In this week's episode, we are thrilled to welcome Tom Roach, the VP of Strategy at JellyFish, a marketing performance company. During our conversation with Tom, we'll explore a wide range of themes that are top of mind for marketers in today's rapidly evolving landscape. We delve into some thought-provoking questions frequently on marketers' minds, such as the value of advertising, the importance of purpose and how it can be a critical driver of success in marketing, and explore the nuances of ROAS and ROI.  So, be sure to tune in and join us for this great episode! ____________ Our Guest: Follow Tom Roach: https://www.linkedin.com/in/tom-roach-5b468026/ Follow JellyFish: https://www.linkedin.com/company/jellyfishglobal/ Tom's Blog: https://thetomroach.com/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Why Advertising Will Never Die: https://thetomroach.com/2022/06/06/why-advertising-will-never-die/ Modern Marketing Myopia is Losing Perspective: https://thetomroach.com/2021/05/01/modern-marketing-myopia-is-marketing-losing-perspective/ The Most Valuable Business Tool Ever Invented: https://thetomroach.com/2020/11/12/the-most-valuable-business-tool-ever-invented/ Most Marketing is Bad Because it Ignores the Most Basic Data: https://thetomroach.com/2020/11/10/most-marketing-is-bad-because-it-ignores-the-most-basic-data/ The Stupidity of Sameness and the Value of Difference: https://thetomroach.com/2020/11/09/the-stupidity-of-sameness-and-the-value-of-difference/ Beware of ROAS, ROIs Dangerous Digital Twin: https://thetomroach.com/2022/10/22/beware-of-roas-rois-dangerous-digital-twin/ ____________ Timestamps 0:47 - Intro 2:43 - Is there value in advertising? 6:05 - Are Superbowl ads worth the cost? 8:12 - Advertising as a strong force vs. a weak force 13:40 - Why the pendulum is swinging back to brand from performance advertising 18:03 - Amazon is one of the worlds largest advertisers.Is Tesla next? 22:03 - Open letter to CMOs - the value of brand building 27:39 - The different levers of brand building 30:31 - Bothism and balance in short and long-term marketing 32:43 - Difference vs. Differentiation - are they the same? 38:57 - Is differentiation sustainable? 41:13 - Purpose 43:15 - When purpose works 47:14 - ROI and it's evil twin ROAS 54:18 - How and what to consider for brand measurement 59:49 - More about Tom 1:02:03 - Post Pod ____________ Where to Listen: Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyf

We are thrilled to have Dr. Hermann Simon return to our show. Dr. Simon has just published his newest book, "Beating Inflation: An Agile, Concrete, and Effective Corporate Guide." During our discussion, we explore various topics and tactics that organizations use to navigate these uncertain times. We delve into the significance of marketing and sales departments and, most importantly, how to keep your organization agile during this period. This conversation is timely, and we are confident you will enjoy it. Enjoy the show. ____________ Our Guest: Follow Prof. Hermann Simon: https://www.linkedin.com/in/simonhermann/recent-activity/posts/. Follow Simon-Kucher and Partners: https://www.linkedin.com/company/simon-kucher-&-partners/. Thinkers50 Profile: https://thinkers50.com/biographies/hermann-simon/ Beating Inflation: https://www.amazon.com/Beating-Inflation-Concrete-Effective-Corporate/dp/3031200926 ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ ____________ Timestamps 0:41 - Introduction 1:55 - Inflation is everywhere in the news. Hermann’s definition of inflation. 5:16 - Price goes up, and the value of your moneys goes down. But what is your actual buying power? 6:35 - Inflation has been steady for so many years. What is the effect on consumers? 8:27 - What are the main causes of inflation? Are there commonalities? 11:37 - Nothing fixes a high price like a high price. What is the driver for reduction? 13:34 - The implications of inflation. 16:10 - How problematic is it for companies to navigate this new economic climate? 18:20 - Communicating value during inflation 20:30 - How are professional services affected during inflation? 23:30 - Customers' willingness to pay for professional services. 25:20 - Profits = price x volume - costs and phantom profit. 27:10 - What is phantom profit? 29:45 - Price fluctuation, not just at the pumps. 33:00 - Should organizations manage prices like they do at gas pumps? 34:00 - Are there mechanisms that organizations should think about when increasing prices? 36:30 - Why is there a lag in salary increases? What should companies do? 38:35 - What is the time lag for salary increases? 40:00 - Should the organization increase pricing gradually? Or go all in? 41:19 - Maintaining pricing agility 42:30 - What are some pricing strategies people can follow in this climate? 48:00 - Can marketers take advantage of pricing power? 49:50 - What kind of messaging can marketers focus on driving pricing power? 52:00 - Bundling. The inflation silver bullet? 55:45 - What can the sales force do during inflationary periods? 57:14 - Hermann’s advice to CEOs 59:32 - Post-Pod discussion ____________ Where to Listen: Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw

In this episode, we're joined by Mary Kyriakidi, a Global Thought Leader at Kantar and a long-time friend of the show. We delve into her modern marketing dilemmas series and explore multiple topics. The three triggers of equity, experience, and activation, the role of meaning, difference, and salience in marketing and the importance of designing engaging experiences. It was a great conversation, and we had a lot of fun recording it.  So, sit back, relax, and enjoy the show! ____________ Our Guest: Follow Mary Kyriakidi on LinkedIn: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/ Mary's Brandberries Author Website: https://www.thebrandberries.com/author/mary-kyriakidi/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Modern Marketing Dilemmas Series: What Role Does Brand Play in The Consumer Decision Journey: https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-what-role-does-brand-play-in-the-consumer-decision-journey How should marketers stand up to recession? https://www.kantar.com/north-america/inspiration/brands/modern-marketing-dilemmas-how-should-marketers-stand-up-to-recession  Where does performance marketing meet brand building? https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-where-does-performance-marketing-meet-brand-building  ____________ Timestamps: 0:43 - Intro 2:28 - Mary’s 2022 Wish. 4:28 - The consensus around mental and physical availability for driving growth. 6:15 - The role of triggers - equity, experience, activation. 10:25 - Are all stages created equally through the eyes of the consumer? 11:45 - Equity and the relationship of annual recurring revenue 13:20 - Equity, Experience and activation vs. other models. 17:12 - Mental availability and the customer experience. 20:15 - Experience design and brands and how does it live holistically within organizations 22:21 - The happiest place on earth? Marc’s Disney experience. 25:26 - Designing experiences for your business 26:40 - Can brands sell the same products but win by differentiating on customer experience? 31:28 - Sampling products and the ability to drive long-term revenue. 32:23 - Can you increase the purchase frequency of a brand by designing an experience? 36:35 - Should marketing teams be involved in building brand experiences across departments? 41:00 - Distinctiveness and brands. 43:30 - Branding is a shortcut for the brain. 44:40 - Does re-branding happen too often? 48:10 - The influence of meaning, salience, and difference 54:30 - The evolution of marketing 55:46 - Mary’s wish for 2023 58:00 - Post-pod with Marc and V ____________ Where to Listen: Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF  Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw YouTube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Happy New Year, everyone!  We are back with season 2 of the Sleeping Barber Podcast, and we are starting off with a bang! For our first episode of 2023, we welcome Andrea Belk Olson, CEO of Pragmadik, speaker, customer-centricity expert and author of What to Ask: Finding out what Your customers want and why it matters. We discuss why organizations struggle with being truly customer-centric, the 3W ideation framework, and so much more!  We hope you enjoy the show. ____________ Our Guest: Follow Andrea Olson: https://www.linkedin.com/in/olsonandrea1/ Personal Website: https://www.andreabelkolson.com/ Company Website: https://www.pragmadik.com/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Developing a Customer-Centric Strategy: https://www.linkedin.com/pulse/developing-customer-centric-strategy-andrea-belk-olson-msc/ Andrea's Book: https://www.amazon.ca/What-Ask-Learn-Customers-Need/dp/1637740778/ref=asc_df_1637740778/ ____________ Timestamps: 0:42 - Intro 1:30 - Peter Drucker and Lawrence Abbot 2:00 - Why Do Organizations Struggle with Truly Being Customer Centric 5:42 - Reframing customer centricity 6:40 - Customer Personas, are they useful? 8:20 - What do marketers need to be doing differently to understand better a customer's needs 10:50 - NPS, Jobs to be done, how do these factor into customer centricity? 14:43 - Rational and emotional satisfaction 16:50 - NPS can be misleading 18:00 - Jobs to be done, category entry points, and the milkshake story 22:10 - The 3W ideation process 24:14 - About a customer, for a customer and from a customer 27:05 - How can organizations self-assess if they are genuine customer-centric 33:45 - A deep dive into the 3W ideation process 44:40 - How long does the 3W process typically take? 47:40 - How do you link and test ideas for revenue? 50:00 - What is getting you excited about 2023? 55:40 - Post Pod ____________ Where to Listen: Apple Podcasts: https://podcasts.apple.com/us/podcast... Spotify: https://open.spotify.com/show/4v0kaM3... Google Podcasts: https://podcasts.google.com/feed/aHR0... YouTube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

As the curtain falls on the first season of the Sleeping Barber Podcast, Marc and Vassilis reflect on the many conversations with their guests over the year and highlight their key “uh huh” moments. This is a shorter podcast (by our standards), so sit back and enjoy this conversation with a cup of egg nog beside a crackling fire. Seasons greetings to all our listeners! We are looking forward to 2023.  ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Timestamps 0:46 - Show Intro 2:14 - Mary Kyriakidi customers are serial adulterers 5:10 - Chris Walker B2B and B2C customers are more similar than we’d like to believe 7:05 - Nicole Hartnett media reach is more important than frequency 8:12 - Roger Martin, the relentless focus on the consumer 10:26 - Roger Martin disruption is not an equal opportunity event 11:40 - Jennifer Riel creates great choices by falling in love with ideas that aren’t ours 14:50 - Dave Bunce why marketers need to learn the language of finance 18:34 - Hermann Simon Profit = Price x Volume - Costs 25:22 - Sandeep Dayal, the ethics of marketing 28:24 - Orlando Wood and Jon Evans broad-beam attention 30:14 - Jon Mowatt creating emotional video content for the context of consumption 31:25 - Ty Heath, Faisal Sidiqqui and Ian Barnard performance branding on big or small budgets 31:56 - Tom Goodwin challenging the trends & creating innovative pilot projects 36:22 - Dan White, the importance of continuous learning for your marketing career 39:22 - Where the Sleeping Barber’s name came from ____________ Where to Listen Apple Podcasts: https://podcasts.apple.com/us/podcast...  Spotify: https://open.spotify.com/show/4v0kaM3...  Google Podcasts: https://podcasts.google.com/feed/aHR0...   Youtube: https://www.youtube.com/@sleepingbarberpodcast  © 2022 Sleeping Barber

Episode 19 is here, and it's a good one!  We host Tom Goodwin, an advertising and media provocateur, speaker, and consultant. He is the author of the book Digital Darwinism which is now in its second edition. He answers our questions regarding marketing trends lists, why they don't change much over time, what is simply noise, and we even get into elements of his book.   This is a thought-provoking episode that you should make time for.  Enjoy the show! ____________ Our Guest: Follow Tom Goodwin: https://www.linkedin.com/in/tomfgoodwin/ Company Website: https://www.allwehaveisnow.co/ Personal Website: https://www.tomgoodwin.co/  The Edge: https://www.euronews.com/next/next-series/the-edge ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Surviving A Mass Extinction Event in The Corporate World: https://mackinstitute.wharton.upenn.edu/2019/surviving-a-mass-extinction-event-corporate-world/ For All The Talk of Change, Things Haven't Changed That Much: https://www.linkedin.com/posts/tomfgoodwin_for-all-the-talk-of-change-things-have-activity-6986720297160744960-V41T/ Tom's Book: https://www.amazon.ca/Digital-Darwinism-Surviving-Business-Disruption/dp/1398601926/ ____________ Timestamps: 0:46 - Intro to Tom 3:00 - Why are annual trends popular? 5:04 - Why don’t trends change very much over time? 7:19 - Nowism 9:47 - Why do we get sucked into trends 13:04 - Is there any truth to the unprecedented disruption argument? 15:22 - The gulf between trends and innovation 18:23 - Most companies don’t have to change 21:26 - The frustration with trends 22:55 - Why ideas die 26:03 - What we should learn from the past revolutions 29:27 - We haven’t taken advantage of what already exists 31:18 - What are companies getting wrong about digital transformation 33:45 - Leading change through pilot projects 35:29 - Getting digital transformation right 39:00 - Why McDonalds is one of the best digital transformation case studies 42:22 - Marketers need to share insights outside of marketing 48:36 - Why we struggle with customer centricity 51:10 - What is the opportunity for digital transformation in B2B? 53:08 - Why VC funding is getting it wrong 57:30 - Companies getting it right with trends 59:11 - How to learn more about Tom 1:00:11 - Post-Pod with V and Marc

On this week's episode of the Sleeping Barber Podcast, we are excited to welcome Prof. Hermann Simon to the show. Prof. Simon is a bestselling author of more than 40 books and is a leading authority in pricing. His accolades include being inducted into the Thinkers50 Hall of Fame and having a Chinese business school named after him in Shouguang.  We had the pleasure of discussing various topics, like defining the three drivers of profit, good v. bad market share, profit killers, and much more. It was an incredibly enlightening conversation we know you'll enjoy.  Enjoy the show. ____________ Our Guest: Follow Prof. Hermann Simon: https://www.linkedin.com/in/simonhermann/recent-activity/posts/. Follow Simon-Kucher and Partners: https://www.linkedin.com/company/simon-kucher-&-partners/. Thinkers50 Profile: https://thinkers50.com/biographies/hermann-simon/  Confessions of the Pricing Man: https://www.amazon.ca/Confessions-Pricing-Man-Affects-Everything/dp/3319203991/ref=sr_1_1 ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: The Pricing Man Summary: https://jamesclear.com/book-summaries/confessions-of-the-pricing-man Hermann Simon Articles: https://hermannsimon.com/articles/ Herman Simon Books: https://hermannsimon.com/books/  ____________ Timestamps 0:48 -  Intro to Hermann Simon 2:46 - Price, the neglected stepchild of the 4Ps 4:29 - Cost plus, the most frequent pricing mistake 7:00 - Why profit, not volume, is the only meaningful goal of a business 9:45 - Why the airline industry is prone to price wars 12:15 - Profit killers: overcapacity & market share 14:56 - How to counteract price war 17:19 - Why do marginal costs define the lower price limit 19:06 - The three drivers of profit & which is most effective 23:08 - Why companies should orient to price, not volume 26:49 - Reconciling shareholder return vs. profit maximization 29:15 - Good v. bad market-share 32:02 - Pricing and where does it live 36:00 - The two categories for salespeople. Value sellers and price sellers.  41:22 - Price and its effect on product development 45:00 - Understanding pricing models 52:45 - Subscriptions-based pricing model 56:30 - Customers' willingness to pay 1:05 - Post pod discussion with Marc and V

On this week's episode of the Sleeping Barber Podcast, we are delighted to have on the show two fantastic guests. Jon Evans, Chief Marketing Officer and 'Uncensored CMO' at System1 Group and Orlando Wood, Chief Innovation Officer at System 1 Group. We discuss the theory and practice of effective ads, the impact digital has had on advertising effectiveness while also spending time understanding why left-brain versus right-brain thinking is wrong.  This is an episode you don't want to miss. Enjoy the show! ____________ Our Guests: Follow Jon Evans: https://www.linkedin.com/in/uncensoredcmo/ Follow Orlando Wood: https://www.linkedin.com/in/orlando-wood-6a62946/ Listen to the Uncensored CMO Podcast: https://uncensoredcmo.com/ Follow the System 1 Group: https://www.linkedin.com/company/system1-group/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Lemon, the Book: https://www.amazon.ca/Lemon-advertising-brain-turned-sour/dp/0852941471/  Look Out, the Book: https://www.amazon.ca/Look-Out-Orlando-Wood/dp/0852941498/ Lemon Video: https://www.youtube.com/watch?v=XUXYRf5O5T4&t=1031s Look Out Video: https://vimeo.com/646872264 GoDaddy Ad: https://www.youtube.com/watch?v=5Z1nlSDcRSk Yorkshire Tea: https://www.youtube.com/watch?v=ulKeJYl0Hac Barclay Credit Card: https://www.youtube.com/watch?v=xsh0hlnDvKA Tide Ad Analysis: https://www.youtube.com/watch?v=MpyHVXNtOlw ____________ Timestamps 0:46 - Intro to Jon and Orlando 4:14 - The “purpose” of advertising 7:35 - Declining effectiveness of advertising 12:36 - Attention and why left v right Brain thinking is wrong 18:27 - The impact of digital on advertising effectiveness 22:54 - The correlation between Orlando’s work, ad effectiveness and business outcomes 27:50 -  The value of testing creative 32:32 - The negative impact of performance marketing 33:58 - Long-term versus long-lasting effects of brand building 36:19 - Differences between ads built for narrow versus broad beam attention 40:03 - The impact of excess Share of Voice (eSOV) and creative effectiveness 43:38 - Are there bad ads? 44:30 - Can ads have too many messages? 49:07 - Industries leading the adoption of testing creative 53:19 - Channel choices - the importance of attention and reach 57:05 - Do these principles and results apply to B2B? 1:01:49 - Why brand building is effective before Black Friday 1:04:21 - Postpod with V and Marc

In this episode of the Sleeping Barber Podcast, we speak with Sandeep Dayal, author of Branding Between the ears, to discuss how marketers can use cognitive science to build lasting consumer connections. We also dive into the topics of brand purpose, elements of cognitive brands, and saganaki! Enjoy the show. ____________ Our Guest: Follow Sandeep Dayal on LinkedIn: https://www.linkedin.com/in/sandeep-dayal-8361b61/ Branding Between the Ears: https://www.amazon.ca/Branding-Between-Ears-Cognitive-Connections/ Author Page: https://www.sandeepdayal.com/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature: Rethinking How To Appeal To Consumers Using Cognitive Science - https://chiefexecutive.net/rethinking-how-to-appeal-to-consumers-using-cognitive-science/  Interview with McKinsey and Company - https://www.mckinsey.com/featured-insights/mckinsey-on-books/author-talks-if-you-dont-understand-how-are-you-going-to-help Timestamps 0:42 – Introduction 2:07 – What is cognitive branding 5:00 – Customer centricity and what does it mean? 6:05 – Brain sciences and their associations with branding 7:40 – How does the brain work? 11:40 – Challenging traditional branding models 17:30 – Fresh-baked cookies and branding 18:15 – Triggers for cognitive branding 19:00 – The three elements of cognitive brands 23:20 – Consumer insights and being in the field makes a difference 24:30 – Vibes, sense and resolve and their associations with consumer trust, consumer confidence and consumer satisfaction 27:40 – Strategy and execution should be treated as one 32:00 – Does brand purpose even matter? 37:00 – Dove’s real beauty campaign 41:07 – Embrace what you are; you don’t always need to have a purpose 45:30 – Key moments that have an effect on brands 50:40 - Brands peak moments – OPA! 52:20 – Surprise and delight 56:14 – Ethics and marketing 1:04 - Post-pod discussion with Marc and V

Budget planning.  These two words can bring back nightmares for many marketers. A daunting task that pins marketers against finance departments in a game of chicken to see who blinks first. We know how difficult this process can be, so we called an expert to help us.  In this week's show, Dr. Grace Kite, Founder and economist, joins us from Magic Numbers to discuss budget planning, channel distribution, and what percentage of total revenue should be allocated to marketing. She also helps us understand the role of econometrics and shares how she really feels about CPA! This is a timely episode that we know you will enjoy. Enjoy the show! ____________ Our Guest: Follow Dr. Grace Kite on LinkedIn: https://www.linkedin.com/in/grace-kite/ Magin Numbers: https://magicnumbers.co.uk/ Magic Numbers Profile: https://magicnumbers.co.uk/people/dr-grace-kite/ Marketing Week Author Page: https://www.marketingweek.com/author/grace-kite/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature: Three data-led pointers for marketers during budget season: https://www.marketingweek.com/grace-kite-three-pointers-budget-season/ When it comes to marketing payback, words matter just as much as numbers: https://www.marketingweek.com/grace-kite-marketing-payback-words/ If there was a marketing effectiveness ‘crisis’, it’s now over: https://www.marketingweek.com/grace-kite-effectiveness-crisis/  ____________ Timestamps: 0:40 - Introduction to Dr. Grace Kite 1:30 - What percentage of total revenue should be allocated to marketing? 6:30 - Does the industry impact what percentages of total revenue are allocated to marketing? 9:00 - What is the best way to allocate your budget? 10:30 - Econometrics and channel distribution.   11:50 - The 60/40 rule, budget allocation, and the nuances between offline and online. 14:00 - Excess share of voice and its impact on setting budgets. 17:30 - Market orientation and its impact on budget planning. 20:00 - Budget planning during a crisis. 23:00 - And why testing is important. 26:00 - Reach vs. frequency. 29:35 - Academic research may not be representative of all industries.  31:20 - Online vs. Offline media 38:04 - Did we shift to digital means more than we should have? 40:10 - CPA and why it can be misleading. 44:00 - What is incrementally? 49:00 - When SEM is important 52:36 - The role of econometrics measuring the efficacy of marketing. 54:00 - Defending research and the marketing budget. 57:30 - Defending budgets through the lens of time. 59:40 - Decrease in price sensitivity. How do marketers influence price sensitivity?  1:09 - How to get in touch with Grace 1:10 - Post-pod discussion with Mark and Vassilis