Curve Your Enthusiasm

Curve Your Enthusiasm

By LiftLabBusinessMarketing
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Curve Your Enthusiasm episodes

  • CYE #9 – How to Develop an Effective Paid Media Strategy in a Competitive Space

    We invited Kasper Klit, Global Director of Paid Media at Pandora Jewelry.


    We talk about:


    02:45 Casper's Journey in Paid Media at Pandora

    06:58 Navigating Global Marketing Challenges

    12:15 The Importance of Local Insights in Global Strategy

    19:18 Learning from Experimentation: What Not to Do

    25:36 Balancing Brand and Performance Marketing

    30:47 Operationalizing Advanced Measurement Systems

    36:55 The Role of Finance in Marketing Decisions

    41:11 Trade-offs in Brand Investment

    44:56 Deterministic vs. Probabilistic Marketing Models



    Kasper Klit LinkedIn: https://www.linkedin.com/in/kasperklit/

    Pandora: https://pandoragroup.com/


    Jon Lorenzini: https://www.linkedin.com/in/jonathanlorenzini/

    John Wallace: https://www.linkedin.com/in/johnwallace-/

    LiftLab: https://www.liftlab.com/

    53 min
  • CYE #8 – Modernizing Measurement to Fit Today’s Marketing Data Needs

    We invited Jim Warner, Field CTO of Advertising & Marketing of Snowflake. Snowflake delivers ease of use, instant elasticity, and lower TCO.


    We talk about:


    09:28 The Convergence of Marketing Tech and Advertising Tech

    20:23 The Role of Finance in Marketing Measurement

    33:19 The Importance of First-Party Data in Marketing

    34:45 The Convergence of Paid and Owned Channels

    36:16 The Importance of Aligning Marketing and IT Teams

    39:02 Financial Data as a Common First Use Case for Snowflake

    40:21 Putting Marketing Spend Data into Snowflake

    48:52 Balancing Branding and Performance Marketing

    01:01:03 Challenges and Alternatives in Measurement and Attribution

    01:09:07 Enabling More Sophisticated Marketing Mix Modeling with Snowflake



    Jim Warner: https://www.linkedin.com/in/jwwarner/

    Snowflake: https://www.snowflake.com/en/


    Jon Lorenzini: https://www.linkedin.com/in/jonathanlorenzini/

    John Wallace: https://www.linkedin.com/in/johnwallace-/

    LiftLab: https://www.liftlab.com/

    42 min
  • CYE 7 – The Pressure to Perform: Where Innovative Brands Need to Invest in their Marketing Spend Portfolio

    We invited Matthew Skai, Vice President of Consumer Marketing, at L Catterton. L Catterton is the world’s leading consumer growth investor.


    We talk about:


    - Treating Your Marketing Mix as an Investment Strategy

    - The Evolution and Number of Marketing Channels

    - How to Allocate Spend for Category Building vs. Brand Building

    - Metrics That Brands Cling to

    - The Future of Video Production and Talent in Marketing

    - Measuring the Success of Influencer Programs

    - The Limitations of Media Mix Models

    - Navigating Change Management in Marketing

    - The Importance of Product Quality in Marketing


    Matthew Skai: https://www.linkedin.com/in/matthewsadofsky/

    L Catterton: https://www.lcatterton.com/


    Jon Lorenzini: https://www.linkedin.com/in/jonathanlorenzini/

    John Wallace: https://www.linkedin.com/in/johnwallace-/

    LiftLab: https://www.liftlab.com/

    54 min
  • CYE #6 – Linear, Digital, & Streaming Measuring TV in an Age of Channel Convergence

    We invited Philip Inghelbrecht, CEO and Co-Founder of Tatari. Tatari’s mission is to build infrastructure that modernizes how brands, agencies, and publishers transact and share campaign data–giving our customers and partners a clear way forward.


    We talk about:

    - The current state of the TV industry,

    - The rise of streaming

    - Linear TV vs. Streaming TV

    - Balancing Brand and Performance Metrics

    - The importance of measurement in TV advertising

    - ROI Impacts from TV Advertising


    Philip Inghelbrecht: https://www.linkedin.com/in/inghelbrecht/

    Tatari: https://www.tatari.tv/


    Jon Lorenzini: https://www.linkedin.com/in/jonathanlorenzini/

    John Wallace: https://www.linkedin.com/in/johnwallace-/

    LiftLab: https://www.liftlab.com/

    39 min
  • CYE #5 – AI-nalyzing Marketing Measurement Tools with Moe Kiss & Tim Wilson

    We invited Moe Kiss (Director Data Science Canva) and Tim Wilson (Co-Founder and Head of Solutions at facts & feelings) from the Analytics Power Hour to discuss everything about AI tools in Marketing Measurement.


    We talk about:

    - The Importance of Human Judgment in Analytics

    - Getting the Basics Right in Data Analytics

    - The Limitations of AI in Marketing Measurement

    - Evolution and Stakeholder Management in Marketing Measurement

    - The Value of Experimentation and Customer Interviews


    Make sure to follow Moe and Tim on LinkedIn and visit the Analytics Power Hour Podcast.


    Podcast: https://analyticshour.io/

    Moe Kiss: https://www.linkedin.com/in/moekiss/

    Tim Wilson: https://www.linkedin.com/in/tgwilson/

    56 min
  • CYE #4 – How to Build Better Trust & Transparency in Your Marketing Mix Model

    In this episode of Curve Your Enthusiasm we’re going to host Dr. Dirk Beyer. Dirk's deep experience in the field as an exceptional leader has spanned from Neustar (a TransUnion company) to DoorDash and Uber.

    One thing’s for sure: Dirk knows a lot about diminishing return curves. He spent a large part of his career building marketing mix models at software companies.
    So, we’re going to dive into:
    - What it takes to build a marketing mix model
    - Best practices to get a mix model into the marketer’s decision stream
    - And your own questions about all things marketing mix models!
    Analytics can’t just be a pile of numbers. We need them to be leveraged. However, there are limitations to what you can and can’t do with these models.
    Dirk has seen hundreds of these models, so he has a strong take on this topic, in fact he’s been leading it into the future.
    Sign up for the upcoming episode and bring your own questions to the table: https://www.liftlab.com/curveyourenthusiasm
    LiftLab: https://www.liftlab.com/
    Dirk Beyer: https://www.linkedin.com/in/dirkbeyer/
    John Wallace LinkedIn: https://www.linkedin.com/in/johnwallace-/
    Jon Lorenzini LinkedIn: https://www.linkedin.com/in/jonathanlorenzini/

    58 min
  • CYE #3 – From Start-up to Scale: Why Different Growth Stages Need Different Metrics

    In this episode, we talked to Adam Lovallo, who founded/co-founded and exited three businesses (MAU Vegas, Thesis, and Course Report), all of which touched the growth ecosystem in one way or another and have helped 100s of founders and CEOs leverage paid media to grow their business.


    We’ll talk about the most important KPIs for different stages of company growth, the role marketing agencies should have in driving the measurement conversation, and what’s changing in the role of the CMO. Above all…


    In true Curve your Enthusiasm fashion, we’ll also open the stage up to the audience and allow every participant to ask their own questions.


    Sign up for the upcoming episode and bring your own questions to the table: https://www.liftlab.com/curveyourenthusiasm


    Adam's LinkedIn: https://www.linkedin.com/in/adamlovallo/

    BMG360: https://www.bmg360.com/


    LiftLab: https://www.liftlab.com/

    John Wallace LinkedIn: https://www.linkedin.com/in/johnwallace-/

    Jon Lorenzini LinkedIn: https://www.linkedin.com/in/jonathanlorenzini/

    57 min
  • CYE#2 – Dr. Koen Pauwels: Measuring the Really Hard Stuff in Marketing

    In this episode with Dr. Koen Pauwels, we talk about:


    - Cross-channel effects (including blending historical & experimental data)

    - The effects of WOM vs. traditional marketing

    - Frameworks on the causality of buying decisions

    - Long-term effects of Price Promotions on Brand Choice

    - And tons more…


    Dr. Koen Pauwels is the Associate Dean of Research and Distinguished Professor at Northeastern University and founding General Director of its Digital, Analytics, Technology and Automation (DATA) Initiative.


    If you have any questions, bring them to our next Live Forum.

    Sign up on our website: https://www.liftlab.com/

    56 min
  • CYE#1 – Dr. Dominique Hanssens: The Measurement Industry & Commonplace Metrics That Are Misleading

    We’re teaming up with experts to dig deep into the field of marketing models and measurement – and create a space to bring up your own questions.

    In this episode with Dr. Dominique Hanssens (from Anderson School at UCLA), we talk about:

    • How to Use the Right Measurement Method
    • Why Averages Are the Enemy to Your ROI
    • The 3 Different ROAS Types
    • The Only Information You Get From Last-Click
    • Long-Term vs. Short-Term Marketing Metrics

      • If you have any questions, bring them to our next Live Forum.

      Sign up on our website: https://www.liftlab.com/

      1 hr 1 min

    About Curve Your Enthusiasm

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    Conversations with experts from the front lines of Growth Marketing, Analytics, and Measurement. Get ready to unlock valuable insights, strategies, and tips as we discuss the foibles and triumphs of…