Martech Interview with Tony Ayaz, CEO of Scuba Analytics

Marketing data is a requirement for businesses in product innovation. Customer experience is the key ingredient to address innovation. The interview highlights ways to thrive in the market through customer experience and data analytics.

Customer Experience today is about real-time digital intelligence to drive brand engagement. This means leveraging all customer, product, and marketing data in a unified manner vs. siloes of information or tools.

1. Could you tell us about yourself and your role at Scuba Analytics?
I am a twenty-year Silicon Valley veteran fortunate to have been a part of a few foundational enterprise software companies that led the industry into the current digital age. These companies were tied to building the foundation for web applications, data infrastructure, and analytics. As CEO at Scuba, I am very excited to apply these skills and help enterprises take advantage of their data-related investments and empower business teams to leverage digital intelligence to deliver better customer and product experiences.

2. Can you shed some light on your business journey and story?
As an immigrant to the US, I had to adapt and learn fast through my career. That has helped me as an entrepreneur and CEO to navigate challenges with a creative mindset. I knew coming out of college I wanted to be an entrepreneur and decided that working at early-stage companies would be the best way to learn and advance. I’ve been part of companies that have gone from 20 employees to an IPO (Splunk), been an early-stage investor working with amazing college entrepreneurs that taught me a lot, and helped build companies from the ground up that led to successful exits. For example, when building a company, it’s kind of like going to a new country and not understanding the language or culture. You have to adapt, learn, and integrate. Very similar to taking new technologies to market. I love what I do, and I guess you can call me an enterprise software junkie that loves to help enterprises tackle business challenges.

3. According to you, what are the top Martech Trends ruling the Market?
The top trends that I see today are making data available across silos without the complexity and with privacy in mind. Everyone is a digital native today and they cannot wait to be given insights; rather, they want to have self-service access to data, make faster decisions, and enrich data easily without complexity or delays relating to integrations. In today’s digital age marketing teams need to understand their customers faster, leverage real-time visibility into campaigns, and connect to product teams that can lead to better top-line results. Also, data science teams are connected to this and have similar needs to drive better outcomes within a unified view. Data privacy has become a high-priority for companies when it comes to data analytics–with so much proprietary data being collected, brands need tools that honor privacy and transparency.

4. In which ways do you think Marketers are adopting technology in their day to day routine?
It’s all about accessibility and continuous intelligence across all customer and digital interactions. Real-time analytics enable marketers to get incredibly granular in understanding their customers’ journey and marketing performances with Self-Service driven insights for Marketers. They need to leverage technology to measure business impact and cannot rely on spreadsheets or defined templates that limit insights. They need the ability to explore and analyze lots of data on the fly without hand holding from technical teams.

5. How can Customer Experience help in driving brand engagement?

Customer Experience today is about real-time digital intelligence to drive brand engagement. This means leveraging all customer, product, and marketing data in a unified manner vs. siloes of information or tools.

Time to insights is critical because you can lose millions of dollars when using various SaaS solutions to connect the dots. Also, this needs to be done with privacy in mind in the “cookieless” world and compounding compliance challenges globally.

6. How does Customer Experience impact business outcomes like revenue, retention and product adoption?
CX has a massive impact on a brand’s success. Today we are in a MAU/DAU world where adding users is even more critical connecting to future revenue growth. You need to have quick customer insights in order to keep customers.
Also, privacy is overlooked and that has to be part of the solution, otherwise, data is useless. Depending on how well brands utilize and act on the insights they derive from CXA, it can bring them great success, or great failure. A brand’s overall CX is now inextricably tied to revenue, retention, and product adoption.

7. How can Analytics help organizations to understand customers better?
We have to clarify and say digital analytics is key to understanding customers better. Having static transactional data is different than real time customer or product event data. Digital intelligence is critical for brands to understand their customers–without them, brands are essentially bringing a knife to a gunfight. CXA enables brands to follow customers across their entire journey, and pinpoint areas of friction or drop-off. In essence, brands can use analytics to draw informed decisions about their customer experience and customer journeys–and use that information to improve their CX and product.

8. What is the importance of customer journey in product intelligence?
Understanding your customer’s digital journey and how they interact with your product or services is mission critical in today’s digital economy, especially with Covid. There is a lot of money spend on advertising that drives customer engagement and if you cannot connect to product intelligence, you lose revenue. Not only does customer journey analytics enable brands to narrow in on every touchpoint a customer makes, but it can also tell them what is and isn’t working. Most social commerce, large B2C or IoT driven enterprises need constant visibility into journeys to understand how they can improve their competitive edge and avoid bad experiences.

9. How does Scuba Analytics help in modernizing Customer Experience?
Scuba’s continuous intelligence platform enables brands to unify their digital analytics in an automated, digestible manner–in real-time with a privacy first approach. In customer experience, every second counts, which is why brands need the most up-to-date, fresh data analytics that can be queried in seconds. Scuba eliminates the bottleneck of requesting data from analysts, given its platform is user-friendly with no-code queries. Essentially, Scuba modernizes CX by providing brands with faster, granular, and accurate customer experience analytics.

10. What are the distinct features that help Scuba Analytics stand apart from the competition?
Unlike our competitors, Scuba captures and digests data continuously within a single system to provide actionable real-time business insights. Privacy is a core pillar of how we deliver customer and product analytics because we are cloud agnostic by providing a private SaaS service. This means the data never leaves the customer’s firewall with zero data management. Our customers have the same benefits of traditional SaaS like capabilities without losing control of their data and meeting the ever-challenging compliance requirements. As a continuous intelligence platform, Scuba has a massive capacity to ingest large amounts of data in real-time–with a no code query engine that provides self-service insights to drive better business decisions.

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Tony Ayaz is a seasoned operator skilled at executing GTM strategies to scale companies from $0 to $100M/IPO while building great teams and culture. He is a driven executive with entrepreneurial experience as a Founder/CEO, Board Member, Executive, Sales Leader, and Investor.
His combination of early-stage and hyper-growth company experiences provides him with a holistic approach to scaling companies for over 20 years with multiple exits. He has extensive experience bringing complex technologies to market across product, marketing, and sales.

Scuba analytics enables complex behavioral queries to be created on the fly with a simple user interface that allows quick synthesis of the data you are interested in—taking it from billions down to the granular insight, in seconds, not hours or days.

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