Measure Up

Are you wondering what to do next in your career? Is AI going to leave you living in a van, down by the river? What paths have others taken through this crazy measurement industry we're in?Let's learn from a sample of 1: Sani Manić - who has gone from web dev to CRO to co-founder of a SaaS company. Find out how he transitioned across various web development and CRO roles and how decided what to do next. ▶️ Watch on YouTubeLinks from the show:Sani Manić on LinkedInPodpacerCohesioBook - Can't Hurt Me (David Goggins)The School of Greatness podcast (ep. with Leila Hormozi)Show Notes:00:00 Introduction and Friendly Banter01:33 Career Backgrounds and Education01:57 Career Progression and AI Impact02:58 Guest Introduction and Career Journey06:08 WordPress Beginnings11:57 Transition to Marketing and SEO13:21 Bridging the Gap Between Teams19:36 Challenges in CRO and Statistics23:16 AI and Best Practices in Website Optimization23:59 The Future of Hyper-Personalized Experiences26:38 The Problem with Historical Data in CRO28:11 Universal Experiences vs. Individual Optimization31:53 The Journey to Becoming a Founder34:15 Building Tools to Solve Real Problems38:04 Advice for Aspiring Entrepreneurs39:16 The Importance of Focus and Small Steps48:09 Incremental Insights and Recommendations

Is MMM the right solution for your company?With seasoned professionals Gabriel Franco (Founder of Cassandra) and TS Kelly (Managing Director at Arima), we go deep into the world of Marketing Mix Modeling (MMM).What does the adoption of MMM look like? What's the role of open-source tools like Meta's Robyn and Google's Meridian? When is MMM the NOT the right solution? What do MMM critics get wrong? And what's in store over the next few years for MMM?▶️ Watch on YouTube00:00 Introduction and Opening Remarks00:34 Introduction to Marketing Mix Modeling00:55 Current Trends and Sponsors in Marketing Mix Modeling01:36 Choosing the Right Marketing Mix Modeling Approach02:55 Consultant vs. In-House vs. Open Source04:17 Challenges and Success Stories in Marketing Mix Modeling08:31 Adoption and Education in Marketing Mix Modeling23:20 Future of Marketing Mix Modeling30:18 Audience Q&A37:10 Conclusion and Closing Remarks

A professor, an analytics director, and a podcaster walk into a bar and order a whiskey. Which brand do they order? And how does that data make it's way into a marketing mix model?That's what Simon and Jim wanted to know, so they asked Elea Feit - Associate Dean of Research and Professor of Marketing at Drexel, and Karen Chisholm, Director of Transformation Analytics at Pernod Ricard.Find out the biggest challenge marketers are facing today regarding measurement, and how they're tackling it. Find out what's in store for marketing measurement and MMM in the next 3 years.Grab a drink and have a listen :)▶️ Watch on YouTubeLinks from the show:Marketing Science InstituteThe Advertising Research FoundationElea Feit on LinkedIneleafeit.comKaren Chisholm (email about job opportunities!)00:47 Today's Topic: Marketing Mix Modeling02:10 Introducing the Guests05:07 MSI and ARF Initiative07:52 Survey Insights and Challenges12:20 Measurement Techniques and Strategies16:34 Brand-Level Optimization and Earned Media22:44 Granularity in Marketing Mix Modeling28:54 Understanding Marketing Mix Modeling29:18 The Four Ps and Their Importance30:20 Media Mix Modeling vs. Marketing Mix Modeling32:29 Challenges in Media and Marketing Mix Modeling34:09 Always-On Discounts and Their Impact37:14 Data Quality and Availability Issues40:38 The Future of Marketing Mix Modeling43:08 Industry Perspectives and Best Practices50:28 Open Source Solutions and In-House Modeling54:58 Job Opportunities and Final Thoughts

There's been a lot of excitement about Google's recent launch of Meridian - their open-source MMM framework. But does it live up to the hype?Jim and Simon explore what sets Meridian apart from other tools like Meta's Robyn and PyMC Marketing. They also discuss the evolution and impact of open-source MMM, the role of new data streams such as Google Query Volume and Reach & Frequency data, and how the availability of Meridian might shift industry standards. Listen in to understand the features, benefits, and the potential gaps Meridian fills within the marketing measurement ecosystem.▶️ Watch us on YouTubeLinks from the show:Google's MeridianMeta's RobynPyMC MarketingRecast - Validating MMMMMM Hub00:00 Introduction and Host Switch-Up00:37 Discussing Google's Meridian Announcement02:00 Understanding Meridian's Name and Popularity03:48 Google's Open Source MMM Framework05:53 Comparing Lightweight MMM and Robyn12:02 The Role of AI and Data in MMM21:52 Debunking Meridian's Myths22:13 Understanding Meridian's Role in Experimentation22:54 The Importance of Competition in Open Source MMM23:28 Unique Features of Meridian Compared to PyMC and Robin23:49 Choosing the Right MMM Tool: Robyn, Meridian, or PyMC?24:22 Explaining Time Varying Coefficients24:30 Entry-Level Recommendations for MMM Tools25:00 Static vs. Time Varying Baselines in MMM28:44 Evaluating the Accessibility of MMM Tools35:20 The Need for Robust Validation in MMM37:38 Challenges in Incrementality Testing39:07 Bridging the Gap Between MMM and Media Managers43:17 Future of MMM: In-Platform Incrementality Testing43:46 Final Thoughts and Joining the MMM Hub

Big Bets for 2025: AI, Marketing Mix Modeling, and the Future of Retail MediaJoin Simon and Jim as they place their bets for 2025. Find out why Jim thinks MMM adoption is going to skyrocket, and why Simon is all in on retail media measurement.More importantly, find out why Simon's house was once listed on Google Maps as a Forever 21 location.▶️Watch on YouTube00:00 Introduction and Year-End Reflections00:24 Cauzle's First Year and Growth01:02 Podcast Popularity and Listener Engagement01:35 Career Transitions and New Roles03:49 The Future of Measurement and Media04:05 Big Bets for 202504:55 Big Bet #1: Retail Media Measurement14:33 Big Bet #2: Marketing Mix Modeling Predictions26:05 Big Bet #3: AI Answer Engines and Search Behavior30:55 Big Bet #4: AI's Role in Marketing33:18 Big Bet #5: Synthetic Audiences in Market Research43:39 Big Bet #6: External Performance Calibration59:48 Concluding Thoughts and Incremental Insights

Do you ever feel like your activities online are being watched? Well, it's probably because they are

Did you know that pre-roll podcast ads cost half as much and drive twice the ROI of mid-roll ads? That's just one of the many insights today's guest brings to the table. Listen in to understand the intricacies of podcast advertising with Amila Coomber, Head of Marketing & Growth at Podscribe. We explore everything from the technicalities of measuring podcast ad effectiveness, the evolution of podcast advertising, the role of pixel-based measurement, and the differences between host-read and dynamic ads. Amelia also shares valuable insights into the future of podcast advertising, including the potential impact of video on platforms like YouTube. Links from the show: Amelia Coomber on LinkedIn Podscribe Quarterly (Podcast Advertising) Performance Benchmark Reports 00:00 Introduction and Nickname Banter 01:28 Discussing Podcast Ads 02:17 Introducing the Guest 05:01 Understanding Podcast Advertising 14:32 Technical Aspects of Podcast Ad Measurement 26:16 The Rise of Podcast Advertising 26:38 Simulcast and Pixel-Based Attribution 27:20 YouTube's Role in Podcasting 27:59 Challenges in Measuring Podcast Ads 31:10 Programmatic Advertising and Future Trends 33:38 Dynamic Feedback Loops and MMM 44:22 Creative Strategies in Podcast Ads 45:56 Insights and Future of Podcast Measurement 47:32 Final Thoughts and Incremental Insights

⁠Mike Taylor⁠, co-author of ⁠Prompt Engineering for Generative AI⁠ and first two-time guest of the pod joins us to "delve" into the important questions around getting the best answers out of ChatGPT and the like. Learn about the principles of prompt engineering, the role of generative AI in analytics, and how to effectively use AI for data cleaning, code generation, and more. ▶️ Watch on YouTube Links from the show: ⁠Ep. 2 with Mike - Marketing Memetics & Measurement⁠ ⁠Prompt Engineering for Generative AI⁠ [book] ⁠Cursor⁠ (AI code editor) 00:00 Introduction and Casual Banter 01:16 Speed Reading and Da Vinci Jokes 02:52 Introducing the Guest: A Modern Day Da Vinci 05:19 Diving into Prompt Engineering 08:35 Generative AI in Analytics and Marketing 14:37 Practical Applications and Challenges 18:38 Prompt Engineering Tips and Tricks 24:54 Crafting Effective Prompts for Social Media 25:37 The Value of Prompt Engineering in Automation 26:39 Exploring Prompt Marketplaces and Tool Use 27:51 Automating Prompt Creation and Its Implications 29:28 The Future of Prompt Engineering as a Skill 32:50 Applications of AI in Copywriting and Image Generation 34:58 AI in Data Extraction and Analytics 45:12 Leveraging AI for Industry Insights and Efficiency 48:45 Conclusion and Book Pitch

What do PMax, Advantage+ and an 8-year-old in an arcade have in common? They'll spend as much as they can, if you let them! In this episode, join Jim and Simon as they dive deep into the world of PPC with Navah Hopkins, a seasoned expert with over 16 years in the marketing industry. Navah shares her insights on Google's Performance Max (PMax) campaigns, discussing the intricacies of managing them, excluding branded searches, and overcoming broader measurement challenges. Links from the show: Navah on LinkedIn Optmyzr 00:00 Vacation Plans and PPC Jokes 01:25 Introducing Today's Guest: Navah Hopkins 03:21 Diving into Performance Max Campaigns 06:23 Challenges and Strategies in PPC 10:42 Understanding Performance Max and Asset Management 16:54 The Role of Ad Strength and Measurement in PPC 24:16 Incrementality Testing Challenges 24:35 Meta's Advantage Plus and A/B Testing 25:06 Google's Approach to Testing and Privacy 25:57 Geo-Based Holdout Testing 26:24 PMax Campaigns and Branded Search 27:46 Testing Strategies and Market Considerations 28:29 Google's Targeting Limitations 28:55 Branded Search in PMax 33:05 Data Teams and PPC Collaboration 38:16 Onboarding and Training for Measurement Practitioners 47:45 Creative and Data-Driven Marketing 49:47 Productivity Tips and Metal Music

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.

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.

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.

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."

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.

"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,"

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 --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

You can't make good decisions without quality data - whether those be decisions about pricing models, marketing budgets, or website performance. Garbage in, garbage out, as they say.  But how do we ensure the data quality? Chad Sanderson joined us to answer this question. Chad is the CEO and Co-Founder of Gable - a startup that some have called the “GitHub for data” - a collaboration, communication, and change management platform for data teams. I've you've ever wanted to learn more about data contracts, and how they can ensure your data quality, this episode is for you! --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

You know it's that time of the year - time for navel gazing (not to be confused with naval gazing) end-of-year reviews, proclamations, and prognostications. It's been a busy year for me and Simon, as we were both laid off and started new paths and projects. One project in particular was this podcast! Join us as we open up about the highs and lows of our year, and what we have in store for 2024. --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

Mark Fiske led the marketing teams at well-known brands like Ancestry and Credit Karma before going over to private equity, where he now advises on marketing and digital transformation for portfolio companies of H.I.G. Capital. Learn the ins and outs of private equity from a marketing perspective, including trends in marketing measurement since iOS 14.5, tools that he sees companies adopting to handle testing, attribution, and marketing mix modeling, and hear Mark's favorite question to ask to management of a prospective investment. ▶️ Watch on YouTube Links from the show: Mark Fiske on LinkedIn H.I.G. Capital The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies Measure Up: The Future of Marketing Measurement with Rick O'Toole, Co-founder of Rockerbox Measure Up: Is Your MMM Lying To You? Michael Kaminsky Talks Validation Measure Up: GA4 - The Good, the Bad, and the Ugly Tools Mentioned: Dreamdata LiftLab Recast Haus Rockerbox Measured INCRMNTAL Hightouch Fospha Norhtbeam Triple Whale Wicked Reports --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

Data science has been "the sexiest job of the 21st century" for more than a decade now. For those just coming out of school, or trying to switch from marketing or analytics roles into data science, it's gotten a lot more competitive. Leondra Gonzalez is a Senior Data & Applied Scientist at Microsoft, and is currently co-authoring a book on interviewing for data science roles. Listen in as she shares some advice on the importance of mentors and how to find them, how to handle tricky interview questions, and what organizations can do to diversify the candidate pool. ▶️ Watch on YouTube Links from the show: Leondra Gonzalez on LinkedIn You and Your Research - speech by Richard Hamming (video) You and Your Research (transcript) --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

Love it or hate it, GA4 is here to stay. But is it all that bad? Or are we just resistant to change? Find out why Dana DiTomaso has "I

When it comes to machine learning and artificial intelligence being deployed for marketing mix modeling, we might want to pump the brakes a bit, at least that's what some industry leaders are saying. To explore this topic in a little more depth, we wanted to bring on an expert, someone who's been in this field for nearly 2 decades, and has built a highly successful company around marketing mix modeling over the past 10 years. Dr. Ramla Jarrar has a Master of Science in Quantitative methods in Marketing and Optimization, a Ph.D in Econometrics and Quantitative Economics. She's a Professor at the Mediterranean School of Business, and is the Co-Founder and President of MASS Analytics, a software solution and service provider with a focus on marketing effectiveness measurement. And, you may recognize her from one of the many YouTube videos on the MASS Analytics channel where she provides free marketing mix modeling master classes. We discuss the warnings about AI-driven MMM, and provide guidance on how AI can help. ▶️ Watch on YouTube Links from the show: Dr. Ramla Jarrar on LinkedIn MASS Analytics  MMM Master Classes (YouTube) --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

Get out your #2 pencils, because today we're going back to school! In this episode, we're talking about marketing measurement education - how we learn it, what we learn, and how to deal with teaching and learning technical subjects effectively. And as an added bonus, I'm lucky to be joined by Simon Poulton as my new co-host for the show! We're joined by Myles Younger, Head of Innovation and Insights at U of Digital, where he leads new product development, tech services, and thought leadership to help scale the company's educational offerings to new formats, new learners, and new markets. He's been in the advertising industry for nearly 20 years, spanning client side, agency side, and even founding a dynamic ads platform that was successfully acquired. He also offers up plenty of spicy takes on Twitter like “disc golf stores are the vape store of sporting goods” and “you can't get a good Italian sub on the west coast” (apparently they add mayonnaise in addition to the oil and vinegar, which is just disgusting). ▶️ Watch on YouTube Links from the show: Myles Younger on LinkedIn on Twitter U of Digital The Filing Cabinet: A Vertical History of Information --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

We've all heard the quote from British mathematician Clive Humby, who declared way back in 2006 that “data is the new oil.” But who are the roustabouts and roughnecks working these new-age oil rigs, where do we find them, and how do we organize them? Simon Poulton grew the Digital Intelligence team at Wpromote from 0 to more than 50, and is doing the same thing now at Ignite Visibility, where he is the Chief Data Officer. Listen in as we explore: Who the first data hire should be Who are the doers, wooers, and gluers of the data team Benefits of hiring from outside the marketing analytics industry How teaching marketing basics is like learning to drive a car ▶️ Watch on YouTube Links from the show: Simon Poulton on LinkedIn Simon Poulton on Twitter Ignite Visibility Hightouch --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

Sometimes two things go together perfectly, like cookies & cream, Batman & Robin, or doing a happy dance when that meeting you've been dreading gets cancelled at the last minute. Here's another one to add to the list - incrementality testing and marketing mix modeling. Ok, it sounded way less boring in my head :) Either way, the conversation I had with John Wallace, Co-founder and CEO at LiftLab, was anything but boring. He gave the recipe they use for testing that is beyond where most companies and platforms are at in terms of testing the effectiveness of their media channels. Learn about the best practices and pitfalls of running incrementality tests, and how to think about incorporating them into your MMM. ▶️ Watch on YouTube   Links from the show: John Wallace on LinkedIn LiftLab Marketing Response Models (book) --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

Ben Dutter, Senior Vice President of Strategy at Power Digital, has a lot of great stories about making or saving clients a lot of money by being smart about how they measure marketing performance. Like the one in the title of this episode - they saved a client $6 million (!) in wasted ad spend while keeping revenue flat. In this episode, he shares his thoughts on marketing attribution, how to think of multi-touch attribution (MTA), and he shares the BEATS framework (which I highly recommend) for making sense of all the different measurement methods. And stick around to the very end - Ben shares something you'll want to take advantage of! ▶️ Watch on YouTube   Links from the show: Ben Dutter on LinkedIn Power Digital The story behind saving a client $6M in wasted ad spend Sigil Stone Publishing (for the tabletop roleplaying game fans) BEATS framework --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

A lot of marketers are familiar with A/B testing, usually with regards to website testing and conversion rate optimization. But there's another kind of testing that marketers are becoming more interested in lately, and that's testing of the marketing itself. It goes by many names - randomized controlled trials, geo-lift experiments, conversion lift studies, holdout testing - maybe you've heard of these? But maybe you weren't sure where to start with them? Elea Feit is here to help! She has a bachelor's in mathematics, a master of science in industrial engineering, and a PhD in Marketing. She's applied those learnings at companies like General Motors and Amazon, and continues to train the next generation of marketers and analysts as Associate Professor of Marketing at Drexel University's LeBow College of Business. ▶️ Watch on YouTube   Links from the show: eleafeit.com Test & Roll - Online Calculator How to Test & Roll: A new approach to A/B testing (video) Latin Square Experiment Design Elea Feit in LinkedIn Elea Feit on Twitter   --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

Have you ever thought of going out on your own and starting your own consulting company? Yeah, me too. But there was always something stopping me - usually the golden handcuffs of a cushy job with benefits - and needing to be the primary provider for a family of 5. But today is the day I'm thrilled (and if I'm being honest, terrified) to announce that I've done it! I am now the Founder and CEO of Cauzle Analytics - a marketing analytics consultancy to help guide you through marketing mix modeling, experimentation, and advanced analysis. In this episode, I talk about what drove me to jump out of the nest, and what's in store. Then, I give a rundown of the top 9 marketing and analytics podcasts I'm listening to right now. There's so much great content out there, but it's sometimes hard to find. So here's a good place to start: Links from the show: #1 - Standard Deviation Podcast #2 - Data Unlocked #3 - Analytics Power Hour #4 - Data and Marketing Nation #5 - Marketing Unf*cked #6 - Finding Marketing Fit: Marketing Leaders in Tech #7 - The Marketing Intelligence Show #8 - What Gets Measured #9 - Conversion Tracking Playbook   --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

Greg Dolan is no stranger to marketing in a recession. He saw it first hand as a brand manager for Campbell Soup Company during the Great Financial Crisis in 2008. Now, he's got front row seats as a co-founder of Keen, a SaaS marketing mix modeling platform founded in 2011. Listen in to hear what are the most common mistakes marketers make when facing economic headwinds, and how they should be making decisions in this environment. ▶️ Watch on YouTube   Links from the show: Keen - Marketing Mix Modeling platform Greg Dolan on LinkedIn The Long and the Short of It, by Les Binet & Peter Field 3 Reasons Not to Go "Dark" During a Recession How to Win in a Down Economy The Importance of Maintaining Brand Equity Through a Recession Keen YouTube Channel --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

Rick O'Toole is the Co-founder and CTO of Rockerbox, a marketing attribution platform. He joins me on this episode as we discuss the future of marketing measurement, whether multi-touch attribution still has a role to play, and where he sees marketing mix modeling fitting in. Rick has a unique perspective as someone who's been building an attribution platform for 10+ years.  ▶️ Watch this episode on YouTube Links from the show: Rockerbox MMM for Shopify Rockerbox Free - data consolidation Rick on LinkedIn --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

Michael Kaminsky is a trained econometrician and  co-founder of Recast, a platform for modern Marketing Mix Modeling. Before starting Recast he was the Director of Analytics for Harry's, where he was exposed to marketing mix modeling. Listen in as Michael shares his thoughts on validating MMM, how to do it right, and the cost of doing it wrong (or not at all).   ▶️ Watch this episode on YouTube   Links from the show: Recast Michael on Twitter Michael on LinkedIn --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

Kate Cook is the Head of Analytics at The Lumery, a marketing and technology consultancy in Melbourne, Australia. But she didn't start out in data and analytics - she transitioned there from digital marketing. That combination of marketing chops and knack for numbers has proven to be valuable as she leads companies along the attribution journey. Known as “Attribution Gal,” Kate shares her thoughts and frameworks about how companies need to approach this complicated topic.   ▶️ Watch this episode on YouTube   Links from the show: Kate Cook on LinkedIn Attribution Gal MMM Hub Newsletter Measure Slack Project Measured  5 Minute Fridays --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

Mike Taylor created and grew a successful growth marketing agency (Ladder.io), is building a business around simulator-based courses for data-driven marketers (Vexpower), and is the author of a forthcoming book about marketing memetics. He joins me on the show to talk about the power of memetics in marketing (and so much more), creative testing, and marketing measurement. Here are a couple of quotes for the show: "Measurement wasn't actually better before iOS14, it was just easier." "It's better to be uncertain and right, than certain and wrong." Listen to the end for some actionable advice for marketers to implement immediately.   Links from the show: Mike Taylor (LinkedIn) Saxifrage Vexpower Marketing Mimetics Recast   --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

We talked about Robyn - the open source package from Meta that enables semi-automated marketing mix modeling and how Cassandra adds an enhanced layer of usability. We talked about education, and some of the options out there for learning MMM. Finally, we wrapped it up with some thoughts on multi-touch attribution, and where we see it fitting into a marketer's toolbox today. For complete show notes, including links to items mentioned in this episode, visit the show page. --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message

The Measure Up podcast is almost here! The first episode will be coming out on April 12 - subscribe now so you don't miss it. In the first episod, I talk with Gabriele Franco, founder of Cassandra, a no-code marketing mix modeling tool that makes it easy fro anyone to get up and running with MMM without needing to know R or Python. --- Send in a voice message: https://podcasters.spotify.com/pod/show/measure-up/message