How Philips Healthcare saved 40% of analyst time and built a scalable marketing data stack

What if you could save 40% of your analysts’ time and reshape your entire approach to marketing data?In this episode of The Marketing Intelligence Show, Martina Karakoleva, Campaign Insights Manager at Philips Healthcare, joins host Fanny Heimonen to share how she led a full-scale marketing data transformation—cutting manual work, unifying campaign data, and reshaping the analyst role from data providers to true insights experts.You’ll learn:How Philips automated reporting and improved data trustThe role naming conventions played in scaling fastWhy centralizing data ownership in marketing is a game-changerHow the analyst role is evolving with AI and automationWhat’s next for Philips’ marketing data journeyTune in to hear how one team built a single source of truth and a scalable data model.