#31 Андрей Скачёк // Директор по маркетингу M.Video

🎙️ Our guest on this week's episode is Andrey Skachek, Marketing Director at M.Video! We discussed how to integrate analytics and creativity, why data is the new money, and how AI is changing marketing. We're sharing the key takeaways 👇 📊 Marketing isn't just about creativity Andrey came to marketing from Big Data and is convinced: solutions don't work without numbers. 💡 "If there are no numbers behind the creative, they simply won't allocate a budget for it." 🎯 Hybrid Customer Segmentation M.Video combined the voice of the customer (surveys) and actual data (receipts, behavior). This way, they identified segments and began creating personalized videos and offers. 📈 Result: budget savings + increased conversion. 🕒 Segments change in real time Each client has a "digital twin" — Customer 360 with 300+ attributes. Some of them are static (name, gender), while others are dynamic (purchase categories, payment method). This allows you to communicate with the customer here and now, rather than spam. 🛒 FMCG vs. Tech Retail: What's the Difference? In grocery retail, purchases are weekly, while in tech, they happen every 5-7 years. M.Video's goal is not only to sell, but also to "borrow wallets" by offering services, guarantees, and additional benefits. 📌 Key Takeaway: Data is the foundation. Creativity is the roof. You can't build a house without a foundation.