Shows
UNF#CK YOUR DATAData Protection - How to navigate Data in the tides of GDPR | Siobhan SolbergThere few things that send (marketing) analysts shivers down their spine line the dreaded GDPR. The European archenemy of data people. But why is something like the GDPR even necessary and how can we handle it without burning our fingers? In this weeks episode your host Christian Krug interviews Siobhan Solberg, Data Protection Consultant at Raze on this hot topic.Many people especially in Europe know this: You want to get something signed or book a service or an appointment and you get immediately handed a formular for giving consent to data storage. Let’s face it – it’s...
2025-04-0859 min
Keep OptimisingAttribution: Creating a Customer-Centered Privacy Strategy with Siobhan Solberg, RazeSiobhan Solberg is a data protection consultant… with a growth mindset. Yeah! She founded her consultancy Raze back in 2018 to help businesses take control of and optimise their marketing data. In this episode, we discuss: Why data privacy is now a must for businesses Transparency as a key component for building trust and loyalty How less data can be more relevant Dive in: [06:50] Transparent data practices build customer trust and retention. [14:50] Maintaining accurate marketing lists is daily hassle. [19:18] Shift from hoarding to actionable data is crucial.
2024-10-2336 min
Humans of Martech131: Siobhan Solberg: A guide to ethical marketing with data minimization and privacy strategiesWhat’s up everyone, today we have the pleasure of sitting down with Siobhan Solberg, data privacy consultant and advisor. Summary: Siobhan takes on a behind-the-scenes look at the hidden mechanics of data privacy, ethical marketing practices, and effective data management. Marketers often overlook the importance of data privacy, but the increase in data breaches shows that people do care about their data. To address this, marketers should experience tools from the customer’s perspective, implement regular data reviews, and foster collaboration between marketing and compliance teams. By breaking down the user journey into distinct phases, they can...
2024-08-0653 min
Careers in Data PrivacySiobhan Solberg: Privacy & Data Management ConsultantIn 2006, Siobhan founded My Lesson Room,
That was all before her privacy career bloomed.
Siobhan was a professional musician,
Privacy and data management became her mission!
2024-08-0138 min
Measure UpRespect your customers! Privacy in marketing with Siobhan Solberg"Your [marketers] were so preoccupied with whether or not they could [track customers across the web], they didn't stop to think if they should."- Jeff Goldblum / Ian Malcolm, Jurassic ParkWith all the FUD (fear, uncertainty and doubt) and blatant misinformation being spread lately around the so-called "cookieless future" or "cookiepocalypse," 🤮 we needed to set the record straight.Find out why Siobhan Solberg insists that marketers respect their customers, and that it actually benefits them to care about their privacy.▶️ Watch on YouTubeLinks from the show: Siobhan on Linke...
2024-02-0946 min
Funnel RebootPrivacy and data governance, with Siobhan Solberg If you go to Wikipedia and type Zero-sum game, it'll describe it as "a situation that involves two sides, where the result is an advantage for one side and an equivalent loss for the other. In other words, player one's gain is equivalent to player two's loss, with the result that the net improvement in benefit of the game is zero" Many think that's how privacy regulations are affecting marketing. Anytime client privacy is upheld it's at our expense. We're losing; they're winning. Zero-sum game. ...
2024-01-2540 minFunnel RebootPrivacy and data governance, with Siobhan Solberg If you go to Wikipedia and type Zero-sum game, it'll describe it as "a situation that involves two sides, where the result is an advantage for one side and an equivalent loss for the other. In other words, player one's gain is equivalent to player two's loss, with the result that the net improvement in benefit of the game is zero" Many think that's how privacy regulations are affecting marketing. Anytime client privacy is upheld it's at our expense. We're losing; they're winning. Zero-sum game. ...
2024-01-2540 min
From A to BHungry Hungry HiPPOs... But What Are They Hungry For?Love 'em or hate 'em, the highest paid person's opinion (HiPPO) is here to stay. The question is... do all HiPPOs suck?
In this episode, Tracy and Shiva discuss:
(2:59) What's a HiPPO?
(4:50) Is a HiPPO always a bad thing?
(9:16) Working with great (and not-so-great) HiPPOs
(18:05) LinkedIn post of the week
The LinkedIn post of the week is from Siobhan Solberg: https://tinyurl.com/FromAtoBSiobhan
Like what you hear? Subscribe. All the cool kids are doing it.
2023-06-2125 min
Privacy Pros PodcastHow I Became A Privacy Pro And Secured My First Gig In Less Than 6 MonthsCIPM Certified Marketing Expert Reveals The Secret To A Successful Career TransitionHi, my name is Jamal Ahmed and I'd like to invite you to listen to this special episode of the #1 ranked Data Privacy podcast.In this episode, we're joined by Siobhan Solberg, privacy consultant and renowned marketing expert. Siobhan shares her experience on the Privacy Pros Accelerator programme, her journey from marketing to Privacy and tips for a successful career.We cover:The fastest way to launch a privacy career with no experienceWhy certifications alone won't help you break into...
2023-05-0951 min
No Hacks: Optimising the Web for AI AgentsPrivacy Needs Marketing with Siobhan SolbergSiobhan Solberg is a musician/football fanatic turned protector of privacy and founder of measurement and optimization agency, Raze Marketing. She also hosts Marketing Unfucked and has been a speaker most recently at the Superweek, The Copywriter Club and more. In this episode, we talk about Privacy. As marketers, we know we need to comply and tick off privacy checklists. But is compliance enough? We know marketing needs privacy but does privacy also need marketing?Links in the episode:Raze MarketingSiobhan Solberg LinkedInSiobhan's WebsiteIf you learned something new to...
2023-03-2225 min
Marketing Unf*ckedCan having fun drive profit?Mark Rofe is the answer to the question, ‘what happens when you combine a great mind for marketing with a love for humorous stunts?’ With several e-commerce businesses, a PR course, and a viral billboard campaign advertising himself in his portfolio, Mark has a unique perspective on digital marketing and PR. But is there anything he wants to Unf*ck about the industry?Join me, Siobhan Solberg, and my co-host Russell McAthy as we chat with entrepreneur and digital marketer Mark Rofe about running a Christmas tree farm. Yes, really! In our ‘Christmas’ episode, we delve...
2022-12-2029 min
Marketing Unf*ckedMarketing isn’t the problem. Everything is. | Tim StewartIf a company makes a $50m profit in its first year but goes bankrupt less than a decade later, should it be considered a successful business? It’s easy to equate success to sales, yet chasing short-term profits makes long-term success unattainable. Developments in digital marketing have made it easier than ever before to deliver quick results. Still, new businesses that jump in without doing the work to support cross-departmental collaboration will soon face stagnation. So, do we need to unf*ck marketing, or do we just need to learn to work together better to support business-wide goals?...
2022-12-1338 min
Marketing Unf*ckedAnalytics is more than a box to be checked | Jill QuickTechnology isn’t as smart as people think it is. Assuming our tools are clever enough to figure out what we want to know without additional input is a rookie mistake many businesses make. Unfortunately, this leads marketers to make decisions based on (unintentionally) confabulated reports — potentially tanking their conversion rate. With Universal Analytics set to stop processing new data in 2023, teams that aren’t educated in marketing analytics will struggle to benefit from the more convoluted GA4. But is that a bad thing? And what can analytics consultants do to better support businesses that don’t understand their reports...
2022-11-2949 min
Marketing Unf*ckedIs caring about customers always the answer? | Jono AldersonOne simple truth is redefining the marketing landscape: consumers are getting smarter. With businesses like Amazon setting an increasingly high bar for customer experience, doing the bare minimum is no longer enough — especially when algorithms are learning to judge website quality on how much businesses care about their customers. But with so few willing to invest in delivering quality online experiences for their customers, what’s to be done?Join hosts Siobhan Solberg and Russell McAthy as they catch up with Jono Alderson, head of SEO for Yoast, digital strategist, and award-winning marketing expert. List...
2022-11-1536 min
Marketing Unf*ckedSilos, egos, and why server-side is about control | Simo AhavaTaking the path of least resistance can be incredibly tempting. After all, if a solution promises to fix all your business’s problems, isn’t it worth a try? In reality, clever tools and tactics never deliver the fix-all solutions they claim to offer. Only an understanding of how our work impacts that of others, fluid communication, and a willingness to learn can improve business operations in the long term. But in a world where ego reigns supreme, how do we make communication a priority and become less reliant on tools? Simply, how do we unf*ck this process?
2022-11-0139 min
Marketing Unf*ckedWhy data is not the solution to uncertainty | Rick DronkersWhat came first, the process or the insight? In an ideal world, a business’s processes would be informed by data, with teams seeking information to help them reach pre-established goals and objectives. But when it comes to data collection, can we really understand what we want to do with this information before we have it in front of us? And as clients become increasingly concerned about maintaining growth in a changing world, how do we convince them that collecting more data isn’t a business-saving silver bullet?Join me, Siobhan Solberg, and my co-h...
2022-10-1836 min
Marketing Unf*ckedHow failed tests help you make better decisions | Craig SullivanIt’s easier now than ever before for businesses to run CRO experiments, but what happens when great technology is misused? From not running enough tests to manipulating data to prove a favored hypothesis, there are many ways businesses use testing resources incorrectly — and screw up their growth in the process. So, how can we Unf*ck these issues?Join me, Siobhan Solberg, and my co-host Russell McAthy as we chat with Optimal Visit’s Optimiser in Chief, Craig Sullivan, about all things testing. We get into why there is no such thing as a ‘fai...
2022-10-0446 min
Marketing Unf*ckedWhy compliance should be your first thought, not an afterthought | Cory UnderwoodCollecting customer data is something businesses take for granted. It’s an expectation: if they can’t gather data on their customers’ behavior online, how else are brands meant to optimize their user journeys? Yet as legal battles between Google Analytics and European data protection authorities show no signs of slowing down, global businesses risk losing access to data on a massive market. They need to reconsider their compliance strategies — and quickly. The shifting landscape of data security is impacting marketers, businesses, and consumers, but are the changes benefiting anyone?In this episode of Marketin...
2022-09-2040 min
Marketing Unf*ckedLet go of assumptions to better understand your customers | Janis ThomasMarketers often exist within a bubble that messes with their perception of their audience. They build ideas about their customers based on their own desires and preconceived notions about different segments, thinking that older audiences are slow and don’t engage with brands online. That an instant conversion is always a win. And, most dangerously, that everyone looks and acts like them.This is based on ego, not data, and is totally F*cked. But how do you move away from comfortable ideals and begin to engage with your audience in a way that dr...
2022-09-0638 min
Marketing Unf*ckedBonus: What does data-centric marketing really mean?Small business owners often make the mistake of not fully understanding where their marketing dollars are going. This sticky issue has a fancy term: attribution marketing. That is, if you spend x amount of dollars, what’s the true return? Where are the customers coming from? How much do you need to spend for them to find you?Join me and fellow host, Russell McAthy, on Marketing Unf*cked as we talk through the analytics that can shift the needle in your business and how to identify them. Russell is a marketing attribution expert. We...
2022-08-2333 min
Marketing Unf*ckedMaking an impact: how to weave purpose into profits | Fiona Ras-JonesFrom planting trees to fighting hunger, many companies have a cause to champion. But with so much greenwashing and virtue signaling, audiences are (understandably) suspicious. How do you build an authentic purpose into your business in the right way? And can it really help your marketing?Join me on Marketing Unf*cked as I speak with Fiona Ras-Jones, founder of the Make Impact agency, as we talk about the right ways (and wrong ways) to build a purpose-driven business.We get into the perils of greenwashing, how to measure the effects of your work...
2022-07-1225 min
Marketing Unf*ckedMake SEO part of your growth strategy | Maeva CifuentesSEO can be defined as the practice of making your website findable on search. But there’s a lot more to it than checking a few boxes. You need good research, a holistic approach, and a consistent framework to make sure your SEO delivers results. Join me on Marketing Unf*cked as I speak with Maeva Cifuentes, content marketing specialist and founder of Flying Cat Marketing. We discuss the value of quality SEO that goes beyond keywords and backlinks to become part of a company’s very foundation. We’ll dig into how to use research...
2022-06-2828 min
Marketing Unf*ckedBuild better relationships | Juliana JacksonMarketing agencies and SaaS companies can partner up to gain leads, grow revenue, and offer a better customer experience. But that’s a lot easier said than done. In many cases, software providers don’t truly understand an agency’s needs, and agencies don’t want to change the way they do things. So, how do we create two-way partnerships that benefit everyone involved?Join me on Marketing Unf*cked as I speak with marketing specialist Juliana Jackson. We discuss how to create stronger partnerships between SaaS companies and marketing agencies by using data, being kind, and forging more aut...
2022-06-1428 min
Marketing Unf*ckedWant to Serve Your Audience? Get Some Skin in the Game | Andra ZahariaExcellent marketers don’t just do the work — they believe in their work, support others, and create opportunities for people to thrive. If you want to show your audience you really care, you have to have some serious skin in the game. But what exactly does that mean, and how does it help you succeed?Join me on Marketing Unf*cked as I speak with Andra Zaharia, a Content Marketing specialist with cybersecurity expertise, who outlines why it’s so crucial to develop a personal stake in our work as marketers.Andra shares thoughts on educat...
2022-05-3123 min
Marketing Unf*ckedThe Importance of Inclusive Marketing | Sonia ThompsonHow can we be more inclusive in our marketing, intentionally? What steps can we take to choose an audience, make them feel seen, and avoid excluding others along the way? Join me on Marketing Unf*cked as I speak with Sonia Thompson, an inclusive marketing strategist and consultant. She helps brands win customers by delivering inclusive and remarkable experiences that make them feel like they belong. Tune in to learn how to create an authentic and inclusive marketing plan that connects with your audience, and can grow along with your business. Sonia shares her 5 Degrees of Inclusivity...
2022-05-1727 min
Standard Deviation PodcastCialdini's persuasion principles with Siobhan SolbergConnect and learn more about Siobhan Solberg:LinkedinTwitterThe company she has founded: RAZEHer podcast: Marketing Unf*cked.How to pronounce Siobhan :DIf you liked this episode, make sure to subscribe to your favorite podcast provider.To watch this interview in video format, please check out our YouTube Channel.To connect with the host, Juliana Jackson, you can follow her on Twitter or Linkedin.Standard Deviation: A podcast from Juliana Jackson is sponsored by CXL.com.CXL is the premium marketing education destination.
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2022-05-1449 min
Marketing Unf*ckedWhy You Need Customer-Focused Messaging | Diane WireduWords are powerful. As marketers, we know this is true. Yet so many businesses struggle to find the right message. If you want to unfuck your messaging, you’ve got to lead with the customer. So, what does this mean, exactly? Messaging Strategist and Conversion Copywriter, (and the founder of Lion Words), Diane Wiredu, reveals everything you need to know about creating customer-focused messages in this episode of Marketing Unfucked. Diane helps scaling SaaS and B2B companies simplify their message, attract more perfect-fit customers and get better...
2022-05-0320 min
Marketing Unf*ckedCorporate Digital Responsibility as Your Guide to do Better | Tim FrickEver wonder if there are any principals that can guide an organization way to being better?Join me on Marketing Unf*cked as I speak with Tim Frick, advocate for the responsible, equitable, and sustainable use of design and technology, about Corporate Digital Responsibility and itss 7 principals.In this weeks episode we cover:the 7 principals of Corporate Digital Responsibilityusing b-corp assessment to help understand impactthe importance of aligning your storyhow marketing can avoid green-washing, woke-washing, rainbow-washing...the affect of digital on the environment - no, it's not all good!where the team the created CDR...
2022-04-2030 min
Marketing Unf*ckedHow Data Privacy Rules force us to get back to basics | Derek LackeyWhat is the key role of marketers today? Is it to generate leads for the sales team, or strategically position the company to win? Discover the answer in this episode of Marketing Unfucked featuring my special guest, Derek A. Lackey. Derek is the Managing Director of Newport Thomson, a company that seeks to assist marketers to update their data practices to comply with new privacy and data protection laws around the world – including the new privacy regulations in Canada. Tune in to learn how to market to consumers while respecting their data...
2022-04-0531 min
Marketing Unf*ckedJust Measure It: How Measuring and A/B Testing can Unfuck your Marketing | Dennis van der HeijdenDo you want to know why your website isn’t performing as well as you hoped? Dennis van der Heijden, Founder and CEO of Convert.com, warns marketers that neglecting to measure performance could send your business down the crapper… Alright, maybe he didn’t say those exact words… but he did raise some important points around measuring and A/B testing. Don’t be fooled into thinking that measuring performance is only for businesses with tonnes of traffic! It isn’t. You should still measure even if you don’t get a lot of traff...
2022-03-2225 min
Marketing Unf*ckedWhy you need a Content Audit | Lauren PopeWhen was the last time you invested in a content audit for your website? A good content audit will help you decide which content to keep, re-write, update, or delete. If you keep convincing yourself that a content audit isn’t necessary, this episode of the Marketing Unf*cked podcast will change your mind. My guest in this episode, Lauren Pope, is an independent content strategist who knows how to help marketers like you get the right content to the right person at the right time. She shares insider tips on how auditing your content can...
2022-03-0821 min
Marketing Unf*ckedAre you using spy pixels in your email? | Dave SmythDid you know that many of the emails you receive from organizations contain tiny spy pixels? Dave Smyth, Designer, and Developer at Scruples Studio joins the Marketing Unf*cked podcast to discuss how organizations use ‘spy pixels’ to send your email data back to the original sender - and the steps you can take to protect your privacy. Spy pixels relay private information about how you engage and interact with your emails back to the original sender. These sneaky little pixels can log information such as if and when an email is open...
2022-02-1616 min
Marketing Unf*ckedStop Forcing Customers To Do What They Wouldn't Want | Stéphane HamelAre you guilty of trying to get your customers to do things that, deep down, they don’t want to do? You’d be surprised at how many marketers are guilty of this, whether they do it intentionally or not. Stéphane Hamel is a seasoned digital marketing and analytics consultant, innovator, keynote speaker, pre-seed investor, and start-up & agency advisor. He joins the very first episode of the Marketing Unf*cked podcast to discuss how marketers can unf*ck their marketing by focusing less on automated chatbots and more on building trust with customers. ...
2022-01-2620 min
Experiment Nation: The PodcastCR-No: Addressing the lack of direction and primary calls to action on pagesThis week, Siobhan Solberg, Kenya Davis, Shiva Manjunath and Eddie Aguilar talk about how to address the lack of direction and primary calls to action on pages.
This episode was edited by Zohaib. Zohaib is an audio engineer, music producer and DJ from Karachi who now lives in Toronto. You can find this profiles here:
https://soundcloud.com/saazbyzoi
https://www.facebook.com/saazbyzoi
https://www.instagram.com/zoi_music/?hl=en
2021-03-2026 min
Experiment Nation: The PodcastCR-No: How to manage stakeholders and HiPPOsIn this episode, our panel discusses how to manage stakeholders and HiPPOs. What do we do with them when they don't agree with our results? How do we get ahead of issues?
On the panel:
Shiva Manjunath
Eddie Aguilar
Kenya Davis
Siobhan Solberg
2021-03-1222 min
Experiment Nation: The PodcastCR-No: Balancing between optimizing the entire customer journey vs. just the websiteOn today’s panel, we have
Siobhan Solberg from Raze
Shiva Manjunath from Gartner
Kenya Davis from Evolytics
Eddie Aguilar from Circle media labs
In this episode the panel discusses:
Balancing between optimizing the entire funnel vs focusing only on the website
Bringing segmentation into the mix
Their beef with Google optimize
2021-02-0524 min
Experiment Nation: The PodcastCR-No: Experiments should be backed by hypotheses - leave your best practices for your processesToday's episode features:
Eddie Aguilar
Kenya Davis
Shiva Manjunath
Siobhan Solberg
The panel talks about:
How best practices in CRO should only apply to approaches and workflows and not necessarily what you should test.
The danger of copying others’ "best practices".
Enjoy!
2020-12-2830 min