Advertise on podcast: Numbers and Narratives

What if your marketing measurement didn’t just tell you what happened—but actually told you what to do next? In this episode, I’m joined by Peter Grafe, co-founder of Blue Alpha, to break down what they’re building: an action system for marketing that combines media mix modeling (MMM), incrementality testing, and AI agents to deliver real-time insights and campaign-level budget recommendations. We dig into why MMM is making a comeback (privacy, tracking limits, offline + brand spend), why deterministic attribution isn’t enough, and how Blue Alpha bridges the gap between “You should increase YouTube spend” and the real operational question: which campaigns, how much, and under what constraints? Peter also shares how their anomaly detection agents spot things like creative fatigue, how business goals get infused into “context-aware” recommendations, and why the future of search + discovery (AIO/SEO) pushes marketers up-funnel, whether they like it or not. If you care about customer experience, data-driven insights, adaptability, AI, and business growth, this one is packed with practical frameworks and a clear mental model for modern marketing measurement. Tune in and let me know what you think: are you ready for marketing analytics that actually executes? Peter Grafe https://www.linkedin.com/in/ped-grafe/

What happens when a lifelong English major turns thousands of customer conversations into a data-driven playbook for business growth? In this episode of Numbers and Narratives, we sit down with Joe Gilgoff (CX Joe) to unpack a career that spans early-stage startups, breakout consumer brands like AG1, Daily Harvest, and SeatGeek, and a bold leap into entrepreneurship. Joe shares how he transformed unstructured customer data into actionable insights, and why customer experience isn’t a cost center, but a growth engine. We explore how customer-centric cultures are built, how AI is reshaping customer support without replacing humanity, and what founders can do from day one to turn CX into a competitive advantage. From hiring the right talent to making customer-first decisions when the numbers don’t immediately add up, this conversation blends strategy, storytelling, and real-world lessons. Joe Gilgoff  https://www.linkedin.com/in/joe-gilgoff-9415bb5b/ ---------------------------------------------------------------------- 00:00 From English Major to CX Leader 04:55 The First Customer Calls That Changed Everything 09:40 Why Customer Experience Drives Growth 14:45 Inside Iconic Consumer Brands 19:05 Customer Obsession vs Marketing Hype 23:35 The CX Playbook That Scales 28:50 Hiring Humans Who Get the Customer 33:45 AI and the Future of CX 38:10 When the Tie Goes to the Customer 43:00 Building CX Joe and the Trusted Advisor Model

How do you scale customer support from 10 people to more than 2,300—while keeping humanity, psychology, and operational excellence at the center? In today’s episode, we sit down with Jason Katz, former early Peloton leader and now founder of Lentil Labs, to explore how customer experience transforms when technology, empathy, and data-driven insights collide. Jason shares the wild hypergrowth journey of Peloton’s support team, the surprising lessons he learned rebuilding their entire support tech stack, and why he believes the future of CX is defined by operational efficiency, AI-assisted support, customer psychology, and intentional service design. We talk through the “peak-end rule,” how brands can engineer memorable customer moments, the right (and wrong) ways to use AI for delight, and why internal tools, not customer-facing ones, often determine whether teams deliver a 5-star experience. You’ll also hear about Jason’s new company, Lentil Labs, and his mission to build lean, powerful CX tools that fill the 15–25% “gap” every support team still feels, even with best-in-class platforms. ---------------------------------------------------- 00:00 – Intro 02:40 – Why Jason is only now on Numbers and Narratives 04:20 – Peloton rocket ship: scaling support from 10 to 2,300 agents 08:30 – Lentil Labs: why support teams still need that extra 15–25% 12:00 – CSAT vs cost: what really matters in modern support ops 13:10 – The Peak-End Rule: Kahneman, cold water, and remembered pain 21:40 – Designing support journeys: peaks, friction, and AI handoffs 31:40 – Surprise & delight. 46:40 – Using AI to detect peaks, trigger escalations, and support your team 52:30 – Ending well: service recovery, positive endings, and Jason’s final advice

What happens when you treat vinyl not just as music, but as an asset class? In this episode of Numbers and Narratives, we sit down with Cory Huff, a self-described technology nerd and marketing enthusiast who helped build recommendation engines at Discogs, the world’s largest music marketplace. We dig into how hardcore vinyl collectors think, why “collection value” matters more than taste, and what that means for building smarter recommendation systems in a world of rare pressings, promos, and blood-infused records. From there, we zoom out into Cory’s career as a T-shaped marketer across B2B and B2C, from music and fine art to his current role as Director of Marketing at Andrews Cooper, a B2B engineering services firm building everything from automated eyelash machines to a phone-battery-powered defibrillator.  We also talk about the “bike shed problem” in marketing, the danger of overstuffed job descriptions, why so many marketers are scared to ship bold ideas, and how to build data-driven, AI-powered workflows without losing the human judgment that makes campaigns actually resonate. If you care about marketing ops, recommendation engines, AI, and building a truly cross-functional career, this one’s for you. https://www.linkedin.com/in/coryhuff/

Every marketer (and probably every finance leader) have wondered how incrementally valuable their work is. Colette Nataf got to experience that question, on both sides of the coin. - Unlimited budget (not a joke) - $0 in Facebook Ads spend (also not a joke) Colette is one of the best leaders in the growth marketing space. And she does that while navigating the extremely tough (and regulated) healthcare space. Check out this episode to learn: - How to do customer research THE RIGHT WAY - Where your performance marketing dollars should be going  - The wild story about buying your company BACK https://lightninggtm.com/ https://www.linkedin.com/in/colettenataf

This week, we sit down with Liz Reeves, Director of Client Care Operations at a North Carolina-based healthcare software company backed by Bertelsmann, to unpack a deceptively simple question: how do you use AI to reduce admin work without diluting the human experience? We go deep on “human first, human last,” the realities of a highly regulated industry, and why agentic AI belongs behind the scenes—freeing teams to spend more time with customers and clinicians, not less. Liz shares how her org supports everything post-sale (customer education, community, chat, quality, and tooling for CS, Support & ProServ), plus concrete ways AI is elevating sales outreach (data-driven “next best” motions), implementation (shorter time-to-value), and support (less swivel-chair, more relationships). We also dig into hiring for the next five years—resiliency, intellectual agility, and relentless curiosity over narrow hard skills—and the downstream impact: when you remove administrative burden, patients ultimately benefit. Cameos include Sean’s ultramarathons, Klarna’s course correction on AI, and Lucy the very good dog.  If you’re thinking about AI in healthcare, customer experience, or building fast-moving post-sale teams, this one’s for you.

What happens when cutting-edge AI meets customer experience in some of the world’s most highly regulated industries? In this episode, we sit down with Sarah York, Chief Experience Officer and Fractional CMO, to unpack how AI is reshaping the way companies connect with their customers from startups to established enterprises. Sarah shares how data-driven insights and automation can elevate the customer journey without losing the human touch. We explore how brands like Chewy use personalization to turn routine interactions into moments of delight, why building with data in mind is essential, and how AI audits and benchmarking can transform marketing efficiency. We also dive into the evolution of marketing, from affiliate networks to influencer partnerships, from Google to Reddit,  and how generational shifts are redefining where and how customers engage. Plus, Sarah reveals how to use AI responsibly in content and lead generation without losing authenticity. If you’re passionate about the future of AI, marketing, and customer experience, this one’s for you. Subscribe for more data-driven conversations on Numbers and Narratives — where insight meets impact. https://www.linkedin.com/in/sarahyorktx/

In this episode of Numbers and Narratives, we sit down with Hannah Carlson, founder of Inertia Growth, to explore how AI and automation are transforming the way companies operate, sell, and scale.  Hannah breaks down how smaller teams can now compete with giants by working smarter, not harder, using automation, AI-powered insights, and smarter workflows to fuel growth. We dig into how marketing, sales, and creative roles are evolving, and how to balance human intuition with machine intelligence to build scalable, sustainable businesses. If you’re curious about the future of work, AI-driven marketing, or how to turn automation into a competitive advantage, this conversation is for you. Tune in to learn how to leverage AI to grow faster, think bigger, and stay ahead of the curve. Hannah Carlson https://www.linkedin.com/in/hjcarlson/

In this illuminating episode of Numbers and Narratives, hosts Ibby Syed and Sean Collins sit down with Justin Michaud, Director of Customer Care at Life360, to explore the cutting-edge world of AI in customer support. Justin shares his experience leading a team that supports multiple products, including Life360, Tile, and Geobit, and how they've revolutionized their customer service approach using AI. The conversation dives deep into the practical applications of AI in customer support, with Justin revealing that their AI agent handles a staggering 180,000 conversations per month compared to 20-25,000 by human agents. He discusses the strategy behind implementing AI for initial customer contact, emphasizing its effectiveness in handling FAQ-type inquiries while preserving human interaction for more complex issues. Justin also addresses the challenges of customer trust in AI systems and how continuous improvement and dedicated management of these tools are crucial for success. One of the most fascinating insights from the episode is Justin's perspective on the evolving roles within customer support teams. He explains how AI is eliminating lower-level tasks, allowing human agents to focus on more complex, high-touch interactions. This shift is changing the hiring landscape, with a growing emphasis on AI literacy and the ability to leverage tools like ChatGPT in daily work. If you're a CX leader, CS professional, or anyone interested in the future of customer support, this episode offers invaluable insights and practical takeaways. Don't miss out on this engaging discussion. Tune in now to stay ahead of the curve in AI-driven customer service!

In this insightful episode of Numbers and Narratives, hosts Ibby Syed and Sean Collins sit down with Alejandro Villacís, the head of customer experience at FCP Euro, to explore the intersection of AI and customer service in the automotive aftermarket industry. FCP Euro, known for its exceptional customer care and lifetime replacement guarantee, faces the challenge of maintaining personalized service while managing costs as the business grows. Alejandro shares how they're strategically implementing AI to enhance rather than replace human interactions. The conversation delves into FCP Euro's unique approach to customer support, where many inbound inquiries are from DIY enthusiasts seeking advice. Alejandro explains their careful integration of AI, starting with replacing their IVR system to better route calls and provide quick answers for simple queries. However, he emphasizes the importance of preserving human touchpoints for complex issues and personalized advice. The discussion also covers how AI is being used internally to streamline workflows and free up time for more meaningful customer interactions. One of the most intriguing insights is FCP Euro's vision for using AI to anticipate customer needs based on their vehicle history and driving habits. Alejandro describes the delicate balance between providing expert advice and empowering customers to make their own decisions.

In this episode of Numbers and Narratives, host Sean Collins sit down with Saverio Bianchi, founder of Atelier & Avenue, a boutique e-commerce and digital transformation consultancy. With over 20 years of experience working with luxury brands like Ferrari, LVMH, and L'Oreal, Saverio offers a unique perspective on the current state of direct-to-consumer (DTC) businesses. He discusses the challenges facing DTC brands, including rising ad costs, investor pressures, and the shift towards omnichannel strategies. Saverio emphasizes the importance of creating desire and standing out in an increasingly crowded market, urging brands to be brave and innovative in their approach to growth. He also delves into the critical role of data and insights in decision-making, highlighting the common pitfall of being "data-rich but insights poor." Saverio provides valuable advice on how to overcome this challenge, suggesting that brands "Marie Kondo" their KPIs and focus on actionable insights. This episode is a must-listen for anyone involved in e-commerce, digital marketing, or brand strategy, offering practical wisdom and fresh perspectives on navigating the evolving DTC landscape. https://www.linkedin.com/in/saveriobianchi/ https://www.atelierandavenue.com/

In this thought-provoking episode of Numbers and Narratives, hosts Ibby Syed and Sean Collins sit down with Haidee Griswold, Director of Technical Product Marketing at Anomalo, to explore the rapidly evolving world of AI and its impact on marketing, business, and everyday life. Haidee shares her extensive experience in bringing AI technologies to life, from early voice assistants to today's generative AI systems. The conversation delves into the challenges of marketing AI products in a landscape filled with buzzwords and hype, with Haidee emphasizing the importance of authenticity and education in communicating AI capabilities. The discussion takes fascinating turns, touching on the future of work in an AI-driven world, the potential for AI to replace certain jobs, and the new skills that will be crucial for the next generation. Haidee offers valuable insights on how AI is changing the nature of management and leadership, suggesting that learning to effectively prompt and manage AI systems could lead to better human management skills. The hosts and guest also explore the ethical considerations of AI, including how to teach children to interact with AI assistants while maintaining good manners and social skills. Listeners will gain practical advice on leveraging AI tools for market research, competitor analysis, and content creation. Haidee shares her personal experiences using AI for both work and home life, offering a glimpse into the potential future of hyper-personalized AI assistants. Whether you're an AI enthusiast, a marketing professional, or simply curious about the future of technology, this episode provides valuable insights and actionable takeaways. Don't miss out on this engaging discussion – tune in now and join the conversation on the transformative power of AI in our lives and work.

In this episode of Numbers and Narratives, Sean Collins sits down with EJ White, Head of Growth at beehiv, to explore the cutting-edge world of marketing analytics and growth strategies. EJ shares his journey from agency work to leading growth at beehiv, a newsletter-focused email marketing platform that has seen explosive growth. The conversation dives deep into the challenges of communicating marketing impact to stakeholders and the innovative solutions EJ has implemented. A highlight of the episode is the discussion of beehiv's use of advanced media mix modeling through Blue Alpha, a tool that has revolutionized their ability to measure and optimize marketing spend across channels and geographies. EJ provides fascinating examples of how this technology has allowed them to validate the impact of brand marketing efforts, including a successful New York subway campaign. The episode also touches on the importance of authenticity in marketing, the challenges of content creation for experienced marketers, and the value of continuous learning from industry thought leaders. Don't miss out on this opportunity to learn from one of the industry's rising stars - tune in now! Talk to EJ: [email protected] Learn from him: https://www.linkedin.com/in/edwardjwhiteiii/ A more casual place to learn from him: https://x.com/ej_beehiiv Start a newsletter: https://www.beehiiv.com/ Great minds we referenced:  https://www.optimizesmart.com/ https://www.kaushik.net/avinash/ https://www.simoahava.com/

In this insightful episode, Sean Collins sits down with Dean Ginsberg, founder of Winback, to explore the often-overlooked world of email marketing and lifecycle management. Dean shares his journey from running digital transformations for enterprise brands to developing innovative solutions for reactivating dormant email subscribers. He discusses how most companies are leaving significant revenue on the table by not properly leveraging their email lists, especially the 80% of subscribers who are typically considered "inactive." Dean dives deep into the misconceptions surrounding email deliverability and engagement, challenging common practices like only emailing the top 20% of engaged subscribers. He explains how Winback's approach involves sophisticated segmentation, risk assessment, and personalized messaging to maximize revenue while minimizing potential harm to sender reputation. The conversation also touches on the importance of proper attribution in email marketing and how misunderstanding these metrics can lead to suboptimal strategies. One of the most valuable takeaways from this episode is Dean's emphasis on the need for a more scientific, product-oriented approach to email marketing. He advocates for implementing rigorous testing methodologies, similar to those used by agile product teams, to continually improve email performance and user engagement. Don't miss out on Dean's expert advice - tune in now and discover how to unlock the hidden potential in your email program. Find Dean: https://www.winback.pro/ https://www.linkedin.com/in/dean-ginsberg-53bb3030/

In this episode of Numbers and Narratives, Sean and Ibby welcome Dan Budick, Senior Director of Customer Solutions at Bilt Rewards. With nearly four years at the company, Dan shares his journey from aspiring sports broadcaster to customer experience leader, offering a unique perspective on the evolving landscape of customer support.  The conversation delves into the transformation of Bilt's customer experience approach, shifting from reactive to proactive strategies. Dan emphasizes the importance of understanding customer segments, leveraging data effectively, and building strong relationships across departments to drive meaningful change.  Listeners will gain valuable insights into how to present customer issues to different teams, the role of AI in enhancing customer support, and the significance of adaptability in a rapidly growing company. Don't miss Dan's key takeaway on the importance of knowing your product inside and out to excel in customer experience. Tune in to learn how to elevate your customer support game and drive business growth through exceptional service. https://www.biltrewards.com/