26 avsnitt

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.

Measure Up Jim Gianoglio, Simon Poulton

    • Näringsliv

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.

    The MMM Gap - How Marketers are Navigating the Shift to Marketing Mix Modeling

    The MMM Gap - How Marketers are Navigating the Shift to Marketing Mix Modeling

    How much should you be paying for Marketing Mix Modeling (MMM)? How do you make day-to-day tactical decisions when MMM isn't that granular? Should you go with open source MMM solutions, or stick with a vendor?

    Join Jim and Simon in this in-depth discussion about the current state and future of Marketing Mix Modeling (MMM). They cover the evolution of open-source MMM platforms like Meta's Robyn, Google's Meridian, and PyMC Marketing, and explore their pros and cons. They also discuss the implications of AI-driven ad units and the challenges they pose for measurement.



    📺 ⁠⁠⁠Watch on YouTube⁠



    Links from the show:


    MMM Solution Comparison
    Questions to ask MMM Vendors
    Meta's Robyn
    Google's Meridian
    PyMC Marketing
    Uber's Orbit
    Recast
    PyMC Labs



    00:00 Introduction and Greetings
    00:44 Discussing the State of MMM
    02:02 Exploring MMM Platforms
    08:33 Quick Tangent - Baseball and Data Analytics
    09:41 Comparing MMM Packages
    12:23 Open Source MMM and Future Trends
    25:45 The Origin of PyMC Marketing
    26:54 Comparing Open Source Options
    29:23 The MMM Gap: Challenges and Solutions
    31:55 Triangulation and Platform Data
    39:53 The Role of AI in Ad Buying
    49:50 Future of MMM and Industry Trends

    • 55 min
    Challenges of Marketing Measurement with Neil Hoyne, Chief Strategist @ Google

    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

    • 50 min
    These ain't your parents' billboards - Measuring OOH with Ty Tinker of AdQuick

    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

    • 54 min
    Do you really know how to test your paid media?

    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

    • 51 min
    Unscripted: A Dive Into MeasureCamp with Peter O'Neill

    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

    • 50 min
    Respect your customers! Privacy in marketing with Siobhan Solberg

    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

    • 46 min

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