Ekimetrics (Eng)

There’s a world of difference between single point in time Marketing Mix Modelling and an always-on, self-serve capability fit for over 1000 marketers globally.

Find out how Haleon (formerly GSK Healthcare) has made this significant transformation to scale marketing effectiveness over the last four years, with tips for others who are on or thinking about taking a similar path. John O’Connor, Marketing Effectiveness Analytics Director at Haleon discusses the importance of building and animating communities, dealing with organisational change and securing leadership support and engagement as he shares his journey with host Matt Andrew, UK GM and Partner at Ekimetrics.

To find out more about how - and why - to take on a similar transformation, head to ekimetrics.com

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In a world where we know how to measure and optimize all sorts of tactical media executions, creative quality impact on performance has been absent and underrepresented. Consistently measuring the role of creative in advertising at scale has been a tough nut to crack. Until now.

Tune in to hear how Ekimetrics’ recent independent study of ad creative quality on YouTube uncovered the potential to double ROI and pioneered the integrated ‘Creative Power in Marketing Mix Modeling (MMM)’ methodology, with three golden rules for advertisers.

With Google’s Global Head of Research, Ariane Pol, Ekimetrics Marketing Science Lead, Stefan Langenborg and Host, Sona Abaryan, Partner, Ekimetrics. To find out more about the study read our two papers on the subject at ekimetrics.com

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In this episode, we look at how a Quick Service Restaurant franchise company is driving impact through data science. Inspire Brands is second only to McDonald's in scale, with a growing portfolio that includes Arby’s, Baskin-Robbins, and Dunkin’ Donuts.

We’re joined by Inspire Brands’ Senior Director of Data Science, Richard Lusk, to dive into their media optimization internalization story. We hear how it hasn’t just created more solid, data-driven decision-making, but has led to more transparent practices and built internal trust – all on the foundation of a senior leadership team that’s invested for the long-term.

Richard is joined by Sona Abaryan, Partner at Ekimetrics

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In this second episode, we get into the nuts and bolts of Estée Lauder Companies’ (ELC) marketing measurement strategy, asking the big questions:

How did ELC approach developing holistic measurement across its global portfolio of diverse brands and products?How has ELC’s MMM strategy empowered decision makers and decision making across the business? And what can other companies with complex needs learn from their approach to MMM? 

This time, we’re joined by ELC’s Jenny Oh, VP and Go-To-Market Analytics and Activations Lead, and Ekimetrics’ Angela Reiss, Senior Manager of Data Science and Marketing Analytics – alongside our podcast host and Partner at Ekimetrics, Sona Abaryan.

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In this first episode, we look at the impact of an ever-evolving customer journey on global beauty giant Estée Lauder Companies and its marketing strategies over the last decade. 

We’ll explore how the revolution of influencer marketing, especially TikTok, has changed ELC’s approach to measurement, and how a ten-year MMM partnership has brought value to its marketing efforts.

Hear from Estée Lauder’s SVP of Go-To-Market Analytics and Activation, Doug Jensen. Joining him is Ekimetrics CEO, Jean-Baptiste Bouzige, and our podcast host, Matt Andrew, UK GM and Partner.

During the episode, Doug refers to the Harvard Business Review report: https://hbr.org/2023/03/a-new-gold-standard-for-digital-ad-measurement

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Does an artists’ presence – or lack of – on YouTube affect their streams?

In this episode, we’re sharing the findings of a long-running project with YouTube, two record labels, and numerous international artists. We began in France and Germany – and recently expanded into the UK.

Featuring YouTube’s Alix Greaume, Label and Artists Relations Manager, and Greg Chappell, Data Science Manager at Ekimetrics. We’ll be sharing details from the project and how it worked, the value to both artists and their record labels, and what these kind of projects mean for the industry going forward.

Hosting the discussion this week, we have guest host Marianne Chehade, a Senior Consultant also at Ekimetrics.

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How can we tell which campaign creative will land with different audiences? How do we measure something as intangible as creative? Especially without the noise of execution tactics or brand health? And how do we ensure we keep optimising the creative itself and delivering return on investment?

In this episode, we dive into all this and more, with special guests Camille Bernard, Marketing Science Partner at Meta, and Ekimetrics’ own Monica Brondholt Sorensen. They’re joined by host Matt Andrew, UK MD and Partner at Ekimetrics. Together they’re discussing the progress of creative measurement and a methodology brands can use for themselves to grow their MMM capabilities.

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With ad tracking deprecation now firmly on the horizon, time is running out for marketers to act. But, with a whole industry of digital campaign micromanagement that hinges on cookies, it’s easier said than done.

What can marketers do to ensure they continue to deliver targeted campaigns and measure effectiveness in this new landscape? Is this a golden opportunity to rethink how we do marketing?

Our host, Matt Andrew, UK MD of Ekimetrics is joined by former Gameloft MD, turned gaming and media consultant, John-Paul Burke of Seika Media to discuss ways of driving and measuring incrementality, as they look ahead to a potential new dawn for the industry.

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