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…
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…
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…
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.…
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…
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…
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…
Mike Taylor created and grew a successful growth marketing agency (Ladder.io), is building a business around simulator-based courses for data-driven marketers (Vexpower), and is the author of a forthcoming book about marketing memetics. He joins me on to talk about the power of memetics in marketing (and so much more),…