In chapters 5 and 6 of Think Causal, Not Casual, Frank Buckler writes about how to implement causal AI in your organization. This conversation reviews the key information from those chapters.

This discussion summarizes Chapter 3 of "Think Causal, Not Casual" and teaches you how to use Causal AI in marketing.

This insightful discussion is a review of chapter 1 and 2 of the book "Think Causal, Not Casual".

Chapter 6 explores why Causal AI is essential for modern marketing, showcasing how it surpasses traditional AI by addressing key issues like model drift and bias. The final chapter provides a clear roadmap for implementing Causal AI. It’s a compelling listen for anyone looking to enhance their AI approach and maintain a strong influence in data-driven decision-making.

Chapter 5 tackles the challenge of getting your organization to embrace new solutions. It highlights key strategies for creating the right conditions, identifying influencers, and convincing others. Through real-world examples, it shows how to overcome barriers to adoption, emphasizing the importance of humility and respect. Essential listening for anyone looking to implement innovative ideas like Causal AI in their company.

Unlock the potential of Causal AI in marketing as we dive into its role in optimizing media plans, improving customer experiences, and driving product innovation. Tune in to learn how Causal AI can elevate your marketing strategy.   Cheers, Frank

I'm reading chapter 3 of my book "Think Causal, Not Casual" called "The Need". The chapter discusses the application of modern "Causal AI" in identifying the effectiveness of marketing strategies. Using techniques like Automated Relevance Detection (ARD) and Double Machine Learning (DML), the analysis uncovered unexpected non-linear relationships, such as the inverted U-function, demonstrating the complexity and hidden interactions within real-world data that Causal AI can reveal.

I read the second chapter of my book "Think Causal, Not Casual" called "THE SHIFT - Why we need a better mouse trap in Marketing Decision Making" This chapter highlights the inadequacy of traditional statistical modeling and correlation analysis in understanding causal relationships, emphasizing the limitations of hypothesis-based approaches and linear assumptions. It advocates for the use of Causal AI, which combines artificial intelligence with domain expertise to uncover true causal factors, providing more reliable and meaningful insights for business decisions.

I'm reading chapter 1 of my book "Think Causal, Not Casual" called "THE PARADIGM THAT HOLDS US BACK" In 1998 I attended a McKinsey talent event where a case study misunderstanding highlighted the importance of data context, demonstrating that raw data alone is insufficient without proper interpretation. This chapter aims to address the prevalent misconception in marketing management that merely collecting vast amounts of data and relying on analysts for insights is enough, emphasizing instead the critical role of understanding the meaning behind the data for effective business decisions.

Jenni Romaniuk is Research Professor and Associate Director of the Ehrenberg-Bass Institute, at the University of South Australia and author of Building Distinctive Brand Assets and How Brands Grow Part 2 - revised. Jenni's research covers brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth.  She is the developer of the Distinctive Asset Grid, which is used by companies around the world to assess the strength and strategic potential of their brand’s distinctive assets.  She is also a pioneer in mental availability measurement and metrics.

Dr. Ingo Reinhardt is the cofounder of Buynomics – a revenue & pricing optimization software that just raised Series A funding. Before Buynomics, Ingo was a Senior Director with Simon-Kucher & Partners – the world’s largest pricing consultancy. He holds a Ph.D. in Management and Masters in Mathematics. He was a PostDoc at the University of Oxford and published in the renowned Strategic Management Journal.   The episode was recorded in December 2022. An article based on this epsiode can be read here https://supra.tools/pricing-software-explained

Patrick is emeritus professor of management and marketing at London Business School.  He joined LBS in 1976 after an early career at IBM and has published widely on management, marketing, and media, for instance, with the famous Andrew Ehrenberg in 1988. His latest book, The 12 Powers of a Marketing Leader, co-authored with former McKinsey partner Thomas Barta, was published in October 2016. He is also the former chairman of Which?, an experienced expert witness in international commercial, tax, and competition cases, and has been involved as an advisor and early investor in several start-ups, including Research Now, Verve and Attest. Today’s topic is based on Patricks' book Simply Better that was a global bestseller, the first non-US book to win the American Marketing Association’s annual book prize, and that has been translated into seven other languages.

Hermann Simon is the Founder and former CEO of Simon-Kucher & Partners – a management consultancy with now over 2000 employees that stands -like no other- for pricing management. He is the only German in the “Thinkers50 Hall of Fame” of the most important management thinkers in the world. Hermann started in 1979 as a marketing professor in Germany and later taught in Havard, INSEAD, and M.I.T. Hermann has published over 40 books in 30 languages and is world-famous for his worldwide bestsellers Hidden Champions and Power Pricing.

Stop focusing on measuring outcomes - deep dive on root causes and personalized actions  - with Samantha Conyers Samantha Coyers is a true CX Pioneer in the Caribbean region. Having designed and championed CX programs in multiple local businesses including, Beacon Insurance and Digicel, Trinidad & Tobago Ltd, she is well versed in what it takes to get CX right and passionately writes and speaks about what she really cares for – customer experience as today's true differentiator.  Samantha sits today as co-founder and CEO at EXCO, The Experience Company where alongside her business partners, she is driving further CX innovation and focus in the region.

Prepare your insights! You are leaving Powerpoint-Land – with Peter Eisele (congstar) Peter has been working on the interfaces of customer insights, customer experience, and customer-centricity for more than 18 years. Having grown up in classic market research, he is now involved in the field of development of companies towards a customer-centric way of thinking and working. He is responsible for creating a sustainable CX strategy at congstar -  a fast-growing mobile carrier brand in Germany with more than 5 million customers.

Estefanía is Director of Consumer & Market Intelligence in L'Oreal Spain &Portugal. She is Member of the Managing Committee where her mission is to contribute to sustainable growth by detecting and activating insights from consumers and market.  Previously, she was CPG director at GfK, working 13 years mainly for Mondelez, Heineken, Beiersdorf, or Danone. Estefanía is a frequent congresses speaker, as well as a professor in business schools and universities. She is the author of 2 books “From the emotion to purchase” and "New trends in research and marketing"

In this episode Frank takes you on a walk, sharing thoughts on how to learn from customer feedback and business data.

  Tabitha is the Chief Customer Officer at ERICSON. She has successfully built five global customer experience functions from the ground up and is speaking regularly as a thought leader in customer and employee experience. Tabitha is passionate about driving major cross-functional initiatives, CX and EX program design, actionable insight development, market research, and the list goes on and on and her track record shows strong quantifiable results.

Kajoli heads up consumer product research for Microsoft, working on brands like Surface, Microsoft 365, Search, and Windows.  She has a master’s degree in market research and now two decades of experience in understanding what consumers feel and why. Kajoli is passionate about building strong, high-performing teams and this is the reason for this top!

Sebastian is Head of Customer Insights at Deutsche Bahn. With over 20 years of insights experience, he is also a podcast host and trainer himself. Working for a company with 322,000 employees he knows how insights leaders need to navigate to get stakeholder buy-in.