In this episode of Total Retail Tech Insights, Editor-in-Chief Joe Keenan speaks with Deanna Ballew, chief product officer at Listrak, a digital marketing automation platform. Listen in as Ballew discusses the current retail marketing landscape of creativity and innovation (3:00) and how Listrak supports retailers, emphasizing the importance of marketing experimentation (5:00). With insight from her 20-plus years of experience in the MarTech space, she explains Listrak's evolution as a cross-channel platform (9:30) and how experimentation can guide marketing strategies, the impact of artificial intelligence on marketing teams, and the importance of adapting to new technologies (15:00).

In addition, Ballew shares tips on effectively structuring and analyzing experiments and advises making experimentation a regular part of team discussions (18:00). Lastly, she discusses how learnings from experiments can be shared across an organization, including how experimentation changes the approval process for marketing campaigns.

Deanna Ballew is a seasoned product executive with extensive experience in marketing technology and innovation. Throughout her career, she has demonstrated a strong ability to revitalize product portfolios and drive organizational growth. By leading large teams, she has successfully modernized legacy products, implemented user-centered design, and enhanced data governance, resulting in higher recurring revenue and improved customer retention. Ballew's strategic approach balances immediate business priorities with a long-term vision, enabling cohesive strategies that foster market leadership and high-performing teams. Ballew currently drives value as the chief product officer at Listrak. She holds a MBA from the University of Wisconsin and a Bachelors in Computer Science and English Writing from Loras College. Ballew's blend of technical expertise and strategic vision has established her as a respected leader in the marketing technology sector.