Eps.48 | Media & Entertainment: Shifting to audience - centric media marketing with Emily Lathem and Giorgio Tacchia

A must-listen for: Marketing technology leaders, broadcast media executives, and digital transformation specialists.In this episode, Tim Bond speaks with Emily Latham, former head of MarTech at Channel 4, and Giorgio Tacchia, MD at Globant, about the shift from content-first to audience-first strategies in broadcasting. Emily shares how Channel 4 achieved a 36% increase in viewer engagement per marketing pound spent, while Giorgio offers insights from scaling a streaming platform to 60 million users.Join the conversation as Emily and Giorgio discuss:- Moving from broadcast marketing to data-led audience engagement- Building a digital centre of excellence and cross-functional teams- Using customer data platforms to drive personalised experiences- The role of experimentation and measurement in marketing- How generative AI is reshaping content creation and distribution- The future of synthetic data and audience targetingTimestamps:00:00 Introduction to audience life cycle 00:54 Meet the guests: Emily Latham and Giorgio Tacchia 01:35 Shifting from content-first to audience-first strategies 04:59 Challenges in digital transformation 07:48 Building a digital centre of excellence 11:43 KPIs and marketing efficiency 24:58 Leveraging AI in media and marketing 33:33 The future of AI and synthetic data Want to learn more?Visit Globant's website: https://www.globant.comConnect with Emily Latham on LinkedIn: https://www.linkedin.com/in/emily-latham-4a58738/Connect with Giorgio Tacchia on LinkedIn: https://www.linkedin.com/in/giorgio-tacchia-7a4889/Connect with Tim Bond: https://www.linkedin.com/in/tngbond/If you like our podcast, please do follow us and rate each episode. Do you have burning topics or questions you'd like us to explore on the podcast? Email our team at [email protected] out more about TechPros.io: https://techpros.io/Upcoming Events and Roundtables: https://techpros.io/virtual-experiences/Join our budding podcast community on LinkedIn: https://www.linkedin.com/company/enterprise-thought-leadership/

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