SurveyMonkey, the world’s most popular platform for surveys and forms, recently announced it has updated SurveyMonkey for Salesforce on Salesforce AppExchange, providing customers with new ways to automate beautiful, personalized email surveys with Salesforce. We sat down with Natalie Aghdaey, Manager of Product Marketing, to discuss the key benefits of the enhanced SurveyMonkey for Salesforce integration:

1. What are the key benefits of integrating customer survey data with CRM platforms for personalization and decision-making ?

Integrating survey data with your CRM lets you automatically send personalized surveys at key customer touchpoints, push customer feedback to your CRM in real-time, and better understand customer sentiment at scale.

It’s also a big step toward creating a single source of truth for customer insights. With these Salesforce enhancements in SurveyMonkey, you can combine operational customer data with customer feedback, which paints a more complete picture of their needs and where you can take action. For example, if a customer had to contact your team multiple times to resolve an issue with a recent purchase, you would likely see that experience result in a lower CSAT or NPS score. But, you may not truly understand the drivers of that score without combining feedback data with data from your CRM on factors like where this happened in the customer journey.

2. How can organizations use automation to enhance response rates and extract actionable insights from customer feedback ?

Imagine you receive a survey several weeks after your experience with a brand. You likely don’t remember all the specifics of your interaction and are probably no longer as motivated to engage by providing feedback. Automation allows you to reach out at the right time—when the experience is still at the top of the customer's mind. This helps drive higher response rates.

Automatically bringing survey insights into your source of truth for your business gives your entire company a real-time view of how customers think and feel. It also helps you get more actionable insights by adding context to your survey responses. For example, by marrying data from your CRM with your survey data, you can identify trends in customer segments, like plan type, geography, or tenure.

3. What role does hyper-personalization play in survey engagement, and how can companies implement it effectively ?

Personalization is a main priority for CX professionals, and it’s an area where we see a disconnect between what brands believe they deliver and what consumers actually experience. In recent research from SurveyMonkey, almost 9 out of 10 CX pros say their customers’ experience is personalized, but only about 60% of consumers say they receive personalized services when interacting with companies.

When something is personalized, it becomes more relevant for the customer, which makes them more likely to engage. This extends to survey engagement in a few ways. First, you can personalize a survey by bringing in details about the respondent to streamline the survey-taking experience for them. You can also boost response rates by personalizing your emailed survey invites with information like the customer name and the context of their last interaction with you. Second, you can use data that you’re collecting from your surveys to shape segmented customer experience programs. For example, you might identify your promoters with an NPS survey, and then launch tailored upsell campaigns using that feedback.

4. How can businesses ensure that customer experience metrics like CSAT, NPS, and CES are effectively integrated into their broader customer strategy ?

As you’re setting your CX strategy, it’s important to clearly define the experience that your customers are having today, as well as the experience your brand intends to deliver. To do this, you’ll want to assess the customer experience from a variety of angles, including looking at CX metrics like CSAT, NPS, and CES at key moments. As you’re developing your strategy, get buy-in from leadership early and often. This helps ensure your strategy is aligned with your overall company goals so you’ll have the support to take action based on the feedback you receive.

Another best practice is to start with a customer journey map to understand all the customer touch points and where to ask for feedback. This allows you to holistically assess your survey touchpoints to help minimize survey fatigue by not over-surveying customers. You’ll also want to establish a governance process for measuring progress against your customer strategy, leveraging metrics like CSAT, NPS, and CES.

5. What security and reliability factors should companies consider when selecting third-party survey integrations for their CRM ?

When integrating surveys into your CRM, trust and experience are key. Trust is strengthened with strong encryption, API security, administrator controls, and role-based access. You must ensure that you’re meeting regulations like GDPR or HIPAA to keep your data safe, SOC 2 to stay compliant & following best practices in information security management (e.g., ISO 27001). It’s also critical to comply with location-based regulations and confirm where the survey platform stores data (e.g., EU, US, etc.). The best survey integrations will only enhance your customer insights, without compromising compliance or security.

6. How is the evolution of customer feedback technology shaping business strategies for retention and growth ?

If it’s not already, creating a customer-centric culture should be a major focus area for your business. When that focus is infused across your company strategies, you’ll naturally evaluate new avenues and technologies to improve customer experience.

Because technology is evolving (and improving) at a rapid pace, you need to be flexible in adapting not only to new technology but also to customer needs.

As you consider new feedback technologies, first ask yourself two simple questions:

How would this help us attract new customers?

How would this help us keep existing customers?

Starting with those two questions in mind will help you simplify your approach in deciding whether to spend time and resources on adopting that technology and if it will give you measurable ROI.

1. How is the rise of video-first content reshaping consumer engagement and shopping behaviors in the creator economy ?

Over the past five years, the rise of video-first content has transformed consumer engagement, particularly in social commerce. The inherently engaging nature of video has made it a powerful tool for guiding consumers through the purchasing journey and building trust.

Consumers increasingly place greater trust in video over static images, as it offers a more immersive and authentic representation of products, significantly influencing their buying decisions. Recognizing this shift, creators are doubling down on video content, honing their storytelling skills to meet the growing demand for dynamic, narrative-driven social-commerce experiences.

2. What are the key advantages of integrating video into social commerce platforms for both creators and brands ?

Last year on the LTK platform, we integrated a vertical video feed into the consumer experience and saw a 73% increase in engagement. This for us underscored just how impactful video can be on purchasing decisions.

For brands and marketers, we’ve seen video content become a central pillar to how they connect with their audience, and at this point has become essential for driving revenue and engagement.

For creators, video has become the primary method for how consumers can discover new products, learn how to best use them and see social proof. From our creator marketing trend report that we released earlier this year, we saw that video is the preferred method of content for 76% of Gen Z, 72% of Millennials and 66% of the general population.

3. What factors drive audiences to engage more with video content over static posts when it comes to influencer-led shopping ?

Audiences engage more with video content because there’s more depth and context to them, making it more of an immersive experience. Seeing products in action through storytelling and real-time interaction helps build anticipation to try a product, trust and makes consumers feel overall more confident about their purchases.

4. How are video-first platforms evolving their monetization strategies for creators, and what impact does this have on the industry ?

We can’t speak for other platforms, but at LTK, we are built by a creator, for creators. Our core mission is to empower creators by helping them build businesses around what they love most—storytelling through content, sharing their favorite products, and connecting with their communities.

Over time, we’ve evolved from an app solely focused on creators sharing products they love through pictures to a video-first, central destination for all creator content—both product-driven and lifestyle-focused, a category we call upper-funnel content.

As pioneers in the creator economy, we’ve watched it evolve, and one thing remains clear: the most sustainable way for creators to build a business through content is by consistently delivering value-driven content that resonates with their audience.

5. What are the biggest hurdles brands and creators face when shifting to a video-first social commerce strategy ?

As social platforms have shifted to video first, entertainment based algorithms have proliferated, causing a dip in the social aspect of many platforms. We found in a recent national study 74% of all adults believe social media isn’t social anymore and 50% of Gen Z and Millennials are going elsewhere online to engage with the friends, creators and brands they love.

We have had significant growth in our users because of this and to help our 40M monthly users watch more relevant creator content, we’ve added the ability to find creators near them and around the world, based on their interests.  If you live in Dallas and want to see just Dallas creators you can.  If you are traveling to New York, Miami, London, Paris, or other places in the world, you can find Creators with content there based on the users interests. 

6. How does video-first content foster stronger creator-to-audience connections compared to static content ?

Video-first content builds a stronger connection between creators and their audience because it feels more real, personal, and interactive than static posts. When people can hear a creator’s voice, see their expressions, and watch how they engage with a product or topic, it creates a sense of authenticity and trust that’s hard to achieve with just images or text.

Beyond that, video allows for real-time interaction—whether through live streams, Q&As, or behind-the-scenes moments—making audiences feel like they’re part of the conversation rather than just passive viewers. Instead of simply seeing a product recommendation, they experience it, which helps build stronger relationships and deeper loyalty.

At the end of the day, video isn’t just about content—it’s about connection. It turns passive scrolling into active engagement, making audiences feel more involved, understood, and inspired.

7. What trends will define the next phase of video-first social commerce, and how can creators and brands stay ahead ?

Last year, in partnership with Northwestern University we surveyed over 185 marketing leaders and found that 93% of brands anticipate creators taking a higher percentage of budget or an increased role in marketing strategy in 2025.

Among all brands surveyed, 41% said they are investing at least half of their digital marketing budget on creators this year—a 14% increase from last year’s study.

Our recent survey also found that brands plan to expand how they leverage creator content, taking it beyond social into other mediums, including content marketing (56%), sponsorships (44%), connected TV (43%), display advertising (43%), and affiliate marketing (31%).

This signals a shift toward more integrated, creator-led marketing campaigns, extending beyond social platforms into broader digital and traditional media.

To stay ahead of this trend, brands should focus on diversifying their creator partnerships and repurposing video content across multiple channels to maximize reach and impact. Meanwhile, creators should refine their storytelling skills, experiment with new formats, and position themselves as valuable content partners beyond just social media to capitalize on the growing demand for creator-driven marketing.

1. What surprised you most about the data showing that only 23% of brands leveraged Valentine’s Day marketing ?

I am surprised by just how few brands take advantage of the holiday. It’s a no-brainer to me that brands would lean into the holiday, any holiday, to capture sales. They do it for the Super Bowl and March Madness, even if their business is not sports-related. Why would Valentine’s Day be different? This shows how differently brands think about the holiday versus how consumers do.

2. How much revenue potential are brands leaving on the table by skipping Valentine’s Day campaigns ?

While this will be specific to brands, it’s estimated that up to one-fifth of Q1 sales might be lost by not marketing around the big day. Shoppers feel they “have permission” to splurge on unnecessary purchases around holidays, leaving brands with an opportunity to increase sales and average order values of their customers around this time.  

3. Why do you think many brands still believe Valentine’s Day isn’t relevant to them, and how can they shift that mindset ?

For many marketers, Valentine’s Day is established in their minds as a day for romance. This is how it’s always been. So, when a brand sells car parts or small consumer electronics, the products don’t scream, “I love you.” Hence, they ignore it,  

This has been changing over recent years, and while it’s still a valid romance day, it’s more centered around general love and friendship. That love can now be self-love, friendship love, familial love, and even puppy love. When marketers start thinking along these lines, they’ll find a variety of holidays open up to them.  

4. Omnisend’s data shows that Valentine’s Day spending has expanded beyond traditional romantic gifts. What are some unexpected product categories seeing growth ?

Considering what I said before, it’s no surprise the Pet category sees an increase. People love their furry friends. However, the categories that surprise me most are Autos & Vehicles and Safety & Survival. These two categories are not ones you think about when it comes to romance. To me, they scream self-love. 

Of course, you may get the occasional outdoorsman or gearhead gift, double-digit increases can only be explained by people treating themselves. Other industries that might be a combination of self-gifting and gifts for others are Games, Toys & Hobbies, and Entertainment. One thing remains clear: people shop across all categories, regardless of the season.

5. Your research indicates that brands start marketing too late. What’s the ideal timeline for launching a successful Valentine’s campaign ?

I’d begin teasing roughly three weeks before, with heavy promotions roughly two weeks before. This will put the holiday and products in peoples’ minds and capture early interest. However, we see there is still an opportunity on the day itself. Remember, since people are self-gifting, treating themselves to a little something special on the actual day seems fitting.     

6. How can ecommerce brands that missed out this year prepare early for Valentine’s Day 2026 ?

It’s simple: commit to running a dedicated Valentine’s Day campaign. Having plenty of time to plan in advance allows brands to come up with something creative for their audiences. I wouldn’t worry about starting too early either. If consumers continue to seek value, being early to the game is better than being late — good value is good value. 

7. You suggest brands should market for all holidays, even those seemingly unrelated to their industry. What are some examples of brands successfully doing this ?

Talking about furry friends, the company Rocky Mountain Dog is running a Valentine’s Day campaign. One of their emails mentions, “Valentine’s Day isn’t just for humans.” This is a perfect example of a company taking full advantage of a nontraditional pet holiday. 

8. What last-minute marketing tactics can brands use to engage shoppers and drive sales in the final days before Valentine’s Day ?

In general, use urgency in your email and SMS. You can introduce the day and play into its friendly spirit. Here are a couple of ideas. 

1. Send a “Valentine’s gift” to your customers. A simple “Here’s a gift for you” email with a special discount can help you stand out and generate sales.

2. As I mentioned, think beyond couples. Not everyone is celebrating romance, but many are treating themselves, their pets, and their friends. To widen your audience, promote self-care, Galentine’s Day, or pet-focused gifts.

3. Offer instant gift options. For those who procrastinate, gift cards, e-gifts, and same-day pickup options make last-minute purchases easy. Promoting these alternatives can capture late-stage buyers who might otherwise skip the holiday.

4. Use urgency to generate last-minute sales. Remind customers that time is running out for Valentine’s gifts, whether for partners, friends, or themselves. Limited-time offers and “last chance” messaging are strong purchase incentives.

9. Beyond email, what other marketing channels (e.g., SMS, social media) are most effective for Valentine’s Day campaigns ?

All channels work well when done well. Social media is a nice option for those who have romance-related items to promote. The bold colors and easily identifiable content are easy to spot and stand out as users scroll. 

SMS works well across all product categories and at all times, especially closer to the holiday. However, SMS can easily be used in behavior-based automation, meaning brands can automatically retarget shoppers with text messages at high-intent stages of their journeys. Brands can even combine their email and SMS automations, creating a relevant, multi-channel consumer experience.

10. How do economic factors influence holiday marketing trends, and what strategies should brands adopt to remain competitive ?

We’d be naive to think they don’t, but this can be both a detriment and an advantage. When economic factors are challenging, and I would say now they are, consumers seek value. Value can mean product quality, price, customer service, or anything else that makes them feel confident in a brand and its products. 

Brands that run sales during the holiday period can appeal to consumers’ desire to find value. They can also create product bundles that help increase the average order value while making shoppers feel like they are getting more for less. For instance, think of a brand running a three-product bundle featuring one gift for them, one for you, and one for your pet — it’s a trifecta of love.

1. How can brands ensure their purpose-driven marketing efforts are perceived as authentic rather than performative ?

Authenticity in purpose-led marketing comes down to one simple rule: connect words to real, measurable action.

As we wrote in our article earlier this March, brands are often perceived as opportunistic when their values aren’t backed up by meaningful initiatives. Consumers today are not just listening to what you say; they’re watching what you do.

If your brand stands for sustainability, then back it up. Earn third-party certifications. Offset your carbon impact. Switch to compostable packaging. Don’t just talk the talk—walk the walk and show the receipts.

If you’re about empowering a community—say, runners—organise a free run club. Sponsor local races. Highlight real runners in your campaigns, not just influencers in athleisure.

Here are two brands that walk the talk—and saw both trust and sales grow because of it:

1. Patagonia – Their purpose is protecting the planet. They’ve donated 1% of sales to environmental causes for decades, offer free repairs to extend product life. That level of integrity only deepened customer loyalty—and kept them growing.
   
   
2. Tony’s Chocolonely – On a mission to make chocolate 100% slave-free, Tony’s backs up its promise with traceable supply chains, fair pricing for cocoa farmers, and hard-hitting education campaigns. The result? They’ve become the market leader in the Netherlands—and they’re expanding fast globally.
   

Purpose-led marketing works—but only when purpose drives your business decisions, not just your ads. Say less, do more, and let your impact speak for you.

2. How can brands effectively communicate their values without alienating certain segments of their audience ?

Let’s start with a truth no marketer should forget: no brand can—or should—try to please everyone.

When you’re clear about what you stand for, you naturally become more meaningful to the people who share those values. That’s how you build a strong community. Trying to water down your message to avoid offending anyone usually results in saying nothing at all.

That said, communicating your values doesn’t mean being aggressive or polarising for the sake of it. It means being consistent and true to your brand’s purpose—even if that means not everyone agrees with you. The goal isn’t to divide, it’s to align with the people who care about the same things you do.

Let’s look at a few examples:

1. Veja – The French sneaker brand built its identity around ethical production, transparency, and sustainability. Their materials are sourced responsibly, and they treat workers fairly. Not everyone’s willing to pay a premium for that—but Veja doesn’t try to win everyone over. They speak directly to conscious consumers, and that focus has made them a global success.
   
   
2. Oatly – They’ve taken bold, sometimes quirky stances on dairy, climate change, and food systems. While their tone isn’t for everyone, they’ve created a loyal tribe by speaking clearly, even cheekily, about what they believe in. And they’ve sparked a bigger cultural shift in how we think about plant-based food.

The key is knowing who your message is for. Speak to them clearly. Show up for them consistently. Let the rest opt out. And accept that your brand isn’t for everyone—and that’s exactly how the most iconic brands are built.

3. What are some of the most common mistakes companies make when implementing purpose-driven marketing?

1. Saying it without doing it.
   This is the most obvious and damaging mistake. When brands make big claims without backing them up, it feels shallow. Take Shein, for example. The brand has launched a “Shein Cares” initiative and released sustainability statements, but continues to produce thousands of new items daily under questionable labor and environmental practices. Consumers are quick to spot the disconnect.
   
   
2. Overhyping tiny efforts.
   Switching to paper bags or launching a single "eco" product line doesn’t make a brand sustainable. H&M’s Conscious Collection was a classic example. It was marketed as sustainable, but investigations showed the materials weren’t always traceable or meaningfully better for the environment—and the brand continued to churn out new collections weekly. Small steps are fine, but overstating their impact damages trust.
   
   
3. Being preachy or aggressive.
   Shaming people into caring rarely works. WWF, for instance, often uses fear-based messaging that leans heavily on guilt. While the urgency of climate issues is real, there are more empathetic and inclusive ways to invite people into the cause—especially for younger audiences who respond better to empowerment than blame.

5. Treating purpose like a campaign, not a commitment.
   Purpose-led marketing isn’t something you switch on for Earth Day and forget by June. Think of brands that change their logo to a rainbow for Pride Month but don’t support LGBTQ+ causes the rest of the year, and only in certain geographies. 
6. Trying to stand for everything.
   Some companies try to jump on every trending cause—from mental health to women’s rights to climate to racial justice—all at once. The result? A blurry message that feels opportunistic. Strong brands pick one or two causes that genuinely align with their business, and they go deep. Tony’s Chocolonely, as mentioned above, focuses solely on eradicating slavery from the cocoa industry—and their consistency makes them credible.

4. What role do influencers and brand ambassadors play in amplifying purpose-driven campaigns ?

Influencers and ambassadors can be powerful allies in purpose-driven marketing—but only when they truly believe in the message.

People follow them not just for products, but for who they are. At their best, they bring reach, trust, and relatability.

But here’s the catch: they have to be the right person. Many brands partner with influencers based on follower count or engagement, not values. That’s when things backfire.

The most effective partnerships happen when:

●     The influencer is already talking about the issue (mental health, sustainability, etc.)

●     They use the product in real life (or have at least tested it properly)

●     Their audience sees the brand as a natural fit—not just an ad

A great example is Who Gives A Crap, a toilet paper brand on a mission to provide everyone in the world access to toilets and safe drinking water by 2050, donating 50% of profits to the cause.
They’ve worked with comedians, content creators, and eco-lifestyle influencers who naturally use humour to talk about awkward topics like toilets. The tone is light, honest, and consistent with the brand—pure fun, purpose-led storytelling.

Choose partners who live the values, and your message will go further.

5. How can brands measure the ROI of purpose-driven marketing beyond just financial metrics ?

Let’s be clear: financial return still matters. It’s what allows the business to grow and continue making a positive impact. Purpose and profit aren’t in conflict—when done right, they reinforce each other.

As we mentioned in our article earlier this March, purpose-driven companies can outperform competitors by up to 300%. So this is also a smart long-term strategy.

Beyond direct sales, purpose-led marketing builds trust, loyalty, and emotional connection. That’s where ROI lives in the long run.

You can track that through:

●     Brand perception – Are people associating your brand with the values you stand for?

●     Advocacy – Are customers sharing your story, tagging you, recommending you to others?

●     Talent attraction – Are more people applying to work with you? Purpose doesn’t just drive sales—it attracts better people.

●     Partnerships – Are you being invited into meaningful conversations, collaborations, or campaigns with aligned organisations?

Look at Oddbox, a food-waste-fighting veg box company. Their purpose-led messaging helped them build a highly engaged community, leading to lower churn, more referrals, and high retention—all incredibly valuable.

Purpose-led marketing is what turns customers into advocates—people who don’t just buy, but believe.

6. What industries have seen the biggest impact from purpose-driven marketing initiatives ?

Purpose-led marketing has had a major impact across a wide range of industries.

Fashion and beauty were early movers. Brands like Pangaia have built strong followings by embedding sustainability and innovation into every part of their business—from recycled fabrics to supply chain transparency. They’ve shown that consumers will pay attention when the product and purpose align.

Fenty Beauty didn’t just say it was inclusive—it launched with 40+ shades and changed how the industry approached diversity. Their purpose (beauty for all) was made real through product and casting. The result? Category-defining success.

Food and beverage has also seen big shifts. Consumers are more conscious about what they eat and drink—and where it comes from. Grind turned something as ordinary as coffee pods into a stand against single-use plastic, with home-compostable pods and a refill system at the core of the product. Since launch, they’ve sold over 100 million pods, proving that sustainability, when built into the business model, can scale fast.

Across all these industries, the pattern is clear: when purpose is real, measurable, and tied to the product—it drives not just awareness, but loyalty, advocacy, and growth.

1. How can brands measure ROI in influencer marketing beyond metrics like likes and shares ?

Likes and shares are surface-level. The real value lies in conversions, brand lift, and cost efficiency. ROI should be measured by how many people actually take action-clicks, sign-ups, sales, or even brand recall over time. I’ve seen campaigns where the cost per engagement was low, but the impact was massive in terms of customer retention and long-term value. That’s the ROI that matters.

2. What role does data analytics and AI play in optimizing influencer campaigns for maximum impact ?

A huge one. I personally use AI tools to track engagement trends, audience behavior, and ad performance in real time. Data shows you what’s working and what’s just vanity. AI helps optimize the timing, placement, and creative elements so you’re not just shouting into the void-you’re speaking to the right people at the right time. It’s like having a digital sixth sense.

3. What are the best practices for selecting the right influencers to maximize campaign success ?

Relevance over reach, every time. The right influencer is someone whose audience trusts them, not just follows them. Look at engagement rates, comment quality, content consistency, and how aligned they are with your brand’s voice. And most importantly, ask: “Would this person actually use our product in real life?” If the answer is no, it’ll show.

4. What strategies can brands use to ensure long-term influencer partnerships instead of one-off campaigns ?

Build relationships, not just transactions. Treat influencers as creative partners, not ad slots. Involve them in the storytelling process, give them space to speak authentically, and focus on long-term value. Also, track their performance holistically-some influencers may not spike in numbers immediately, but they build loyalty over time. That’s gold for a brand. 

5. How can businesses use micro-influencers vs. macro-influencers to drive higher ROI ?

It’s not either-or-it’s about strategy. Micro-influencers drive hyper-targeted engagement, especially in niche markets. Macro-influencers bring scale and awareness. I recommend a hybrid approach: use micro-influencers for conversions and macro-influencers for brand storytelling. The key is coordination and consistency. When done right, it creates a powerful ripple effect.

6. What are the biggest challenges in influencer marketing today, and how can brands overcome them ?

Authenticity fatigue and inflated costs. Audiences are smarter now - they can spot forced content from miles away. Also, some brands overpay for reach without real results. The solution? Vet influencers properly, focus on genuine alignment, and use performance data to guide decisions. Influencer marketing isn’t dead - it just needs to be smarter, not louder.

1. What strategies can be implemented to update and maintain product information to reflect changes in inventory or specifications?

Ensuring that you are using a centralized and automated approach is key. A strong product information management system (PIM) provides businesses with the ability to centralize all product data and make it easier to update and distribute across every channel in real-time. Also, the integration of AI tools is also essential. Not only can AI help speed up and streamline the processing and sorting of data, but it can also work to ensure all the data is as current and complete as possible. Reflecting the most accurate inventory information, sizing, availability, etc. is imperative in order to create a good CX, and at the end of the day, if the customer experience is lacking, companies will feel the impact.

2. What measures are taken to verify that product images and descriptions accurately represent the items being sold?

Ensuring that product images and descriptions accurately reflect the items being sold is crucial, as the product experience plays a vital role in the customer journey. While a strong PIM system is essential for maintaining accuracy, brands must go beyond that by focusing on consistency across all omnichannel distribution channels. Implementing data quality audits, collaborative workflows, and robust data validation and enrichment processes creates a structured approach to delivering the most precise, reliable, and engaging product information to buyers.

3. What strategies are in place to regularly update and maintain product information to reflect changes in inventory or specifications?

There are a number of different ways that companies can go about ensuring information is updated with the most accurate and relevant information. AI and machine learning are often used to detect any inconsistencies and outdated information, and API integrations with a PIM ensure that supply chain systems and e-commerce platforms changes are updated as soon as possible. AI can also monitor and sort through custom reviews to identify any themes appearing in the content such as complaints about products or sizing issues that can be flagged to the team immediately.

4. What role does technology, such as AI or machine learning, play in enhancing the precision of product data?

Technology plays a critical role when it comes to enhancing product data and ensuring that it is up-to-date. By integrating the use of technologies such as machine learning or AI, we can not only speed up the rate at which we are sorting through and updating data, but we can also ensure that the collection, consistency, accuracy, and validation are as precise and accurate as possible across every channel. By using automated technology, we also have the ability to translate into different languages and identify any duplicate information at scale.

5. What initiatives are in place to encourage customers to make informed purchases, thereby reducing the likelihood of returns?

Product information and accuracy are the crux of reducing returns. We cannot control if a customer ultimately decides to make a return, but we can ensure that we reduce the chance; 62% of consumers believe having more accurate product information upfront would reduce their likelihood of making a return. So, by providing the most updated, accurate, and real-time information on crucial decision factors such as sizing, colors, stock availability, etc., customers can feel confident that they are making a purchase and receiving what they ordered as opposed to a misrepresentation online. Doing this will reduce the chance of returns and enhance customer trust and loyalty.

1. How does your organization leverage data analytics to enhance marketing effectiveness and ROI?

At mr.Booster, data analytics is at the core of everything we do in marketing. From the early stages of any campaign, we focus on how we will measure success, which data sources will be available, and whether the expected results align with client expectations. Whether it’s performance marketing, brand awareness, or retargeting, we tailor our analytics and KPIs to match the specific goals of each campaign.

Modern tools enable us to track campaigns from the moment a user first views an ad, capturing data with precision. For example, in February, our team analyzed over 1.3 billion impressions, assessing user interaction at each second after they saw the ad. This level of detail helps us pinpoint where, when, and how users engage with the ad and what actions they take.

With these insights, we can immediately shut down non-performing traffic sources, optimizing ad spend and ensuring our clients receive value. After initial tests, we continuously refine our KPIs, always striving for better results. As we move forward, we focus on improving ROI beyond the initial engagement by guiding users through the entire funnel. For example, in iGaming, we focus on nurturing users from their first deposit through to multiple deposits, optimizing retention and engagement.

"Data opens doors where they are usually closed." – mr.Booster.

For instance, in the CIS market, we spent €62,000 to acquire users who hadn’t made their first deposit. The post-click cost for a deposit was less than €3, while the post-view cost was only €0.40.

2. What role does real-time data play in assessing and optimizing the performance of display advertisements?

Real-time data plays a critical role in the optimization of display advertisements. In media campaigns, where CAC (customer acquisition cost) can be high, relying on real-time data is a must. Without effective analysis, campaigns can result in a high cost per user, and users may churn shortly after being acquired, turning a campaign into a costly failure.

We divide our analysis into post-view and post-click types, each with its own set of KPIs. With post-view data, we look at attribution windows as small as one minute, enabling us to assess campaign performance even without a solid post-click baseline. By analyzing these early indicators, we can make quick adjustments to reduce CAC and boost LTV (lifetime value).

In addition to improving KPIs, real-time data helps us spot issues with traffic or product alignment early, allowing us to address problems before they become significant. It’s essential for continuously improving ROI and driving campaign effectiveness.

3. What challenges have you encountered in implementing data-driven approaches, and how have you addressed them?

One of the main challenges in implementing data-driven approaches is dealing with large volumes of data and ensuring seamless access to the right data from the product side. Early on, clients may hesitate to share sensitive user data, but as we demonstrate the power of data and show tangible results through real-world cases, this trust builds over time.

We’ve also found that it’s not enough to simply collect data; accessing and processing the right data is crucial. To address this, our team’s expertise comes into play. We work closely with clients and product teams to identify and gain access to the necessary data. In cases where data flow is incomplete or fragmented, we proactively develop custom solutions to bridge the gaps.

4. What metrics are most indicative of success when evaluating new digital marketing tools and platforms?

When evaluating new digital marketing tools, the metrics we focus on depend on the type of campaign and the product. For performance-based campaigns, we prioritize metrics such as:

●     Ads volume, CTR (Click-through rate), CR (Conversion rate), and Reach

●     First-Time Deposits (FTD) post-view/post-click CAC for 1-24 hours

●     Deposit post-view/post-click CAC for 1-24 hours

●     FTD/Deposit sum

●     LTV, NGR (Net Revenue)

●     Reactivation rate

If we’re working with an active user base, the metrics shift depending on the campaign type. For example, when our clients take part in a tournament, we analyze engagement and participation metrics. In general, our approach involves deeper, product-driven metrics that allow us to align performance with business goals.

5. What emerging technologies are you integrating into your digital marketing strategies to stay ahead of industry trends?

At mr.Booster, we use every available tool on the market to stay ahead. But, to be honest, our team’s talent is one of our greatest technological assets. If there’s something missing in our tech stack, we develop our own solutions.

One exciting technology we’re using is post-view analytics. We’re conducting tests across various social and native ad networks, where we place branded ads without direct product links, using promo codes instead. This method avoids moderation issues while still driving significant user acquisition. By analyzing such campaigns, we gain insights into how users engage with brands organically, often resulting in positive ROI. For example, in a test run in Kazakhstan, we spent just $400 and gained 39 FTDs (first-time deposits), generating over $1,200 in deposits at a CPA of $10 per FTD.

We also utilize AI to generate creative assets tailored to specific audience segments, ensuring better ad performance while reducing production costs.

Moreover, we're exploring the use of AR and VR for creating immersive ad experiences, particularly in industries like gaming where visual appeal and interactivity are key to engaging users.

By continuously adopting new technologies, we can offer our clients cutting-edge solutions that keep them ahead of industry trends and drive measurable results.

Leonid Pudov, CEO Speech at Sigma Dubai: https://www.youtube.com/watch?v=fJucQhU3VSI

1. In what ways does leadership collaborate with marketing and sales teams to refine GTM strategies?

At SEON, we embrace a startup culture where everyone works together to grow the business. Leadership maintains open communication through various means such as regular all-hands meetings, in-person kickoffs and Slack. Multiple Slack channels serve as hubs for raising issues, sharing feedback and leveraging field insights to refine strategy and prioritize use cases. Most importantly, leadership has an open-door policy and listens and takes action in the best interest of both customers and the business.

2. How does leadership ensure alignment between innovation initiatives and the company's strategic objectives?

Great leadership is all about prioritization—distinguishing between true force multipliers and mere shiny objects. No matter how big the business, tradeoffs are inevitable.

3. What role does leadership play in ensuring the successful execution of GTM initiatives across different regions and sectors?

Leadership plays a crucial role in guiding teams to research, collaborate and develop market-driven strategies across industries and regions. They make strategic decisions on investments, resources and budgets while cutting through distractions that hinder execution and learning. Success hinges on aligning technology, data and talent with clear objectives, as too often, ambitious visions fail due to misaligned investments.

4. How are market trends and customer feedback incorporated into the development GTM plans?

Listening is an ongoing process, and where you tune in must evolve. Market conversations and customer expectations have shifted, with self-guided research now making up 70% or more of the buying journey before a salesperson is even engaged. That means businesses can’t afford to wait for feedback; it requires actively seeking insights–from customers, field teams, surveys and industry conversations–both online and offline. With more voices influencing buyers than ever, cutting through the noise to find meaningful signals is crucial.

5. How does your organization's leadership team drive and sustain innovation to maintain a competitive edge?

We listen to customers, frontline teams, industry leaders and even our own data to understand the challenges businesses face. Innovation only matters if it solves real problems or improves existing solutions. Leadership keeps the customer at the center of every decision, placing smart bets and learning quickly from early signals of impact.