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Welcome to the latest interesting and informative episode of the Data Gurus podcast.
Today, Sima is happy to have Martin Filz, the CEO of Pureprofile, joining her on the show. In this episode, Martin shares his background and career trajectory. He discusses authentic leadership, explains how to form a passionate, engaged, and efficient execution team, and talks about creating a successful business in the market research industry. He also highlights the importance of the panel and dives into how Pureprofile engages and interacts with its panelists.
Martin’s background
Martin was born in London. He loves insights and data! He first got involved in technology back in the 1980s and 90s, and it was an exciting time for him! He got into research for the first time in the 1990s. It happened when he headed up the European section during the startup of Redshare, a company that tracked the website behavior of users for brands. Right from the get-go, he loved working with consumer insights!
Nielsen
Martin also spent some time with Nielsen, integrating their teams across Europe.
Australia
Martin has an Australian wife and two daughters, so he moved to Australia in 2008.
Research Now
Martin Filz had a friend at Research Now who told him they were looking for someone to head Asia. He spoke to them and got involved with the company. Research Now was an exciting company with great leaders. Martin went from working with behavioral data to working directly with insights and sentiments, which were the things he truly cared about!
Getting headhunted
Martin got headhunted from Research Now to work at Lightspeed. Working at Lightspeed was exciting because they changed how insights got gathered. He later left Lightspeed to join Eureka, a company all about big data.
Big data
Big data was another eye-opening discovery for him!
Pureprofile
After Covid struck, Martin wanted to be closer to home. Pureprofile did not have a CEO and was a perfect fit, so he joined the company. He helped them create a core strategy around being global, having great technology, and delivering the data, insights, and media campaigns their clients wanted. He also helped them get rid of their mountain of debt, which inspired clients to spend much more with them, partners to sign with them, and team members to get a lot more involved.
Martin’s skill
Even though many founders and entrepreneurs have brilliant ideas, they still need an executive team to make their ideas a reality. Martin understands that building a great execution team involves giving people the tools they need to flourish and then backing off and letting them get on with what they have to do.
Staying open and excited
Martin advises everyone to be hungry to learn and stay open to getting excited and discovering something new throughout their career!
Who needs to use data?
Data insights will be helpful for anyone who needs to make a business decision.
The metrics needed for a successful business
To have a successful business, you need to have engaged and passionate team members who love their work. You also need to have satisfied customers.
Clients and customers
Companies should adopt a personal approach and always put their customers first. Additionally, they should also be flexible with their clients and deliver what they want.
Panelists
Panelists should be given what they want and need and we should look at surveys in terms of how they will further the panelists’ lives, and panelists should get well rewarded for participating in surveys.
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Sima@Infinity-2.com
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