MarTech Interview with Georgios Grigoriadis, CEO of Baresquare

Georgios, Can you please share a brief overview of your professional journey in the marketing and technology industry, leading up to your current role as the CEO of Baresquare?
I started as a developer but quickly realized I was more interested in making products commercially viable than writing code. An MBA brought me to Sony Europe, where I loved helping managers make data-driven decisions but disliked how difficult and time-consuming data analysis was.That pain point drove me to start Baresquare. We set out to automate repetitive analytics tasks so people could get actionable insights without wasting hours staring at dashboards.
What, in your opinion, happens to marketing when analytics meets ChatGPT? How has this fusion influenced the industry landscape?
The fusion of analytics and ChatGPT is a game-changer for marketing. It’s like handing marketers a crystal ball that not only shows them the future but also tells them how to get there.With ChatGPT’s ability to understand and generate human-like language, marketers can now have a conversation with their data. Today’s LLM technology can’t give precise answers when processing mass amounts of marketing analytics, but once marketers get to the answer, LLMs can explain it in plain English without drowning in jargon or complexity.
How do you believe GenAI can effectively boost sales for marketers in a crowded market, and what potential downsides should marketers be aware of when integrating this technology?
GenAI is a double-edged sword. On one hand, it’s a powerful tool for cutting through the noise and reaching customers with laser-targeted precision.But there’s a catch. As GenAI becomes more widespread, customers can spot generic, algorithm-generated content from a mile away, and they’re quick to tune out anything that feels inauthentic.
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