How to Measure Marketing in the High Level Way

3min Snip

00:00

Play full episode

Summary

Transcript

Episode notes

The CMO of National Instruments, multi-billion dollar company, they have six campaigns. A campaign is a broad set of activities that are targeted at achieving a set of outcomes for your goals. Every marketing organization should have a finite number of campaigns or running at any given time. The best thing to do is distill things up to a higher level so you can group together all of the outcomes and measure things at the campaign level.

How does a self-proclaimed science nerd approach marketing? By using the scientific method, of course!

Peter Mahoney, author of “The Next CMO,” sits down to talk with Daniel about his unique and incredibly analytical approach to marketing tactics. Learn why constant testing is the glue holding a marketer’s success in the balance and why you should always come equipped with a concrete set of goals for your marketing plan, including metrics, targets, and milestones.

Then, Peter unveils his top tip for aspiring marketers— and why talking to your finance department should be your top priority.

0:00 Intro/Background

3:51 Testing Your Hypothesis

6:05 Setting Up a Plan

13:43 Understanding Data

19:15 Selling a Marketing Plan

24:10 Justifying Brand Campaigns

31:42 A Hill to Die On

36:11 Where to Find Us

Find Peter:

LinkedIn: https://www.linkedin.com/in/pemahoney/

Podcast: The Next CMO

Book: The Next CMO

Follow Daniel:

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

And thanks to our episode sponsor, Retention. What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest-performing ROAS channel by far. Visit Retention.com to book a demo today.

www.workweek.com/brand/the-marketing-millennials

Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit:

www.workweek.com