Measure Up

This week’s guest is Elea Feit, an Associate Professor of Marketing at Drexel University’s LeBow College of Business. With a rich background in market research from General Motors and Amazon, she dives into the evolving world of marketing experiments. Elea explains the power of randomized controlled trials and the innovative 'test and roll' framework, emphasizing how even limited data can yield significant insights. She also discusses the importance of moving beyond mere statistical significance to focus on impactful marketing changes, and the latest advancements in marketing mix modeling.

Have you ever thought of going out on your own and starting your own consulting company? Yeah, me too. But there was always something stopping me - usually the golden handcuffs of a cushy job with benefits - and needing to be the primary provider for a family of 5. But today is the day I'm thrilled (and if I'm being honest, terrified) to announce that I've done it! I am now the Founder and CEO of Cauzle Analytics - a marketing analytics consultancy to help guide you through marketing mix modeling, experimentation, and advanced analysis. In this episode, I talk about what drove me to jump out of the nest, and what's in store. Then, I give a rundown of the top 9 marketing and analytics podcasts I'm listening to right now. There's so much great content out there, but it's sometimes hard to find. So here's a good place to start: Links from the show: #1 - Standard Deviation Podcast #2 - Data Unlocked #3 - Analytics Power Hour #4 - Data and Marketing Nation #5 - Marketing Unf*cked #6 - Finding Marketing Fit: Marketing Leaders in Tech #7 - The Marketing Intelligence Show #8 - What Gets Measured #9 - Conversion Tracking Playbook  

Greg Dolan is no stranger to marketing in a recession. He saw it first hand as a brand manager for Campbell Soup Company during the Great Financial Crisis in 2008. Now, he's got front row seats as a co-founder of Keen, a SaaS marketing mix modeling platform founded in 2011. Listen in to hear what are the most common mistakes marketers make when facing economic headwinds, and how they should be making decisions in this environment. ▶️ Watch on YouTube   Links from the show: Keen - Marketing Mix Modeling platform Greg Dolan on LinkedIn The Long and the Short of It, by Les Binet & Peter Field 3 Reasons Not to Go "Dark" During a Recession How to Win in a Down Economy The Importance of Maintaining Brand Equity Through a Recession Keen YouTube Channel

Rick O'Toole is the Co-founder and CTO of Rockerbox, a marketing attribution platform. He joins me on this episode as we discuss the future of marketing measurement, whether multi-touch attribution still has a role to play, and where he sees marketing mix modeling fitting in. Rick has a unique perspective as someone who's been building an attribution platform for 10+ years.  ▶️ Watch this episode on YouTube Links from the show: Rockerbox MMM for Shopify Rockerbox Free - data consolidation Rick on LinkedIn

Michael Kaminsky is a trained econometrician and  co-founder of Recast, a platform for modern Marketing Mix Modeling. Before starting Recast he was the Director of Analytics for Harry's, where he was exposed to marketing mix modeling. Listen in as Michael shares his thoughts on validating MMM, how to do it right, and the cost of doing it wrong (or not at all).   ▶️ Watch this episode on YouTube   Links from the show: Recast Michael on Twitter Michael on LinkedIn

Kate Cook is the Head of Analytics at The Lumery, a marketing and technology consultancy in Melbourne, Australia. But she didn’t start out in data and analytics - she transitioned there from digital marketing. That combination of marketing chops and knack for numbers has proven to be valuable as she leads companies along the attribution journey. Known as “Attribution Gal,” Kate shares her thoughts and frameworks about how companies need to approach this complicated topic.   ▶️ Watch this episode on YouTube   Links from the show: Kate Cook on LinkedIn Attribution Gal MMM Hub Newsletter Measure Slack Project Measured  5 Minute Fridays

Mike Taylor, successful growth marketing agency founder and author, talks about the power of memetics in marketing, creative testing, and marketing measurement. He discusses the challenges of measuring advertising in the face of privacy regulations and disruption caused by companies like Apple. Taylor emphasizes the importance of proactive action and creating data in marketing.

Today on the show I’m joined by Gabriele Franco, the founder of Cassandra, a no-code marketing mix modeling tool that allows marketers to build models within minutes, without needing to know R or Python. We talked about Robyn - the open source package from Meta that enables semi-automated marketing mix modeling and how Cassandra adds an enhanced layer of usability. We talked about education, and some of the options out there for learning MMM. Finally, we wrapped it up with some thoughts on multi-touch attribution, and where we see it fitting into a marketer’s toolbox today. For complete show notes, including links to items mentioned in this episode, visit the show page.

The Measure Up podcast is almost here! The first episode will be coming out on April 12 - subscribe now so you don't miss it. In the first episod, I talk with Gabriele Franco, founder of Cassandra, a no-code marketing mix modeling tool that makes it easy fro anyone to get up and running with MMM without needing to know R or Python.