Measure Up

Get out your #2 pencils, because today we're going back to school! In this episode, we’re talking about marketing measurement education - how we learn it, what we learn, and how to deal with teaching and learning technical subjects effectively.

And as an added bonus, I'm lucky to be joined by Simon Poulton as my new co-host for the show!

We're joined by Myles Younger, Head of Innovation and Insights at U of Digital, where he leads new product development, tech services, and thought leadership to help scale the company’s educational offerings to new formats, new learners, and new markets. He’s been in the advertising industry for nearly 20 years, spanning client side, agency side, and even founding a dynamic ads platform that was successfully acquired. He also offers up plenty of spicy takes on Twitter like “disc golf stores are the vape store of sporting goods” and “you can’t get a good Italian sub on the west coast” (apparently they add mayonnaise in addition to the oil and vinegar, which is just disgusting).

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Links from the show:

• Myles Younger on LinkedIn
• on Twitter
• U of Digital
• The Filing Cabinet: A Vertical History of Information

We’ve all heard the quote from British mathematician Clive Humby, who declared way back in 2006 that “data is the new oil.” But who are the roustabouts and roughnecks working these new-age oil rigs, where do we find them, and how do we organize them?

Simon Poulton grew the Digital Intelligence team at Wpromote from 0 to more than 50, and is doing the same thing now at Ignite Visibility, where he is the Chief Data Officer. Listen in as we explore:

• Who the first data hire should be
• Who are the doers, wooers, and gluers of the data team
• Benefits of hiring from outside the marketing analytics industry
• How teaching marketing basics is like learning to drive a car

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Links from the show:

• Simon Poulton on LinkedIn
• Simon Poulton on Twitter
• Ignite Visibility
• Hightouch

Sometimes two things go together perfectly, like cookies & cream, Batman & Robin, or doing a happy dance when that meeting you've been dreading gets cancelled at the last minute.

Here's another one to add to the list - incrementality testing and marketing mix modeling. Ok, it sounded way less boring in my head :)

Either way, the conversation I had with John Wallace, Co-founder and CEO at LiftLab, was anything but boring. He gave the recipe they use for testing that is beyond where most companies and platforms are at in terms of testing the effectiveness of their media channels.

Learn about the best practices and pitfalls of running incrementality tests, and how to think about incorporating them into your MMM.

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Links from the show:

• John Wallace on LinkedIn
• LiftLab
• Marketing Response Models (book)

Ben Dutter, Senior Vice President of Strategy at Power Digital, has a lot of great stories about making or saving clients a lot of money by being smart about how they measure marketing performance. Like the one in the title of this episode - they saved a client $6 million (!) in wasted ad spend while keeping revenue flat.

In this episode, he shares his thoughts on marketing attribution, how to think of multi-touch attribution (MTA), and he shares the BEATS framework (which I highly recommend) for making sense of all the different measurement methods.

And stick around to the very end - Ben shares something you'll want to take advantage of!

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Links from the show:

• Ben Dutter on LinkedIn
• Power Digital
• The story behind saving a client $6M in wasted ad spend
• Sigil Stone Publishing (for the tabletop roleplaying game fans)
• BEATS framework

A lot of marketers are familiar with A/B testing, usually with regards to website testing and conversion rate optimization.

But there’s another kind of testing that marketers are becoming more interested in lately, and that’s testing of the marketing itself. It goes by many names - randomized controlled trials, geo-lift experiments, conversion lift studies, holdout testing - maybe you’ve heard of these? But maybe you weren’t sure where to start with them?

Elea Feit is here to help! She has a bachelor’s in mathematics, a master of science in industrial engineering, and a PhD in Marketing. She’s applied those learnings at companies like General Motors and Amazon, and continues to train the next generation of marketers and analysts as Associate Professor of Marketing at Drexel University’s LeBow College of Business.

▶️ Watch on YouTube

Links from the show:

• eleafeit.com
• Test & Roll - Online Calculator
• How to Test & Roll: A new approach to A/B testing (video)
• Latin Square Experiment Design
• Elea Feit in LinkedIn
• Elea Feit on Twitter

Have you ever thought of going out on your own and starting your own consulting company? Yeah, me too. But there was always something stopping me - usually the golden handcuffs of a cushy job with benefits - and needing to be the primary provider for a family of 5.

But today is the day I'm thrilled (and if I'm being honest, terrified) to announce that I've done it! I am now the Founder and CEO of Cauzle Analytics - a marketing analytics consultancy to help guide you through marketing mix modeling, experimentation, and advanced analysis.

In this episode, I talk about what drove me to jump out of the nest, and what's in store.

Then, I give a rundown of the top 9 marketing and analytics podcasts I'm listening to right now. There's so much great content out there, but it's sometimes hard to find. So here's a good place to start:

Links from the show:

#1 - Standard Deviation Podcast

#2 - Data Unlocked

#3 - Analytics Power Hour

#4 - Data and Marketing Nation

#5 - Marketing Unf*cked

#6 - Finding Marketing Fit: Marketing Leaders in Tech

#7 - The Marketing Intelligence Show

#8 - What Gets Measured

#9 - Conversion Tracking Playbook

Greg Dolan is no stranger to marketing in a recession. He saw it first hand as a brand manager for Campbell Soup Company during the Great Financial Crisis in 2008. Now, he's got front row seats as a co-founder of Keen, a SaaS marketing mix modeling platform founded in 2011.

Listen in to hear what are the most common mistakes marketers make when facing economic headwinds, and how they should be making decisions in this environment.

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Links from the show:

Keen - Marketing Mix Modeling platform

Greg Dolan on LinkedIn

The Long and the Short of It, by Les Binet & Peter Field

3 Reasons Not to Go "Dark" During a Recession

How to Win in a Down Economy

The Importance of Maintaining Brand Equity Through a Recession

Keen YouTube Channel

Rick O'Toole is the Co-founder and CTO of Rockerbox, a marketing attribution platform. He joins me on this episode as we discuss the future of marketing measurement, whether multi-touch attribution still has a role to play, and where he sees marketing mix modeling fitting in.

Rick has a unique perspective as someone who's been building an attribution platform for 10+ years. 

▶️ Watch this episode on YouTube

Links from the show:

• Rockerbox
• MMM for Shopify
• Rockerbox Free - data consolidation
• Rick on LinkedIn

Michael Kaminsky is a trained econometrician and  co-founder of Recast, a platform for modern Marketing Mix Modeling. Before starting Recast he was the Director of Analytics for Harry's, where he was exposed to marketing mix modeling.

Listen in as Michael shares his thoughts on validating MMM, how to do it right, and the cost of doing it wrong (or not at all).

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Links from the show:

Recast

Michael on Twitter

Michael on LinkedIn

Kate Cook is the Head of Analytics at The Lumery, a marketing and technology consultancy in Melbourne, Australia. But she didn’t start out in data and analytics - she transitioned there from digital marketing. That combination of marketing chops and knack for numbers has proven to be valuable as she leads companies along the attribution journey. Known as “Attribution Gal,” Kate shares her thoughts and frameworks about how companies need to approach this complicated topic.

▶️ Watch this episode on YouTube

Links from the show:

Kate Cook on LinkedIn

Attribution Gal

MMM Hub Newsletter

Measure Slack

Project Measured

 5 Minute Fridays