In this episode of Business of Marketing, John Horsley sits down with Graham Field, Chief Revenue Officer at Outra, to explore how the relationship between data, AI and revenue is reshaping modern marketing.

From the early days of programmatic advertising to today's AI-powered marketing stack, Graham shares why the brands that win won't necessarily have the biggest media budgets, but the best understanding of their customers. Together they discuss first-party data, privacy, decision intelligence, commerce, and why marketers need to stop chasing short-term metrics at the expense of long-term growth.

Whether you're leading marketing, revenue, data or digital transformation, this conversation offers practical insights into building a smarter, more connected marketing organisation.

Topics include:

  • Why first-party data is becoming every brand's competitive advantage
  • How AI is transforming marketing, commerce and decision-making
  • The balance between short-term performance and long-term brand growth
  • Why data quality matters more than data quantity
  • Lessons from Shopify, MediaCom and the evolution of digital marketing
  • The future of privacy, identity and customer intelligence

A thoughtful conversation on where marketing is heading next, and what leaders need to do to stay ahead.

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