15 | Unlocking Business Growth Through Insight-Driven Decision Making with Nadia Morozova (EY, TikTok)

Nadia Morozova is a Global Chief Analytics & Insights Officer – Brand, Marketing & Communications at EY in London. She’s an advocate for customer-centric decision making in business.In this episode of Good Revenue, host Neeta Bidwai and Nadia cover:The importance of customer-centric decision-making and the value of insights in driving business outcomes.Evolving landscape of marketing mix modeling in a post-GDPR world and the necessity of a data roadmap and quality data for effective use of this tool.Significance of automation in updating models and the role of statistical quality in making robust decisions.Relevance of Return on Ad Spend (ROAS) versus Return on Investment (ROI) as metrics for ad performance.A case study from her time at TikTok, illustrating the application of segmentation and audience mindsets to shift advertiser perceptions and improve user engagement.How companies can better integrate insights into business strategy and execution, underscoring the importance of senior leadership trust and cultural change.Insights on leveraging data for product discovery and purchase decisions, and how companies can structure their analytics functions to maximize business impact. Key takeaways include the importance of a clear data roadmap, senior leadership commitment, and building a culture of trust to ensure data insights are effectively used in decision-making._Where to find Nadia:https://www.linkedin.com/in/morozovanadia/ Where to find Neeta:https://www.linkedin.com/in/neetabidwai/Where to find Good Revenue:https://goodrevenue.io/goodrevenuehttps://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ_Highlights:00:00 Introduction to Nadia Morozova00:29 The Value of Insights in Business Outcomes01:31 Marketing Mix Modeling in a Post-GDPR World04:42 Automation in Marketing Mix Modeling07:38 Understanding ROAS and ROI09:49 Segmentation and Audience Mindsets18:23 PhD Research and Business Impact21:53 Connecting Insights to Business Results26:48 Advice for Smaller Companies and Startups29:05 Conclusion and Final Thoughts_Referenced:• Marketing mix modeling: https://en.wikipedia.org/wiki/Marketing_mix_modeling• Return on Ad Spend (ROAS): https://advertising.amazon.com/library/guides/return-on-ad-spend-roas• The EU’s General Data Protection Regulation (GDPR): https://gdpr-info.eu/ • EY: https://www.ey.com/en_us • Enriched Insights: https://enrichedinsights.com/FOLLOW GOOD REVENUE ON YOUTUBE! Or wherever you get your podcasts:YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70auApple Podcast: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473 Web: https://goodrevenue.io/ Hosted on Acast. See acast.com/privacy for more information.