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#324 Using Behavioral Science to Hack Your Customers Minds with Richard Shotton, Founder at Astroten
2025-09-29 · 10:00
Richard Shotton
– Founder
@ Astroten
Behavioral science is revolutionizing how businesses connect with customers and influence decisions. By understanding the psychological principles that drive human behavior, companies can create more effective marketing strategies and product experiences. But how can you apply these insights in your data-driven work? What simple changes could dramatically improve how your audience responds to your messaging? The difference between abstract and concrete language can quadruple memorability, and timing your communications around 'fresh start' moments can increase receptivity by over 50%. Whether you're designing user experiences or communicating insights, understanding these hidden patterns of human behavior could be your competitive advantage. Richard Shotton is the founder of Astroten, a consultancy that applies behavioral science to marketing, helping brands of all sizes solve business challenges with insights from psychology. As a keynote speaker, he is known for exploring consumer psychology, the impact of behavioral experiments, and how biases shape decision-making. He began his career in media planning over 20 years ago, working on accounts such as Coca-Cola, Lexus, Halifax, Peugeot, and comparethemarket. He has since held senior roles including Head of Insight at ZenithOptimedia and Head of Behavioral Science at Manning Gottlieb, while also conducting experiments featured in publications such as Marketing Week, The Drum, Campaign, Admap, and Mediatel. Richard is the author of two acclaimed books: The Choice Factory (2018), which was named Best Sales & Marketing Book at the 2019 Business Book Awards and voted #1 in the BBH World Cup of Advertising Books; and The Illusion of Choice (2023), which highlights the most important psychological biases business leaders can harness for competitive advantage. In the episode, the two Richards explore the power of behavioral science in marketing, the impact of visual language, the role of social proof, the importance of simplicity in communication, how biases influence decision-making, the fresh start effect, the ethical considerations of using behavioral insights, and much more. Links Mentioned in the Show: Richard’s Book—Hacking the Human Mind: The behavioral science secrets behind 17 of the world's best brandsAstrotenBlog: To create strong memories, use concrete languageConnect with RichardCourse: Marketing Analytics for BusinessRelated Episode: Career Skills for Data Professionals with Wes Kao, Co-Founder of MavenRewatch RADAR AI New to DataCamp? Learn on the go using the DataCamp mobile appEmpower your business with world-class data and AI skills with DataCamp for business |
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Power BI Best Practices from the Field: Lessons from Enterprise Deployments - Audio Blog
2025-06-26 · 09:01
Discover best practices to scale Power BI effectively—improving performance, governance, and self-service across enterprise environments. Published at: https://datalere.com/articles/power-bi-best-practices-from-the-field-lessons-from-enterprise-deployments |
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How Data Product Marketplaces Enable Seamless Data Consumption and Generate Value - Audio Blog
2025-05-09 · 09:10
Chief Data Officers are expanding data sharing to drive productivity, innovation, and better decisions. Data marketplaces simplify access by connecting users to ready-to-use, high-value data through a centralized, self-service platform. Published at: https://www.eckerson.com/articles/how-data-product-marketplaces-enable-seamless-data-consumption-and-generate-value |
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Book Review: How to Make Money with Data - Audio Blog
2025-04-29 · 10:30
All data management activities—whether internally or externally focused—should either reduce costs or grow earnings. Published at: https://www.eckerson.com/articles/book-review-how-to-make-money-with-data |
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Balancing Act: Five Principles to Optimize Hybrid Cloud Environments - Audio Blog
2025-04-29 · 09:57
This blog offers five guiding principles to help CIOs, CDOs, and team leaders optimize hybrid data environments. Published at: https://www.eckerson.com/articles/balancing-act-five-principles-to-optimize-hybrid-cloud-environments |
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Streaming Data Governance: Three Must-Have Requirements to Support AI/ML Innovation - Audio Blog
2025-04-10 · 14:29
This blog defines the governance requirements that streaming data pipelines must meet to make artificial intelligence/machine learning (AI/ML) initiatives successful. Published at: https://www.eckerson.com/articles/streaming-data-governance-three-must-have-requirements-to-support-ai-ml-innovation |
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What is a Data Product? - Audio Blog
2025-04-07
Anthony Cosgrove
– Co-founder
@ Harbr
Anthony Cosgrove, Co-founder at Harbr, tells us how successful data products focus on clear value propositions, tailored placement, intuitive packaging, and appropriate permissions. Published at: https://www.eckerson.com/articles/what-is-a-data-product |
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Cloud, On Prem, Hybrid, Oh My! Where AI Adopters Host their Projects and Why - Audio Blog
2025-04-03
This blog, the second in a series, explores the mix of infrastructure types that support modern AI. Published at: https://www.eckerson.com/articles/cloud-on-prem-hybrid-oh-my-where-ai-adopters-host-their-projects-and-why |
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Despite $180 billion spent on big data tools and technologies, poor data quality remains a significant barrier for businesses, especially in achieving Generative AI goals. Published at: https://www.eckerson.com/articles/poor-data-quality-is-a-full-blown-crisis-a-2024-customer-insight-report |
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Piotr Czarnas
– founder
@ DQOps
This article by Piotr Czarnas, founder of DQOps, outlines a proven, team-based approach to tackling persistent issues like invalid data, delayed reporting, and inconsistent formats. Published at: https://www.eckerson.com/articles/overcoming-the-challenge-of-low-data-quality |
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As cloud adoption accelerates, not all analytics workloads are heading in the same direction. This blog explores three strategic options for data and IT leaders. Published at: https://www.eckerson.com/articles/are-you-cloud-bound-the-case-for-migration-repatriation-or-keeping-your-analytics-projects-on-premises |
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This article explores how Product Information Management (PIM) helps manufacturers and retailers manage rich product data through phased attribution and collaborative workflows. Published at: https://www.eckerson.com/articles/keys-to-succeeding-in-your-product-information-management-pim-journey |
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This article breaks down the evolving landscape of AI/ML platforms, from AutoML to full-stack AI workbenches, and provides a structured tool evaluation framework to cut through vendor ambiguity. Published at: https://www.eckerson.com/articles/the-ai-ml-tool-evaluation-template-a-guide-to-smarter-selection |
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This guide provides a step-by-step framework to assess vendors, align priorities, and make informed decisions about enterprise data and analytics tools. Published at: https://www.eckerson.com/articles/the-buyer-s-guide-to-selecting-the-right-enterprise-data-analytics-tool |
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Ultimate Guide to Streaming Data Pipelines: Six Criteria to Evaluate and Select the Right Tool
2025-03-06
This blog, the second in a series, recommends six criteria to help data leaders evaluate tools for managing streaming data pipelines. Published at: https://www.eckerson.com/articles/ultimate-guide-to-streaming-data-pipelines-six-criteria-to-evaluate-and-select-the-right-tool |
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This blog defines streaming data, explains why companies need it, and explores how streaming data pipelines feed multi-faceted GenAI applications. Published at: https://www.eckerson.com/articles/why-and-how-streaming-data-drives-the-success-of-generative-ai |
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Change is inevitable, but adoption is key. From AI/ML tools to leadership shifts, success depends on aligning people, not just technology. Published at: https://www.eckerson.com/articles/managing-change-in-the-age-of-ai-the-head-heart-and-herd-framework |
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This blog covers integrating SAP and third-party systems to build a unified data foundation for analytics and AI in conversational use cases. Published at: https://www.eckerson.com/articles/analytics-and-ai-for-sap-environments-build-a-unified-data-foundation-to-drive-advanced-use-cases |
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This blog recommends four questions to help data and AI leaders compare homegrown and commercial options for retrieval augmented generation. Published at: https://www.eckerson.com/articles/build-or-buy-rag-four-questions-to-guide-your-approach-to-retrieval-augmented-generation-for-genai |
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