John Chandler, Clinical Professor of Marketing at University of Montana and Andrew Van Benschoten talk the next generation of marketing measurement.

Riff 1 | What is Data Science? (3:20 - 7:40): "A data scientist is someone who knows more statistics than a computer programmer and more programming than a statistician."

Riff 2 | Signs of Pushback (7:40 - 15:54): John and Andrew speak to instances in which they have experienced signs of pushback or skepticism, and how they have dealt with those.

Riff 2 | Analytical Tool Kit (15:54 - 19:21): John and Andrew discuss the tools and techniques they leverage in the data science field and what tools will become more common as time goes on.

Riff 4 | Aspiring to EMR (19:21 - 25:10): The doctors provide guidance on the communication and mindset needed to reach Enterprise Marketing Return.

A show about the need for change in the marketing world today. Through some good ol’ fashioned riff sessions, host Brandon Wishnow (aka the “Riffs Commish”) talks with company leaders and industry experts about a wide range of modern day marketing topics. In the end, we hope you leave each episode with a few nuggets of actionable wisdom and feeling optimistic about our collective ability to tackle the continuous change ahead.