In this episode of the Marketing Intelligence Show by Supermetrics, we dive deep into the world of Marketing Mix Modeling (MMM). Join host Daniel King as he chats with industry experts Matt Farrugia, Global Chief Customer Officer and Co-founder of Mutinex, and Kevin Alphonso, Senior Marketing Manager at Seek. Discover what MMM is, why it's crucial for today's marketers, and how it can help businesses navigate complex marketing landscapes. Learn about the challenges businesses face and how MMM can provide solutions. Get insights into key metrics, implementation strategies, and the future of MMM. Key topics covered: What is MMM and why is it important?Common challenges businesses face and how MMM can solve themKey metrics to focus on for MMMImplementation tips and learningsThe future of MMM Join us as we explore real-world examples, challenges, and best practices for implementing MMM in your organization.

In this episode of The Marketing Intelligence Show hosted by Supermetrics, learn how Manscaped uses analytics to transform feedback into cutting-edge products, from their iconic Lawnmower series to exciting new frontiers. We'll delve into the risk vs. reward of their edgy marketing strategies and how they leverage data to measure success and maximize impact. Speakers: Lanny Chiu, VP of Analytics, ManscapedCory Cinelli, Senior Business Analyst, ManscapedJessica Gondolfo, Head of US Regional Marketing, Supermetrics Here’s what you’ll learn: How Manscaped uses analytics to inform crucial choices and optimize marketing campaigns. How Manscaped A/B tests everything, to find what resonates with customers. Explore Manscaped's top-of-the-funnel approach to reach new audiences and expand retail partnerships. How Manscaped leverages customer feedback and data from Supermetrics to continuously improve products and experiences. Whether you're a business leader, marketing professional, or simply curious about creating exceptional products, this episode is a must-listen!

In this episode, Jessica Gondolfo chats with Sean Whitmore, Director of Digital at SnapShot Interactive, about the ever-changing world of video marketing. You’ll learn: How data influences creative decisions to ensure marketing strategies are effectively targeting the right audience.The shift towards short-form, engaging video content and its impact on marketing strategies.The trend of bold, unconventional marketing tactics to capture audience attention.Methods to measure the success of creative campaigns and adjust strategies based on performance data.How different channels are leveraged depending on the target audience and campaign goals. Tune in to learn how to break down silos between data, creative, and digital for a more integrated approach to video marketing.

In this episode of The Marketing Intelligence Show by Supermetrics, Jessica Gondolfo, Head of US Regional Marketing at Supermetrics, is joined by Ryan Hubbard, Business Intelligence Analyst at PlanetArt - a personalized gift store to celebrate life's important moments- Together, they'll reveal how PlanetArt uses marketing mix modeling to optimize marketing spend and boost customer acquisition across various brands and platforms. Discover how they use marketing mix modeling (MMM) to: Track multi-channel performance: How PlanetArt analyzes ad campaigns across Google Ads, social media, and even catalogs to understand customer journeys.Increase customer acquisition: How MMM helps PlanetArt target the right audiences and boost customer acquisition across various brands.Maximize ROI: How PlanetArt leverages data to optimize campaign allocation and get the most out of their marketing budget.Go beyond attribution: Understand the limitations of traditional attribution and see how MMM provides a more holistic view of marketing effectiveness. Tune in for actionable tips to maximize your marketing efforts and gain a competitive edge!

In this episode of the Marketing Intelligence Show, Jessica Gondolfo chats with Trevor Irish, a digital marketing analyst at Vollrath, a leading B2B manufacturer of commercial cookware and equipment. Trevor dives deep into the importance of competitive intelligence in today's digital marketing landscape and how it can supercharge your B2B marketing efforts.  Learn how Vollrath uses Supermetrics to: Track competitor social media activity and engagementAnalyze posting frequency and content strategy across different platformsIdentify seasonal trends in competitor marketing effortsBuild targeted reports for different departments within Vollrath Tune in to learn how to stay ahead of the curve and dominate your competition!

In this episode of The Marketing Intelligence Show by Supermetrics, Jessica Gondolfo, Head of US Regional Marketing at Supermetrics, is joined by Joe Mineo, the Associate Director of Ads and Analytics at Chatterblast. Together, they'll reveal how to leverage data to navigate the evolving marketing landscape, with a focus on building brand awareness and fostering client trust. Here's what you'll learn: Building brand awareness: Learn how to shift focus from conversions to building brand awareness, especially for younger audiences, with short-form content. Data-driven creatives: Discover how A/B testing unlocks messaging and visuals that resonate with your target audience. Secure data storage: Explore how Supermetrics and BigQuery can help you secure all your historic data (especially as API access changes). Empowering clients: Learn how to build client trust and avoid vendor lock-in with data access through Supermetrics. Tune in to unlock the secrets to data-driven marketing success!

In this data-packed episode of The Marketing Intelligence Show, Jessica Gondolfo, Head of US Regional Marketing at Supermetrics, is joined by Jay Sala, Founder and CEO, and Sanjay Mayar, VP of Growth, at Imajery. Together, they'll reveal how Imajery uses data to acquire clients and build trust across the entire customer journey. Here's what you'll learn: - How to leverage data to make smarter marketing decisions - Why client alignment is key to successful campaigns - The importance of clear & concise reporting - How to use Supermetrics to streamline your marketing data Tune in now!

In this episode of The Marketing Intelligence Show, Jessica Gondolfo chats with Zeke Camusio, founder and CEO of Data Speaks. Zeke breaks down the concept of impact-based attribution and explains how it can help you optimize your marketing budget and maximize return on investment (ROI). In this episode, you'll learn: What impact-based attribution is and how it differs from traditional attribution models How Data Speaks uses machine learning to measure the true impact of marketing campaigns How to identify areas where you can be spending your marketing budget more efficiently How Data Speaks centralizes data using Supermetrics to acquire customers at scale. Tips for converting paid traffic into organic traffic Tune in now!

In today's episode, Jess Gondolfo sits down with two industry experts from Mindgruve, Ellyn Savage, VP of Media, and Haven Brady, VP of Strategy for a fireside chat with Mindgruve, a leading marketing and advertising firm.   In this session, we explore: With the imminent sunset of cookies, what innovative strategies are agencies adopting to stay ahead?In a world increasingly driven by AI, what opportunities do agencies have to redefine their value in 2024?How are advancements in VR, AR, and data-driven marketing shaping the future of personalized advertising? Discover how Mindgruve, a leading marketing agency from San Diego, revolutionized their data analytics with Supermetrics - https://youtu.be/vW1TV9a6lmk?si=Z7gZBnufo3HWdrqU

In today's episode of the Marketing Intelligence Show, we delve into the world of marketing measurement in a privacy-first environment. Evan Kaeding chats with Andrew Covato, a measurement and growth consultant, to expose the limitations of traditional methods like last-click attribution and retargeting. We'll explore powerful alternatives like Marketing Mix Modelling (MMM) and incrementality testing, and discover how to combine them for a holistic view of marketing effectiveness.  Learn how to break free from the misleading data and optimize your campaigns for real results.

In today's episode, we're thrilled to have, Olivia Kory, Head of Go-To-Market at Haus join us alongside our host, Evan Kaeding, Lead Solutions Engineer at Supermetrics. Together, they'll delve into the critical topic of measurement and its impact on growth. Olivia will guide us through the concept of incrementality, a powerful tool that helps marketers understand the true effectiveness of their efforts and isolate what's driving real business results. Tune in to learn: How to move beyond vanity metrics and traditional attribution models.The power of geo-testing for accessible incrementality measurement.Strategies for integrating this approach with existing measurement methods.Tips for getting started, even with limited data.

In today's episode, we're joined by Evan Kaeding, Lead Solutions Engineer and host Edward Ford, Demand Gen Director at Supermetrics to explore a powerful framework that empowers marketers to make better decisions.   They delve into the concept of "fast data" and "slow data," highlighting the importance of having the right data, at the right time, for every marketing decision Tune in and discover how to unlock the full potential of your marketing data! Related sources: Marketing data, fast and slow - https://supermetrics.com/podcasts/marketing-data-fast-and-slow Check out Supermetrics: ⁠https://supermetrics.com/start-trial⁠

Generative AI is reshaping just about every industry out there, and it’s been a powerful tool for marketers to streamline operations and unlock new opportunities. Companies like Google are leading the way in how marketers can harness AI’s power by releasing new features in Google Search and Ads.  In this episode, we welcome Matz Lukmani, Product Lead for Google Performance Max, to talk about the recent and upcoming features of Google Search and Ads. Matz takes us through the AI improvements to features such as Google Maps and Ads and what the Performance Max campaign tool can do for marketers. To learn about the changes coming to Google and more, check out our SuperSummit sessions.  Learning points from the episode include: 00:00 – 02:48 An overview of Google’s AI tools02:48 – 05:28 How Google is improving Google Maps and Search05:28 – 06:48 How marketers can increase performance06:48 – 07:37 Why users and AI create a flywheel07:37 – 08:32 An introduction to Performance Max08:32 – 09:50 Why creative output is still critical for ROI09:50 – 12:03 Google’s upcoming AI features for businesses 12:03 – 13:12 How Versace is using Performance Max13:12 – 14:45 Why first-party data is crucial for your campaigns14:45 – 15:25 How AI can help to extrapolate data15:25 – 16:30 How to drive actions with data16:30 – 18:10 Why the next step is to scale 18:10 – 19:13 A summary of Google’s changes 19:13 – 19:52 Why marketers don’t have to compete with AI Important links and mentions:Matz Lukmani / Google

Multi-touch attribution and marketing mix modeling are two of the most popular approaches to analyzing marketing spend, resource allocation, and results. But what are the main differences between the two approaches? What are their benefits and disadvantages? And is one better than the other? Join Proof Analytics’ CEO Mark Stouse and Supermetrics’ Product Evangelist Evan Kaeding to find out! Here's what you'll learn: What are multi-touch attribution and marketing mix modelingIs one ultimately better than the other?What are the main benefits of the two approaches?Are there contextual factors like company size, industry, or advertising spend that should factor into the decision?What about the disadvantages?What steps can companies take to improve the models they're using?

B2B measurement faces a turning point with privacy regulations due to limit access to third-party data. So, what does the future hold for B2B measurement and what can businesses do to ensure they’re meeting important KPIs? In this episode, Kate Gleeson, Global Brand Director sits down with Emily Gustin, Senior Associate of Business Development at LinkedIn, and Supermetrics’ Director of Product Marketing, Aleksander Cardwell. They discuss the current landscape of B2B measurement, data privacy challenges, the top KPIs to watch, and managing data effectively. Watch our SuperSummit sessions in full for more.  Learning points from the episode include: 00:00 – 03:41 The top changes in B2B measurement03:41 – 05:53 The current landscape of B2B measurement 05:53 – 09:17 Which KPIs businesses are focused on09:17 – 11:46 What new privacy regulations mean for measurement11:46 – 13:46 Why data pipelines give businesses a competitive advantage 13:46 – 17:43 Advice for businesses around measurement17:43 – 18:32 Why now is the time to build first-party data18:32 – 19:54 Why you may need to revisit your ROI goals Important links and mentions:Emily Gustin / LinkedInAleksander Cardwell / Supermetrics

By now, most marketers understand the importance of big data in marketing. It allows us to target audiences better, show relevant ads, and analyze marketing materials, but many marketers don’t know where to start.  In this episode from our SuperSummit virtual event, Khrystyna Grynko, Cloud Customer Engineer at Google, takes you through all the steps to start utilizing big data as a marketer. She explores how to define your use cases and choose the right tools to unlock the power of your data within your marketing team.  For more, catch up on the full SuperSummit sessions. Learning points from the episode include: 00:00 – 02:15 Introduction02:15 – 03:59 The myth of the non-technical marketer04:00 – 06:18 Why big data is important 06:18 – 08:37 How to choose data tools 08:37 – 10:25 The difference between data lakes, data warehouses, and data lake houses10:25 – 11:57 How to explore data with visualization tools11:57 – 14:03 How to feed BI tools with data11:03 -14:39 Connecting BI tools to data warehouses and ML tools14:40 – 15:23 Distributing your data15:23 – 16:22 Decide on your use cases 16:22 – 17:55 How to list data sources17:55 – 19:40 Why you need to decide on the reports you need to choose the right tools19:40 – 22:09 Where to learn more 22:09 – 27:20 Q&As Important links and mentions:  Khrystyna Grynko / Google

Many marketing leaders are deep into their 2024 planning, poring over data from the past year. But are there more effective ways to use data to fuel marketing growth? As part of our SuperSummit virtual event, we led a marketing leader roundtable to talk about the different ways we can harness data, including using it to tell stories, collaborate, and open up new opportunities for growth.  Supermetrics CMO Gabrielle Stafford introduces our panel of experts, including Josh Cottrell-Schloemer, Consultant for Cottrell Consulting, Jessica Moore, Digital Marketing Director at Graduation Alliance, and Dorothy Ann Advincula, the Global Head of Audience, Insights & Measurement for Uber Advertising.  Together, they share their insights into marketing measurement trends, challenges, and opportunities in 2024.   Watch our SuperSummit sessions in full for more.  Learning points from the episode include: 00:00 – 04:06 Introducing our marketing leaders roundtable04:07 – 09:46 What keeps marketing leaders up at night?09:46 – 13:31 How to use data effectively13:31 – 15:43 Balancing the use of big and small data15:43 – 19:56 Why should you use a centralized approach to data?19:56 – 23:02 How to tell a story of how data impacts different metrics23:02 – 25:25 The use of online and offline channels 25:25 – 30:07 The benefits of using AI and what it means for marketing teams30:07 – 32:09 What can’t be replaced by AI32:09 – 34:40 How to use AI more effectively34:40 – 37:18 How to deal with GA4 challenges 37:18 – 40:56 How to measure attribution signals40:56 – 42:47 What marketing leaders wish they had known earlier  Important links and mentions: Josh Cottrell-Schloemer / Supermetrics affiliateJessica Moore / Graduation AllianceDorothy Ann Advincula / UberGabrielle Stafford / Supermetrics

Just how important is data to business growth? With 40% annual growth, Supermetrics is a great example of how utilizing data the right way can propel your business forward. As part of our SuperSummit, Kate Gleeson, our Global Brand Director, sits down with co-CEOs of Supermetrics, Mikael Thuneberg and Anssi Rusi, to learn why data has been the foundation of Supermetrics’ success.  Mikael reveals that he started Supermetrics as he searched for a solution after struggling with the sheer amount of data he had to collect as a former analyst, and how the company has grown since. Anssi shares key advice for other business leaders, including why you should prioritize high-quality data and tools that allow you to scale effectively. Learning points from the episode include: 00:00 – 02:36 A brief history of Supermetrics’ success02:36 – 04:15 Why data has been a key part of Supermetrics’ success04:15 – 06:07 Advice for CEOs and founders on getting started with data06:07 – 08:39 How marketers can take advantage of changing trends08:39 – 11:26 Strategies for maximizing ROI through data11:26 – 12:30 Why it helps to use different tools in an organization12:30 – 14:48 How Supermetrics is evolving to stay ahead of the curve14:48 – 15:28 Changing trends to be excited about Important links and mentions:Mikael Thuneberg / SupermetricsAnssi Rusi / Supermetrics

How do you measure the impact of brand? This is a question that has challenged marketers since the dawn of time. But today, we’ll aim to answer it once and for all. In this episode Edward, Demand Gen Director at Supermetrics, is joined by Gabi Stafford, CMO, and Kate Gleeson, Head of Brand, to discuss the Supermetrics full-funnel brand test and talk through the whole process of how we launched our updated brand identity, from strategic goals and setting up the test to the results and internal stakeholder management. After listening to this episode, you’ll never think about brand renewals in the same way. Related sources: Brand testing and measurement: How Supermetrics used data and a full-funnel test to develop and launch a new brand identity-Supermetrics blog How to measure brand awareness with Mark Dilson—The Marketing Intelligence Show by SupermetricsHow to run marketing experiments: practical lessons from four marketing leaders—Supermetrics blo Check out Supermetrics: ⁠https://supermetrics.com/start-trial⁠

More companies are looking to adopt marketing mix modeling (MMM) to measure marketing efficiency and make predictions about how marketing inputs could impact sales. While it’s not a new technique, MMM has come a long way in the past few years, driven by new technologies like machine learning and AI. As a result, MMM is faster, more easily automated, more efficient, and widely accessible to businesses.  In this episode, our Global Brand Director, Kate Gleeson speaks with Zach Bricker, Lead Solutions Engineer at Supermetrics, and Igor Skokan, Marketing Science Director at Meta, to discuss implementing MMM. Zach and Igor break down what MMM is, how it’s changed in recent years, and what types of data are used. They discuss how companies can validate the accuracy and reliability of MMM models, as well as how to turn that data into actionable results.  This episode comes from SuperSummit – a virtual event about marketing measurement and data. Watch the full recording and our other SuperSummit sessions to learn more.  Learning points from the episode include: 00:00 – 02:55 What is marketing mix modeling? 02:56 - 04:42 How MMM has changed over the years  04:43 – 06:48 The types of data typically used in MMM 06:48 – 09:36 How to validate the accuracy and reliability of MMM models 09:36 – 15:07 Future trends and developments in MMM 15:07 – 16:02 Why CMOs are hesitant to adopt MMM 16:03 – 18:48 How businesses can calculate ROI based on MMM findings 18:49 – 27:09 Advice for companies implementing MMM for the first time Important links and mentions: Igor Skokan / Meta Zach Bricker / Supermetrics Marketing mix modeling for marketers: How to measure marketing in a privacy-first world