Paul Tedesco (Track DDB)

May 11

On this episode of Marketing News Canada, Darian Kovacs interviews Paul Tedesco the EVP, Managing Director at TrackDDB.

For over 25 years, Paul has played a key role in building a number of Canada’s most successful CRM, digital, data and analytics agencies. He has worked across both business to business platforms and business to consumer on such accounts as VW, Samsung, Kraft, and more. In his spare time he teaches Data and Analytics at the Schulich School of Business and the DeGroote School of Business as part of their MBA and EMBA programs.

TrackDDB is a group of artists and analysts. Using deep personalization to capture data that creates value, Track DDB helps businesses grow. By following consumers along their decision making journey, the platform develops a way to better understand each customer's needs, therefore understanding how to serve them more effectively.

Paul believes that people live in glass houses metaphorically. In the sense that nothing we do is private. He developed a way to predict when people were likely to cancel their credits cards due to their interest rates and high unpaid balances. He states the key to selling data is, “a fair and righteous exchange.”

When asked if smart home devices are listening, Paul stated that they listen to the first few seconds of everytime you talk to gain insights on what is relevant in users day to day lives. Using this information, brands are then able to curate advertisements that are relevant to the smart device users.

“Direct mail is an amazing tool, but marketers have a tendency to mess some things up,” says Paul. It tends to be over used and the audience begins to feel frustrated and throw everything in the garbage. Email is another example of this. Email is the most effective communication tool ever created but it has been overused and has begun to lose its significance.

When asked a series of Rapid Fire questions, Paul answered as followed;

Marketing book you’d recommend?
Why We Buy and Seven Habits of Highly Effective People
Podcast you’d recommend?
Revisionist History by Malcom Gladwell
Newsletter or website you’d recommend for resources/inspiration?
Forrester and Forbes

Paul's focus on leading the customer on their journey to engagement and conversion has leveraged extensive experience in data-driven marketing and sales enablement, this makes Paul a strong Managing Director for TrackDDB.

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Juliana Bermudez