The Marketing Intelligence Show Supermetrics

In today's episode, Jess Gondolfo sits down with two industry experts from Mindgruve, Ellyn Savage, VP of Media, and Haven Brady, VP of Strategy for a fireside chat with Mindgruve, a leading marketing and advertising firm.  

In this session, we explore:


With the imminent sunset of cookies, what innovative strategies are agencies adopting to stay ahead?
In a world increasingly driven by AI, what opportunities do agencies have to redefine their value in 2024?
How are advancements in VR, AR, and data-driven marketing shaping the future of personalized advertising?

Discover how Mindgruve, a leading marketing agency from San Diego, revolutionized their data analytics with Supermetrics - https://youtu.be/vW1TV9a6lmk?si=Z7gZBnufo3HWdrqU

In today's episode of the Marketing Intelligence Show, we delve into the world of marketing measurement in a privacy-first environment.

Evan Kaeding chats with Andrew Covato, a measurement and growth consultant, to expose the limitations of traditional methods like last-click attribution and retargeting.

We'll explore powerful alternatives like Marketing Mix Modelling (MMM) and incrementality testing, and discover how to combine them for a holistic view of marketing effectiveness.  Learn how to break free from the misleading data and optimize your campaigns for real results.

In today's episode, we're thrilled to have, Olivia Kory, Head of Go-To-Market at Haus join us alongside our host, Evan Kaeding, Lead Solutions Engineer at Supermetrics. Together, they'll delve into the critical topic of measurement and its impact on growth.

Olivia will guide us through the concept of incrementality, a powerful tool that helps marketers understand the true effectiveness of their efforts and isolate what's driving real business results.



Tune in to learn:


How to move beyond vanity metrics and traditional attribution models.
The power of geo-testing for accessible incrementality measurement.
Strategies for integrating this approach with existing measurement methods.
Tips for getting started, even with limited data.

In today's episode, we're joined by Evan Kaeding, Lead Solutions Engineer and host Edward Ford, Demand Gen Director at Supermetrics to explore a powerful framework that empowers marketers to make better decisions.  

They delve into the concept of "fast data" and "slow data," highlighting the importance of having the right data, at the right time, for every marketing decision

Tune in and discover how to unlock the full potential of your marketing data!





Related sources:


Marketing data, fast and slow - https://supermetrics.com/podcasts/marketing-data-fast-and-slow

Check out Supermetrics: ⁠https://supermetrics.com/start-trial⁠

Generative AI is reshaping just about every industry out there, and it’s been a powerful tool for marketers to streamline operations and unlock new opportunities. Companies like Google are leading the way in how marketers can harness AI’s power by releasing new features in Google Search and Ads. 

In this episode, we welcome Matz Lukmani, Product Lead for Google Performance Max, to talk about the recent and upcoming features of Google Search and Ads. Matz takes us through the AI improvements to features such as Google Maps and Ads and what the Performance Max campaign tool can do for marketers.

To learn about the changes coming to Google and more, check out our SuperSummit sessions. 

Learning points from the episode include:


00:00 – 02:48 An overview of Google’s AI tools
02:48 – 05:28 How Google is improving Google Maps and Search
05:28 – 06:48 How marketers can increase performance
06:48 – 07:37 Why users and AI create a flywheel
07:37 – 08:32 An introduction to Performance Max
08:32 – 09:50 Why creative output is still critical for ROI
09:50 – 12:03 Google’s upcoming AI features for businesses 
12:03 – 13:12 How Versace is using Performance Max
13:12 – 14:45 Why first-party data is crucial for your campaigns
14:45 – 15:25 How AI can help to extrapolate data
15:25 – 16:30 How to drive actions with data
16:30 – 18:10 Why the next step is to scale 
18:10 – 19:13 A summary of Google’s changes 
19:13 – 19:52 Why marketers don’t have to compete with AI



Important links and mentions:Matz Lukmani / Google

Multi-touch attribution and marketing mix modeling are two of the most popular approaches to analyzing marketing spend, resource allocation, and results.

But what are the main differences between the two approaches? What are their benefits and disadvantages? And is one better than the other?

Join Proof Analytics’ CEO Mark Stouse and Supermetrics’ Product Evangelist Evan Kaeding to find out!



Here's what you'll learn:


What are multi-touch attribution and marketing mix modeling
Is one ultimately better than the other?
What are the main benefits of the two approaches?
Are there contextual factors like company size, industry, or advertising spend that should factor into the decision?
What about the disadvantages?
What steps can companies take to improve the models they're using?