The AI Advantage: Unlocking the Power of Data Science in Marketing With Jon Morra of Zefr

Jon Morra
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Rob Sadow

Rob Sadow is the CEO and Co-founder of Scoop, a software company that helps hybrid teams coordinate work and creates the Flex Index, which tracks flexible work approaches globally. He studied at The Wharton School of the University of Pennsylvania and began his career at Bain & Company in strategy consulting. Rob’s first startup experience was in Tel Aviv before he caught the entrepreneurial bug and founded Scoop with his brother in 2015. Under his leadership, Scoop pivoted during the pandemic to focus on hybrid work, becoming a leading voice and resource in the evolving future of work.

In this episode

Mastering the hybrid work model is a critical challenge for modern organizations. How can companies effectively balance in-person collaboration with the flexibility of remote work while maintaining productivity and culture?

According to Rob Sadow, a leading expert in hybrid work solutions, the key to thriving in a hybrid environment is understanding and utilizing comprehensive data. He highlights that companies must compare their office utilization and flexible work policies with peers to make strategic decisions. This approach not only informs better space allocation and policy development, but also enhances employee experience and operational efficiency. Rob’s insights emphasize the importance of intentionality and data-driven strategies in navigating the hybrid work landscape.

In this episode of the Revenue Engine Podcast, host Alex Gluz sits down with Rob Sadow, CEO and Co-founder of Scoop, to discuss the intricacies of hybrid work. They explore the importance of balancing remote and in-person interactions, building a strong remote culture, and utilizing comprehensive data for strategic planning.

Here’s a glimpse of what you’ll learn:
  • [1:08] Rob Sadow shares his background and journey to founding Scoop
  • [4:08] The initial inspiration for Scoop
  • [7:20] How the Flex Index provides valuable insights into the evolution of work
  • [9:56] Rob’s pivot experience from a commute solution to a hybrid work platform during the pandemic
  • [11:30] The role of the Flex Index in helping businesses think scientifically about scaling demand and revenue
  • [24:18] Tackling the challenge of meeting quantity and quality in the hybrid era through technology
  • [28:04] Rob discusses Scoop’s upcoming product: Flex Benchmarks
  • [31:03] How to build an authentic company culture in a remote work environment
  • [35:14] The future of Scoop and its Flex Index
Quotable Moments:
  • “We really liked the idea of having a Scoop on where your coworkers are going to be working.”
  • “Every quarter that we’ve tracked, data on flexible work has moved towards more companies offering flexibility.”
  • “The worst version of hybrid is when you spend your time in the office just as you would at home on Zoom.”
  • “Fully remote is harder in many ways because you have to intentionally recreate the in-person interactions.”
  • “The best companies that are fully remote spend as much on gathering budgets as others do on office space.”
Action Steps:
  1. Embrace Intentionality in Remote Work: Develop methods for managers to build relationships and foster collaborations effectively online. This approach is necessary, given the limitations of remote work and the importance of culture in team cohesion.
  2. Utilize Data for Workspace Strategy: Leverage tools like Flex Index or Flex Benchmarks to make informed decisions on office utilization, space allocation, and policies. Data insights offer a competitive edge and enable better planning in the hybrid work era.
  3. Optimize Meeting Culture: Implement technology to organize and ascertain the necessity of meetings, promoting efficiency and reducing burnout. With the increase in remote work, maintaining high-quality meetings becomes essential for productivity.
  4. Prioritize Gathering Budgets: Allocate resources for in-person team meetups to sustain relationships and company culture in a fully remote setting. As remote work often lacks spontaneous interactions, such planned gatherings can enhance team dynamics.
  5. Stay Agile in Business Modeling: Be ready to pivot and adapt to new trends in the workplace, as demonstrated by Scoop’s shift during the pandemic. Remaining responsive to market demands ensures relevance and resilience.
Sponsor for this episode

This episode is brought to you by T.A.Monroe Digital.

At T.A.Monroe, we build world class revenue engines for B2B SaaS companies.

What that means is we do everything behind the scenes to generate you tons of qualified leads, opportunities and customers.

We build highly effective marketing systems and scale their profitably through our demand generation strategies.

We think scientifically on how to scale your demand and revenue.

We bring decades of experience.

Email us at [email protected].

Visit www.tamonroe.com today to schedule a strategy session or learn more about our mission.

Share this episode
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Contents

Jon Morra

Jon Morra is the Chief AI Officer at Zefr, a company specializing in ad tech platforms and brand safety in the world of “walled garden” platforms such as TikTok, Facebook, and YouTube. With a background in biomedical engineering and a PhD in biomedical engineering, his academic journey took him from Johns Hopkins to UCLA. Jon then transitioned from academia to founding his own startup, Medical Vision Systems, and subsequently moving into the ad tech industry through roles at eHarmony and Zefr. His expertise lies in machine learning, and he’s driven by the need to understand content categorization from a brand’s perspective.

In this episode

Artificial intelligence is transforming the marketing landscape, enabling brands to connect with their audience in more meaningful ways. How can businesses harness the power of AI and data science to drive marketing success?

According to Jon Morra, a leading expert in AI and data science, the key lies in understanding and utilizing the vast amounts of data available. He highlights the importance of developing a representative dataset to train AI models effectively. By ensuring that the dataset accurately reflects the diverse scenarios a business might encounter, companies can build more reliable and effective AI solutions. This approach not only enhances the precision of marketing strategies, but also boosts overall business performance.

In this episode of the Revenue Engine Podcast, host Alex Gluz sits down with Jon Morra, the Chief AI Officer at Zefr, to discuss how AI is revolutionizing marketing. They explore how to validate AI use cases to drive business value, the impact of generative models on creative processes, and the importance of responsible AI practices. Listen in to gain valuable insights on leveraging AI to unlock the full potential of your marketing efforts.

Here’s a glimpse of what you’ll learn:

  • [1:30] Jon Morra shares how he pivoted from biomedical engineering to the ad tech industry
  • [1:54] How Jon’s graduate work laid the foundation for machine learning applications in medical imagery
  • [6:11] The evolution of Zefr from a movie clip company to a major player in ad tech
  • [8:51] Zefr’s methods of leveraging AI to provide brand safety and accurate advertising placements
  • [20:17] Current trends and future possibilities for AI in creative advertising processes
  • [20:43] Jon’s perspective on the challenges of building AI systems that deliver business value
  • [24:19] The emerging threats and responsibilities in the space of generative AI

Resources Mentioned in this episode

Quotable Moments:

  • “My mandate is ‘what is a piece of content about according to a brand?’”
  • “The biggest advertising challenge? The sheer volume of content is overwhelming, and technology must keep pace.”
  • “The hype around AI replacing jobs is overblown; it’s about augmenting professionals with AI tools.”
  • “Building AI systems isn’t just about the algorithms; it’s about having the right data set to train them on.”
  • “The biggest development in ad tech is in creative — it’s about harnessing AI to fulfill brand-specific content requirements.”

Action Steps:

  1. Embrace AI and machine learning tools in your field: Staying updated with AI advances and incorporating them into your workflow can significantly boost your productivity
  2. Focus on building a representative evaluation data set: This is crucial for training AI models to handle unique real-world scenarios effectively
  3. Leverage generative AI for advertising creatives: Utilizing AI for content generation can streamline creative processes while maintaining brand standards
  4. Practice humility and effective communication in professional settings: Proper presentation of your expertise can improve collaboration and project success
  5. Stay vigilant about the potential threats posed by AI: Ensuring that AI systems are designed with adequate GuardRails can prevent unintended harmful consequences

Sponsor for this episode

This episode is brought to you by T.A.Monroe Digital.

At T.A.Monroe, we build world class revenue engines for B2B SaaS companies.

What that means is we do everything behind the scenes to generate you tons of qualified leads, opportunities and customers.

We build highly effective marketing systems and scale their profitably through our demand generation strategies.

We think scientifically on how to scale your demand and revenue.

We bring decades of experience.

Email us at [email protected].

Visit www.tamonroe.com today to schedule a strategy session or learn more about our mission.

Share this episode
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