How Philips Healthcare transformed marketing reporting fast | TMIS

What if you could save 40% of your analysts’ time and reshape your entire approach to marketing data?

In this episode of The Marketing Intelligence Show, Martina Karakoleva, Campaign Insights Manager at Philips Healthcare, joins host Fanny Heimonen to share how she led a full-scale marketing data transformation—cutting manual work, unifying campaign data, and reshaping the analyst role from data providers to true insights experts.

You’ll learn:
➛ How Philips automated reporting and improved data trust
➛ The role naming conventions played in scaling fast
➛ Why centralizing data ownership in marketing is a game-changer
➛ How the analyst role is evolving with AI and automation
➛ What’s next for Philips’ marketing data journey

Whether you’re managing 1,000+ campaigns or just getting started with data automation, this episode is packed with lessons to help you scale smarter.

📝 Episode key takeaways: https://supermetrics.com/podcasts/phi...

🎧 Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast...

🎧 Listen on Spotify: https://open.spotify.com/episode/6Oy3...
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💎 Related resources:
Campaign naming conventions - The key to cleaner and reliable reporting (+ template): https://supermetrics.com/blog/campaig...
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⏱ Navigate this episode:
01:10 – The data transformation at Philips Healthcare
04:50 – Saving 40% of analyst time
07:30 – The power of naming conventions
10:45 – Driving adoption with data education
14:30 – Redefining the analyst’s role
17:40 – What’s next for data at Philips
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