{"podcast":{"title":"Inside the Creator Economy","slug":"inside-the-creator-economy-3525094","podcast_index_feed_id":3525094,"rss_url":"https://feed.podbean.com/influencermarketingtalks/feed.xml","website_url":"https://www.curemedia.com/influencer-marketing-podcast/","image_url":"https://pbcdn1.podbean.com/imglogo/image-logo/10676321/Inside_the_Creator_Economy_Cover_2026887nt.png","author":"Cure Media","episode_count":100,"summary":"Welcome to Influencer Marketing Talks, your weekly 15 minutes podcast to understand more about influencer marketing and why it’s such a powerful channel when it comes to building trust in your target audience. Each week Sanna Ödmark and Frida Ekholm from Cure Media cover topics around digital and social media to help you take your marketing strategy to the next level. Also, join the conversations with topic experts from the industry! The podcast is brought to you by Cure Media, the leading influencer marketing company for fashion brands. www.curemedia.com","last_synced_at":"2026-09-16T12:25:39.782234+00:00","page_url":"https://stenobird.com/podcast/inside-the-creator-economy-3525094"},"episode":{"title":"How IKEA Rebuilt Brand Tracking for Growth","slug":"how-ikea-rebuilt-brand-tracking-for-growth","published_at":"2026-05-27T07:53:23+00:00","page_url":"https://stenobird.com/podcast/inside-the-creator-economy-3525094/how-ikea-rebuilt-brand-tracking-for-growth","show_page_url":"https://stenobird.com/podcast/inside-the-creator-economy-3525094","url":"https://influencermarketingtalks.podbean.com/e/how-ikea-rebuilt-brand-tracking-for-growth/","audio_url":"https://mcdn.podbean.com/mf/web/a93v26f3myw9nn9z/260527_ICE_x_IKEA_v2622_edit_2beu63.mp3","summary":"In this episode of Inside the Creator Economy, we sit down with Alexander Shmelkov, Director of Global Brand Tracking at IKEA. Most brand trackers are built to tell you what happened. Alexander has spent the last few years rebuilding one to help the business decide what to do next, across 64 markets, in an environment where the rules of growth are changing fast. In this conversation we get into why data on its own has no value, what it actually takes to turn insights into decisions, and how IKEA is transforming a 20-year-old measurement system into a genuine strategic tool. We also talk about what relevance really means for a global brand today, and why the bottleneck in most organisations isn't data, it's interpretation. We also explore: The shift from reporting to predicting: insights as a forward-looking function, not a rearview mirror Why the aha moment, not the data, is the real deliverable of insights work What it takes to run a global brand tracker across 64 markets without losing local relevance Insights as a people business: why human capability, not technology, is the real constraint","meta_description":"In this episode of Inside the Creator Economy, we sit down with Alexander Shmelkov, Director of Global Brand Tracking at IKEA. Most brand trackers are bui…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2182,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/inside-the-creator-economy-3525094/episodes/how-ikea-rebuilt-brand-tracking-for-growth/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/inside-the-creator-economy-3525094/how-ikea-rebuilt-brand-tracking-for-growth.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}