Archive for May 8, 2018

Managing marketing through rapid growth with Elissa Fink, CMO, Tableau Software

Posted in Uncategorized on May 8, 2018 by OC Talk Radio

Managing marketing through rapid growth with Elissa Fink, CMO, Tableau Software

Posted in Hire Power Radio with tags on May 8, 2018 by OC Talk Radio


A shorter episode this time (due to some technical issues) but a good one!  Read the full transcript on the Heinz Marketing Blog starting Mon. 5/14/18 

We talk about the importance of:

  • Hiring the right people and enabling them
  • Staying focussed on the mission
  • Respecting the past, respecting the future
  • Continoius measurable improvement
  • Chasing things that excite you and get you up in the morning

More about Elissa @elissafink

Driven by data. Leading by example. Building authentic brands and communities. And most importantly, creating customers for life. Having joined Tableau Software in 2007, Elissa Fink has served as CMO through its rise from start-up to a billion dollar enterprise. Tableau is now widely recognized as the leader in data analytics, one of the hottest technology sectors. Prior to Tableau, Elissa was EVP Marketing at IXI Corporation, a firm specializing in marketing technology and now owned by Equifax. She has also served in marketing, product management and product engineering executive positions at Tele Atlas, a multi-national map data company now owned by Tom-Tom, TopTier Software (now SAP), and Claritas (now Nielsen). She began her career selling advertising for the Wall Street Journal. Elissa holds a BA from Santa Clara University and a MBA in Marketing and Decision Systems from the University of Southern California.

Getting the Full Benefit out of Your Customer Research Data

Posted in WVU Marketing Communications Today with tags , , on May 8, 2018 by OC Talk Radio


Customer experience has become an intrinsic element of every product and service. Data gathered from user research can inform the design process and provide insight to help teams evaluate the quality of the customer experience once the product goes live.

In parallel, the formalization of roles associated with data science and the advances in technology that enable advanced analytics to have created opportunities for data driven product design strategies. What I wanted to talk about in today’s discussion is the alignment of these two efforts, user research and analytics, and look at these from a systemic point of view that spans the product life-cycle. I thought we could also talk about a few insights gathered from implementation experiences that show practical ways to manage customer data so that you get the most out of the data you collect and retain.

What are some of the guiding principles when gathering customer data?

Throughout this discussion there are two points that I keep returning to. The first is that you need to define what decisions you are trying to make before you begin your research efforts; in other words, plan for how the data collected will help you to obtain the information you need to feel confident in your decisions. The second point is a practical point which is to make sure you know how the data you gather will be stored and how you will be able to retrieve that data and relate that data to other research data in the future.  For example, consider an e-commerce site. You may have customer data gathered during initial product design efforts and then once you go live with the site, web analytic data will be captured that provides insight into customer behavior on the website.

What are some of the other benefits of aligning user research and data analytics?

This is important both for opportunity as well as cost reasons. In terms of cost, some customer research efforts can require staff time as well as setup and operational costs. For example, if you are conducting field studies, there will be cost associated with travel and equipment as well as time spent by staff or consultants conducting the study.

It’s not only important to obtain results from these expenditures but you would also want to avoid having to repeat research efforts unnecessarily. From an opportunity point of view, organizing and storing information strategically enables subsequent use of data after the initial research effort was undertaken. You may want to calibrate the design decision making process later on in the product stage by comparing initial research results with actual product performance once it is released into the marketplace.

What is a good place to start to build you repository of customer data?

There are many strategies for collecting data about your customers. The methodology chosen is often influenced by the stage you are with the product or service. And quite frequently now, the capabilities of the technology used to develop and maintain the digital products.

To illustrate this, I’ll describe an example product development timeline and the associated user research efforts that typically take place along these well-known product milestones.