{"id":13757,"date":"2023-11-09T13:49:38","date_gmt":"2023-11-09T18:49:38","guid":{"rendered":"https:\/\/leaphumanx.com\/?p=13757"},"modified":"2024-01-19T16:18:48","modified_gmt":"2024-01-19T21:18:48","slug":"executive-insights-with-rashmi-hurst-3-takeaways-from-her-louisville-business-first-qa","status":"publish","type":"post","link":"https:\/\/leaphumanx.com\/insights\/news\/executive-insights-with-rashmi-hurst-3-takeaways-from-her-louisville-business-first-qa\/","title":{"rendered":"Executive Insights with Rashmi Hurst: 3 Takeaways from her Louisville Business First Q&amp;A"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13757\" class=\"elementor elementor-13757\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2b66686 e-flex e-con-boxed e-con e-parent\" data-id=\"2b66686\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5771cc7 elementor-widget elementor-widget-text-editor\" data-id=\"5771cc7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 08-05-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Rashmi Hurst, vice president of digital experience for (human)x, sat down for a <a href=\"https:\/\/www.bizjournals.com\/louisville\/news\/2023\/09\/22\/executive-insights-rashmi-hurst-human-x.html\">Louisville Business First exclusive interview<\/a> with president and publisher Lisa Benson. The two talked about industry trends, machine learning, data ethics, and more.<\/p><p>Hurst and Benson covered a lot of ground \u2014 but here are the top three things we learned from their Q&amp;A.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-05ea2c1 elementor-widget elementor-widget-heading\" data-id=\"05ea2c1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 08-05-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h3 class=\"elementor-heading-title elementor-size-default\">Lesson #1: It takes an engaging digital experience to drive conversions.  <\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5183e90 elementor-widget elementor-widget-text-editor\" data-id=\"5183e90\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Hurst\u2019s tenure at (human)x started in data and analytics. This year, she was promoted to a first-of-its-kind role: vice president of digital experience. But what does \u201cdigital experience\u201d mean?<\/p><p>The digital experience is a holistic approach to digital marketing, born out of analytics.<\/p><p>\u201cMy previous role, the director of analytics, evolved into a more all-encompassing role to really look at the entire digital experience. It matters whether things are working or not on the analytics side. But let&#8217;s talk about the entire experience to get there,\u201d Hurst said.<\/p><p>The (human)x analytics team found that the experience a brand creates for its audience online is the biggest driver of conversion.<\/p><p>\u201cMaybe we start with a paid search ad, maybe we see a user click on that ad and then they come to our website and our website has to do the rest of the work for us to actually get that conversion,\u201d Hurst said.<\/p><p>Hurst\u2019s job comes down to one question, in her words: \u201cHow can we follow that user&#8217;s journey and make sure that we are analyzing and addressing all of the touch points along that experience?\u201d<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4ac64bc elementor-widget elementor-widget-heading\" data-id=\"4ac64bc\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Lesson #2: Ethical data analysis is essential, now more than ever.  <\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3472d82 elementor-widget elementor-widget-text-editor\" data-id=\"3472d82\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>(human)x helps brands make sense of the client data \u2014 including first-party data collected directly from users through surveys and reviews.<\/p><p>First-party data can be daunting and hard to make sense of. Clients would come to the team with thousands of data points: names, ages, occupations, genders, and more. But where do they begin? To take the issue of first-party data head-on, they created the agency\u2019s newest product: humanView.<\/p><p>\u201chumanView is a data enrichment platform, where we are taking data that we get from our clients, and appending additional data to that, that way we can take our insights a step further,\u201d Hurst said. \u201cMaybe we know that every consumer of a certain brand is between 18 to 24, and they&#8217;re predominantly female. But what if we could know their political affiliation, what vehicles they drive, and all of these additional elements? We then analyze that data so we can start to do more predictive modeling to say, \u2018Hey, we know that 18- to 24-year-old females that drive Volvos are much more likely to convert for this product.\u2019\u201d<\/p><p>The product helps (human)x analysts excel beyond what they are capable of alone. But with these advances in machine learning comes new ethical concerns: How much should marketers know about consumers? And what is the right way to use those human insights?<\/p><p>\u201cWe have really stringent protocols in terms of how we ingest the data, how we analyze the data and ensure that none of our proprietary client data is going out into the GPT-4 universe,\u201d Hurst said.<\/p><p>The (human)x team established an AI (Artificial Intelligence) ethics committee to take on these concerns and evaluate how analysts use consumer data and insights. Consumers aren\u2019t just a set of data points \u2014 they are human beings. That is the belief that informs everything the team does.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a43b01 elementor-widget elementor-widget-heading\" data-id=\"2a43b01\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Lesson #3: Today, marketers must embrace the hard conversations.    <\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f4a0d42 elementor-widget elementor-widget-text-editor\" data-id=\"f4a0d42\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The past few years have changed the industry and the world, from a pandemic to periods of economic uncertainty. The world can change at the drop of a hat, and marketers should be able to, as well.<\/p><p>\u201cWe have to be okay to have those really difficult conversations. Sometimes everything we take to market, every tactic, is not going to work,\u201d Hurst said. \u201cSometimes our marketing efforts are going to work better on one channel than they are the other.\u201d<\/p><p>But marketers don\u2019t just need to have these conversations with themselves of their teams \u2014 they need to be open with their clients.<\/p><p>\u201cWhere I&#8217;ve seen the most success with our clients is just being transparent and open to say, \u2018Hey, let&#8217;s pivot. Let&#8217;s identify those pivot-or-persevere points in our marketing strategy,\u2019\u201d Hurst said. \u201cIt&#8217;s okay to walk away from something that we thought might work, but just doesn\u2019t.\u201d<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c28da81 elementor-widget elementor-widget-heading\" data-id=\"c28da81\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Executive Insights with (human)x + Leap Group. <\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-fc385ae e-flex e-con-boxed e-con e-parent\" data-id=\"fc385ae\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-d9a813c e-con-full e-flex e-con e-child\" data-id=\"d9a813c\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-818549a elementor-widget elementor-widget-image\" data-id=\"818549a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 08-05-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/leaphumanx.com\/wp-content\/uploads\/sites\/6\/humanx_JoelCallout.png\" class=\"attachment-large size-large wp-image-13753\" alt=\"Joel Warneke was featured in the Cincinnati Business Courier, to speak on branding, strategy, and design.\" srcset=\"https:\/\/leaphumanx.com\/wp-content\/uploads\/sites\/6\/humanx_JoelCallout.png 930w, https:\/\/leaphumanx.com\/wp-content\/uploads\/sites\/6\/humanx_JoelCallout-300x169.png 300w, https:\/\/leaphumanx.com\/wp-content\/uploads\/sites\/6\/humanx_JoelCallout-768x432.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-82c19d4 e-con-full e-flex e-con e-child\" data-id=\"82c19d4\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-793b704 elementor-widget elementor-widget-text-editor\" data-id=\"793b704\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Digital experiences, machine learning, and pivot points are just the beginning of the conversation. To see the video Q&amp;A in its entirety, visit <a href=\"https:\/\/www.bizjournals.com\/louisville\/news\/2023\/09\/22\/executive-insights-rashmi-hurst-human-x.html\">Louisville Business First.<\/a><\/p><p>Rashmi Hurst wasn\u2019t the only recent executive feature for Leap Group network. (matter) co-founder and president Joel Warneke was featured in the <a href=\"https:\/\/www.bizjournals.com\/cincinnati\/news\/2023\/09\/29\/joel-warneke-co-founder-principal-leap-matter.html\">Cincinnati Business Courier<\/a>, to speak on branding, strategy, and design. To read that recap, visit the (matter) blog.<\/p><p>To learn more about digital experiences, human insights, and our cutting-edge new product humanView,<a href=\"https:\/\/leaphumanx.com\/contact\/\"> visit our website or contact us for a consultation<\/a>.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Rashmi Hurst, vice president of digital experience for (human)x, sat down for a Louisville Business First exclusive interview with president and publisher Lisa Benson. The two talked about industry trends, machine learning, data ethics, and more.  <\/p>\n","protected":false},"author":72,"featured_media":13754,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[31,79],"industry":[],"acf":[],"_links":{"self":[{"href":"https:\/\/leaphumanx.com\/wp-json\/wp\/v2\/posts\/13757"}],"collection":[{"href":"https:\/\/leaphumanx.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leaphumanx.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leaphumanx.com\/wp-json\/wp\/v2\/users\/72"}],"replies":[{"embeddable":true,"href":"https:\/\/leaphumanx.com\/wp-json\/wp\/v2\/comments?post=13757"}],"version-history":[{"count":10,"href":"https:\/\/leaphumanx.com\/wp-json\/wp\/v2\/posts\/13757\/revisions"}],"predecessor-version":[{"id":13908,"href":"https:\/\/leaphumanx.com\/wp-json\/wp\/v2\/posts\/13757\/revisions\/13908"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leaphumanx.com\/wp-json\/wp\/v2\/media\/13754"}],"wp:attachment":[{"href":"https:\/\/leaphumanx.com\/wp-json\/wp\/v2\/media?parent=13757"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leaphumanx.com\/wp-json\/wp\/v2\/categories?post=13757"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leaphumanx.com\/wp-json\/wp\/v2\/tags?post=13757"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/leaphumanx.com\/wp-json\/wp\/v2\/industry?post=13757"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}