Cannes Lions Special: Sarah Robertson, Chief Product Officer at Experian, on Turning Data Into Outcomes
Business of MarketingShow Notes
Recorded live at Cannes Lions, Justin Cooke is joined by Sarah Robertson, Chief Product Officer at Experian, for a conversation about one of the persistent challenges facing modern businesses: turning data into something genuinely useful. Sarah argues that organisations often start in the wrong place. Rather than asking what data they have or what technology they should deploy, they need to begin with the outcome they are trying to create. They discuss why more data does not necessarily produce better decisions, why data quality remains fundamental in the age of AI, and the challenge of connecting fragmented identities, legacy systems and increasingly complex customer journeys. Sarah also takes Justin inside the product mindset at Experian: how to establish whether customers genuinely value an idea, why product teams need to work closely with sales and marketing without simply building whatever they ask for, and what it takes to turn an insight into something customers will actually pay for. They also explore AI's impact on product development and data engineering, the growing importance of identity and measurement, why emotional intelligence and critical thinking are becoming more valuable skills, and the potential consequences of AI for people entering the workforce. As Sarah puts it: “The data isn’t the exciting bit. It’s really what you can do with that data.” A practical conversation about data, product, AI and how businesses move from information to outcomes, recorded live at Cannes Lions.
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