Episode: How Customer Analytics Can Drive Smarter Marketing Investments
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13 Minutes on Using Customer Analytics to Make Smarter Marketing Decisions
In this episode of GydeBites, Prasanna Vaidya speaks with Renu Bhargava about how customer analytics helps marketers make better investment decisions. They discuss why customer behavior matters more than demographics, how to identify high-value customer segments, and how lifetime value and acquisition costs help measure marketing ROI.
The conversation explores how AI could enable real-time budget allocation, why human oversight remains important, and how experiencing your own product can reveal friction that dashboards miss.
Listen in to learn how to connect customer insights with smarter spending and better marketing outcomes.
Questions covered in this episode:
How is customer analytics changing marketing investment decisions?
What customer data matters most when deciding where marketing budgets should go?
How can businesses use customer analytics to identify and prioritize high-value segments?
What are some real-world examples of analytics improving marketing ROI?
How will AI change customer analytics and marketing investments going forward?
Meet the Speaker
Director of Customer Analytics, Western Union
With two decades of experience in analytics and AI leadership, Renu has built and scaled analytics functions across customer strategy, marketing, attribution, and experimentation. She focuses on using data and measurement to improve business decisions and build teams that deliver measurable results.
