How does private equity view marketing measurement?

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