Multi-touch attribution, media mix modeling, matched market testing. Are these the three Ms of marketing measurement (Egad! The alliteration continues!)? Seriously. What's with all the Ms here? Has anyone ever used experimentation to build a diminishing return curve for the impact of a media measurement technique based on how far along in the alphabet the letter of that technique is? Is "M" optimal?! Trust us. You will look back on this description after listening to this episode with John Wallace from LiftLab and find it… at least mildly amusing. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the  show page.

#199: Media Measurement Revisited: Matched Markets, Media Mix, and More with John Wallace

Attend any conference for any topic and you will hear people saying after that the best and most informative discussions happened in the bar after the show. Read any business magazine and you will find an article saying something along the lines of "Business Analytics is the hottest job category out there, and there is a significant lack of people, process and best practice." In this case the conference was eMetrics, the bar was….multiple, and the attendees were Michael Helbling, Tim Wilson and Jim Cain (Co-Host Emeritus).  After a few pints and a few hours of discussion about the cutting edge of digital analytics, they realized they might have something to contribute back to the community. This podcast is one of those contributions. Each episode is a closed topic and an open forum - the goal is for listeners to enjoy listening to Michael, Tim, and Moe share their thoughts and experiences and hopefully take away something to try at work the next day. We hope you enjoy listening to the Digital Analytics Power Hour.

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In order to produce a stellar analysis, have you ever requested a team to teardown a Tesla and count every last washer and battery cell? No? Well our guest this week, Jason DeRise, joined Tim, Julie, and Val to share that story and others on how alternative data can be used to enrich analyses. Luckily you don’t have to have a Wall Street-sized budget in order to tap into the power of alternative data. Looking just outside your tried and true data sets and methodologies to see how you might be able to add to your mosaic of understanding a business question can be powerful! In this episode we talk about some of the considerations and approaches when you put down that hammer and see the world around you is more than just a bunch of nails. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the  show page.  

#244: Data Is Everywhere. Why Do We Limit Ourselves by Default?

It happens occasionally. Someone in the business decides they need to just take the analysis into their own hands. That leaves the analyst conflicted — love the interest and enthusiasm, but cringe at the risk of misuse or misinterpretation. Occasionally (rarely!), though, such a person goes so deep that they come out the other side having internalized everything from Deming's obsession with variability all the way through the Amazon Weekly Business Review (WBR) process. And they've  written extensively about it. Cedric Chin was such a person, and we had a blast digging into his exploration of statistical process control — including XmR charts — and mulling over the broader ramifications and lessons therein. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the  show page.

#243: Being Data-Driven: a Statistical Process Control Perspective with Cedric Chin

Data communities have played a major role in the careers of many analysts, but times they are a-changin'. We're not sure if we're different, if the communities' purposes and missions have shifted, or both. One thing we are confident in, though, is that Pedram Navid was absolutely the right guest to invite on to the show to explore the topic alongside Michael, Moe, and Val. His blog post last year that discussed how "this used to be fun" was a great reflection on some of the environmental trends influencing the communities we've come to know and love. But don't worry, it’s not all doom and gloom! The crew all agreed that there are still places and ways for data practitioners to connect and support each other, even if it doesn't look identical to the early aughts. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the  show page.

#242: The Rise and Fall of Data Communities with Pedram Navid

Long-time listeners to this show know that its origin and inspiration was the lobby bar of analytics conferences—the place where analysts casually gather to unwind after a day of slides interspersed with between-session conversations initiated awkwardly and then ended abruptly when the next session begins. Of the many conferences where this occurs, Marketing Analytics Summit (née, eMetrics) is the one in which this show is most deeply rooted. And, we'll be recording an episode in front of a live audience with all of the North America-based co-hosts on Friday, June 7, 2024, in Phoenix, Arizona at the next one! To call that out, including announcing a promo code for any listeners interested in joining us for the event, Michael, Val, and Tim turned on the mics for a bonus episode with a little reminiscing about past experiences at the conference, including Val's mildly disturbing retention of dates and physical artifacts. Visit the  show page for, well, not much more than you see here.

(Bonus) Marketing Analytics Summit Is Nigh!

As a general rule, analysts are drawn to precision: let's understand the business problem and then go figure out how the data can be acquired and crunched to provide something specific and useful. Fair enough. Where, then, do pencil and paper and 10-second sketches fit in? Or hastily and collaboratively drawn flippy chart or whiteboard sketches? We could draw you a picture to explain, but podcasts are an audio medium, so, instead, we brought on the illustrious illustrator, consultant, and author, Dan White. From triangles, to rolling snowballs, to trees, to Venn diagrams, to the  conjoined triangles of success, this episode paints a pretty clear picture of the power of the quick sketch! For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the  show page.  

#199: Media Measurement Revisited: Matched Markets, Media Mix, and More with John Wallace

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