In this episode of Data Driven Voice, host Emma Storbacka sits down with Anette Tannerfeldt, CEO at Swedma and Jari Perko, CEO at ASML to unpack profiling, privacy, and performance in modern marketing. From Europe’s regulatory headwinds to the rise of Temu and Shein, they examine why so much data goes unused, where Nordic brands are falling behind, and how courage, ethics, and first-party smarts can turn compliance into competitive edge.
Chapters
00:37 — Welcome & The Regulatory Battlefield
07:30 — Profiling: Human Nature vs. Digital Risk
11:48 — The Martech Utilization Crisis
19:50 — The Temu and Shein Effect
21:30 — The Competitiveness Battle: Europe vs. China
31:26 — The Path Forward: Courage and Collaboration
37:24 — Conclusion & advice for companies
In this episode of Data Driven Voices, host Emma Storbacka sits down with our Head of AI at Avaus, Eric Hörberg, to explore how organizations can leverage AI for meaningful business impact, while navigating the challenges, fears, and “sleepless nights” that come with rapid technological change.
This episode of Data-Driven Voices is a little bit different. It's an AI-generated audio version of our MarTech and Customer Data Guide, created with NotebookLM. The guide brings together over 100 years of combined expertise and customer stories, now repurposed in audio format to make the insights accessible in more ways.
We explore:
📖 Download the full guide via this link: https://www.avaus.com/avaus-martech-guide/
📬 Would you like a physical copy? Reach out to us at business@avaus.com and we can send you one
In this episode of Data Driven Voices, host Emma Storbacka sits down with Karoliina Partanen, Director of AI Finland, to explore how the country’s leading AI network is helping companies go beyond efficiency gains and focus on real business growth.
Introduction (00:00)
The Role and Vision of AI Finland (06:22)
Comparative Analysis: Finland vs. Sweden (11:48)
AI Adoption Challenges (15:39)
Creating an Open Atmosphere (18:42)
Building Trust and Consistency (20:20)
Empowering Leadership with AI Training (22:18)
The Importance of Experiential Learning (24:25)
Fostering Innovation through Collaborative Learning (26:11)
Transforming Customer Experience with AI (29:04)
Staying Informed in a Rapidly Evolving AI Landscape (32:15)
Practical Steps for AI Integration (37:17)
Closing Remarks (40:57)
In this episode of Data-Driven Voices, host Emma Storbacka sits down with Neil Dickson, Head of Digital Strategy and Capabilities at Scania, to talk about what it takes to lead large-scale change in a global, industrial organization.
They explore:
AI and digitalization are moving fast—but organizational change rarely does. So how can leaders navigate complexity, win trust, and build systems that people actually use?
--> Tune in for a practical, human-centered conversation with one of the Nordics’ most thoughtful voices in data and transformation.
#DigitalTransformation #AIAdoption #ChangeLeadership #CustomerInsight #OrganizationalChange #DataDrivenVoices
In this episode of Data-Driven Voices, host Emma Storbacka sits down with Petteri Heinonen, Chief Technology and Data Officer at Saka, to explore what it really takes to drive a company-wide digital transformation—from the ground up.
They dive into:
For Petteri, being data-driven isn’t about dashboards or architecture diagrams—it’s about staying curious, moving fast, and making sure your tools are actually used. So how can leaders cut through complexity and build tech that delivers real impact?
Tune in for a refreshing, no-BS conversation with one of the most pragmatic minds in data and tech leadership.
#MarTech #AIReadiness #DataStrategy #CustomerCentricity #DigitalTransformation #DataDrivenVoices
In this episode of Data-Driven Voices, host Emma Storbacka sits down with Emma Spjut, Head of CRM & Marketing Automation at Dustin, for our very first Swedish-language episode. Together, they dive into the power of automation, AI, and data-driven strategy in transforming modern marketing. Summary of the episode in english is available here: https://www.avaus.com/blog/omnichannel-automation-emma-spjut-podcast/
Together, they explore:
Marketing today is no longer one-size-fits-all. It’s smart, scalable, and fueled by data. Tune in to hear how Emma Spjut and her team are shaping the future of customer communication at scale.
#MarketingAutomation #AIinMarketing #Omnichannel #DataDrivenVoices #CustomerInsights
In this episode of Data-Driven Voices, host Emma Storbacka sits down with Samuli Tahvanainen, Head of Marketing Technology at Sanoma, to talk about the ever-evolving MarTech landscape and the shift toward composable architectures.
They dive into:
Why MarTech is never "done"—and how to stay ahead in a fast-changing field
The balance between technology leadership and people management
How to reverse-engineer MarTech decisions by starting with business goals
The role of customer-centricity in driving smarter, more relevant marketing
Why composable MarTech is like Lego (and how to avoid getting stuck with Playmobil)
With more tools, data, and expectations than ever, MarTech leaders are under pressure to deliver results while staying agile. How can companies design flexible, scalable, and business-driven MarTech stacks?
Tune in for a sharp and honest conversation with one of the Nordics' leading MarTech experts.
#MarTech #MarketingOps #ComposableMarTech #CustomerData #MarketingTechnology #DataDrivenVoices
In this episode of Data Driven Voices, host Emma Storbacka sits down with Adam Greco, a digital analytics veteran now at Hightouch, to explore the evolution of Customer Data Platforms (CDPs) in the era of composable architectures.
Key topics include:
Tune in to learn how this flexible, cost-efficient model can help future-proof your marketing and analytics strategies.
#DataDriven #ComposableCDP #CustomerData #AIinMarketing #MarTech #Analytics #DataWarehouse #Personalization #MarketingTechnology
In this episode of Data Driven Voices, host Emma Storbacka sits down with Phil Gamache, MarTech expert and co-host of Humans of MarTech, to explore the evolving MarTech landscape, from AI-driven automation to the shift toward composable stacks.
Together, they discuss:
Marketers are facing more complexity than ever, with new AI capabilities, evolving data strategies, and the ongoing MarTech vs. Data team divide. How can companies make smarter tech decisions without getting caught up in the hype?
--> Tune in for expert insights from one of the sharpest voices in MarTech.
#MarTech #AIinMarketing #ComposableCDP #MarketingOps #MarketingTechnology #DataDrivenVoices
In this episode of Data-Driven Voices, host Emma Storbacka sits down with Scott Brinker, the godfather of MarTech and VP of Platform Ecosystem at HubSpot, to discuss the realities of MarTech, data, and AI in today’s marketing landscape.
Together, they explore:
Marketing isn’t just about creativity anymore—it’s an operating function that requires the right tools, data, and processes. Are companies keeping up, or falling behind?
🎧 Tune in for expert insights from one of the biggest names in MarTech!
#MarTech #AIinMarketing #MarketingOps #MarketingTechnology #DataDrivenVoices
Many companies have invested in MarTech, but few are truly getting value from it. In this episode of Data Driven Voices, Emma Storbacka is joined by Oscar Jäderberg, Solution Architect and Head of Data Activation at Avaus.
Together, they explore:
If you’ve ever wondered why your MarTech stack isn’t living up to expectations—or how to drive real commercial impact—this episode is packed with insights you won’t want to miss.
#MarTech #DataDrivenMarketing #MarketingTechnology #ComposableCDP #DataDrivenVoices
In this episode of Data Driven Voices, Emma Storbacka is joined by digital marketing expert Jens Hård to break down one of the hottest topics in the industry: First-party data.
With privacy regulations tightening and third-party cookies fading, businesses are at a crossroads. How do you build marketing strategies that truly connect with customers while staying ahead of the game? In this conversation, we unpack:
No fluff—just insights, expert takes, and strategies you can apply right away. If you want to stay relevant in the future of marketing, this episode is a great listen!
#FirstPartyData #MarketingStrategy #DataDrivenVoices #DigitalMarketing #Podcast
The last episode of the summer season of Data Driven Voices out now!Join CEO Emma Storbacka and Strategy Director Ilona Vigren as they explore the world of becoming data-driven. Gain valuable insights on stakeholder alignment, avoiding a purely technical approach, and planning for long-term success.
Discover how to overcome challenges in diverse expertise and competences, and consider a separate program or organization to drive your data initiatives forward. Learn about the effective operating model that focuses on alignment, calibration, execution, and talent development.
#podcast #datadriven #dataintoresults #dataalgoaction #insights
Join us as we dive deeper into the world of data-algo-action with our CEO, Emma Storbacka, and Strategy Director, Ilona Vigren. Discover how this approach can drive tangible business results by:
#podcast #datadriven #dataintoresults #dataalgoaction #insights
In our new episode CEO Emma Storbacka and Strategy Director Ilona Vigren, discuss the secret recipe to a successful data-driven business:
More receipts available in our Avaus Cookbooks. Read and learn more how to add more flavour to you business and stay relevant to your customers.
#podcast #datadriven #dataintoresults #dataalgoaction #avauscookbook
Is your organisation ready to run a marathon instead of endless sprints? Our CEO Emma Storbacka and Strategy Director Ilona Vigren are your coaches and discuss your full training program:
#podcast #datadriven #dataintoresults #dataalgoaction
Our podcast series continues! High vision of becoming data-driven, but don’t know how to translate vision into concrete actions? We got you! Our CEO Emma Storbacka and Strategy Director Ilona Vigren are breaking down the steps:
1. How to become a data-driven organisation
2. How to define the relevant KPIs
3. How to create the right mindset
Find out how data-driven your organisation is right now and whether customer-centricity and data-drivenness going hand-in-hand or if they are separate topics.
#podcast #datadriven #dataintoresults #dataalgoaction
We are continuing our European expansion. Starting January 2023, Italian enterprises will be able to leverage Avaus’ best practice assets and methodologies for accelerating data-driven transformation in marketing and sales. Listen to Emma Storbacka, Avaus Group CEO interviewing Piero Trivellato, Country Manager Avaus Italy on what European organisations in general, and Italian firms in specific, can learn from the Nordic way of working with data-driven transformation.
