Performance data isn't the same as decision clarity. Many marketing teams have more measurement tools than ever, yet still get stuck on the question, "what should we do next?"

In this episode, Derek DeGroat, Director of Marketing Analytics at Iridio by RRD, walks through the four-part measurement framework his team built to solve exactly that problem. Instead of treating analytics tools as a stack of standalone reports, the framework connects them into a system where each layer answers a different question across the campaign life cycle.

What you'll learn:

• Why more dashboards haven't solved the measurement problem
• How segmentation, marketing mix modeling, in-campaign testing, and weekly optimization work together as a system
• When to refresh each layer (annually, quarterly, weekly)
• How MMM connects upper-funnel impressions to bottom-line revenue and profit
• What it takes to reconcile MMM forecasts against actual performance
• Why data infrastructure is the foundation underneath any framework
• How to set expectations with CMOs, CFOs, and CEOs about which insights come from which layer

This one is for marketers ready to move past last-click attribution and build a measurement system that actually informs decisions.

About the guest:

Derek DeGroat leads marketing analytics at Iridio by RRD, where his team designs the analytics tools and frameworks that help clients make data-informed decisions across the campaign life cycle.

Host:

Jesse Math, VP of Strategic Partnerships at Keen Decision Systems.

Learn more about marketing mix modeling at keends.com.