Strands of Genius: Megan Thompson + Your Holiday Season Marketing Playbook 2024
featuring: an interview with our guest editor and a research report
Welcome to the Bonus edition of Strands of Genius! On Fridays, we’ll be publishing interviews from our guest editors, and sharing a research report. Thanks for being along for the ride. Oh and by the way, you look great today :)
:: STEAL THIS THINKING | RESEARCH REPORT ::
With 82% of Americans celebrating Christmas and over 40% of those buying gifts
for six or more people, the holiday season remains one of the biggest moments in
the retail calendar.
In this report, YouGov takes a deep dive look into the consumer habits and preferences of Christmas gift buyers – including what they typically buy as gifts, where they are most likely to make their holiday season purchases, and when they start their festive season shopping.
In addition, they look back at the buzziest brands from the festive period last year.
:: DIVE IN | THE INTERVIEW ::
MEGAN THOMPSON, FOUNDER & DATA STRAREGIST, LORE
>> Megan Thompson, guest curated Strands on December 12th 2024. Read it here.
Tell us a little bit about yourself and what keeps you busy. How did you end up doing what you’re doing today?
I have a History of Art degree, specialising in street art and photojournalism, so of course the natural next step was a stumble into a predictive analytics company, supporting retail marketers.
I was very lucky that I turned up in the industry just as data was being discovered by marketing. And even luckier that, for some reason, I just naturally understood it all quite easily.
That beginning, plus the way I positioned my Art History degree, helped me to sell myself to the advertising and creative agencies. I loved, and still love, culture and psychology and art, so it all came together quite well. I worked at many of the big shops over the years, with a range of clients; small start ups, big global conglomerates, and all sorts in between.
But, I've had so many conversations over the years about how the industry is not really nailing the integration of data, despite the pretense we all see paraded on LinkedIn.
So, I set up Lore last year to help bridge the gap between strategy and analytics, in a way that is really human and simple. We recently had our first birthday, we're becoming well established, and thankfully, I'm having loads of fun.
What excites you most about what you do?
People miss the real opportunities because they stop at the first data point, which is basically just the first number that they see. But anyone can find those. They're on the surface for everyone to see, in the same tools and datasets that we all licence.
You have to go really deep and find the particular thing that makes sense only for that brand, that project, that customer group. Those are the real opportunities, and the strategists and creatives get excited about what's possible when you share them, and you know you're onto something.
What beliefs define your approach to work? How would you define your leadership style?
It's so hard to define, because I think we all lead in the way that comes naturally to us. I think my experience is common within the industry, asI haven't ever had any training or guidance on how to manage or lead, so it's all gut instinct.
I'm probably a bit more formal than some. Despite the fact that a lot of us say otherwise, we generally benefit from structure and routine. It means that the team know they can count on me, that I prioritise showing up for them, and sharing information on a regular basis.
Sometimes as a junior it's hard because you want space to grow, but you are relying on that senior person to show you how, so I give space, but I also take authority and the accountability that comes along with it. Ultimately, while we plan it together, I set the direction so everyone knows what's what and how they fit in.
It seems to have worked well for me, but I'm also always open to hearing from my team that they don't like something. I don't take it personally at all, we work together to make the environment right for us all.
What has been the most rewarding project you’ve worked on and why?
The most rewarding project is whatever is currently in front of me.
I'm such a dork that I invest myself entirely in every client. I change my supermarket, dog food, charitable donations, you name it. My allegiances change with my client list.
I can't help it, I just dig in to the data and immediately fall in love with the brief and the approach and the people. I want them to succeed so badly, so the first step is always to buy something and start telling everyone else to as well.
We are big believers in diversity -- Not only because we believe in equality, but because we also think it’s better for business. How do you frame these kinds of conversations, both internally and with clients? Is there an emphasis on action, or are the conversations really more about communication?
I always refer to the brilliant 'Invisible Women' by Cristina Criado Perez as an example of both how to look at the data, and also, how you can benefit the whole by focusing on an individual audience. There's no greater framing of the conversation than her snow clearing example. I always butcher the re-telling, but in essence it shows how we can reduce injuries and support commerce by thinking of women's daily journeys instead of men's.
What she helped me to think about applying in my own role, is to flip our thinking on its head. Sometimes we don't know whether the data is representative of true behaviour, or what we are driving ourselves. So look for the outliers in the dataset. Don't remove them, and don't try to reduce them. Investigate them, cater to them, embrace them.
Switching gears a bit, how do you find time to balance personal interests with your career? Do you believe work/life balance is possible? Anything you’ve implemented that you recommend that others try?
As a new business founder, I'm probably not the authority on balance. This year I think I've had about 3 or 4 days of genuine holiday, and I often work over the weekend. I realise I'm lucky because I genuinely don't mind. (I don't think you can set up a business and have it become successful if you mind being so busy, surely?)
But, what also helps me on the days that I've been tired and my brain is fried, is to remember that it's not about achieving a daily balance. You'll drive yourself mad if you try to micro-manage balance.
Look at the bigger picture and allow for the swings.
Some weeks I work 7 days. Some weeks I take a long walk in an afternoon with a friend and our dogs. Some weeks I take 3 spin classes. Other times I don't go for 3 weeks. Sometimes I record 3 or 4 LinkedIn videos in a day. Other times I don't post for a month.
It's not about trying to fit everything in all the time. It's about being comfortable with the undulation of all of the things you want to fit.
What’s your media diet? Where do you find inspiration?
I'm basically revealing my age, but I rely on Reddit and Instagram to curate the rest of the internet for me.
Reddit gives me a combination of personal interest (beautiful interiors, conversation about movies, and the drama of Am I The Asshole posts) with work (AdPorn, cool guides, and small business support).
Instagram gives me just utterly brilliant, utterly random shit.
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
You have to be comfortable being uncomfortable.
I think my dear friend Andrew Waddell said this, back when we worked together and he was COO at Proximity London. But in excellent Strands of Genius style, I think he stole it from somewhere else.
You can keep in touch with Megan on LinkedIn.
If we can ever be of help to you, even outside of a formal engagement, please don’t hesitate to let us know.
rockON,
faris & rosie | your friends over at geniussteals.co
(still want more? @faris is still “tweeting” while @rosieyakob prefers instagram stories)