It was great to sit down with William A. (“Bill”) Lederer, Chairman and CEO of Madtech.ai, a company whose website describes it as a “unified data decision intelligence platform.” Bill and I enjoy an extended chat about why the new category of “marketing decision intelligence” is important and why it’s changing the way marketers think about data, automation, and creative effectiveness.
We begin by talking about Bill’s interesting journey from Wall Street to digital marketing, and shift to a discussion of the importance of real-time data for decision-making, the limitations of current customer data platforms (CDPs), and the emergence of marketing decision intelligence as a category. Bill emphasizes the need for better creative effectiveness measurement and the trade-off between efficiency and effectiveness. He also predicts increased automation in data engineering and analytics to improve marketing performance, which is sorely needed in an era of economic uncertainty.
Discussion points include:
- The importance of leveraging cloud and AI technologies to automate processes and improve decision-making.
- The importance of using real-time data for decision-making in marketing.
- The limitations of marketing analytics in providing actionable insights.
- The goal of marketing decision intelligence in terms of bringing together all relevant data to make the best possible decisions.
- The challenges of measuring creative effectiveness and the importance of “trust but verify” when using automated creative solutions.
- Bill’s experience with a major bakery company discovering a hidden market segment of gluten-free customers.