Entrepreneur Ken Williams from DiveTeam joins hosts to discuss modern marketing, evolution of marketing from 2000 to 2024, challenges with attribution models, and advice for marketing directors. Emphasis on adapting to current trends and strategic analysis in today's landscape.
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insights INSIGHT
Modern Marketing Defined
Modern marketing differs from traditional approaches due to shifts in technology and customer behavior.
It prioritizes privacy, incrementality, and adapting to current trends, rather than amassing customer data.
insights INSIGHT
Shifting Priorities
Easy access to technology and data may have skewed marketers' focus towards vanity metrics instead of business outcomes.
The shift in priorities reminds us to prioritize profitability and customer experience.
volunteer_activism ADVICE
Outcome-Based Measurement
Define clear business objectives and corresponding KPIs with specific targets.
Focus on collecting relevant data that aligns with these objectives, avoiding the "collect everything" mentality.
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Full show notes, transcript and AI chatbot - https://rb.gy/4ldywl
Watch on YouTube - https://youtu.be/wU7WheJSQh4
00:00:00 - Introduction and Episode Overview
00:00:48 - Bhav's Initial Thoughts on Modern Marketing
00:01:42 - Importance of Labelling Modern Marketing
00:02:23 - Links and Resources Mentioned
00:03:56 - Introduction of Guest Ken Williams
00:04:46 - Ken's Background and Career Journey
00:07:42 - Starting DiveTeam and Entrepreneurship
00:09:07 - Defining Modern Marketing
00:15:29 - Shifts in Marketing Priorities
00:23:40 - Challenges with Attribution Models
00:28:18 - Training Advertisement
00:37:01 - Advice for Marketing Directors
00:51:07 - Outro
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Episode Summary:
In this week's episode of The Measure Pod, Dan and Bhav are joined by Ken Williams from DiveTeam to discuss modern marketing and measurement strategy. They explore the evolution of marketing from 2000 to 2024, highlighting the importance of adapting advice to current trends. The conversation delves into the concept of modern marketing and its significance in today's landscape.
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About The Measure Pod:
The Measure Pod is a podcast hosted by Daniel Perry-Reed the Principal Analytics Consultant and Trainer @ Measurelab and Bhav Pael then Director of Experimentation and Analytics @ LeanConvert - veteran practitioners of the marketing and product analytics industry. Join us, and the occasional guest, on our quest to make sense of the analytics industry, having some fun along the way.
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