partnerships. Working together allows for the pooling of diverse perspectives and expertise, leading to more robust and comprehensive insights.
• Rebecca highlights significant challenges such as data privacy, walled gardens (closed ecosystems), and attribution. These issues complicate the process of obtaining accurate and actionable data insights.
• It's crucial to balance structured data analysis with exploratory methods. Structured analysis provides reliable and repeatable insights, while exploratory analysis allows for discovering new patterns and opportunities.
• Rebecca shares strategies for cultivating effective relationships within an organization, stressing the importance of prioritizing face-to-face interactions. Direct communication helps in building trust, aligning goals, and fostering a collaborative environment.
• Leaders and communicators are encouraged to approach data analysis with a collaborative mindset, fostering teamwork and shared goals. This approach not only enhances the quality of insights but also ensures that data-driven decisions are well-supported and broadly accepted within the organization.
• In marketing, both quantitative analysis and creative thinking are valuable. Rebecca highlights the integration of analytical and creative processes, demonstrating how they complement each other to produce innovative solutions. This dual approach enables marketers to leverage data while also crafting compelling and engaging narratives.

Quote of the Show:

• “The most valuable use of data is through an exploratory approach, adopting a scientific and discovery-based mindset.” - Rebecca Friedberg

Links:

• LinkedIn: https://www.linkedin.com/in/rebeccajfriedberg/
• Company Website: http://www.benefitcosmetics.com

Ways to Tune In:

• Spotify: https://open.spotify.com/show/6PpvYXoXjAYl8auDpmShYi
• Apple Podcasts: https://podcasts.apple.com/us/podcast/making-better-decisions-leaders-in-data/id1739178505
• Amazon Music: https://music.amazon.com/podcasts/5e2ec300-0c66-4e24-8b01-0586af60235c/making-better-decisions-leaders-in-data
• Podchaser: https://www.podchaser.com/podcasts/making-better-decisions-leader-5672586
• Transistor: https://www.makingbetterdecisions.live/episodes
• YouTube: https://www.youtube.com/@MakingBetterDecisions/podcasts