Sorin Patilinet

Sorin Patilinet, a marketing effectiveness practitioner and former lead at Mars and PepsiCo, shares insights from his book, Marketing Effectiveness. He discusses the transition from engineering to marketing, advocating for a structured, data-driven mindset. Sorin distinguishes between marketing and advertising effectiveness, emphasizing the four Ps as essential tools. He also explores the importance of consumer insights in product development, strategic pricing, and the role of effective data in shaping marketing strategies.

Join Jorge Ruiz, Global Head of Marketing Sciences at TikTok, and Sorin Patilinet, Sr. Director of Global Marketing Effectiveness at MARS, as they dive into the shifting landscape of marketing. They discuss the growing importance of post-testing versus traditional methods, and the need for creativity and authenticity in today’s campaigns. Notably, they explore TikTok's unique advertising strategies and measurement tools that enhance audience engagement. The conversation highlights the critical balance of efficiency and effectiveness in modern marketing.

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.