In this episode of Getting to Aha!, Darshan Mehta is joined by Phil Irvine, Vice President, Audience Intelligence at RPA. They discuss Phil’s aha! moments, market and audience intelligence, how to improve marketing experiences, developing a marketing strategy based on data and reality, shifting brands' mindsets to customer-centricity, optimizing the customer experience, customer loyalty acquisition and retention, and the future of market intelligence.  

Phil Irvine is a marketing expert who manages customer programs and experiences and drives customer-centric focus and audience at scale. He is also a marketing manager, operations manager, and customer experience manager who drives growth in e-commerce and streaming businesses. Phil manages digital marketing strategy teams that build performance marketing, creativity, and analytics support. In 2009, he graduated from UCLA Anderson School of Management with an MBA in Strategy/Real Estate. Phil is the Vice President of Audience Intelligence at RPA, a modern advertising agency with a “people first” perspective. At RPA, he oversees audience intelligence and insights and manages audience strategy and activation for businesses. He is also the podcast host of “Clear the Air with RPA.” 

👉 The audience research and discovery phase can be broken down into four quadrants: demographic traits, media consumption traits, attitudinal traits, and motivational traits 

👉 Do your research before making a decision; look into past performance, the market, and your competitors 

👉 “If you can get access to your current customers or past customers and try to look at that data and see what types of lifestyle, behavioral, attitudinal traits kind of over-index for people who have actually transacted with you, that should be used as an input into your creative design and creative direction”

👉 To build a connection with your consumers, align your messaging with them 

👉 Customer centricity is not just outbound advertising or direct marketing, where you're proactively trying to communicate with customers. It is also the management of inbound experiences where customers have an omnichannel experience

👉 In trying to create an omnichannel experience for consumers, you need to have a mindset change. You need to change the mode of thinking of your leadership and workers 

👉 Show visualizations of how you can adjust different consumer experiences and constantly test new things 

👉 To foster customer loyalty, ensure you treat your best customers the right way and prioritize your resources to make sure they stay happy. Note that this does not mean you won't treat your other customers right

👉 When it comes to audience intelligence, some brands are too reliant on data and don't take the time to think through whether insight is practical and makes sense or not. On the other hand, some brands spend too much time thinking about what's practical and what makes sense and don't listen to the data. Strike a balance between the two, and you'll have a lock on audience intelligence 

👉 Don't over-rely on data. Take a step back and think through what's practical

👉 The ability to detect customer preferences regarding online versus in-person experiences and tailoring those interactions with your brand to their preferences is important 

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