#MeetTheSpeaker Fixing the Zero | Phil Wade

Good Growth’s Senior Digital Marketing Manager, Phil Wade, joined us on Nov 6th with “Fixing the Zero” Creating the right measurement framework for your business in the right way.

Name: Phil Wade

Job role: Strategist

Social handles: @iamphilwade

What motivates you to do what you do?

The mental challenge of problem solving combined with the feel good factor of delivering a successful solution. 

How do you start your mornings?

By taking the dog for a walk. She doesn’t let me start any-other way 🙂 We live in a quite countryside location so i find that a good opportunity to think through any challenges or complexities while being completely uninterrupted.

What does a ‘typical’ day at work look like?

I get involved in some aspect of most projects, the nature of which dictate at what point I get involved, meaning my days are typical in that they rarely follow a regular structure of tasks.

When are you most productive?

I like to use the quiet focus of the mornings for tasks that require longer or deeper focus. And the buzz of meetings keeps me energised through the afternoons.

What one thing do you try to do every day?

Not sure i’ve ever actively tried to do one thing every day. I believe making time for thinking is incredibly important. The ‘constantly busy’ approach to work removes time for thinking in any detail. And it’s the depth of thinking that makes the difference in what you do.

What was your talk about?

It’s aim was to convey the importance of measuring the right metrics across the customer experience, not just the obvious or traditional metrics associated with a marketing activity operating in a silo.

What is the best resource for people who want to dive in deeper?

The talk came from ideas inspired by a number of unrelated sources, I’m not sure there is any particular resource that focusses on this subject as I presented it.

That said, the Experience section of www.mycustomer.com has a number of well put together articles on customer experience and getting started in journey measurement.

What is the one app/website/blog/newsletter that you wish was your idea?

Without a doubt Shane Parrish’s site Farnam Street. As it’s just a blog, it’s not the idea, but the quality of content and depth of knowledge that I have huge respect for.

What is the biggest challenge in the [field/topic/industry] at the moment?

Transforming the quantity of data collected into actionable and meaningful insight. From a position of measuring everything they can, business have amassed a wealth of data. The problem is data on its own will not tell you the answers. Being able to interpret the data in context of the customer and business environment is the challenge being faced.

Follow Good Growth on social media or check out their website for more information. Thank you, Phil, for your thought-provoking talk!