Valtech x Blair Roebuck: Demystifying Data

“Marketing science” may sound intimidating, but according to Blair Roebuck, it has more in common with 8th grade science than you might think. In this episode, Valtech’s VP of marketing science and Forbes 30 Under 30 winner Blair shares how she discovered her passion for applying data insights to enhance digital experiences and ways she helps organizations transform their data into dollars. She reveals that brands that focus less on monetary transactions and more on harnessing data as currency are shaping the future of retail, and explains why 360-degree personalization is the key to customer satisfaction. Whether you’re still learning to trust data or well-versed at experimenting with your company’s KPIs, this episode is a must-listen! Key Takeaways: We discuss beacon technology and how it’s shaping the store of the future. Does your brand offer experiences that are worthy of consumer data? Blair shares how it’s done. We learn about the three distinct types of data-driven personalization. Blair explains why modesty and humility can (and should!) co-exist with grit and drive. Guest Bio: Blair Roebuck is the Vice President of Marketing Science at Valtech. The practice serves as the data & analytics arm of Valtech’s technical & creative offerings across North America with analysts residing in Canada, the United States, Mexico, Brazil & Ecuador. Through data curation, analysis, and strategic thinking, Blair seeks to drive measurable results. With a specialization in data & ROI, Blair’s areas of expertise include personalization, optimization, analytics & data strategy to unleash the potential of digital for her roster of Fortune 500 clients. Outside of work, Blair is passionate about supporting the next generation of leaders and empowering women in technology. She is a guest lecturer at George Brown College, as well as a committee member & volunteer at Tech_Girls, a program that teaches girls ages 8-11 the basics of coding and career options in technology. She has also recently been named in the Forbes 30 under 30 Class of 2023.