In this episode of Deconstructing Data, hosts David Finkelstein and Jessie Lizak sit down with Mark Himmelsbach, CEO and Founding Partner of RYA, to explore why proprietary data—not AI alone—is becoming a critical source of competitive advantage. Mark shares how eight years of collecting passion-point data helped RYA build a unique data set designed to understand not just what consumers do, but why they make decisions. He explains how RYA combines proprietary data, AI, and human expertise to help brands develop more resonant creative and make smarter marketing decisions.
The conversation explores how brands can determine whether their data is truly unique and actionable, how data can inform creative and campaign strategy, and why marketers should balance prediction and measurement with experimentation. Mark also discusses the importance of keeping humans in the loop when using AI for creative work, the role of feedback loops in continuously improving data and AI models, and the technology behind RYA's approach to creative intelligence.
Main Topics
Why Proprietary Data Drives Advantage in the AI Era
Using Data to Inform Creative and Campaign Strategy
Measuring and Predicting Audience Response to Campaigns
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