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91 episodes

The Science Behind Measurable Marketing Impact
03/16/2026 | 30 mins.
Marketing teams measure campaigns but miss the bigger picture of systematic effectiveness. Sorin Patilinet, Global Marketing Effectiveness Executive at PepsiCo, bridges engineering precision with marketing creativity to build scalable measurement systems that actually drive business growth. He reveals the Kaizen principle for iterative testing that changes one variable at a time, explains why ad wear-out is a marketer myth that wastes budgets, and shares how to align entire organizations around a single effectiveness metric that connects every decision to measurable outcomes.
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It’s Not the Data, It’s the People
03/02/2026 | 27 mins.
Most insights teams still operate like order-takers, not strategic partners.
Sinead Jefferies, SVP of Professional Services at Zappi and former Chair of the Market Research Society, bridges C-suite strategy with operational research excellence, transforming how organizations embed consumer truth into decision-making.
You'll discover her "know your audience" framework for speaking the language of business leaders, the cultural shift from project-based to connected insights that changes how marketing perceives research, and why reading the room matters more than statistical significance when influencing senior stakeholders.
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Think Global, Feel Local: How Insight Powers Cultural Relevance
02/16/2026 | 33 mins.
Most global brands fail at cultural relevance despite massive research investments. Katherine Melchior Ray, former CMO at Shiseido and marketing leader across Nike, Louis Vuitton, and Hyatt, bridges strategic vision with cultural intelligence gained from 12 years working abroad. She reveals the "freedom within a framework" approach that lets KitKat succeed in 14 countries, the cultural intelligence model that prevents costly missteps like Airbnb's China exit, and how trust-building requires shared values, honest communication, and consistent promise delivery across every market.
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Super Bowl advertising that actually works
02/02/2026 | 44 mins.
Most brands treat Super Bowl advertising like a single moment instead of a strategic system. Mark Kirkham, CMO of PepsiCo Beverages US, and Greg Guidotti, CMO of Ferrara Candy Company, reveal how winning Super Bowl campaigns actually work. The process starts months before kickoff with clear business objectives, not just creative buzz.
They share the "make simple special" framework that drives real growth, the consumer insights that give teams confidence to be bold, and why the best Super Bowl advertising connects to year-round brand strategy rather than chasing viral moments.
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Shaping Customer Experiences with Agentic AI & Personal Shopper Agents
01/19/2026 | 32 mins.
Marketing teams struggle with AI-powered shopping while insights teams chase transaction patterns. Michael Nevski, Director of Global Insights at Visa, bridges both worlds by transforming payment data into consumer behavior intelligence that drives creative strategy and product innovation. He reveals the "specific task framework" that doubles consumer willingness to share data with AI agents, the shift from search optimization to "information optimization" that's reshaping brand discovery, and why the rise of single-person households is forcing cruise lines to waive cabin fees and create entirely new service models.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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About Inside Insights

Marketing and insights teams speak different languages. Their disconnect wastes budgets, delays campaigns, and leaves consumer truth buried in data. The cost? Missed opportunities and marketing that doesn't connect.Inside Insights tears down these silos with bold, human conversations that transform how brands win with consumers. We reveal where data-driven marketing strategy meets consumer intelligence – turning research investments into measurable market advantage for both strategic leaders and insights practitioners.No fluff. Just value you can apply today.Co-hosted by Nataly Kelly and Steve Phillips. Nataly is CMO of Zappi, writes for Harvard Business Review, and has authored four books while running marketing, growth, and revenue teams at the C-suite level. Steve founded Zappi and serves as Chief Innovation Officer—an industry visionary who challenges conventional wisdom to better understand and serve their consumers. Inside Insights is for marketing leaders who want better consumer connections and insights professionals seeking greater business impact. Join us as we explore what works, what doesn't, and why it matters. New episodes biweekly – subscribe to stay ahead in the connected insights revolution

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