Mat Thomas, Senior Manager, Brand Strategy at Lexus UK talks about Kaizen, Alchemy, and Data Driven Marketing, in the latest episode of MAD//Insight's partner podcast

When most marketers think of data driven marketing, they wrongly think that only applies to the digital world, says Mat Thomas, Lexus UK’s Senior Manager of Brand Strategy. But data should inform not just the tactics, but everything within the brand management process, he advises.

At Lexus UK, Mat and his team apply the principle of kaizen: not making big shifts overnight, but continuous improvements, right across the marketing mix. This mindset is his shiny new object, looking at marketing in phases, learning from results, moving and building from them, and continually testing new ideas.

This approach is contingent on having a set of clear objectives, however. They help drive your strategy and pick the right data sets to work from.