Elea Feit

This week’s guest is Elea Feit, an Associate Professor of Marketing at Drexel University’s LeBow College of Business. With a rich background in market research from General Motors and Amazon, she dives into the evolving world of marketing experiments. Elea explains the power of randomized controlled trials and the innovative 'test and roll' framework, emphasizing how even limited data can yield significant insights. She also discusses the importance of moving beyond mere statistical significance to focus on impactful marketing changes, and the latest advancements in marketing mix modeling.

Elea Feit, an Associate Dean of Research and marketing mix expert, joins Karen Chisholm, a director at Pernod Ricard specializing in analytics. They tackle the biggest challenges facing marketers in measurement today. Expect a deep dive into the future of marketing mix modeling and the importance of data quality. They also discuss the nuances of brand-level optimization and the complexities introduced by digital media. Insights on how to simplify data for effective decisions and the evolving landscape of marketing measurement are key highlights.