Markigy: The Science of Marketing Strategy

Guardians of Data: Ethical use of Modern MarTech

Episode Summary

Host Leanne Dow-Weimer is joined by Jonathan (Jon) Moran, global marketing leader for SAS’s marketing solutions, to explore ethical data use in modern marketing technology- including the inputs and outputs of things like genAI and contemporary platforms. They'll discuss how marketing teams can responsibly harness the power of MarTech and customer analytics to build trust, reduce risks, and create lasting value.

Episode Notes

On this episode of Markigy: The Science of Marketing Strategy, host Leanne Dow-Weimer is joined by Jonathan (Jon) Moran, global marketing leader for SAS’s marketing solutions, to explore ethical data use in modern marketing technology- including the inputs and outputs of things like genAI and contemporary platforms. They'll discuss how marketing teams can responsibly harness the power of MarTech and customer analytics to build trust, reduce risks, and create lasting value.

Key Takeaways:

Responsible Use of Martech and Data Stewardship: Marketers must be transparent and responsible with customer data, ensuring trust is built between the brand and consumers. Trust is critical, as many consumers will avoid interacting with brands that they do not trust
Balancing Generative AI with Traditional AI: The discussion highlights the value of using generative AI in marketing but also underscores that traditional AI remains more reliable for solving specific problems. Brands should avoid overindexing on generative AI and focus on combining both forms of AI in their strategies
Future of Marketing Focused on Consumer Empathy: The future of marketing lies in becoming more customer-centric, understanding consumers’ preferences, and delivering personalized experiences. Brands that prioritize empathy, listen to customer needs, and provide transparency will stand out in a crowded market

Tune in as they share insights on navigating the ethical challenges of data-driven marketing, drawing from decades of experience and real-world case studies

Additional Resource:
sas.com/genai-marketing

Get in touch with Jon Moran:

www.linkedin.com/in/jonathanmoran/

Leanne Dow-Weimer