Here’s a summarised transcript with the key points in the discussion we had (if you prefer to read).
LTV Talks Podcast
Host: Karan Tibdewal
Guest: Dr. Tim Wiegels
Episode Topic: Measuring CRM Impact & Data-Driven Retention Strategies
Introduction
Karan Tibdewal (00:01):
Welcome, everyone, to LTV Talks! Today, we're diving deep into the world of CRM data and everything in between. I'm thrilled to have Dr. Tim Wiegels on the show. Tim is a seasoned data leader with experience across various industries—from mobility to gaming, health, and video streaming. Most notably, he served as Vice President of Data at FreeNow, where he spearheaded the company’s data strategy, implemented a data mesh approach, and played a key role in shaping mobility data-sharing efforts across Europe.
Now, as the founder and CEO of Wiegels Data Solutions, he helps businesses navigate the complexities of data leadership and strategy. As he puts it, he conducts "data therapy sessions" for product, marketing, and data teams across organizations.
In today's episode, we'll explore a topic crucial for CRM teams: how to effectively measure impact, avoid common pitfalls, and build a data-driven retention strategy that actually works.
Tim, welcome to the show! We’re excited to have you here.
Tim’s Journey from Bioinformatics to Data Leadership
Tim Wiegels (01:22):
Hi Karan, thanks for having me. Excited to be here!
Karan Tibdewal (01:26):
100%! I actually found you while trying to answer a personal question: How do I define ROI on CRM tool investments? We had a great chat, and you had so much to add. But before we dive in, I’d love for you to tell us how you got to where you are today. I saw that you have a master’s and PhD in bioinformatics—how does someone with that background end up in marketing and data?
Tim Wiegels (01:54):
For me, it felt straightforward, but maybe it wasn’t! I’ve been working with data for almost 20 years now, depending on how much of my PhD experience you count. I started with a diploma in bioinformatics before the master’s system started in Germany. Back then, bioinformatics wasn’t called data science, machine learning, or human-computer interaction—but that's essentially what it was.
I did a PhD mostly because the project sounded interesting, the funding was good, and I figured having a “Dr.” title in Germany couldn’t hurt! I joined the European Molecular Biology Laboratory, where I quickly transitioned into a role that required me to sell software projects globally, understand customer needs, and define roadmaps. That’s when I realized I was more of a product manager and software developer than a scientist.
Science felt slow, and I disliked the politics involved. So, I decided to leave. The challenge? When you have a PhD, you know a lot about a very specific thing—but job interviews ask questions like, Do you know what an A/B test is? Back then, I had no clue. I looked it up later and realized I had been using similar statistical methods for years!
After struggling for two years to transition, I landed at Goodgame Studios, a gaming company in Germany. I started as a data scientist and quickly realized my real strength was translating business needs—what management, marketing, and product teams wanted—into something data teams could work with. Over time, I led marketing intelligence, business intelligence, and eventually moved into mobility at FreeNow.
Common Challenges in CRM & Marketing Data Teams
Karan Tibdewal (13:03):
You've led massive data teams across your career and tackled various challenges. What are some common pitfalls you’ve seen in CRM and marketing teams?
Tim Wiegels (13:41):
One of the biggest mistakes is teams focusing too much on their specific part of the funnel without seeing the big picture. For example, at FreeNow, we had different teams optimizing individual conversion steps. One team introduced an automatically applied voucher to increase conversion at a certain step—but no one checked the financial impact. The result? We gave discounts to customers who would have booked anyway, leading to massive revenue loss.
Teams need to factor in the probability that a customer would have converted without an incentive. Otherwise, you’re just losing money.
Karan Tibdewal (18:30):
Why do teams fall into this trap? Is it a lack of context from leadership, or something else?
Tim Wiegels (18:41):
It’s a mix of things—rapid growth, lack of experience, and overwork. In startups, people juggle multiple roles, and sometimes there’s not enough headspace to think beyond immediate KPIs. But the big picture is what pays salaries! I always tell teams: Look beyond your immediate metric and ask, how does this impact overall profitability?
Building a Measurement Model for CRM Impact
Karan Tibdewal (22:23):
How do CRM teams move beyond basic metrics like open rates and clicks to align with business goals?
Tim Wiegels (23:03):
First, define why CRM exists in your company. If it's retention-focused, then measuring retained vs. new customers is key. At FreeNow, we tracked how much revenue each voucher-driven campaign generated over time. CRM teams should also use incremental lift analysis—establish a baseline before running a campaign, then measure the uplift against that baseline. Otherwise, you’re just guessing.
The Role of AI in CRM & Data Analytics
Karan Tibdewal (49:36):
With AI evolving rapidly, how do you see its role in CRM and data analytics?
Tim Wiegels (50:04):
AI accelerates testing and data processing. It allows teams to validate multiple hypotheses quickly. But tools like ChatGPT don’t replace strategic thinking—they act as an assistant. The real value is using AI for rapid iteration and automating manual processes. Also, marketers should become more data literate—learning SQL and understanding data structuring will be a superpower in the coming years.
Final Thoughts
Karan Tibdewal (58:09):
Tim, this has been an incredible conversation. Any final advice?
Tim Wiegels (58:27):
Embrace AI to remove tedious tasks. Focus on real business impact. And most importantly, don’t just follow CRM best practices blindly—question everything and tailor your approach to your business’s actual needs.
Karan Tibdewal (58:49):
Thank you so much, Tim!
Tim Wiegels (58:50):
Thank you! Have a great weekend!
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