Depending on who you talk to, data is at the heart of everything in marketing. While many still argue that content is King, it's nothing if it's not targeted to the right people. And that comes from data.

Ahead of her presentation at Integrated Live, I had a chat with Yariella Coello, head of consultancy at Profusion, to find out a bit more about her and her presentation.

What area of marketing do you specialise in?

I specialise in data science, CRM and digital marketing.

How long have you been with the company?

I've been with Profusion for just over two and a half years.

How long have you been in marketing?

I've been in marketing for over a decade.

Why do you do what you do?

My job is exciting, dynamic and keeps me on my toes. I like solving marketing problems and being Head of Consultancy means I get to use my creativity and curiosity every day.

Which marketing platform do you use the most (and it can't be your own!)?

Photography is a huge passion of mine and because of this I'd have to say Instagram. I use Instagram daily as a source of inspiration, mainly for lifestyle ideas, travel and food. I also love Instagram's built in personalisation and because I've designed my feed to cover all my areas of interest, even the ads I'm served are relevant and interesting to me.

If you could only use one marketing platform for the rest of your life, what would it be (and you can't use your own!)?

I would have to say Instagram. It is a huge influence on my lifestyle choices now and I really think marketers need to get to grips with the platform's huge untapped potential in connecting with consumers. A picture paints a thousand words and I've found product images on there that inspire me in ways a product description never could.

What is your favourite thing about marketing?

I love the changing face of the industry. No two days are the same for me and that's exciting. It will be interesting to see what the industry will look like in the future as we get increasing automation, AI and data driven.

Is content still king?

Content is really important but context is king and that is where data comes in.

In a sentence, what's your presentation about?

I'm going to be giving advice to marketers on how to use data science effectively to create a more personalised customer experience.

You can find Yariella's presentation on using data science effectively in the Content Theatre at 11pm at Integrated Live on 17 November, but you'll have to register for your free ticket first:

Eventbrite - Integrated Live

Originally posted on Digital Marketing Magazine