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In a connected age where consumers crave authenticity, companies must make every effort, using everything they know about their audience, to deliver experiences that address needs, anticipate interests or simply go the distance to make their life better.

We get a crash course in data-driven “Empathy Marketing” when our host Peggy Anne Salz catches up with Chy Seng, Head of Mobile Growth at Grammarly, a digital writing assistant (via both web and apps) that helps people write more clearly and effectively. Chy discusses the role of creative in creating trust and the metrics that tell marketers when they’ve struck a positive chord with their audience.