What if you could save 40% of your analysts’ time and reshape your entire approach to marketing data?
In this episode of The Marketing Intelligence Show, Martina Karakoleva, Campaign Insights Manager at Philips Healthcare, joins host Fanny Heimonen to share how she led a full-scale marketing data transformation—cutting manual work, unifying campaign data, and reshaping the analyst role from data providers to true insights experts.
You’ll learn:
How Philips automated reporting and improved data trust
The role naming conventions played in scaling fast
Why centralizing data ownership in marketing is a game-changer
How the analyst role is evolving with AI and automation
What’s next for Philips’ marketing data journey
Tune in to hear how one team built a single source of truth and a scalable data model.
