Measure Up

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.

Dive into the intriguing world of Marketing Mix Modeling as experts discuss its evolution and the pros and cons of various open-source tools. They tackle the complexities of measuring marketing effectiveness, highlighting the challenges of multi-touch attribution and the impact of AI on ad strategies. A lighthearted tangent about baseball adds humor while insights on vendor selection and pricing complexities ensure marketers stay informed. Explore the shifting landscape of analytics in an engaging and informative discussion!

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

Learn how to test the incrementality of paid media channels with insights from Nick Stoltz, Chief Strategy Officer at Measured. Dive into the details of random controlled trials, power analysis, and sample size requirements. Explore the challenges and benefits of incrementality testing, the impact of market upheavals, and the evolving strategies in response to iOS 14.5. Discover the importance of hypothesis frameworks, holdout tests, and scale tests for measuring ad impact on sales. Embrace a culture of experimentation in marketing to drive business growth and stay ahead of the competition.

What's MeasureCamp, you ask? Oh, do we have a treat for you! Buckle up as Simon and Jim talk with MeasureCamp founder, Peter O'Neill about this global 'unconference' movement focused on digital analytics. Learn what draws people to MeasureCamps around the world, and about the critical things you must get right if you want to start a measurement community of your own.📺 Watch on YouTubeLinks from the show: Get your free MeasureCamp New York ticket! MeasureCamp.org Peter on LinkedIn

"Your [marketers] were so preoccupied with whether or not they could [track customers across the web], they didn't stop to think if they should."- Jeff Goldblum / Ian Malcolm, Jurassic ParkWith all the FUD (fear, uncertainty and doubt) and blatant misinformation being spread lately around the so-called "cookieless future" or "cookiepocalypse," 🤮 we needed to set the record straight.Find out why Siobhan Solberg insists that marketers respect their customers, and that it actually benefits them to care about their privacy.▶️ Watch on YouTubeLinks from the show: Siobhan on LinkedIn Raze Marketing [Redacted] Newsletter Marketing Unf*cked podcast

Universities are facing a shrinking market with changing demographics, and they're not immune from the economic pressures most businesses face today. So how do they ensure their marketing dollars are being spent wisely - especially with the challenges imposed by super long consideration cycles?Josh Dodson, Founder and CEO of Honed Consulting, joins us for a chat where we discuss these questions, and shed some light on what trends are happening in this space.Listen in as we explore how universities are navigating the challenges of marketing attribution, leveraging data to enhance enrollment strategies, and balancing traditional and digital marketing approaches.▶️ Watch on YouTubeLinks from the show: Josh Dodson on LinkedIn HONED CONSULTING Joe Bruin LightweightMMM Bayesian Methods for Media Mix Modeling with Carryover and Shape Effects Robyn PyMC-Marketing

You can’t make good decisions without quality data - whether those be decisions about pricing models, marketing budgets, or website performance. Garbage in, garbage out, as they say. But how do we ensure the data quality? Chad Sanderson joined us to answer this question. Chad is the CEO and Co-Founder of Gable - a startup that some have called the “GitHub for data” - a collaboration, communication, and change management platform for data teams.I've you've ever wanted to learn more about data contracts, and how they can ensure your data quality, this episode is for you!

You know it's that time of the year - time for navel gazing (not to be confused with naval gazing) end-of-year reviews, proclamations, and prognostications.It's been a busy year for me and Simon, as we were both laid off and started new paths and projects. One project in particular was this podcast! Join us as we open up about the highs and lows of our year, and what we have in store for 2024.