Measure Up

Have you ever been told by some smug data scientist that you just need to run a randomized controlled trial to understand the true incrementality of a paid media channel? Just run a power analysis to understand your sample size requirements, right? Were you left with questions about specifically how to do that?In this episode, we talked with Nick Stoltz, Chief Strategy Officer at Measured - an incrementality testing and media optimization platform. We go beyond the "what" and "why" of testing, and dive into the details of the "how."

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Links from the show:

• Nick on LinkedIn
• Measured

What's MeasureCamp, you ask? Oh, do we have a treat for you! Buckle up as Simon and Jim talk with MeasureCamp founder, Peter O'Neill about this global 'unconference' movement focused on digital analytics. Learn what draws people to MeasureCamps around the world, and about the critical things you must get right if you want to start a measurement community of your own.

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Links from the show:

• Get your free MeasureCamp New York ticket!
• MeasureCamp.org
• Peter on LinkedIn

"Your [marketers] were so preoccupied with whether or not they could [track customers across the web], they didn't stop to think if they should."- Jeff Goldblum / Ian Malcolm, Jurassic ParkWith all the FUD (fear, uncertainty and doubt) and blatant misinformation being spread lately around the so-called "cookieless future" or "cookiepocalypse," 🤮 we needed to set the record straight.Find out why Siobhan Solberg insists that marketers respect their customers, and that it actually benefits them to care about their privacy.

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Links from the show:

• Siobhan on LinkedIn
• Raze Marketing
• [Redacted] Newsletter
• Marketing Unf*cked podcast

Universities are facing a shrinking market with changing demographics, and they're not immune from the economic pressures most businesses face today. So how do they ensure their marketing dollars are being spent wisely - especially with the challenges imposed by super long consideration cycles?Josh Dodson, Founder and CEO of Honed Consulting, joins us for a chat where we discuss these questions, and shed some light on what trends are happening in this space.

Listen in as we explore how universities are navigating the challenges of marketing attribution, leveraging data to enhance enrollment strategies, and balancing traditional and digital marketing approaches.

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Links from the show:

• Josh Dodson on LinkedIn
• HONED CONSULTING
• Joe Bruin
• LightweightMMM
• Bayesian Methods for Media Mix Modeling with Carryover and Shape Effects
• Robyn
• PyMC-Marketing

You can’t make good decisions without quality data - whether those be decisions about pricing models, marketing budgets, or website performance. Garbage in, garbage out, as they say. 

But how do we ensure the data quality? Chad Sanderson joined us to answer this question. Chad is the CEO and Co-Founder of Gable - a startup that some have called the “GitHub for data” - a collaboration, communication, and change management platform for data teams.

I've you've ever wanted to learn more about data contracts, and how they can ensure your data quality, this episode is for you!

You know it's that time of the year - time for navel gazing (not to be confused with naval gazing) end-of-year reviews, proclamations, and prognostications.

It's been a busy year for me and Simon, as we were both laid off and started new paths and projects. One project in particular was this podcast!

Join us as we open up about the highs and lows of our year, and what we have in store for 2024.

Mark Fiske led the marketing teams at well-known brands like Ancestry and Credit Karma before going over to private equity, where he now advises on marketing and digital transformation for portfolio companies of H.I.G. Capital.Learn the ins and outs of private equity from a marketing perspective, including trends in marketing measurement since iOS 14.5, tools that he sees companies adopting to handle testing, attribution, and marketing mix modeling, and hear Mark's favorite question to ask to management of a prospective investment.

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Links from the show:

• Mark Fiske on LinkedIn
• H.I.G. Capital
• The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies
• Measure Up: The Future of Marketing Measurement with Rick O'Toole, Co-founder of Rockerbox
• Measure Up: Is Your MMM Lying To You? Michael Kaminsky Talks Validation
• Measure Up: GA4 - The Good, the Bad, and the Ugly

Tools Mentioned:

• Dreamdata
• LiftLab
• Recast
• Haus
• Rockerbox
• Measured
• INCRMNTAL
• Hightouch
• Fospha
• Norhtbeam
• Triple Whale
• Wicked Reports

Data science has been "the sexiest job of the 21st century" for more than a decade now. For those just coming out of school, or trying to switch from marketing or analytics roles into data science, it's gotten a lot more competitive.

Leondra Gonzalez is a Senior Data & Applied Scientist at Microsoft, and is currently co-authoring a book on interviewing for data science roles. Listen in as she shares some advice on the importance of mentors and how to find them, how to handle tricky interview questions, and what organizations can do to diversify the candidate pool.

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Links from the show:

• Leondra Gonzalez on LinkedIn
• You and Your Research - speech by Richard Hamming (video)
• You and Your Research (transcript)

Love it or hate it, GA4 is here to stay. But is it all that bad? Or are we just resistant to change?

Find out why Dana DiTomaso has "I <3 GA4" stickers, and how marketers can get the most out of GA4. Dana has spent more than 20 years in the digital marketing and analytics space. She's currently the President and Partner at Kick Point Inc., and the Founder and Lead Instructor of digital marketing training platform Kick Point Playbook.

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Links from the show:

• 20% Off the Analytics for Agencies Course from Kick Point Playbook
• Dana DiTomaso on LinkedIn
• Kick Point Inc.
• Sales Pitch (book) by April Dunford
• Google Analytics Alternatives: A Guide to Navigating the World of Options Beyond Google (book) by Jason Packer

When it comes to machine learning and artificial intelligence being deployed for marketing mix modeling, we might want to pump the brakes a bit, at least that’s what some industry leaders are saying.

To explore this topic in a little more depth, we wanted to bring on an expert, someone who’s been in this field for nearly 2 decades, and has built a highly successful company around marketing mix modeling over the past 10 years.

Dr. Ramla Jarrar has a Master of Science in Quantitative methods in Marketing and Optimization, a Ph.D in Econometrics and Quantitative Economics. She’s a Professor at the Mediterranean School of Business, and is the Co-Founder and President of MASS Analytics, a software solution and service provider with a focus on marketing effectiveness measurement.

And, you may recognize her from one of the many YouTube videos on the MASS Analytics channel where she provides free marketing mix modeling master classes. We discuss the warnings about AI-driven MMM, and provide guidance on how AI can help.

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Links from the show:

• Dr. Ramla Jarrar on LinkedIn
• MASS Analytics
•  MMM Master Classes (YouTube)