The Marketing Millennials How to Measure Marketing Effectively with Sorin Patilinet | Ep. 366
Nov 14, 2025
Sorin Patilinet, a marketing scientist with nearly 20 years at Mars and PepsiCo, shares insights on redefining marketing effectiveness. He emphasizes the need for holistic measurement beyond just ROI, arguing for a deeper understanding of consumer behavior. Sorin discusses leveraging neuroscience for creative testing and highlights the importance of linking sales-focused measurement with brand-building efforts. He also cautions against common pitfalls like overemphasizing engagement metrics, advocating for a focus on consumer actions instead.
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Measure Beyond Advertising ROI
- Marketing effectiveness must be holistic and not reduced to advertising ROI alone.
- Strategy, product, pricing, distribution, media and implementation all drive performance.
Building Mars' Effectiveness Center
- At Mars Sorin built a marketing-effectiveness center that combined single-source panels, neuroscience testing, and advertising principles.
- Those solutions scaled across markets and became central guidelines for creative and media choices.
Advertising Is A Small Part Of Sales
- Advertising often drives only about 10% of a large brand's sales; distribution, pricing and baseline explain the rest.
- Focusing solely on ad ROI ignores larger levers that move the business.