Many large organisations have the data to pull off sophisticated marketing strategies, but only if they avoid the common pitfalls that limit the potential. In this episode I interview Tejas Manohar on the huge – and typically unexploited – potential for data-driven marketing and personalisation. Tejas is co-founder and co-CEO of Hightouch. Hightouch is a reverse ETL platform that helps organisations synch their data warehouses with business facing tools and technology. Their products are used by big name corporations like Warner Music, Chime, Spotify, NBA, and PetSmart. In this wide-ranging conversation Tejas and I discuss: What a reverse ETL platform is and why we need itWhy Tejas is bullish on turning data warehouses into marketing enginesThe key steps marketers should take to implement personalization effectively using existing company data and platformsThe pitfalls and common mistakes businesses make in data-driven personalisation and how to avoid these, and much more.Tejas on LinkedIn: https://www.linkedin.com/in/tejasmanohar/ Tejas on Twitter (or is it X?): https://twitter.com/tejasmanohar

An estimated 80 to 90 percent of the data in an enterprise is text. Sadly, this rich information is mostly neglected for analytical purposes. Textual data is typically full of information, but also very complex to interpret computationally and statistically. Why? Because textual data is both content and context. The same words and sentences can have very different meanings depending on the context. Textual data is truly a goldmine, but how can we mine it without being digital superpowers like Google, Microsoft or Facebook? To answer this question and many more relating to interpretation of textual data, I recently spoke to Bill Inmon. Bill is the Founder, Chairman and CEO of Forest Rim Technology and author of more than 60 books on data warehousing. He is often described as the Father of Data Warehousing due to his pioneering efforts in making data and data technologies available to organisations across all industries and sizes. In this episode of Leaders of Analytics, we discuss: How Bill became the Father of Data WarehousingThe history of data warehousing and the most exciting developments in this space todayThe typical challenges holding us back from extracting value from textual dataThe concept of the “Textual ETL” and it’s benefits over other text data storage and analytics approachesWhy NLP is not the best approach for textual data analyticsThe biggest opportunities for textual analytics today and in the future, and much more.Connect with Bill: Forest Rim Technnology: https://www.forestrimtech.com/ Bill on LinkedIn: https://www.linkedin.com/in/billinmon/