In Ep. 149 of Earned, Conor Begley sits down with an experienced data and analytics leader with over 35 years in the marketing analytics field: Doug Jensen. To start, Doug delves into the strategic intricacies of marketing mix models (MMM) and how they address modern challenges like iOS privacy changes. Doug shares his strategies for measuring influencer marketing impact beyond sales, and enhancing brand desirability and consumer engagement. He then emphasizes the importance of nurturing authentic creator relationships and the growing significance of Earned Media Value (EMV) as a key performance metric. Switching gears, we explore the potential of platforms like TikTok Shop and tools like CreatorIQ and Dash Hudson in transforming brand-creator partnerships. To close the show, Doug shares some tips for planning an unforgettable African safari that will have you packing your bag as you listen.

In this episode you will learn:

The importance of cultivating genuine relationships with creators across various follower levels to ensure successful campaigns
Why balancing brand and performance marketing, particularly amidst evolving industry trends, is crucial to overall success
Why companies should consider using marketing mix models (MMM) to prove ROI and address modern challenges like iOS privacy changes

Connect with the Guest:

Doug’s LinkedIn: https://www.linkedin.com/in/doug-jensen-7722b11/

Connect with Conor Begley & CreatorIQ:

Conor’s LinkedIn - @conormbegley
CreatorIQ LinkedIn - @creatoriq

CreatorIQ YouTube - @TribeDynamics
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ

149 - Doug Jensen, SVP & Experienced Data and Analytics Leader