As data privacy rules tighten and attribution becomes harder to trust, MMM is gaining fresh relevance as a strategic tool for understanding what’s really driving performance. To make it work, marketers need more than just a model. They need alignment, accessibility, and strong data foundations.

Jonathan Sweeney is the Senior Director of Data at Gain Theory, a marketing effectiveness consultancy that’s been pioneering MMM since the 1970s. In this episode of The Undiscovered Metric, he joins host Mark Debenham to explore how MMM is being applied today, how MMM complements attribution, and what marketers need to do behind the scenes to get real insight.

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Marketers have never had more data—or more confusion about what it means. Data democratization promises a fix: shared access, better visibility, and smarter decisions. But without strategy and structure, it’s just another buzzword in a stack of unread dashboards.

Laura Erdem, Sales Manager at Dreamdata, joined The Undiscovered Metric to unpack what real data democratization looks like in B2B and how marketers can make it work across departments, not just within their own teams.

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Marketing teams talk a lot about growth. More leads, more conversions, more revenue. But without solid data foundations, scaling your business can feel more like stacking cards in a windstorm than building something sustainable. 

Diana Gonzalez, Director of Revenue Operations at Riverside, has seen what happens when businesses overlook data quality early on. In our latest conversation on The Undiscovered Metric, she laid out why strong data foundations are critical and what marketers can do to get them right.

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Marketing teams are eager to scale. More channels, more markets, more automation. But jumping into expansion without a solid data foundation? That’s like building a skyscraper on quicksand. 

In this episode of The Undiscovered Metric, Ira Prevalova (Growth Marketing Director, Adverity) and David von Hilchen (Sales Director DACH & France, StackAdapt) dive into what it really takes to scale marketing effectively—and why aligning data, KPIs, and automation is non-negotiable. Read on for key insights, or watch the full episode below.

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In this episode, we spoke with Sarah Mansfield, former VP of Global Media at Unilever and now the founder of Barcarolle consultancy. With over a decade of experience driving innovation in media and marketing, Sarah shared her insights on why retail media is capturing so much attention and how brands can make the most of it.

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In this episode we breakdown of the eight sources marketing leaders recommend to help you stay informed and ahead in 2025.

From thought leaders and industry blogs to customer feedback and cross-industry ideas, their recommendations highlight the tools and connections that matter most.

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Tracking the right metrics at every stage of the marketing funnel is essential for optimizing campaigns and driving growth. From initial engagement to incremental revenue, these metrics provide a clear roadmap for evaluating performance.

In season two of The Undiscovered Metric, we asked our podcast guests which metrics were the most important for marketers to monitor. Read on or watch our 2024 review episode below to find out what they had to say, and how these metrics stack up, from the top of the funnel to the bottom of the funnel.

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In this episode of The Undiscovered Metric podcast, hosted by Jessica Cardonick, VP of Product Marketing at Adverity, Mariama shares her experience and insights on the evolving relationship between creativity and data.

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Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.