Speaker spotlight: Mitch Platt, UK Country Manager at Growth Tribe
Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.
“A big barrier today is awareness: many people still don’t know that they can leverage AI without knowledge of coding.”
#SuperchargeMarketing returns to London on October 29th when we’ll be opening up the doors of the chic Zetland House to more than 100 innovators from the city’s diverse marketing community. Alongside opportunities to network with your peers and trial Datasine’s AI marketing platform, we’ll be featuring a series of insightful talks from some of the industry’s key movers and shakers.
Mitch Platt, UK Country Manager at Growth Tribe, Europe’s first ‘growth academy’, will be one of the innovators taking to the stage to share his extensive experiences and tips for growth marketing . We sat down with him ahead of his presentation to talk about growth marketing and AI democratisation and adoption.
Tell us a bit about yourself and your work?
Originally from London, I spent my formative years in Northamptonshire and then studied in Liverpool (a city I couldn’t recommend more!).
I head up the UK office of Growth Tribe, a five-year-old Dutch company that’s focused on helping people, teams and businesses build their skills in growth marketing and AI. I joined about 12 months ago and at the moment we’re a small team in London– when I joined it was just me and now there’s five of us – so the role is really varied. I can be doing anything from marketing to sales to event management and even a bit of consultancy – whatever needs doing.
How did you get into marketing?
By accident! I originally wanted to become a lawyer, but I took a year off between school and university to go backpacking. I was all set up to work in the local Sainsbury’s for six months when I stumbled (quite literally) across my neighbour in the local pub who ran his own small business and needed help in the marketing end of things. I quickly fell in love with the variety and creativity the role demanded, and I’ve never looked back.
What marketing tools could you not live without?
I love automation and data so I couldn’t live without Hubspot. After that it’s probably (sadly) Google Sheets.
How do you see AI and machine learning affecting marketing?
Three years ago, for a business to be using AI in whatever capacity it needed a strong team of data analysts, engineers and scientists – that was a prerequisite. Fast forward to today and there’s a load of tools available that are democratising access to AI technology. You guys at Datasine are a great example. I can use your Connect tool to get access to smart prediction models rather than using ‘finger in the air’ guesswork. There’s also many powerful AI analytics tools out there to support your marketing efforts. All of this means you don’t have to be an expert anymore; these tools have been built with the end user in mind, making them incredibly accessible.
“Three years ago, for a business to be using AI in whatever capacity it needed a strong team of data analysts, engineers and scientists – that was a prerequisite.”
To draw a parallel, ten years ago if I wanted to build a landing page I’d have to hire a developer. Today if I bothered a developer with that, I’d deserve to be fired because there’s so many tools out there that help us build landing pages with ease. It’s going to be the same for AI in the years to come, with the technology is becoming more democratised, mainstream and available for marketers.
To reach this point, the next stage of AI adoption is education. A big barrier today is awareness: many people still don’t know that they can leverage AI without knowledge of coding. But once people understand how accessible the technology is, the world is your oyster! It’s just a case of getting more data-citizens in strategy/decision-making roles, that’s when AI’s impact will really be felt.
Do you have any tips for how marketers can implement personalisation without coming across intrusive?
No one size fits all so you need to experiment to find what works. My recommendation here is always focus on the value exchange. People are happy to get up close and personal with brands/products/services if it’s done in a way that adds value to their life.
What are you going to be talking about at the event?
I’m going to explain what growth marketing is, beyond the buzz. My goal is to demystify the approach, and explain what an accessible way it is to work – showing that any person in any size organisation can utilise rapid experimentation
Sign up for the free event now while limited spaces still last – and we’ll see you there.
A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.
Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.
Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.
Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing
Datasine’s CEO Igor Volzhanin outlines his MAD//Fest presentation, explaining why using content data and AI leads to a steep increase in ad performance.
Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.
Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.
Got your attention with the picture above? Great! I’m sure you’ll love the rest of this article. It probably doesn’t come as a surprise to you that we live in the age of visual culture. Ten percent of all photos ever taken by humankind took place in the last 12 months.
Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.
Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.
The data boom has driven focus on areas such as targeting, brand and reach for Facebook Ads, yet the creative remains the most impactful factor in successful Facebook Ads
Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.
Facebook Ads A/B testing is crucial to understanding what marketing content works best. Datasine’s PPC Manager outlines how Facebook Ads A/B tests work in this simple guide.
Data-driven marketing is a key focus for marketing teams today. I spoke with Alessio Pieroni, Head of Marketing at Mindvalley about how to practice it successfully.
Head of Content & Product Marketing at Attest, Meagan Healey, joins the conversation to talk data-driven marketing and why aligning sales and marketing is a game changer.
Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.
Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.
Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.
Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.
Data-driven disruption is sweeping through creative industries. We sit down with Wayne Deakin, Executive Creative Director at Huge EMEA to talk about facing it head on.
A McKinsey report has concluded that marketers who use creativity and data together achieve a much higher performance for their brand
Datasine’s Performance Marketing Manager gives 3 simple steps for building better Facebook Ads, including optimising creatives and using AI
Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.
For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [1/2]
Creative data has been overlooked by marketers. But at Datasine we’ve found a way to drive performance with this powerful data: Content Atomisation – supercharged by AI.
Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.
Datasine Connect, Datasine’s AI platform, analysed the 12 official art posters for the Tokyo 2020 Olympic games to discover which was the most engaging for the UK population
Datasine’s Marketing Director, Cornel Lazar, shares the questions each brand must ask before rebranding, and Datasine’s journey to change its look and feel.
While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives
Email is one of the most effective marketing channels and Mailchimp has long been a favourite amongst marketers and growth hackers. Learn how to up your Mailchimp newsletter game with our growth hacks.
Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler
I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.
We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.
Brand Manager and Founder of Maxtractor.agency, Magda Urbaniak, shares her best practices for brands paid and organic social efforts
Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.
Data and AI are becoming more vital to the role of the Creative Director. Datasine sits down with Alex Colley, Creative Director of ikon, to find out more about the impact tech is having.
How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.
For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [2/2]
Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.
Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.
Facebook dynamic ads, or Facebook product ads, let you remarket to your audience. Find out how to use them in this simple guide to DPA ads.
Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.
Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.
Datasine sits down with Flavilla Fongang, Creative Brand Strategist and Founder 3 Colours Rule to talk branding, neuromarketing and the future of the industry
Artificial intelligence (AI) should be taking marketing by storm, but its lack of interpretability for most marketers is holding back innovation and adoption.
Lack of customer loyalty is a key problem in the travel industry. We take a look at some of the ways data can tackle the issue.
AI can drive marketing success by optimising audience targeting and reach but, more importantly, AI optimise your creative content through Content Atomisation.
We speak Joe Stevens, Corporate Digital Marketing Manager at Flight Centre about using data to send the right message to the right person at the right time
In crisis times, marketing budgets get slashed. Here’s how we can support you to stretch your budget further and drive sales – even in the face of a pandemic.
Data-driven marketing has swept through the industry, but the data focus has led to a decline in creativity. But you can combine data and creativity by uncovering your campaign’s creative data.
A/B testing has long been used to find the perfect ad creative – but its effectivess is greatly exaggerated. Here's the truth of A/B testing, and how to find the best creative without it.