Allison Hartsoe

November 25, 2021

Transforming Businesses by Understanding Customers

Business and Leadership, Marketing and Customer Experience

The ContraMinds Podcast is available on

Allison is the CEO of Ambition Data, a firm using Technology to uncover Customer Behavior and identify opportunities to amplify Marketing ROI.

She is a three-time entrepreneur and has brought her experience to organizations such as Semphonic (which was acquired by Ernst & Young), Cardinal Path, iSyndicate, and Aspyro.

Allison has been published in Forbes.com, Fast Company, Online Marketing and she publishes her own blog, Schrodinger’s Cat. She has spoken at Conversion Conference, eMetrics and the Tableau User Conference.

She is an alumnus of Ohio University, graduating Summa Cum Laude in Jounralism. She also attend the Wharton Executive Education Program on The Strategic Value of Customer Relationships.

Related

Show Notes

On the Origins of Allison’s Passion for Data-driven Marketing and Customer Equity [02:27 – 03:42]

On the Difference between Brand Value and Customer Value [03:45 – 0:14]

Allison on her days as an Entrepreneur and why she did not choose to work at Name-Brand Organizations post her Company Acquisitions [05:43 – 09:16]

On Customer Lifetime Value and its Implications on a Business [09:52 – 15:45]

Attributing Costs and Processes when Measuring CLV [16:08 – 21:05]

Upcoming Megatrends in the World of Customer Data [21:06 – 28:01]

Applying CLV in Corporate Strategy [28:05 – 33:33]

Leveraging the CLV Metric to give rise to “Superstars” [33:35 – 34:20]

On the Vision and Mission behind Ambition Data [34:22 – 38:13]

On Capturing Data on Customer Value and Driving it to the C-Suite [38:15 – 41:11]

On the Perils of Customer Information Overload [41:16 – 46:56]

What the word, “Successful”, means to Allison [47:15 – 47:24]

On Allison’s Favourite Books [47:26 – 49:00]

Advice Allison would give a Young Person at University today [49:04 – 52:43]

The Best piece of Advice Allison has ever received [52:47 – 53:58]

What is something Allison believes in that nobody else agrees with her on [53:59 – 54:40]

A Guest Allison would like to see featured on ContraMinds [54:44 – 56:03]

Selected Links

Connect with Allison

People Mentioned

Gary Angel

Companies / Institutions Mentioned

Ambition Data

Data-driven Marketing

Customer Lifetime Value (CLV)

Customer Balance Sheet

Books / Show Mentioned

Books Recommended by Allison

Customer Centricity: Focus on the Right Customers for Strategic Advantage by Peter Fader

The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value by Peter Fader and Sarah Toms

Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences by Gary Angel

Infonomics: How to Monetize, Manage, and Measure Information as an Asset for Competitive Advantage by Douglas B. Laney

Be Like Amazon: Even a Lemonade Stand Can Do It by Jeffery Eisenberg, Bryan Eisenberg, and Roy H. Williams

Additional Content

The Age of Customer Equity

Buy the Book

From the boardroom to the war room, customer value data is important to focus expenses and internally align your team.

For many companies, large and small, customer data is a noisy mess.

There are problems across the ecosystem from partners to page views and from KPIs to campaign tracking. But the biggest problem is not the technical data silos but the human ones.

In The Age of Customer Equity, marketing expert with a passion for analytics Allison helps you cut through the noise and gives you the tools you need to humanize your customer data to connect to the right customers at the right time.

Visit Allison’s Website

Episode Transcript

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