Data Talks
Data Talks is a conversation series released every two weeks that proves data isn’t just for analysts, it’s the common language behind sporting triumphs, market breakthroughs, and social progress. Economist and storyteller Wolfgang Fengler sits down with world-class athletes, leading economists, founders, policymakers, and creative thinkers to unpack the numbers shaping their fields. Together, they translate charts into clear takeaways, challenge assumptions with evidence, and show how good data can turn bold ideas into practical action.
Data Talks
The 20 Trillion Price
In this episode of Data Talks, Wolfgang Fengler speaks with Marta Bowles, Chief Communications Officer at NIQ, about how high-quality data, and the AI built on top of it, is reshaping decisions for brands and retailers. Marta traces her path from CPG and direct selling to leading communications at a global consumer-intelligence company, reflecting on what’s changed (and what hasn’t) in the marriage of marketing, data, and technology.
They dive into why Gen X is an under-served growth engine (and how much spending brands may be leaving on the table), how younger generations expect personalization by default, and why granularity, down to panels, SKUs, and omnichannel behaviors, matters more than ever. Marta also shares NIQ’s platform shift, the role of human judgment alongside AI, and practical ways companies can use data to move faster and smarter.
Topics: generational spending (Gen X vs Gen Z), data quality as AI’s fuel, omni data and panels, IPO-era transformation, and career advice for the next generation entering insights.
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Data Talks is produced by World Data Lab, bringing global data to life through insights, conversations, and stories that matter.
