Mobile Dev Memo Podcast Season 2, Episode 5: How to measure a marketing campaign (with Olivia Kory)
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Dec 6, 2023 Olivia Kory, Head of Go-To-Market at Haus and former senior marketing roles at Netflix, Quibi, and Sonos, discusses the role of causal inference in marketing measurement, skill set gaps in transition to probabilistic measurement, challenges faced by marketing teams, and the concept of probabilistic measurement for non-marketing teams. They also explore challenges in measuring marketing campaigns, understanding app store search prioritization and ad targeting, and the shift to probabilistic attribution in marketing. Olivia shares her experience transitioning to a measurement company and the impact of leading on incrementality work.
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Causal Inference in Marketing
- Causal inference establishes marketing causation by testing holdout groups versus treated groups.
- This method eliminates uncertainty whether marketing caused conversions or they would happen organically.
Bonuses Based on Flawed Attribution
- Some companies base employee bonuses on cost per acquisition via flawed data like Google Analytics.
- This creates perverse incentives to maintain inaccurate attribution models.
Incentives Skew Marketing Attribution
- Marketing teams often claim credit for organic conversions to justify budgets.
- This misattribution arises from broken incentives, not organizational interest.