50 min
Challenges of Marketing Measurement with Neil Hoyne, Chief Strategist @ Google Measure Up
-
- Marketing
What are the biggest challenges facing marketers and analysts today? Is it privacy regulations? Technology changes? AI?
In two words: unmet expectations.
Neil Hoyne, Chief Strategist at Google, shares his insights into the evolution of marketing measurement given the current environment and challenges.
Even with MMMs and incrementality testing, at the end of the day the organizations that win will be the ones that can take action and make decisions based on the data. This is not a tool problem, or a data problem - it’s a people problem. Organizational friction and human behavior is still there.
Listen in as we discuss the resurgence of Marketing Mix Modeling (MMM) as essential tool for marketers in a privacy-centric era, the importance of adaptability within the marketing industry, and the crucial role of storytelling and relationship building in data interpretation.
📺 Watch on YouTube
Links from the show:
Neil on LinkedIn
Journal of Consumer Research
Journal of the Academy of Marketing Science
Journal of Marketing
Timeline:
00:21 A Dive into Historical Context
01:08 Setting the Stage for Today's Episode: The Marketing Measurement Dilemma
02:44 Introducing the Expert: Neil Hoyne
03:54 The Evolution of Marketing Measurement Post-COVID
06:19 Challenges and Expectations in Modern Marketing Measurement
16:51 The Resurgence of MMM and Addressing Organizational Challenges
22:08 Bridging the Gap Between Data and Decision-Making
23:22 The Future of Measurement and Analytics in Marketing
26:47 Exploring the Imperfections of Marketing Tools
27:05 The Complexity of Understanding Consumer Behavior
28:10 Navigating Uncertainty in Marketing Decisions
29:04 Competitive Advantage in Consumer Behavior
30:26 The Quest for Better, Not Perfect, Marketing Models
32:12 Bridging the Gap Between Data Science and Business Goals
33:52 Embracing Imperfection and Business Impact
38:05 The Future of AI and Its Impact on Marketing
43:08 Adapting to Change and Embracing New Skills
46:25 Final Thoughts and Advice for Marketers
---
Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message
What are the biggest challenges facing marketers and analysts today? Is it privacy regulations? Technology changes? AI?
In two words: unmet expectations.
Neil Hoyne, Chief Strategist at Google, shares his insights into the evolution of marketing measurement given the current environment and challenges.
Even with MMMs and incrementality testing, at the end of the day the organizations that win will be the ones that can take action and make decisions based on the data. This is not a tool problem, or a data problem - it’s a people problem. Organizational friction and human behavior is still there.
Listen in as we discuss the resurgence of Marketing Mix Modeling (MMM) as essential tool for marketers in a privacy-centric era, the importance of adaptability within the marketing industry, and the crucial role of storytelling and relationship building in data interpretation.
📺 Watch on YouTube
Links from the show:
Neil on LinkedIn
Journal of Consumer Research
Journal of the Academy of Marketing Science
Journal of Marketing
Timeline:
00:21 A Dive into Historical Context
01:08 Setting the Stage for Today's Episode: The Marketing Measurement Dilemma
02:44 Introducing the Expert: Neil Hoyne
03:54 The Evolution of Marketing Measurement Post-COVID
06:19 Challenges and Expectations in Modern Marketing Measurement
16:51 The Resurgence of MMM and Addressing Organizational Challenges
22:08 Bridging the Gap Between Data and Decision-Making
23:22 The Future of Measurement and Analytics in Marketing
26:47 Exploring the Imperfections of Marketing Tools
27:05 The Complexity of Understanding Consumer Behavior
28:10 Navigating Uncertainty in Marketing Decisions
29:04 Competitive Advantage in Consumer Behavior
30:26 The Quest for Better, Not Perfect, Marketing Models
32:12 Bridging the Gap Between Data Science and Business Goals
33:52 Embracing Imperfection and Business Impact
38:05 The Future of AI and Its Impact on Marketing
43:08 Adapting to Change and Embracing New Skills
46:25 Final Thoughts and Advice for Marketers
---
Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message
50 min