Strategy Sessions Podcast Ep 17 Freakonomics or Freako-Wrong-mics? With Koen Pauwels

Koen Pauwels is a Professor of Marketing with a deep understanding of how to measure the effectiveness of your campaigns. This is unmissable.

Koen Pauwels is Distinguished Professor of Marketing at Northeastern University and co-director of its Digital, Analytics, Technology and Automation (DATA) Initiative. This episode is littered with stories and useful anecdotes, all backed up with data that are useful for businesses of all shapes and sizes.

In this episode we discuss:

· The need for marketing academic programmes to bring in reading from more than just a handful of countries.

· Brand love in the UK v Brazil… why countries have different buying processes and what that means for marketers

· *That* Freakonomics podcast – what they got right and what they got wrong

· Why you should be cautious with extrapolation and test yourself

· eBay and the power of brand in paid search

· eBay and how not to do digital advertising

· Why the type of site your ads appear on matters – content integrated v content separated

· Does retargeting actually work?

· Advertising metrics – how to look at them to help your business

· Building brands to increase your pricing power

· Long and short term effects of advertising

· Should all marketing metrics be tracked back to sales?

· Lessons for small and medium sized business from global effectiveness studies

· Should you spend more or less on advertising during a recession? (We’ve got one coming, so it’s worth listening to)

· Why there’s no such thing as the perfect amount of data

· What B2C marketing and B2B marketing can teach each other

· Using marketing to help roll out the COVID vaccination programme

· The value of marketing education for senior teams

Koen’s Book Recommendations

His books include ‘Modeling Markets’ and ‘Advanced Methods for Modeling Markets’ for researchers and “It’s Not the Size of the Data – It’s How You Use It: Smarter Marketing with Analytics and Dashboards” for managers (http://notsizedata.com/).

Contagious: How to Build Word of Mouth in the Digital Age by Jonah Berger 

Beloved Brands: The playbook for how to build a brand your consumers will love by Graham Robertson 

Give and Take: A Revolutionary Approach to Success by Adam Grant 

The Hype Machine: How Social Media Disrupts Our Elections, Our Economy and Our Health – and How We Must Adapt Sinan Aral 

Empirical Generalizations about Marketing Impact by Mike Hanssens

The Smart Marketing Book by Dan White

Andi Jarvis
If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.