Michael Kaminsky, an experienced econometrician specializing in causal inference and marketing measurement, discusses the different methods of measuring marketing's performance and the relationship between attribution and incrementality. They also explore the use of Marketing Mix Modeling alongside Multi-touch attribution, the challenges of measuring work for non-performance marketers, and the possibility of achieving 100% certainty in measurement.

Alexis Rivera Scott is the founder of Verbatim, a digital marketing agency, as well as The Fairy Job Mom, a consultancy focused on helping professionals become Eternally Employable. She guides job seekers in their next career move, helps professionals build memorable personal brands, and introduces companies to amazing talent. Throughout her career, Alexis has successfully navigated career change and adaptation, with a vast range of industry experiences from hospitality sales, to technology marketing, to recruiting, and partnerships. She is passionate about empowering people to achieve their goals and grow within their careers - whatever they might be! In her free time, you can find Alexis creating content on LinkedIn, traveling across the world with her family, and thrift shopping for treasures. Questions and topics we covered include: Alexis’ approach to scaling her audience and engagement on LinkedIn The easiest way to scale your LinkedIn following—the comments section of other influencers How to handle being laid off and what to do when it happens The common mistakes Alexis sees candidates make when applying for jobs (what’s the opposite of being “eternally employable?”) What makes marketing resumes suck How to get a marketing job with no prior experience How to find the unposted / hidden jobs Why are Slack communities so important And more! Connect with Alexis on LinkedIn - https://www.linkedin.com/in/alexisjscott/ Connect with me on LinkedIn - https://www.linkedin.com/in/kennysoto 

Jaclyn Mullen has mentored close to 1,000 marketers throughout her entire career across her time teaching at General Assembly, speaking for USC's Masters of Marketing Science program, and building her own teams. Professionally she has spent the past 15+ years riding the digital wave, first starting off in content marketing and organic social in B2C before switching to B2B SaaS. Now at her 4th startup, Jaclyn loves her place as Head of Marketing for TheLoops, an AI platform improving CX, where she handles every aspect of the company’s marketing. Questions and topics we covered include: The skills needed to do well in your first role as a marketing leader The basics of B2B marketing strategy How freelancing experience translates to management skills Should marketing have a revenue goal? What are the necessary metrics that marketers should eat, breathe, and sleep? Why is it important for marketers to understand the business fundamentals of their organization? How much does courage have to do with your career growth? Basic networking tips every marketer needs to know And more! Connect with Jaclyn on LinkedIn - https://www.linkedin.com/in/jaclynofalltrades/ Connect with me on LinkedIn - https://www.linkedin.com/in/kennysoto 

Jessica Kogan, a visionary digital brand innovator, began her illustrious career launching strategies for brands like Donna Karan, Urban Decay, and Elizabeth Arden. Over the years, she's carved digital niches for powerhouses like Prada, Giorgio Armani, and Chevron, and co-founded the digital-native business, Cameron Hughes Wine. As the force behind Vintage Wine Estates' digital transformation, she cemented its position as a leader in DTC adult beverage sales when she was their Chief Growth & Chief Experience Officer. Now as the Founder & CDO of "The Digital Voice", Jessica along with her cofounder Jennifer Kowskie, continues to shape digital-first brand narratives. Her expertise, recognized in Wine Business Monthly and featured in Forbes and Fox Business, makes her a sought-after voice in the industry. Other notable clients that Jessica has done marketing for in the past includes Anheuser-Busch, Diageo, Heineken, Tito’s, L'Oreal, LVMH, and Nike. Questions and topics we covered include: The role of Chief Experience Officer defined and how it differs from CMO How has the DTC market evolved over time—from user behavior to industry trends, marketing strategy, and more? How is the brick-and-mortar store going to compete in the future? How does a business’s brand affects their retail strategy and how it stays consistent both in digital and physical experiences? How to change a brand’s messaging over time, based on changing market dynamics? How can brands identify, maintain, and capitalize on customer advocacy over time?  And more! You can connect with Jessica here - https://www.linkedin.com/in/jessica-kogan-43a455/  Connect with me on LinkedIn - https://www.linkedin.com/in/kennysoto/

Jack Monson is the host of Social Geek, a Top 25 Marketing podcast on Apple and the number one podcast in Franchising. Jack is also the CEO of Brand Journalists, a Franchise Development and Marketing agency. Jack has been working with franchise systems and enterprise brands in digital marketing for 15 years after several years working in radio and public relations in Chicago. He is a monthly columnist for several industry magazines and produces several podcasts for other CEOs and Marketers.  Questions and topics we covered include: A basic description of what a franchise business is (think McDonalds or Subway)… The two sides of the coin: marketing the brand for customers vs marketing the brand for franchise owners What do the business owners care about throughout their path down the marketing funnel? The industries that are the best fit for the franchise business model The unique buyer’s journey of franchise owners (considerations and hesitations) The best practices lead gen campaigns for franchise businesses Effective content distribution tactics Jack likes to use How do franchise businesses maintain brand consistency in their online marketing across different locations or branches? How important is this, and how is it achieved? And more! Connect with Jack on LinkedIn - https://www.linkedin.com/in/jackmonson/  You can also connect with me on LinkedIn - https://www.linkedin.com/in/kennysoto/

Travis' career has been the definition of a 'portfolio career' with experience in sales, recruitment, and marketing. He's the Founder and Principal Consultant at RainierDigital, a marketing operations consultancy and HubSpot Gold Partner. He's also the Founder of Winding Road Careers —a place for people on a non-linear career path—and the host of a podcast of the same name. Questions and topics we covered include: The case for learning both sales skills and marketing skills Are career ladders “dead”? If someone wanted to become a consultant, what should they be doing today to prepare themselves for that transition? What makes marketing resumes suck? What makes them get ignored? What’s the best way to use LinkedIn to find new marketing jobs? How to learn new marketing skills over time? Who to follow? Where to search and learn? And more! You can connect with Travis on LinkedIn here - https://www.linkedin.com/in/travisscott24/ You can connect with me on LinkedIn here (don’t be a stranger!) - https://www.linkedin.com/in/kennysoto/   Our Podcast Partner - MarketerHire If you’re looking to hire expert freelance talent this year to scale your business (and impress your boss), check out MarketerHire. MarketerHire vets freelance talent so when you hire an SEO expert, Email Marketer, or even a Fractional CMO—you’re not wasting your money or your time. You can hire your first freelancer and get a $500 credit by visiting: www.kennysoto.com/hire  Music for this podcast comes from www.davidcuttermusic.com

“At my core I’m not a marketer, I’m a writer…” With a decade of freelance and in-house marketing experience, Brooklin focuses on helping both clients and freelancers stand out. The memes are free. Questions and topics we covered include: Why writing as a skill became a big focus for Brooklin early in his career How Brooklin started his content agency called BEAM How Brooklin recruited his first set of team members How to know if freelancing, working at an agency, or working internally within a marketing team is right for you How to identify and deal with “nightmare clients” How to time referral requests from clients How to successfully execute on cold outbound pitches Why are interviews a good source for content? How original research and data is a differentiator when it comes to content marketing Does AI content have a place in a content marketing plan?   And more! You can connect with Brooklin on LinkedIn -  https://www.linkedin.com/in/brooklin-nash/ You can connect with Brooklin on Twitter - https://twitter.com/realBrookNash You can connect with me on LinkedIn - https://www.linkedin.com/in/kennysoto/ Our Podcast Partner - MarketerHire If you’re looking to hire expert freelance talent this year to scale your business (and impress your boss), check out MarketerHire. MarketerHire vets freelance talent so when you hire an SEO expert, Email Marketer, or even a Fractional CMO—you’re not wasting your money or your time. You can hire your first freelancer and get a $500 credit by visiting: www.kennysoto.com/hire  Music for this podcast comes from www.davidcuttermusic.com

“I ultimately believe that product marketing should own pricing…pricing is a function of your company’s positioning.” Dan Balcauski is the founder and Chief Pricing Officer at Product Tranquility, based in Austin, TX. He focuses on helping high-volume B2B SaaS CEOs define pricing and packaging for new products. Over his career, he has worked in both B2C and B2B companies ranging from startups to publicly traded enterprises. Questions and topics we covered include: What do people get wrong about pricing? Defining product management Who should be responsible for pricing decisions in a business? The business objectives that pricing affects The pros and cons of freemium pricing models How businesses can define their product’s value using the “value cascade” and “Jobs To Be Done” How market reference prices work How to measure time to value and see its impact on the end-user How do you identify the most effective price metric? Should a company show pricing on its website? How to leverage bundling as an acquisition tactic Why custom packaging only works in one scenario And more! You can connect with Dan via LinkedIn - https://www.linkedin.com/in/balcauski/  And check out his website -  https://www.producttranquility.com/ You can connect with me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ Our Podcast Partner - MarketerHire If you’re looking to hire expert freelance talent this year to scale your business (and impress your boss), check out MarketerHire. MarketerHire vets freelance talent so when you hire an SEO expert, Email Marketer, or even a Fractional CMO—you’re not wasting your money or your time. You can hire your first freelancer and get a $500 credit by visiting: www.kennysoto.com/hire  Music for this podcast comes from www.davidcuttermusic.com

“[A buyer persona] is the understanding in detailed terms, of the attitudes, needs, concerns, decision criteria, and buyer’s journey around a specific type of buying decision…it is not a profile of an individual…” Jim Kraus is the President of Buyer Persona Institute (BPI) and a leading authority on buyer personas and buying insights. In addition to his work at BPI, Jim is an avid blogger, author of the Buyer Persona Buzz newsletter, and is currently working on a second edition of the book Buyer Personas with BPI’s founder, Adele Revella. He also frequently speaks at events and podcasts to advance the thinking around buyer personas and buying insights more broadly. Questions and topics we covered include: The simplest definition of what a buyer persona actually is and what buyer personas help businesses achieve The differences between customer segments & customer segmentation vs buyer personas The hardest buyer insight to discover How many buyer personas should a business even have? Who owns the creation of buyer personas? Do businesses even need buyer personas? Why it’s actually harder to buy products today than in the past (sellers aren’t the only ones feeling the pain of a new marketplace) What to do after the buyer personas are defined, what’s next? And more! You can connect with Jim via LinkedIn - https://www.linkedin.com/in/jimkraus/ You can connect with me via LinkedIn - https://www.linkedin.com/in/kennysoto/ Our Podcast Partner - MarketerHire If you’re looking to hire expert freelance talent this year to scale your business (and impress your boss), check out MarketerHire. MarketerHire vets freelance talent so when you hire an SEO expert, Email Marketer, or even a Fractional CMO—you’re not wasting your money or your time. You can hire your first freelancer and get a $500 credit by visiting: www.kennysoto.com/hire  Music for this podcast comes from - www.davidcuttermusic.com

“Differentiate yourself by making sure that you have people in-house that have worked with the brand, understand the brand, and connect with everyone [in the team]—so you don’t just have a random team working on your account and 50 other accounts…” Melissa Rosenthal is an award-winning marketing exec and the Chief Creative Officer at ClickUp, focused on making the world more productive through best-in-class SaaS marketing! Previously Melissa was the CRO/EVP at Cheddar, a live video media company at the intersection of business news and culture. For her brand work, she was named to Forbes' 30 Under 30, Business Insider’s 30 Most Creative People Under 30, and as one of Digiday's "Changemakers." Prior to Cheddar, she led BuzzFeed's Global Creative Team. Questions and topics include: The importance of establishing a brand personality from the first day of a company’s existence The skills a marketer needs to lead a creative department How to become a better taste-maker and editor How to iterate on brand guidelines and Melissa’s thoughts on “team swipe files” How to scale an internal creative team to become an “in-house agency”? The balance between looking at the competition while charting your own path The benefits of scouting creative talent on behalf of your boss How to level up your brand’s social strategy and experiment on new platforms? How to recycle old content and creative Dealing with loneliness in a remote work world… And more! You can connect with Melissa on LinkedIn here - https://www.linkedin.com/in/melissarosenthal5/ You can connect with me on LinkedIn too - https://www.linkedin.com/in/kennysoto/ Our Podcast Partner - MarketerHire If you’re looking to hire expert freelance talent this year to scale your business (and impress your boss), check out MarketerHire. MarketerHire vets freelance talent so when you hire an SEO expert, Email Marketer, or even a Fractional CMO—you’re not wasting your money or your time. You can hire your first freelancer and get a $500 credit by visiting: www.kennysoto.com/hire Music for this podcast by www.davidcuttermusic.com