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The Human Side of Data-Driven Marketing: Affinity Podcast Episode 1
May 1, 2025
About this episode: What’s data-driven marketing? Putting customers first.
“Data-driven marketing” conjures up cold calculus and analysis. But Pal Waagbo, vice president of performance marketing for the Women’s Tennis Association, sees it differently: data-driven marketing, he says, is fundamentally about “putting customers at your core.”
In this inaugural episode of the Affinity Podcast, Waagbo and FINN Partners Managing Partner and digital marketing expert Elliott King explore how and why data-driven marketing should start with human curiosity. They argue that brands looking to develop high-impact data-driven marketing strategies should start by adopting a customer-centric mindset.
Episode contents, at a glance
Data-driven marketing fundamentals
- Data-driven marketing isn’t just using digital platforms. It requires human curiosity and putting customers at the epicenter of your digital strategy.
- Advice for businesses: The goal is to create highly responsive feedback loops, where data informs marketing strategies, which are then continuously refined based on customer responses.
- Advice for businesses: Treat data-driven personalization as an “always on” business process, not a short-term campaign.
How privacy and compliance regulations affect data-driven marketing
- GDPR and similar regulations have changed how marketers collect, store and use first-party data.
- The “death of third-party cookies” is forcing brands to establish more transparent first-party data relationships.
- Advice for businesses: In today’s landscape, it’s critical that marketers work closely with legal teams to ensure compliance with data protection standards.
Personalization and value exchange
- Successful data-driven marketing involves a clear value exchange—customers share data and receive personalized experiences.
- Advice for businesses: Marketing is increasingly about giving. In exchange for customer data, consider offering tangible benefits that customers value like discounts and better experiences.
- Bright idea: Wagamama created a “Spotify Wrapped”-style year-end summary for customers showing their favorite dishes and restaurants.
How AI is being used for data-driven marketing and what to watch out for
- AI is actively being used for predictive analysis (identifying customers likely to lapse) and sentiment analysis of reviews.
- Advice for businesses: It’s important to take a cautious approach to AI implementation, particularly regarding compliance and data protection.
- Advice for businesses: Using AI for over-personalization could potentially dilute brand identity. You want to find a balance.
About the guests on this episode
Pal Waagbo has over a decade of experience driving customer acquisition, engagement, and revenue growth for clients. He specializes in performance marketing, CRM strategy, and marketing technology (MarTech). He’s former head of performance marketing for Wagamama, the wildly popular Asian-inspired restaurant chain with more than 250 global locations. He currently serves as head of digital for the Women’s Tennis Association.
A Managing Partner in FINN’s Global Integrated Marketing Division, Elliott King has spent nearly 30 years working in digital marketing in various agency and consultancy roles serving clients across EMEA. He works especially closely with three teams of digital specialists at FINN: SEO, Paid Media and Social Media.
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Additional Resources
Wagamama – Official Website
General Data Protection Regulation (GDPR) – Learn More
Pal Waagbo – LinkedIn