25 episódios
Measure Up Jim Gianoglio, Simon Poulton
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- Negócios
Cookies are going away, Apple is limiting the data you can collect, and privacy regulations are making it difficult to target and measure the way we used to. If you're a marketer or analysts wondering how to measure your campaigns' performance, we're here to help you! Join Jim Gianoglio and Simon Poulton on the Measuring Up podcast, where they talk to marketers, analysts, and founders who are in the trenches of this new measurement world. You'll learn the best practices, tips, and actionable advice from people who've been in your shoes.
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Challenges of Marketing Measurement with Neil Hoyne, Chief Strategist @ Google
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
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These ain't your parents' billboards - Measuring OOH with Ty Tinker of AdQuick
Billboards, transit posters, digital signage - these are just a few of the options for out-of-home (OOH) advertising. OOH is a format that as digital marketers and analysts, we don’t typically consider. But when it comes to measuring billboards and other OOH channels, how exactly do we do that?
We brought on an expert at the cutting edge of OOH to answer this question, and bring light to how OOH is changing in today’s digital world.
Ty Tinker is Head of Analytics at AdQuick - a company that is modernizing the out-of-home advertising space. We talked with him about the finer details of OOH measurement, including the past, present and future capabilities.
📺 Watch on YouTube
Links from the show:
Ty on LinkedIn
AdQuick
MeasureUp Ep. 6 with Greg Dolan
MeasureUp Ep. 22 with Nick Stoltz
AdQuick Madvertising Podcast
Billboard Cost Calculator
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Do you really know how to test your paid media?
Have you ever been told by some smug data scientist that you just need to run a randomized controlled trial to understand the true incrementality of a paid media channel? Just run a power analysis to understand your sample size requirements, right? Were you left with questions about specifically how to do that?
In this episode, we talked with Nick Stoltz, Chief Strategy Officer at Measured - an incrementality testing and media optimization platform. We go beyond the "what" and "why" of testing, and dive into the details of the "how."
📺 Watch on YouTube
Links from the show:
Nick on LinkedIn
Measured
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Unscripted: A Dive Into MeasureCamp with Peter O'Neill
What's MeasureCamp, you ask? Oh, do we have a treat for you! Buckle up as Simon and Jim talk with MeasureCamp founder, Peter O'Neill about this global 'unconference' movement focused on digital analytics. Learn what draws people to MeasureCamps around the world, and about the critical things you must get right if you want to start a measurement community of your own.
📺 Watch on YouTube
Links from the show:
Get your free MeasureCamp New York ticket!
MeasureCamp.org
Peter on LinkedIn
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Respect your customers! Privacy in marketing with Siobhan Solberg
"Your [marketers] were so preoccupied with whether or not they could [track customers across the web], they didn't stop to think if they should."
- Jeff Goldblum / Ian Malcolm, Jurassic Park
With all the FUD (fear, uncertainty and doubt) and blatant misinformation being spread lately around the so-called "cookieless future" or "cookiepocalypse," 🤮 we needed to set the record straight.
Find out why Siobhan Solberg insists that marketers respect their customers, and that it actually benefits them to care about their privacy.
▶️ Watch on YouTube
Links from the show:
Siobhan on LinkedIn
Raze Marketing
[Redacted] Newsletter
Marketing Unf*cked podcast
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Marketing Measurement for Higher Education - with Josh Dodson
Universities are facing a shrinking market with changing demographics, and they're not immune from the economic pressures most businesses face today. So how do they ensure their marketing dollars are being spent wisely - especially with the challenges imposed by super long consideration cycles?
Josh Dodson, Founder and CEO of Honed Consulting, joins us for a chat where we discuss these questions, and shed some light on what trends are happening in this space.
Listen in as we explore how universities are navigating the challenges of marketing attribution, leveraging data to enhance enrollment strategies, and balancing traditional and digital marketing approaches.
▶️ Watch on YouTube
Links from the show:
Josh Dodson on LinkedIn
HONED CONSULTING
Joe Bruin
LightweightMMM
Bayesian Methods for Media Mix Modeling with Carryover and Shape Effects
Robyn
PyMC-Marketing
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