The Marketing Analytics Show

In this episode of The Marketing Intelligence Show, Aleksander Cardwell, Director of Product Marketing at Supermetrics, chats with Matt Simmonds, Supermetrics' Chief Product and Technology Officer. They explore key findings from the 2025 Marketing Data Report—like the 230% increase in data volumes since 2020—and unpack what it all means for marketing leaders.You'll learn:Why bi-directional data connectivity is the new normalThe truth about composable CDPs and who they're really forHow to choose the right measurement model, from MMM to incrementalityWhat's hype and what's real when it comes to AI in marketingHow marketers can build a flexible, composable tech stackIf you're grappling with complexity, overwhelmed by AI promises, or unsure where to go next with your marketing data—this one's for you.Get the 2025 Marketing Data Report: https://discover.supermetrics.com/marketing-data-report-2025/

What does it really take to modernize a retail company's approach to data?In this episode of The Marketing Intelligence Show, we sit down with Sophie Buresi, Global Data and CRM Factory Director at ETAM Group. Sophie shares how the team moved from legacy systems and disconnected tools to a modern, cloud-based setup that supports smarter segmentation, marketing measurement, and decision-making. You'll learn:How ETAM built their retail data strategy from the ground upWhat it takes to turn business goals into practical data projectsHow the team redesigned customer segmentation for real-world useThe steps they took to bring marketing mix modeling in-houseWhy data quality and team alignment were key to long-term successWhether you're in retail or just navigating data transformation, this episode offers an honest look at the real work behind building a strategy that sticks.

What if you could save 40% of your analysts' time and reshape your entire approach to marketing data?In this episode of The Marketing Intelligence Show, Martina Karakoleva, Campaign Insights Manager at Philips Healthcare, joins host Fanny Heimonen to share how she led a full-scale marketing data transformation—cutting manual work, unifying campaign data, and reshaping the analyst role from data providers to true insights experts.You'll learn:How Philips automated reporting and improved data trustThe role naming conventions played in scaling fastWhy centralizing data ownership in marketing is a game-changerHow the analyst role is evolving with AI and automationWhat's next for Philips' marketing data journeyTune in to hear how one team built a single source of truth and a scalable data model.

47% of marketers say improving brand awareness is a top priority this year—but how do you actually stand out in a sea of content? In this episode, we dive into how marketers can turn TikTok trends into real business outcomes.Join Ankita Mehta Shodhan, Product Marketing Lead at TikTok, and Kristina Knut, Creative Program Manager at Supermetrics, as they break down what makes a trend on TikTok—from niche nano trends to viral macro moments. You'll learn how to spot trends with real potential, analyze TikTok performance data, and boost your brand's visibility and engagement on one of the world's fastest-growing platforms.

In this episode of The Marketing Intelligence Show, host Outi Karppanen is joined by Juha Nuutinen, CEO and co-founder of Sellforte, to dive deep into the world of Marketing Mix Modeling (MMM). They go beyond the basics to explore how modern MMM has evolved, why it's gaining popularity, and most importantly, how marketers can turn insights into action. Whether you're just starting or looking to refine your MMM approach, this episode is packed with valuable takeaways.Key learnings:How MMM has evolved and why it's more relevant than everThe biggest mistakes marketers make when interpreting ROIWhy dashboards alone aren't enough—and what to do insteadHow scenario planning helps optimize marketing budgetsWant to get started with MMM? If you're a Supermetrics user, check out Sellforte's free pilot program, for an easy way to test MMM risk-free. Related episodes: Listen to Olivia Korey's episode on Decoding Incrementality Testing to understand how geo-testing and experimentation enhance MMM accuracy.Want to know how marketers are using data in 2025? Download the 2025 Marketing Data Report:⁠ supermetrics.com/report⁠

In today's fast-changing marketing landscape, measurement is more complex—and more critical—than ever. In this episode of The Marketing Intelligence Show, we explore what modern marketing measurement should look like, leveraging insights from Google's Modern Measurement Playbook.Join Outi Karppanen, Lead Marketing Analytics Strategist at Supermetrics, and Jakob Pörschmann, AI Specialist Customer Engineer at Google, as they break down how brands and agencies can unlock actionable insights to drive growth.Discover how combining multiple measurement approaches—from data-driven attribution to marketing mix modeling and incrementality testing—fuels smarter, privacy-first decision-making. If you're looking to future-proof your marketing measurement strategy, this is a session you don't want to miss!

With marketers constantly juggling data from disconnected sources, proving campaign effectiveness has become a growing challenge. In this episode of The Marketing Intelligence Show, we explore how to overcome the obstacles of isolated data streams and still deliver impactful, data-driven results. You'll learn practical methodologies for unifying fragmented data, developing performance indicators that matter, and presenting outcomes that highlight true marketing success—especially in media strategy and creative execution. Tune in for insights that will help you turn complexity into clarity. If you'd like to catch more episodes like this, head over to the Supermetrics Community community.supermetrics.com , where we share resources from events, webinars, and much more.

Join Shahbaz Khokhar, CEO of Venture Beyond, and Gabrielle Stafford, CMO of Supermetrics, as they share creative testing strategies that power top e-commerce brands on Paid Social. Learn how to scale with data-driven testing, automate media buying, and quickly iterate on successful creatives. Perfect for high-growth e-commerce brands looking to optimize ad performance and lead Paid Social. For more insights from Supersummit, webinars and more resources head over to our community at community.supermetrics.com

What happens when one of the world's biggest social media platforms faces an uncertain future?  In this episode of The Marketing Intelligence Show, host Evan Kaeding is joined by Kristina Knut, Supermetrics' Brand & Social Media Strategist, to unpack the potential TikTok ban in the U.S. With the deadline looming, Kristina draws on her experience managing Supermetrics' social media and her years working in China to offer unique insights and practical advice for marketers. Will TikTok go dark? What should marketers and advertisers do right now? And how can brands prepare for whatever comes next? Tune in for expert perspectives, actionable tips, and a look at how to navigate this pivotal moment in digital marketing. Whether TikTok stays or goes, this episode will help you stay ahead of the game.

In this episode of The Marketing Intelligence Show by Supermetrics, host Evan Kaeding chats with Siim Säinas, Social Measurement and Insights Manager at Google. Siim brings a wealth of experience from his agency days and his current role at Google, offering a deep dive into how one of the world's largest companies approaches media effectiveness and social measurement.Key topics include:- How Google balances brand and performance marketing.- Tools and metrics Google uses to measure media impact.- The future of creative testing and AI-driven marketing strategies.Learn from Siim's expert advice and actionable tips to elevate your marketing strategies—whether you're managing campaigns for a small business or a global enterprise. Don't miss this behind-the-scenes look at Google's marketing approach!

In this episode of The Marketing Intelligence Show, Jose Murillo, Regional Head of Connections Marketing at FIFCO, shares his inspiring journey of transforming FIFCO's marketing operations. Tune in to learn how Jose:​Transitioned from agency owner to leading FIFCO's marketing transformation.​Built an in-house agency that scaled across three countries and won awards.​Established a Marketing Data Foundation that became a strategic pillar for FIFCO.​Developed predictive KPI models to optimize campaigns and drive efficiency.​Leveraged Supermetrics to automate reporting, saving over 160 hours monthly.Gain practical advice for navigating organizational challenges, building a data-driven culture, and scaling marketing operations effectively.

On this episode of The Marketing Intelligence Show, Evan Kaeding sits down with Tyson Drake, former CMO of the nine-figure DTC brand Oodie and now a fractional CMO helping e-commerce brands grow profitably. Tyson shares his no-nonsense strategies for scaling DTC brands, from choosing the right ad platforms to making sense of first-party data. He also reveals how emerging AI tools can change the game for marketers and why tracking the right metrics—like contribution margin—matters more than ever. You'll Learn: What a solid growth strategy looks like for DTC brands. How to choose between Google, Meta, and other channels when starting out. Why tracking contribution margin beats relying on ROAS. Easy ways to use first-party data to create better customer experiences. When and how to expand into new products, channels, or markets. The impact of AI tools on data analysis and creative production. Packed with practical tips, this episode is a must-listen for anyone serious about e-commerce growth.

In this episode of The Marketing Intelligence Show, Gokul Prasad, Media Performance Manager at Ontario Lottery and Gaming Corporation, shares how his team transformed their approach to omnichannel marketing analytics. Host Zachary Bricker dives deep into OLG's journey of centralizing data, automating reports, and making smarter, data-driven decisions. Key discussion points include: Centralizing data from earned, owned, and paid channels into Looker Studio. Overcoming challenges in data integration and building a unified analytics hub. Scaling automation to save 30–35% of time on data processes. Using predictive analytics to adapt to market trends like sports seasonality. Ensuring compliance with evolving data privacy regulations. You'll also hear how they: Identified surprising audience behaviors during live sports events. Leveraged insights to align marketing strategies with customer needs. Adopted a two-pronged approach of storytelling and automation for analytics. Whether you're a marketing professional or analytics enthusiast, this episode is packed with actionable insights to inspire your next move.

In this episode of the Marketing Intelligence Show by Supermetrics, we dive deep into the world of Marketing Mix Modeling (MMM). Join host Daniel King as he chats with industry experts Matt Farrugia, Global Chief Customer Officer and Co-founder of Mutinex, and Kevin Alphonso, Senior Marketing Manager at Seek. Discover what MMM is, why it's crucial for today's marketers, and how it can help businesses navigate complex marketing landscapes. Learn about the challenges businesses face and how MMM can provide solutions. Get insights into key metrics, implementation strategies, and the future of MMM. Key topics covered: What is MMM and why is it important? Common challenges businesses face and how MMM can solve them Key metrics to focus on for MMM Implementation tips and learnings The future of MMM Join us as we explore real-world examples, challenges, and best practices for implementing MMM in your organization.

In this episode of The Marketing Intelligence Show hosted by Supermetrics, learn how Manscaped uses analytics to transform feedback into cutting-edge products, from their iconic Lawnmower series to exciting new frontiers. We'll delve into the risk vs. reward of their edgy marketing strategies and how they leverage data to measure success and maximize impact. Speakers: Lanny Chiu, VP of Analytics, Manscaped Cory Cinelli, Senior Business Analyst, Manscaped Jessica Gondolfo, Head of US Regional Marketing, Supermetrics Here's what you'll learn: How Manscaped uses analytics to inform crucial choices and optimize marketing campaigns. How Manscaped A/B tests everything, to find what resonates with customers. Explore Manscaped's top-of-the-funnel approach to reach new audiences and expand retail partnerships. How Manscaped leverages customer feedback and data from Supermetrics to continuously improve products and experiences. Whether you're a business leader, marketing professional, or simply curious about creating exceptional products, this episode is a must-listen!

In this episode, Jessica Gondolfo chats with Sean Whitmore, Director of Digital at SnapShot Interactive, about the ever-changing world of video marketing. You'll learn: How data influences creative decisions to ensure marketing strategies are effectively targeting the right audience. The shift towards short-form, engaging video content and its impact on marketing strategies. The trend of bold, unconventional marketing tactics to capture audience attention. Methods to measure the success of creative campaigns and adjust strategies based on performance data. How different channels are leveraged depending on the target audience and campaign goals. Tune in to learn how to break down silos between data, creative, and digital for a more integrated approach to video marketing.

In this episode of The Marketing Intelligence Show by Supermetrics, Jessica Gondolfo, Head of US Regional Marketing at Supermetrics, is joined by Ryan Hubbard, Business Intelligence Analyst at PlanetArt - a personalized gift store to celebrate life's important moments- Together, they'll reveal how PlanetArt uses marketing mix modeling to optimize marketing spend and boost customer acquisition across various brands and platforms. Discover how they use marketing mix modeling (MMM) to: Track multi-channel performance: How PlanetArt analyzes ad campaigns across Google Ads, social media, and even catalogs to understand customer journeys. Increase customer acquisition: How MMM helps PlanetArt target the right audiences and boost customer acquisition across various brands. Maximize ROI: How PlanetArt leverages data to optimize campaign allocation and get the most out of their marketing budget. Go beyond attribution: Understand the limitations of traditional attribution and see how MMM provides a more holistic view of marketing effectiveness. Tune in for actionable tips to maximize your marketing efforts and gain a competitive edge!

In this episode of the Marketing Intelligence Show, Jessica Gondolfo chats with Trevor Irish, a digital marketing analyst at Vollrath, a leading B2B manufacturer of commercial cookware and equipment. Trevor dives deep into the importance of competitive intelligence in today's digital marketing landscape and how it can supercharge your B2B marketing efforts.  Learn how Vollrath uses Supermetrics to: Track competitor social media activity and engagement Analyze posting frequency and content strategy across different platforms Identify seasonal trends in competitor marketing efforts Build targeted reports for different departments within Vollrath Tune in to learn how to stay ahead of the curve and dominate your competition!

In this episode of The Marketing Intelligence Show by Supermetrics, Jessica Gondolfo, Head of US Regional Marketing at Supermetrics, is joined by Joe Mineo, the Associate Director of Ads and Analytics at Chatterblast. Together, they'll reveal how to leverage data to navigate the evolving marketing landscape, with a focus on building brand awareness and fostering client trust. Here's what you'll learn: Building brand awareness: Learn how to shift focus from conversions to building brand awareness, especially for younger audiences, with short-form content. Data-driven creatives: Discover how A/B testing unlocks messaging and visuals that resonate with your target audience. Secure data storage: Explore how Supermetrics and BigQuery can help you secure all your historic data (especially as API access changes). Empowering clients: Learn how to build client trust and avoid vendor lock-in with data access through Supermetrics. Tune in to unlock the secrets to data-driven marketing success!

In this data-packed episode of The Marketing Intelligence Show, Jessica Gondolfo, Head of US Regional Marketing at Supermetrics, is joined by Jay Sala, Founder and CEO, and Sanjay Mayar, VP of Growth, at Imajery. Together, they'll reveal how Imajery uses data to acquire clients and build trust across the entire customer journey. Here's what you'll learn: - How to leverage data to make smarter marketing decisions - Why client alignment is key to successful campaigns - The importance of clear & concise reporting - How to use Supermetrics to streamline your marketing data Tune in now!

In this episode of The Marketing Intelligence Show, Jessica Gondolfo chats with Zeke Camusio, founder and CEO of Data Speaks. Zeke breaks down the concept of impact-based attribution and explains how it can help you optimize your marketing budget and maximize return on investment (ROI). In this episode, you'll learn: What impact-based attribution is and how it differs from traditional attribution models How Data Speaks uses machine learning to measure the true impact of marketing campaigns How to identify areas where you can be spending your marketing budget more efficiently How Data Speaks centralizes data using Supermetrics to acquire customers at scale. Tips for converting paid traffic into organic traffic Tune in now!

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 Multi-Touch Marketing Measurement (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?

B2B measurement faces a turning point with privacy regulations due to limit access to third-party data. So, what does the future hold for B2B measurement and what can businesses do to ensure they're meeting important KPIs? In this episode, Kate Gleeson, Global Brand Director sits down with Emily Gustin, Senior Associate of Business Development at LinkedIn, and Supermetrics' Director of Product Marketing, Aleksander Cardwell. They discuss the current landscape of B2B measurement, data privacy challenges, the top KPIs to watch, and managing data effectively. Watch our SuperSummit sessions in full for more.  Learning points from the episode include: 00:00 – 03:41 The top changes in B2B measurement 03:41 – 05:53 The current landscape of B2B measurement  05:53 – 09:17 Which KPIs businesses are focused on 09:17 – 11:46 What new privacy regulations mean for measurement 11:46 – 13:46 Why data pipelines give businesses a competitive advantage  13:46 – 17:43 Advice for businesses around measurement 17:43 – 18:32 Why now is the time to build first-party data 18:32 – 19:54 Why you may need to revisit your ROI goals Important links and mentions:Emily Gustin / LinkedInAleksander Cardwell / Supermetrics

By now, most marketers understand the importance of big data in marketing. It allows us to target audiences better, show relevant ads, and analyze marketing materials, but many marketers don't know where to start.  In this episode from our SuperSummit virtual event, Khrystyna Grynko, Cloud Customer Engineer at Google, takes you through all the steps to start utilizing big data as a marketer. She explores how to define your use cases and choose the right tools to unlock the power of your data within your marketing team.  For more, catch up on the full SuperSummit sessions. Learning points from the episode include: 00:00 – 02:15 Introduction 02:15 – 03:59 The myth of the non-technical marketer 04:00 – 06:18 Why big data is important  06:18 – 08:37 How to choose data tools  08:37 – 10:25 The difference between data lakes, data warehouses, and data lake houses 10:25 – 11:57 How to explore data with visualization tools 11:57 – 14:03 How to feed BI tools with data 11:03 -14:39 Connecting BI tools to data warehouses and ML tools 14:40 – 15:23 Distributing your data 15:23 – 16:22 Decide on your use cases  16:22 – 17:55 How to list data sources 17:55 – 19:40 Why you need to decide on the reports you need to choose the right tools 19:40 – 22:09 Where to learn more  22:09 – 27:20 Q&As Important links and mentions:  Khrystyna Grynko / Google

Just how important is data to business growth? With 40% annual growth, Supermetrics is a great example of how utilizing data the right way can propel your business forward. As part of our SuperSummit, Kate Gleeson, our Global Brand Director, sits down with co-CEOs of Supermetrics, Mikael Thuneberg and Anssi Rusi, to learn why data has been the foundation of Supermetrics' success.  Mikael reveals that he started Supermetrics as he searched for a solution after struggling with the sheer amount of data he had to collect as a former analyst, and how the company has grown since. Anssi shares key advice for other business leaders, including why you should prioritize high-quality data and tools that allow you to scale effectively. Learning points from the episode include: 00:00 – 02:36 A brief history of Supermetrics' success 02:36 – 04:15 Why data has been a key part of Supermetrics' success 04:15 – 06:07 Advice for CEOs and founders on getting started with data 06:07 – 08:39 How marketers can take advantage of changing trends 08:39 – 11:26 Strategies for maximizing ROI through data 11:26 – 12:30 Why it helps to use different tools in an organization 12:30 – 14:48 How Supermetrics is evolving to stay ahead of the curve 14:48 – 15:28 Changing trends to be excited about Important links and mentions:Mikael Thuneberg / SupermetricsAnssi Rusi / Supermetrics

How do you measure the impact of brand? This is a question that has challenged marketers since the dawn of time. But today, we'll aim to answer it once and for all. In this episode Edward, Demand Gen Director at Supermetrics, is joined by Gabi Stafford, CMO, and Kate Gleeson, Head of Brand, to discuss the Supermetrics full-funnel brand test and talk through the whole process of how we launched our updated brand identity, from strategic goals and setting up the test to the results and internal stakeholder management. After listening to this episode, you'll never think about brand renewals in the same way. Related sources: Brand testing and measurement: How Supermetrics used data and a full-funnel test to develop and launch a new brand identity-Supermetrics blog  How to measure brand awareness with Mark Dilson—The Marketing Intelligence Show by Supermetrics How to run marketing experiments: practical lessons from four marketing leaders—Supermetrics blo Check out Supermetrics: ⁠https://supermetrics.com/start-trial⁠

Many marketing leaders are deep into their 2024 planning, poring over data from the past year. But are there more effective ways to use data to fuel marketing growth? As part of our SuperSummit virtual event, we led a marketing leader roundtable to talk about the different ways we can harness data, including using it to tell stories, collaborate, and open up new opportunities for growth.  Supermetrics CMO Gabrielle Stafford introduces our panel of experts, including Josh Cottrell-Schloemer, Consultant for Cottrell Consulting, Jessica Moore, Digital Marketing Director at Graduation Alliance, and Dorothy Ann Advincula, the Global Head of Audience, Insights & Measurement for Uber Advertising.  Together, they share their insights into marketing measurement trends, challenges, and opportunities in 2024.   Watch our SuperSummit sessions in full for more.  Learning points from the episode include: 00:00 – 04:06 Introducing our marketing leaders roundtable 04:07 – 09:46 What keeps marketing leaders up at night? 09:46 – 13:31 How to use data effectively 13:31 – 15:43 Balancing the use of big and small data 15:43 – 19:56 Why should you use a centralized approach to data? 19:56 – 23:02 How to tell a story of how data impacts different metrics 23:02 – 25:25 The use of online and offline channels  25:25 – 30:07 The benefits of using AI and what it means for marketing teams 30:07 – 32:09 What can't be replaced by AI 32:09 – 34:40 How to use AI more effectively 34:40 – 37:18 How to deal with GA4 challenges  37:18 – 40:56 How to measure attribution signals 40:56 – 42:47 What marketing leaders wish they had known earlier  Important links and mentions: Josh Cottrell-Schloemer / Supermetrics affiliateJessica Moore / Graduation AllianceDorothy Ann Advincula / UberGabrielle Stafford / Supermetrics

More companies are looking to adopt marketing mix modeling (MMM) to measure marketing efficiency and make predictions about how marketing inputs could impact sales. While it's not a new technique, MMM has come a long way in the past few years, driven by new technologies like machine learning and AI. As a result, MMM is faster, more easily automated, more efficient, and widely accessible to businesses.  In this episode, our Global Brand Director, Kate Gleeson speaks with Zach Bricker, Lead Solutions Engineer at Supermetrics, and Igor Skokan, Marketing Science Director at Meta, to discuss implementing MMM. Zach and Igor break down what MMM is, how it's changed in recent years, and what types of data are used. They discuss how companies can validate the accuracy and reliability of MMM models, as well as how to turn that data into actionable results.  This episode comes from SuperSummit – a virtual event about marketing measurement and data. Watch the full recording and our other SuperSummit sessions to learn more.  Learning points from the episode include: 00:00 – 02:55 What is marketing mix modeling? 02:56 - 04:42 How MMM has changed over the years  04:43 – 06:48 The types of data typically used in MMM 06:48 – 09:36 How to validate the accuracy and reliability of MMM models 09:36 – 15:07 Future trends and developments in MMM 15:07 – 16:02 Why CMOs are hesitant to adopt MMM 16:03 – 18:48 How businesses can calculate ROI based on MMM findings 18:49 – 27:09 Advice for companies implementing MMM for the first time Important links and mentions: Igor Skokan / Meta Zach Bricker / Supermetrics Marketing mix modeling for marketers: How to measure marketing in a privacy-first world

Changes to Google Analytics have brought questions about how to retain historical data to the front of the marketing analytics world. One option for keeping your data stable in a rapidly changing landscape is a marketing data warehouse.  In this episode we're joined by Christina Davis, Vice President of Media & Analytics at Tambourine and Evan Kaeding, Lead Sales Engineer and Product Evangelist at Supermetrics to learn everything you need to get started with a marketing data warehouse. We'll cover their benefits and explain why now is an especially great time to move to one. Watch on-demand webinar to learn ‘Everything you need to know to build your marketing data warehouse': https://supermetrics.com/webinars/build-marketing-data-warehouse  Check out Supermetrics: https://supermetrics.com/start-trial 

The most important thing for a CMO to figure out is this, "If I have one dollar to spend on advertising, where should I spend it, and how much will I get in return?" In this episode, we chat with Michael Kaminsky to learn different ways brands can measure the incremental impacts of marketing and how to choose the right measurement approach. On October 25th, we're bringing together top minds in marketing and data for a global virtual event—SuperSummit. Join us for discussions on the latest trends in marketing data, including Generative AI, Big Data, and Measurement & Privacy. Sign up for free: https://supermetrics.com/supersummit

In this episode, we're joined by our original host, Anna Shutko. Anna is now an Analytics Consultant at Supermetrics. She's using her knowledge of marketing and data to help companies solve their analytics challenges. Anna and Edward will discuss the importance of first-party data in marketing and why CMOs should invest in a marketing data warehouse. On October 25th, we're bringing together top minds in marketing and data for a global virtual event—SuperSummit. Join us for discussions on the latest trends in marketing data, including Generative AI, Big Data, and Measurement & Privacy. Sign up for free: https://supermetrics.com/supersummit

Most marketing data problems are masquerading as data governance problems. If you don't know which campaigns are driving results, you should revisit your tagging setup. If you're unsure who has access to what data, you need to improve your data-sharing process. Without a good governance strategy, data becomes a liability rather than an asset. In this episode, Evan Kaeding, Lead Solutions Engineer at Supermetrics, and Buki Froelke, Senior Product Manager at Google, will discuss how CMO can build a marketing data governance strategy and improve data quality.

As we transition to a privacy-first online environment, marketing leaders need to be ready to measure marketing differently. MMM isn't a new technology, but automation has made it a more efficient and accessible tool that can help businesses maximize their marketing ROI without relying on user-level data. In this episode, we'll cover MMM works, the results it can drive, and the type of businesses it's suitable for.

In this episode, we're joined by Bartosz Schneider, Lead Professional Services Consultant at Supermetrics, and we're digging into a super important topic today, and that is the marketing analytics lifecycle and how to deploy successful analytics that drives value.

Most marketing data problems are masquerading as data governance problems. If you don't know which campaigns are driving results, you should revisit your tagging setup. If you're unsure, who has access to what data, you need to improve your data-sharing process. Without a good governance strategy, data becomes a liability rather than an asset. In this episode, we discuss how you can build a marketing data governance strategy and improve trust in your data.

There are two main reasons why you want to own your data. First, you can get rid of data silos and measure your marketing performance holistically. Second, you don't need to rely on the data retention policies of Google, Facebook, or any other platforms. With full access to your historical data, you can pull the exact datasets you need to make better decisions about the future. But how can you take control of your marketing data? Listen to this episode to find out.

You may have heard of the Toyota Way or Kaizen. It's a manufacturing approach that aims to maximize efficiency and reduce waste. Kaizen means 'continuous improvement' in Japanese. So how can you apply Kaizen to marketing data management? We chat with Zeke Camusio, CEO of Data Speaks, to figure it out.

In this episode, we discuss two approaches to marketing data—centralized vs. decentralized. With a centralized data access model, the data team can easily manage the data quality and ensure it complies with the internal data policies before distributing it to stakeholders like marketing. On the other hand, a decentralized data model doesn't require data to be stored in a data warehouse or data lake. Rather, the data users can quickly get the raw data directly from different sources into their go-to reporting and analytics tools. At Supermetrics, we're seeing many analytical-matured companies get the best of both worlds by combining both approaches. Read more about centralized vs. decentralized data access models: https://supermetrics.com/blog/supermetrics-vs Check out Supermetrics: https://supermetrics.com/start-trial

Is Marketing Intelligence all about snooping on your competitors? Absolutely not. Marketing Intelligence is about making use of your marketing data — through aggregation, transformation, and analysis — to predict and decide your next best step and where you should spend your next advertising dollar. Ultimately, it's about turning your raw stockpile of data into improved experiences for your customer and better growth for your business. In this episode we catch up with Supermetrics CMO, Gabrielle Stafford, to discuss everything you need to know about Marketing Intelligence. Check out Supermetrics.

In this episode, Ahmed Elsamadisi, founder and CEO of Narrator, shares how to use a data narrative to interpret and tell a meaningful story with your data. You'll learn: - Two problems with data analysis - What causes data discrepancy - What a data narrative is - How to interpret and tell a meaningful story with data

In this episode, Lee Feinberg, President at Decision Viz, will discuss data literacy and why it's important for a company to improve its data skills. Tune in to learn: What data literacy is Why companies should invest in data literacy How to use the 'design to act' to improve data literacy How to build and nurture a data-driven culture Links mentioned in the show: Follow Lee on LinkedIn Follow Anna on LinkedIn Follow Supermetrics on LinkedIn

In this episode, Vin Turk, Co-founder and COO at Madison Logic will discuss what it takes to run a successful paid ABM campaign. Tune in to learn: What data is needed to measure ABM campaign performance What marketers should pay attention to craft the right messaging for each stage of the campaign Why LinkedIn is such an important tool for ABM What ABM metrics you should track

In this episode, Josh Perlstein, Founder & CEO of Response Media, will show you how to make the most of your first-party data. You'll learn: What's first-party data Why it's important to collect first-party data How to qualify the data before adding it to your data warehouse How to analyze and extract insights from first-party data Useful links: Follow Anna on Twitter and LinkedIn Follow Supermetrics on Twitter and LinkedIn

In this episode, Chris Mercer shares his Plan-Build-Launch framework to help you future-proof your marketing measurement. You'll learn: What marketers and analysts should be aware of regarding their measurement What the measurement framework is all about, and what steps does it consist of How marketers could increase the ROI of their campaigns

In this episode, we catch up with Ned Dmitrov, Data Scientist at StackAdapt, to learn the ins and outs of contextual advertising. Tune in to learn: What contextual advertising is and how it works Contextual vs. behavioral advertising Some examples of contextual advertising How to create, run, and measure contextual advertising Useful links: Follow Anna on Twitter and LinkedIn Follow Supermetrics on Twitter and LinkedIn