<img alt="" src="https://secure.east2pony.com/208651.png" style="display:none;">

New Podcast Episode: The Power of Data with humm Canada

Episode 9 of Smarter Together - the Market Research Podcast from Phase 5 has just been released! Together with Katherine Wellman and Rachael Ramos of humm Canada, Phase 5 host Rachel Abugov discusses how data enables successful marketing strategies, with specific examples from their recent experience developing and launching a new service in a new market.

humm Canada offers patient and customer financing solutions for in-store and online purchases focused on 5 key verticals: Home Improvement, Home Retail, Automotive, Veterinarian Services, and Dental & Health Services. The company enables customers to make purchases of up to $30,000, and pay for them over time via monthly installments. In 2023, humm launched in Canada with Katherine Wellman as Vice President, Marketing, and Rachael Ramos as Marketing Manager. Both have been working closely with Phase 5 as their company's official insights partner since 2022.

In this latest podcast episode, the group shares details about the proprietary research they conducted with Phase 5, how it impacted their launch plans, and how the findings as well as the experience of leveraging data has led not only to a successful market expansion, but also a corporate culture founded on knowledge and driven by customer-centricity. As Katherine says, successful marketing requires good story telling, and "the more data points you have, the stronger your story will be".

Listen to episode 9 here, and learn more about the launch of humm Canada in their case study here.

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past Board Director of the Insights Association, he has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).