On this episode of The Data Storytellers podcast, we engage with Manuel Neumann, who shares his expertise on data-driven transformation at Red Bull. Manuel discusses how data analytics is employed to innovate marketing strategies and improve business processes at Red Bull. He offers insights into the development and challenges of building robust data systems that enhance operational efficiencies and decision-making across the global enterprise. Join us as we uncover the pivotal role of data in shaping the future of marketing and customer engagement in the competitive beverage industry, and learn how Red Bull leverages data to maintain its edge.

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00:00 - Introduction to Manuel Neumann, Red Bull’s Global Head of Data Science

01:24 - Transition from Economist to Data Scientist

03:57 - The joys and challenges of working in data science at Red Bull

05:32 - Transforming traditional business processes with data at Red Bull

07:41 - The role of narrative in data projects and initiatives

10:15 - Key aspects for successful data-driven transformation in organizations

13:34 - The importance of communication and building trust in data science

16:04 - How to effectively build trust within an organization

18:21 - The role of soft skills in data science leadership

20:37 - Balancing assertiveness and collaboration in data initiatives

22:45 - Breaking down silos and fostering collaboration across departments

25:07 - Personal career insights and the importance of adaptability in data roles

29:18 - The evolving role of formal data education in leadership