Marketers form a significant customer base for Podscan, a platform that analyzes podcast data. The author identifies a hierarchy of needs for marketers, similar to Maslow’s framework. This hierarchy reflects how marketers prioritize information: first, they seek awareness about their own brand, then their competitors, followed by industry trends, and lastly, sentiment analysis regarding public perception. In onboarding users, the author has developed an AI tool that helps them create relevant alerts based on these needs. For instance, a user from a medical company would receive prompts tailored to their field, ensuring they track mentions specific to their brand and competitors. The hierarchy starts with self-awareness, where users want to know what’s being said about their brand. Next is competitive awareness, where they look for insights on rival companies. After that, industry awareness broadens the focus to developments in their field. Finally, sentiment awareness helps users gauge public feelings about their brand and competitors, which is critical for reputation management. The author emphasizes that understanding these layers can lead to better marketing strategies and customer retention. By structuring data in this way, Podscan allows users to navigate the complex podcast landscape and make informed decisions based on what truly matters to their business.