How can numbers tell a story? Priyanka Lingwal, the Director of Marketing Data Analytics at Cadence, is a seasoned expert at extracting actionable insights from raw data. Lingwal brings a fresh perspective to the ever-evolving analytics landscape. Here, she talks about her career journey, what led her to Cadence, how her team helps drive critical business decisions, and the role of AI in shaping the future of her work.
Tell us about your professional journey. What led you to where you are today?
It’s quite a journey. I hail from the Himalayan regions of India but found myself near the Pacific Ocean, a journey spanning thousands of miles. Coming from a lineage of academicians, learning has always been integral to my life. Initially starting in microbiology and technology, I gravitated toward the technological aspects, particularly statistics, which has remained a passion. The allure of turning data into actionable insights, coupled with my love for storytelling, drew me to analytics.
Could you elaborate on why you chose marketing for your analytics endeavors and talk about your team’s role?
I didn’t choose marketing; it chose me. Through various experiences across different domains within Cadence, I realized that analytics plays a pivotal role in making marketing credible. Analytics is the backbone of marketing, offering tangible insights that build trust and drive strategic decision-making. As for my team, we transcend traditional marketing boundaries, focusing on holistic data analytics solutions. From sales to HR, we turn raw data into actionable insights, foster collaboration across departments, and drive business success.
Can you provide a concrete example of how your team’s insights drive business decisions at Cadence?
Let’s consider our e-commerce initiative. By analyzing user behavior on our online platform, we identified bottlenecks in the customer journey. Through meticulous analysis and collaboration with stakeholders, we unearthed insights that informed targeted interventions, from optimizing landing pages to refining product offerings. This iterative process of data-driven decision-making empowers us to continually enhance the customer experience and drive business growth.
You’re passionate about leveraging data for tangible outcomes. How do you keep up with the latest trends and advancements in analytics?
Staying updated in this dynamic industry is paramount. I immerse myself in webinars, industry events, and networking opportunities, constantly seeking new perspectives and insights. As our Senior Vice President and Chief Financial Officer says, “networking is working.” When I commit to enhancing my networking skills, I take on 10 different strategies, knowing that navigating through the other nine will be worthwhile if even one proves beneficial. This single valuable outcome justifies sifting through the additional noise.
Beyond formal channels, I have a voracious appetite for learning, fueled by my academic background and passion for continuous improvement.
Shifting gears, could you share a bit about your personal life and interests outside of work?
Born into a family where academia is a way of life, my heritage is rich with educators. My mother, a professor of sociology, and my father, a professor of chemistry, hail from a long line of scholars. This legacy of learning is a part of my history and infuses the ethos of my household.
I’m married to an accomplished computer scientist, and we share the bond of intellectual curiosity—but I modestly concede his accomplishments tower over mine. Together, we’re raising two wonderful children. My son, eager to assert his age with precision, is almost seven, proudly declaring himself to be six and three-quarters, while my daughter, nearing her third birthday, brings boundless energy and joy into our lives. Managing a career alongside nurturing two young lives feels akin to juggling more than three full-time jobs.
Outside of work, I find solace in poetry and prioritize fitness. I’m particularly passionate about strength training and exploring the science behind genetics and aging. As a mother of two, balancing personal interests with familial responsibilities is a juggling act. Still, I firmly believe in prioritizing self-care and carving out time for what matters most.
Lastly, what do you envision for the future of analytics and the impact of AI in shaping this landscape?
I’m thankful to our Vice President of Corporate Marketing for selecting me to spearhead the integration of AI within our marketing teams. AI is akin to the revolution sparked by mobile technology. Initially, it was a luxury only a few could afford, but it’s rapidly evolved to become a ubiquitous tool accessible to all. This rapid expansion and widespread adoption made it an essential part of daily life, easily navigated regardless of someone’s tech skills.
Similarly, AI is on the brink of becoming a fundamental element in technology. Resistance may render some obsolete, while adaptation will enable others to overcome the challenge and advance. So, let’s embrace AI and be part of the technological revolution rather than become extinct like dinosaurs.
The future of analytics is intertwined with AI, heralding a new era of data-driven decision-making. As AI permeates every facet of business operations, from real-time analysis to predictive modeling, analytics will become more indispensable. Embracing AI isn’t just a choice—it’s necessary to stay relevant in an increasingly competitive landscape.