A professor, an analytics director, and a podcaster walk into a bar and order a whiskey. Which brand do they order? And how does that data make it's way into a marketing mix model?That's what Simon and Jim wanted to know, so they asked Elea Feit - Associate Dean of Research and Professor of Marketing at Drexel, and Karen Chisholm, Director of Transformation Analytics at Pernod Ricard.Find out the biggest challenge marketers are facing today regarding measurement, and how they're tackling it. Find out what's in store for marketing measurement and MMM in the next 3 years.Grab a drink and have a listen :)▶️ Watch on YouTubeLinks from the show:Marketing Science InstituteThe Advertising Research FoundationElea Feit on LinkedIneleafeit.comKaren Chisholm (email about job opportunities!)00:47 Today's Topic: Marketing Mix Modeling02:10 Introducing the Guests05:07 MSI and ARF Initiative07:52 Survey Insights and Challenges12:20 Measurement Techniques and Strategies16:34 Brand-Level Optimization and Earned Media22:44 Granularity in Marketing Mix Modeling28:54 Understanding Marketing Mix Modeling29:18 The Four Ps and Their Importance30:20 Media Mix Modeling vs. Marketing Mix Modeling32:29 Challenges in Media and Marketing Mix Modeling34:09 Always-On Discounts and Their Impact37:14 Data Quality and Availability Issues40:38 The Future of Marketing Mix Modeling43:08 Industry Perspectives and Best Practices50:28 Open Source Solutions and In-House Modeling54:58 Job Opportunities and Final Thoughts

There's been a lot of excitement about Google's recent launch of Meridian - their open-source MMM framework. But does it live up to the hype?Jim and Simon explore what sets Meridian apart from other tools like Meta's Robyn and PyMC Marketing. They also discuss the evolution and impact of open-source MMM, the role of new data streams such as Google Query Volume and Reach & Frequency data, and how the availability of Meridian might shift industry standards. Listen in to understand the features, benefits, and the potential gaps Meridian fills within the marketing measurement ecosystem.▶️ Watch us on YouTubeLinks from the show:Google's MeridianMeta's RobynPyMC MarketingRecast - Validating MMMMMM Hub00:00 Introduction and Host Switch-Up00:37 Discussing Google's Meridian Announcement02:00 Understanding Meridian's Name and Popularity03:48 Google's Open Source MMM Framework05:53 Comparing Lightweight MMM and Robyn12:02 The Role of AI and Data in MMM21:52 Debunking Meridian's Myths22:13 Understanding Meridian's Role in Experimentation22:54 The Importance of Competition in Open Source MMM23:28 Unique Features of Meridian Compared to PyMC and Robin23:49 Choosing the Right MMM Tool: Robyn, Meridian, or PyMC?24:22 Explaining Time Varying Coefficients24:30 Entry-Level Recommendations for MMM Tools25:00 Static vs. Time Varying Baselines in MMM28:44 Evaluating the Accessibility of MMM Tools35:20 The Need for Robust Validation in MMM37:38 Challenges in Incrementality Testing39:07 Bridging the Gap Between MMM and Media Managers43:17 Future of MMM: In-Platform Incrementality Testing43:46 Final Thoughts and Joining the MMM Hub

Big Bets for 2025: AI, Marketing Mix Modeling, and the Future of Retail MediaJoin Simon and Jim as they place their bets for 2025. Find out why Jim thinks MMM adoption is going to skyrocket, and why Simon is all in on retail media measurement.More importantly, find out why Simon's house was once listed on Google Maps as a Forever 21 location.▶️Watch on YouTube00:00 Introduction and Year-End Reflections00:24 Cauzle's First Year and Growth01:02 Podcast Popularity and Listener Engagement01:35 Career Transitions and New Roles03:49 The Future of Measurement and Media04:05 Big Bets for 202504:55 Big Bet #1: Retail Media Measurement14:33 Big Bet #2: Marketing Mix Modeling Predictions26:05 Big Bet #3: AI Answer Engines and Search Behavior30:55 Big Bet #4: AI's Role in Marketing33:18 Big Bet #5: Synthetic Audiences in Market Research43:39 Big Bet #6: External Performance Calibration59:48 Concluding Thoughts and Incremental Insights

Josh Silverbauer, Head of Analytics and CRO at From the Future, combines his expertise in behavioral analytics with creativity, including his unique analytics rock opera. He dives into tools like Microsoft Clarity, emphasizing their significance over traditional web analytics. The discussion unveils the complexities of AI-driven hyper-personalization, tackling privacy issues and ethical concerns. Josh also shares insights on his rock opera 'User Journey', showcasing the harmonious blend of data analysis and artistic expression.

Amelia Coomber, Head of Marketing & Growth at Podscribe, is a podcast advertising measurement expert. She shares fascinating insights on why pre-roll ads deliver superior ROI compared to mid-roll. The conversation dives deep into the technicalities of measuring ad effectiveness, including pixel-based attribution and the challenges of tracking listener behavior. Amelia discusses the future of podcasting, especially the potential impact of platforms like YouTube and AI-driven measurement strategies, shedding light on innovative advertising techniques.

Mike Taylor, co-author of "Prompt Engineering for Generative AI," is back with fascinating insights on enhancing AI interactions. He discusses the principles and practical applications of prompt engineering, emphasizing its role in marketing and analytics. Learn how to craft effective prompts for social media and automate prompt creation. Mike highlights the significance of AI in data extraction and the evolving skill set of professionals in this space. Get ready for a deep dive into AI's potential to transform decision-making in business!

In this discussion, Navah Hopkins, a PPC expert with over 16 years in the industry, shares her insights on maximizing Google’s Performance Max (PMax) campaigns. She explores the nuances of managing these campaigns, including how to exclude branded searches and tackle measurement hurdles. The conversation highlights the complexities of incrementality testing and the importance of collaboration between data teams and PPC specialists. With a sprinkle of humor, Navah emphasizes learning from failures and shares tips for enhancing productivity through effective scheduling and the energizing power of metal music.

How much should you be paying for Marketing Mix Modeling (MMM)? How do you make day-to-day tactical decisions when MMM isn't that granular? Should you go with open source MMM solutions, or stick with a vendor?Join Jim and Simon in this in-depth discussion about the current state and future of Marketing Mix Modeling (MMM). They cover the evolution of open-source MMM platforms like Meta's Robyn, Google's Meridian, and PyMC Marketing, and explore their pros and cons. They also discuss the implications of AI-driven ad units and the challenges they pose for measurement.📺 ⁠⁠⁠Watch on YouTube⁠Links from the show: MMM Solution Comparison Questions to ask MMM Vendors Meta's Robyn Google's Meridian PyMC Marketing Uber's Orbit Recast PyMC Labs00:00 Introduction and Greetings00:44 Discussing the State of MMM02:02 Exploring MMM Platforms08:33 Quick Tangent - Baseball and Data Analytics09:41 Comparing MMM Packages12:23 Open Source MMM and Future Trends25:45 The Origin of PyMC Marketing26:54 Comparing Open Source Options29:23 The MMM Gap: Challenges and Solutions31:55 Triangulation and Platform Data39:53 The Role of AI in Ad Buying49:50 Future of MMM and Industry Trends

What are the biggest challenges facing marketers and analysts today? Is it privacy regulations? Technology changes? AI?In two words: unmet expectations.Neil Hoyne, Chief Strategist at Google, shares his insights into the evolution of marketing measurement given the current environment and challenges.Even with MMMs and incrementality testing, at the end of the day the organizations that win will be the ones that can take action and make decisions based on the data. This is not a tool problem, or a data problem - it’s a people problem. Organizational friction and human behavior is still there.Listen in as we discuss the resurgence of Marketing Mix Modeling (MMM) as essential tool for marketers in a privacy-centric era, the importance of adaptability within the marketing industry, and the crucial role of storytelling and relationship building in data interpretation.📺 ⁠⁠Watch on YouTube⁠Links from the show: ⁠Neil on LinkedIn⁠ ⁠Journal of Consumer Research Journal of the Academy of Marketing Science Journal of MarketingTimeline:00:21 A Dive into Historical Context01:08 Setting the Stage for Today's Episode: The Marketing Measurement Dilemma02:44 Introducing the Expert: Neil Hoyne03:54 The Evolution of Marketing Measurement Post-COVID06:19 Challenges and Expectations in Modern Marketing Measurement16:51 The Resurgence of MMM and Addressing Organizational Challenges22:08 Bridging the Gap Between Data and Decision-Making23:22 The Future of Measurement and Analytics in Marketing26:47 Exploring the Imperfections of Marketing Tools27:05 The Complexity of Understanding Consumer Behavior28:10 Navigating Uncertainty in Marketing Decisions29:04 Competitive Advantage in Consumer Behavior30:26 The Quest for Better, Not Perfect, Marketing Models32:12 Bridging the Gap Between Data Science and Business Goals33:52 Embracing Imperfection and Business Impact38:05 The Future of AI and Its Impact on Marketing43:08 Adapting to Change and Embracing New Skills46:25 Final Thoughts and Advice for Marketers

Billboards, transit posters, digital signage - these are just a few of the options for out-of-home (OOH) advertising. OOH is a format that as digital marketers and analysts, we don’t typically consider. But when it comes to measuring billboards and other OOH channels, how exactly do we do that?We brought on an expert at the cutting edge of OOH to answer this question, and bring light to how OOH is changing in today’s digital world.Ty Tinker is Head of Analytics at AdQuick - a company that is modernizing the out-of-home advertising space. We talked with him about the finer details of OOH measurement, including the past, present and future capabilities.📺 ⁠Watch on YouTubeLinks from the show: Ty on LinkedIn AdQuick MeasureUp Ep. 6 with Greg Dolan MeasureUp Ep. 22 with Nick Stoltz AdQuick Madvertising Podcast Billboard Cost Calculator