On Marketing Technology
MTS: Tell us about your role at Ansira and how you got here? What inspired you to be part of a data–driven marketing intelligence company?
Previously, I was co-owner & President of Sq1, a data-driven advertising agency. I sold Sq1 to Ansira in late 2015, and now, I am the agency’s Chief Marketing and New Business Officer.
I love working in a very fast-paced environment, and being a part of this company allows me to work across a multitude of verticals and sectors. I’ve always been very intrigued with how we use data to inform, influence and reach customers — It’s fascinating.
MTS: How do data–driven marketing solutions help brands create and strengthen customer relationships?
Data-driven marketing solutions allow marketing to be very personalized and relevant to each customer. I think personalization is very important in today’s society — Customers want to receive information that is very relevant to them in their unique moments that matter. I think data has allowed us to do that, and it has completely reshaped marketing in a number of ways.
MTS: How do you see digital media planning strategies evolving with social media marketing playing a critical role in customer engagement?
The proliferation of social media is very evident in our daily lives. People are much more inclined to want to understand socially how brands fit into their lives — they read reviews, engage with tweets, use company hashtags.
Using data to drive informed digital media and social is a cornerstone of reaching customers, and it will continue to be. I think that people today trust social mediums more than they do other media avenues. Social is the new way to reach customers where and when they want to be reached.
MTS: What are the major challenges in connecting location data and behavioral data with marketing campaigns and customer experience?
The main challenge of connecting data and marketing is implementation. Everything is possible for an organization, but if you don’t have the right infrastructure and architecture technologically, it is nearly impossible to implement campaigns in a successful way that reaches customers.
MTS: What startups are you watching/keen on right now?
Startups are just so unique, and I think it’s fascinating to follow their success and see them grow. Right now, I really like Tecovas; It’s a great up-and-coming handmade cowboy boot company in Austin.
MTS: What tools does your marketing stack consist of in 2017?
As a technology dependent agency, we use a multitude of technologies. We look at each individual campaign and analyze its strategy and solutions to pick the technology that works best. Each campaign is unique, so each one requires a different mix of technologies in order to reach its goal.
MTS: Would you tell us about your standout digital campaign?
I would have to say our standout campaign is our work with Panera. We are continuing to implement and grow their loyalty program. The program has been a huge success for both us and Panera, and it continues to delight customers and connect with them in the moments that matter.
MTS: How do you prepare for an AI–centric world as a marketing leader?
Everyone has to embrace AI — there’s no way around it. AI is here to stay, and it’s going to change the landscape of everything — the economy, the job market, and of course, how we execute marketing. AI is growing rapidly, and I believe things are going to become a lot more AI driven in as little as six short months. Companies need to prepare for an AI-centric world by employing analytical senior-level employees. AI will cause the whole world to change, and management must be able to understand and respond to its effects on day-to-day business.
This is How I Work
MTS: One word that best describes how you work.
Fast — That’s just how I operate. I believe in being efficient and getting things done as quickly as possible.
MTS: What apps/software/tools can’t you live without?
I love Evernote. It’s a great productivity tool that helps me prioritize all of my tasks.
MTS: What’s your smartest work-related shortcut or productivity hack?
Get up early. I think starting your day early allows you to be more productive throughout the entire day. If you start your day right, the rest will follow.
MTS: What are you currently reading? (What do you read, and how do you consume information?)
Right now, I’m listening to the audiobook of The 10X Rule by Grant Cardone. It’s a great book about taking massive actions to reach success.
MTS: What’s the best advice you’ve ever received?
Never underestimate the level of effort it takes to be successful. Anything you get into, it’s always going to be much harder than you think, so always be prepared and operate with that mindset. If you think a project will take six months to complete, prepare for 24.
MTS: Tag the one person in the industry whose answers to these questions you would love to read:
Mark Zuckerberg
MTS: Thank you Judge! That was fun and hope to see you back on MarTech Series soon.
Judge Graham is the Chief Marketing Officer of Ansira.com and former co-owner & President of Sq1.com, which he sold to Ansira.com in late 2015. Judge helped drive Sq1’s growth and success on an accelerated level – creating a new paradigm of marketing, predictive modeling. Judge’s drive has grown Sq1’s client roster and substantially expanded existing client’s scope of work with leading prestigious brands including Michael’s, Jiffy Lube, Daikin and Papa Murphy’s. Under Judge’s lead, the Sq1 team has received many awards including Ad Age’s Best Places to Work, Dallas Business Journal’s Best Places to Work in North Texas and Inc. 5000’s list for 2014. Judge also designed the 34,000 square foot Dallas office that Mashable ranked as one of the most creative work spaces in the world. Judge has also won DMN 40 under 40 and has been profiled in AD Week.
We are the leader in modeling and activating 1st, 2nd and 3rd party data delivering performance marketing programs at a national and local level with unprecedented results and long-term profitability.
The MTS Martech Interview Series is a fun Q&A style chat which we really enjoy doing with martech leaders. With inspiration from Lifehacker’s How I work interviews, the MarTech Series Interviews follows a two part format On Marketing Technology, and This Is How I Work. The format was chosen because when we decided to start an interview series with the biggest and brightest minds in martech – we wanted to get insight into two areas … one – their ideas on marketing tech and two – insights into the philosophy and methods that make these leaders tick.
