Measure Up

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.

Mark Fiske led the marketing teams at well-known brands like Ancestry and Credit Karma before going over to private equity, where he now advises on marketing and digital transformation for portfolio companies of H.I.G. Capital.Learn the ins and outs of private equity from a marketing perspective, including trends in marketing measurement since iOS 14.5, tools that he sees companies adopting to handle testing, attribution, and marketing mix modeling, and hear Mark's favorite question to ask to management of a prospective investment.▶️ Watch on YouTubeLinks from the show: Mark Fiske on LinkedIn H.I.G. Capital The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies Measure Up: The Future of Marketing Measurement with Rick O'Toole, Co-founder of Rockerbox Measure Up: Is Your MMM Lying To You? Michael Kaminsky Talks Validation Measure Up: GA4 - The Good, the Bad, and the UglyTools Mentioned: Dreamdata LiftLab Recast Haus Rockerbox Measured INCRMNTAL Hightouch Fospha Norhtbeam Triple Whale Wicked Reports

Leondra Gonzalez, a Senior Data & Applied Scientist at Microsoft, shares advice on breaking into data science, finding mentors, and handling tricky interview questions. She discusses the challenges of diversifying the candidate pool and highlights the importance of problem-solving abilities and growth potential in hiring for data science positions. Gonzalez emphasizes the significance of mentors in analytics, STEM, and tech, and offers tips on how to seek them out in virtual and online communities.

Love it or hate it, GA4 is here to stay. But is it all that bad? Or are we just resistant to change? Find out why Dana DiTomaso has "I <3 GA4" stickers, and how marketers can get the most out of GA4. Dana has spent more than 20 years in the digital marketing and analytics space. She's currently the President and Partner at Kick Point Inc., and the Founder and Lead Instructor of digital marketing training platform Kick Point Playbook. ▶️ Watch on YouTube Links from the show: 20% Off the Analytics for Agencies Course from Kick Point Playbook Dana DiTomaso on LinkedIn Kick Point Inc. Sales Pitch (book) by April Dunford Google Analytics Alternatives: A Guide to Navigating the World of Options Beyond Google (book) by Jason Packer

When it comes to machine learning and artificial intelligence being deployed for marketing mix modeling, we might want to pump the brakes a bit, at least that’s what some industry leaders are saying. To explore this topic in a little more depth, we wanted to bring on an expert, someone who’s been in this field for nearly 2 decades, and has built a highly successful company around marketing mix modeling over the past 10 years. Dr. Ramla Jarrar has a Master of Science in Quantitative methods in Marketing and Optimization, a Ph.D in Econometrics and Quantitative Economics. She’s a Professor at the Mediterranean School of Business, and is the Co-Founder and President of MASS Analytics, a software solution and service provider with a focus on marketing effectiveness measurement. And, you may recognize her from one of the many YouTube videos on the MASS Analytics channel where she provides free marketing mix modeling master classes. We discuss the warnings about AI-driven MMM, and provide guidance on how AI can help. ▶️ Watch on YouTube Links from the show: Dr. Ramla Jarrar on LinkedIn MASS Analytics  MMM Master Classes (YouTube)

In this episode, Myles Younger, Head of Innovation and Insights at U of Digital, joins the hosts to discuss marketing measurement education and teaching technical subjects. They explore the challenges of teaching and the need for accessible education. They also touch on bridging technology and business in organizations and the importance of explaining technical concepts without jargon. Additionally, they delve into the sophisticated information storage before computers and the origin of flat files, as well as the history of the smiley emoticon in digital communication. An insightful and entertaining conversation!

We’ve all heard the quote from British mathematician Clive Humby, who declared way back in 2006 that “data is the new oil.” But who are the roustabouts and roughnecks working these new-age oil rigs, where do we find them, and how do we organize them? Simon Poulton grew the Digital Intelligence team at Wpromote from 0 to more than 50, and is doing the same thing now at Ignite Visibility, where he is the Chief Data Officer. Listen in as we explore: Who the first data hire should be Who are the doers, wooers, and gluers of the data team Benefits of hiring from outside the marketing analytics industry How teaching marketing basics is like learning to drive a car ▶️ Watch on YouTube Links from the show: Simon Poulton on LinkedIn Simon Poulton on Twitter Ignite Visibility Hightouch

Sometimes two things go together perfectly, like cookies & cream, Batman & Robin, or doing a happy dance when that meeting you've been dreading gets cancelled at the last minute. Here's another one to add to the list - incrementality testing and marketing mix modeling. Ok, it sounded way less boring in my head :) Either way, the conversation I had with John Wallace, Co-founder and CEO at LiftLab, was anything but boring. He gave the recipe they use for testing that is beyond where most companies and platforms are at in terms of testing the effectiveness of their media channels. Learn about the best practices and pitfalls of running incrementality tests, and how to think about incorporating them into your MMM. ▶️ Watch on YouTube   Links from the show: John Wallace on LinkedIn LiftLab Marketing Response Models (book)

Ben Dutter, Senior Vice President of Strategy at Power Digital, boasts over a decade of media experience and a knack for smart marketing metrics. He shares a jaw-dropping story of saving a client $6 million in wasted ad spend while holding revenue steady. Discover the intricacies of multi-touch attribution and learn about his innovative BEATS framework for measurement. Ben emphasizes the importance of creative ad performance and structured experiments in navigating the complexities of marketing metrics. Stick around for a special opportunity at the end!