The FutureView podcast is published in conjunction with InsightPlatforms.com. This episode is sponsored by Human Made Machine - optimising media ROI through high quality creative testing - find out more at HumanMadeMachine.comDelighted to publish part 2 of the interview with Avinash Kaushik. For those who haven't listened to part 1 (yet), Avinash is author of two best selling books, hugely popular blogger, former analytics evangelist at Google (among many other roles during his 16 years there) and now CSO at Croud.  In part 2 we get into:- Using creative testing to win before you spend-  Matching testing to in-market performance-   Balancing creativity & data analytics-   Croud - what comes next-   Looking for the next generation of leaders-   Strong opinions, loosely held...does the mantra work-   Avinash's best and worse characteristics....from someone who knows him very very well!Book recommendations:YUVAL NOAH HARARI - SAPIENSLIU CIXIN - THE THREE BODY PROBLEMAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7