This podcast episode is about how to use data to enhance the ROI in marketing activities, especially for FMCG businesses. The host, Julie, interviews Willynn, a chief marketing and partnerships officer from Piggyback Singapore, a B2B wholesale e-commerce platform. Willynn also co-founded NextBlock, a hyperlocal social app that connects neighbours and businesses. Willynn shares her insights and experiences on overcoming marketing challenges in both B2B and B2C segments, such as price loyalty, customer retention, and competition. She explains how she uses data and research to guide her marketing strategies, such as email marketing, gamification, and user acquisition. She also shares some case studies from Piggyback and NextBlock, such as how they use postcards to acquire users, how they use Next Coin to increase user engagement, and how they use hashtags to test new features. Willynn also talks about the essential skills and resources that marketers should have, such as the attitude to learn, keeping updated with the latest trends, and working backwards from the customer. She also recommends a book by Jeff Bezos called Working Backwards, which is about how Amazon innovates and grows. In today's episode, we discuss : 00:00 Teaser  01:39 Willynn's Background 03:23 Customer segments that NEEDS vs WANTS in marketing 07:03 Make it super easy for your customers to buy 12:10 Create open conversation channels with your customers so they can feedback easily 16:51 Save time from making mistakes by talking to people in your business 19:05 Offline way of acquiring customers still WORKS! 21:04 Using gamification as a tool to retain users 24:15 Experiment your ideas & hypothesis 27:00 Using data to identify the first user segment in Next Block 29:20 How to deal with the challenges of having small data sets 31:40 How to define success in marketing 34:51 Advice for marketers This podcast episode [https://www.vase.ai/resources/podcast-datadrivenmarketing/grow-any-fmcg-business-with-data-research-and-innovation?utm_campaign=DDM%20Podcast&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-9pon6uyNRzo4lPB70iQhqFPjGXlE5xUgFUrbqAn0w95Fzz7FUKM1AYsrav5BJfFR1zE-hX]is informative and comprehensive, as it covers various aspects of data-driven marketing for FMCG businesses. It also provides some practical tips and examples that can help marketers improve their performance and ROI.