Comcast Advertising Innovation, Technology & Agility

Tell us about your tech stack. What tools do you use to gather and organize data, and which tools do you rely on most in your daily work?

My tech stack is a key part of how I stay productive, strategic and client-focused. I rely heavily on AI tools like Microsoft Copilot to support my daily workflow, from prospecting and refining outreach emails to brainstorming creative ideas like commercial scripts. It’s a powerful resource that helps me work smarter and faster. In addition to AI, our customer relationship management system is central to how I stay organized. I use it to manage my pipeline, track client interactions, set reminders and monitor campaign progress. It’s my go-to for keeping everything aligned and ensuring no opportunity slips through the cracks.

I also lean into internal data dashboards and reporting tools to gather insights on campaign performance, audience engagement and attribution. These tools help me prepare for client meetings with confidence, backed by real metrics. Collaboration tools like Microsoft Teams and shared workspaces help me stay connected with internal teams and agency partners, ensuring alignment across all touchpoints. Altogether, my tech stack enables me to be more efficient, data-driven and client-focused every day.

How has data helped you close a deal? 

One of my most successful deals, and what I consider a true strategic partnership, was renewing a major HVAC client for their annual campaign. I had the opportunity to speak directly with the client outside of the agency and discovered they had invested heavily in developing a detailed customer profile. Recognizing the potential, I proposed aligning the company’s profile with our audience segments to enhance targeting and campaign performance. Comcast provides comprehensive support to ensure sales representatives can harness data insights effectively while adhering to privacy regulations and ethical standards that protect all stakeholders.

Using our data capabilities, we matched their customer profile to several of our 300+ audience segments. This alignment allowed us to build a highly customized strategy that resonated with their ideal customers. As a result, we generated strong revenue growth. The client was thrilled with the precision and effectiveness of the approach, and it elevated our relationship. Since then, we’ve been invited to participate in their quarterly partner recap meetings, where we present performance insights by audience segment. This collaboration has elevated our role from vendor to trusted advisor. It also opened the door to deeper conversations around audience addressability and future planning. This win was a major success not just for sales but also for our sales development and measurement and insights teams. It showcased how data can drive meaningful results and long-term partnerships. 

How does sales and customer data enhance Comcast Advertising’s sales org? What data do you find most important in the sales process?

Sales and customer data play a critical role in enhancing our sales organization by allowing us to move beyond traditional advertising models and offer truly data-driven solutions. Comcast Advertising’s ability to leverage both first- and third-party data sets us apart, as we have access to robust viewership and audience data, which allows us to target specific segments across all touchpoints, screens and devices with confidence that we are reaching the intended audience.

This data empowers us to move away from the outdated “spray and pray” approach and instead deliver precision-based campaigns. We can identify where and when audiences are watching, tailor messaging accordingly and then report back with detailed metrics that show performance and attribution. This level of transparency and accountability is a huge advantage in today’s media landscape.

Personally, I find audience segmentation and campaign performance data to be the most valuable in the sales process. It helps build trust with clients and agencies by showing their investment is working and where we can optimize.