Leveraging Data in Marketing

The Guest

Ondar Tarlow is a marketing strategist with over 20 years of experience using data-driven insights and creative storytelling to drive brand growth. As a former CMO in the financial sector, he led award-winning campaigns generating over $1.7 billion in product volume. Now a consultant for motorsports, financial, and lifestyle brands, Ondar specializes in AI-powered marketing, leveraging propensity models and generative AI to boost performance and streamline production. He’s involved in community building, he cares about the youth, and he’s here today to talk about leveraging data in marketing!

Speed Is Nothing Without Strategic Synergy

“Speed and precision around data are not just ‘nice to haves’ in marketing anymore—they're essential,” Ondar says. But that speed doesn’t come from chaos, he explains. It comes from prep work.

Ondar emphasizes that data quality is critical—but so is alignment. “Not all data is created equally,” he notes. “And if you don’t agree on definitions, you’re going to have issues later on. Whether it's marketing, finance, or operations, each team brings a different lens to the table, so success starts with a shared language.”

And yes, that means politics. “Debate is healthy in the C-suite,” he says. “You need opinions, but you also need the data to back it up.”

Single Source of Truth = Shared Commitment

Ondar challenges the buzzword “single source of truth,” flipping it on its head: “Whatever they collect around becomes the truth.” The real danger is in rallying around the wrong data.

So what’s the antidote? “Quick patience,” he says. “Set performance metrics early. Know what success looks like at 30, 90 days—and plan for real data to roll in over time.”

AI as a Force Multiplier (Not a Shortcut)

Ondar has worked with AI to develop propensity models that power smarter campaigns. And while the tech is powerful, it’s the foundation that matters.

“It started with working with the teams that make sure the data is clean,” he says. Once that’s locked in, testing can begin: “Email campaigns with your own customers are a great low-cost entry point.”

The results speak for themselves: open rates up 10–20%, click-to-opens 3–4x higher. But that’s only the beginning. “You’ve got to link it from cradle to grave,” he explains, tracking results all the way to deepen customer relationships and product uptake.

If the Partnership Is Seasonal, You’re Missing the Point

When it comes to brand integrations,Ondar sees a common mistake: treating sponsorships like a season. “You're really not leveraging the full extent of what you have,” he says.

Instead, integrations need to be year-round and strategic. “You have to start with: what is the strategy of your company? Then ask: how are we going to measure it? And how will this brand partnership serve that?”

He’s worked with both top-tier sports teams with almost no usable data, and lesser-known clubs delivering gold-standard integrations. “It’s not about the prestige of the partner. It’s about how they’re run—and what they’re willing to bring to the table.”

From Transactional to Transformational: The Relationship Shift

Ondar pushes brands to rethink partnerships not as transactions but as exchanges. “How can we be customers of each other?” he asks.

He recalls a banking integration where the sponsor also provided financial services for the team—a true mutual benefit. “That’s where the magic can happen.”

What underpins all of this? Relationships. “You're able to do more successful business with people you have a good relationship with,” he says. Not best friends. But shared understanding, consistent communication, and aligned goals.

He even advocates for building flexibility into contracts. “If you’re stuck with a 5-year agreement and the landscape changes, you’re screwed. Make space to refresh assets midstream.”

First-Party Data Isn’t Just Valuable—It’s Vital

In an age of signal loss, cookie deprecation, and walled gardens, first-party data is more than an asset—it’s the engine. “It starts now—or it started before,” Ondar warns.

The key is access, cleanliness, and distribution. “A powerful CRM is critical,” he says. “And have someone who’s not just good with data, but who knows your data.”

He also challenges marketing teams to take accountability: “You need folks who are confident in data analytics for marketing—or at least asking the right questions.”

If You’re Stuck, Talk to People

Near the end of the episode, Ondar explains what he’d tell a marketer crying into their spreadsheets about data. His answer is both simple and profound:

“Data is about people,” Ondar says. “Talk to people you can count on—internally and externally. Keep looking for the solution. Stay curious.”

Whether you’re managing AI, brand partnerships, or your own CRM, the human layer in data is what holds everything together. “It takes a village to be successful,” he says. “Don’t feel it’s all on you.”

The Links

Ondar’s website

Ondar on LinkedIn

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