Dr. Grace Kite is Founder and CEO of Magic Numbers and Magic Works Training. Her career is distinguished by a blend of academic excellence and practical expertise, making her a sought-after advisor and speaker on topics related to marketing effectiveness and ROI. Dr. Kite's contributions to the field are characterised by her ability to blend detailed econometric analysis with clear, actionable insights, helping businesses to optimise their marketing strategies in alignment with economic principles.In addition to her consulting work, Dr. Kite is an influential voice in the marketing community, frequently contributing to industry discussions, publishing research findings, and participating in conferences. And today's episode delves into so much of the work Grace contributes to the industry. We talk about how Graces curiosity got her into marketing, the importance of people, how getting the work used not just commissioned is so important. Bar charts beeing the bazzoka of data, the importance of last click attribution going away, the differences for smaller and bigger brands, how 30 grand spent today can give you 20-40% more effective marketing plans, of course we touch on AI and Die Hards place as a Christmas Classic.

00:14 From Economics to Marketing: A Unique Journey

03:21 The Leap to Freelancing: Balancing Career and Family

07:59 The Power of Positioning and Analytics in Marketing

11:28 Understanding the Human Element in Data Analytics

21:42 Navigating Marketing Strategies in Inflationary Times

25:58 Practical Advice for Marketers on a Budget

31:48 Navigating the Pitfalls of Attribution in Marketing

39:45 Understanding the Impact of External Factors on Marketing

42:24 Exploring the Potential and Pitfalls of Attention Metrics

45:19 The Power of Niche Influencers in Marketing

47:57 AI in Marketing: Opportunities and Concerns

50:57 Reflections and Insights from Industry Events

51:34 Econometrics: Making Advanced Analysis Accessible

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

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