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Revolutionizing the digital marketplace with data and AI
Enterprise: Data-Driven Marketing, Market Your Business, Marketer's Alchemy
2 Minutes
2 Minutes
As digital marketplaces evolve, data and AI are transforming how companies connect with customers and drive growth. For Llibert Argerich, Chief Marketing Officer at Thumbtack, harnessing the power of these tools has become a core part of his organization’s marketing approach. In this episode of Marketer’s Alchemy, Argerich and our host dive into how Thumbtack’s marketing function optimizes their vast data and leverages AI to foster more personalized, efficient customer experiences.
About the guest: Llibert Argerich, CMO at Thumbtack
Boasting an impressive 20-year career in marketing, Llibert Argerich’s passion for his field began when he was introduced to market research while studying economics in France. Following this, moved on to hold roles at Expedia, eBay and Udemy where he further nurtured his passion for data-driven marketing, particularly in digital marketplaces. Argerich joined Thumbtack a year ago and oversees marketing as their Chief Marketing Officer. Thumbtack serves as a platform for homeowners to find local service professionals for various home tasks like repairs and maintenance, boasting a network of over 300,000 pros across the U.S.
What’s inside this episode
As a two-sided marketplace, Thumbtack serves two customer groups: homeowners and service professionals, as explained by Argerich. Homeowners use Thumbtack to seek solutions for home projects, while pros use it to grow their businesses by finding local customers. This supply-versus-demand model results in lots of data from both sides, presenting ongoing opportunities for optimization, testing and experimentation – opportunities that Argerich and his team smartly leverage.
To efficiently leverage all this data, Argerich shares how his team uses AI to deliver personalized customer interactions, emphasizing the need for marketers to embrace change and leverage AI to increase productivity and efficiency.
We have so many open fronts with AI… Allowing customers to state their problems in a way that is natural – whether that's long query strings or uploading an image or video – having AI understand that and then making the right assumptions, connections and ultimately connecting with a pro… that's a big, big, improvement [in helping] customers get to the right solution with minimal effort.
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Llibert Argerich
Chief Marketing Officer , Thumbtack
Other topics explored in this episode include:
- Thumbtack’s culture of experimentation, how they test assumptions about customer behavior, using a combination of data-driven hypotheses and user feedback to guide changes
- Seasonal and geographical marketing strategies for greater personalization
- Measuring campaign effectiveness through comprehensive metrics, including last-touch, multi-touch, incrementality testing, media mix modeling and predictive lifetime value modeling
- The importance of building a skilled, diverse and collaborative team to better solve complex problems, plus the benefit of early involvement and open communication with stakeholders
- Forming partnerships for enhanced reach
Check out Marketer’s Alchemy on your favorite podcast platform (including Apple Podcasts, Spotify and Audible), and watch past episodes over on YouTube. Make sure to subscribe so you don’t miss out on the next exciting discussion!
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