The Marketing Intelligence Show

In this episode of the Marketing Analytics Show, Stephanie Clapham, Research Lead at Latana, shows you how to set up, track, and optimize the right audience for your brand campaigns. Tune in to learn how to: Choose the right targeting for your company size and brand lifecycle stage Define the optimal audience size Measure the effectiveness of different audiences Links mentioned in the show: Follow Stephanie on LinkedIn. Start your free 14-day Supermetrics trial. Follow Supermetrics on Twitter. Follow Anna on Twitter.

Is Marketing Intelligence all about snooping on your competitors? Absolutely not. Marketing Intelligence is about making use of your marketing data — through aggregation, transformation, and analysis — to predict and decide your next best step and where you should spend your next advertising dollar. Ultimately, it's about turning your raw stockpile of data into improved experiences for your customer and better growth for your business. In this episode we catch up with Supermetrics CMO, Gabrielle Stafford, to discuss everything you need to know about Marketing Intelligence. Check out Supermetrics.

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 tools 02:48 – 05:28 How Google is improving Google Maps and Search 05:28 – 06:48 How marketers can increase performance 06:48 – 07:37 Why users and AI create a flywheel 07:37 – 08:32 An introduction to Performance Max 08:32 – 09:50 Why creative output is still critical for ROI 09:50 – 12:03 Google’s upcoming AI features for businesses  12:03 – 13:12 How Versace is using Performance Max 13:12 – 14:45 Why first-party data is crucial for your campaigns 14:45 – 15:25 How AI can help to extrapolate data 15:25 – 16:30 How to drive actions with data 16:30 – 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 modeling Is 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 measurement 03:41 – 05:53 The current landscape of B2B measurement  05:53 – 09:17 Which KPIs businesses are focused on 09:17 – 11:46 What new privacy regulations mean for measurement 11:46 – 13:46 Why data pipelines give businesses a competitive advantage  13:46 – 17:43 Advice for businesses around measurement 17:43 – 18:32 Why now is the time to build first-party data 18:32 – 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 Introduction 02:15 – 03:59 The myth of the non-technical marketer 04:00 – 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 houses 10:25 – 11:57 How to explore data with visualization tools 11:57 – 14:03 How to feed BI tools with data 11:03 -14:39 Connecting BI tools to data warehouses and ML tools 14:40 – 15:23 Distributing your data 15:23 – 16:22 Decide on your use cases  16:22 – 17:55 How to list data sources 17:55 – 19:40 Why you need to decide on the reports you need to choose the right tools 19:40 – 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 roundtable 04:07 – 09:46 What keeps marketing leaders up at night? 09:46 – 13:31 How to use data effectively 13:31 – 15:43 Balancing the use of big and small data 15:43 – 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 metrics 23:02 – 25:25 The use of online and offline channels  25:25 – 30:07 The benefits of using AI and what it means for marketing teams 30:07 – 32:09 What can’t be replaced by AI 32:09 – 34:40 How to use AI more effectively 34:40 – 37:18 How to deal with GA4 challenges  37:18 – 40:56 How to measure attribution signals 40:56 – 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’ success 02:36 – 04:15 Why data has been a key part of Supermetrics’ success 04:15 – 06:07 Advice for CEOs and founders on getting started with data 06:07 – 08:39 How marketers can take advantage of changing trends 08:39 – 11:26 Strategies for maximizing ROI through data 11:26 – 12:30 Why it helps to use different tools in an organization 12:30 – 14:48 How Supermetrics is evolving to stay ahead of the curve 14:48 – 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 Supermetrics How 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

Changes to Google Analytics have brought questions about how to retain historical data to the front of the marketing analytics world. One option for keeping your data stable in a rapidly changing landscape is a marketing data warehouse.  In this episode we’re joined by Christina Davis, Vice President of Media & Analytics at Tambourine and Evan Kaeding, Lead Sales Engineer and Product Evangelist at Supermetrics to learn everything you need to get started with a marketing data warehouse. We’ll cover their benefits and explain why now is an especially great time to move to one. Watch on-demand webinar to learn ‘Everything you need to know to build your marketing data warehouse’: https://supermetrics.com/webinars/build-marketing-data-warehouse  Check out Supermetrics: https://supermetrics.com/start-trial 

The most important thing for a CMO to figure out is this, "If I have one dollar to spend on advertising, where should I spend it, and how much will I get in return?" In this episode, we chat with Michael Kaminsky to learn different ways brands can measure the incremental impacts of marketing and how to choose the right measurement approach. On October 25th, we're bringing together top minds in marketing and data for a global virtual event—SuperSummit. Join us for discussions on the latest trends in marketing data, including Generative AI, Big Data, and Measurement & Privacy. Sign up for free: https://supermetrics.com/supersummit

In this episode, we're joined by our original host, Anna Shutko. Anna is now an Analytics Consultant at Supermetrics. She's using her knowledge of marketing and data to help companies solve their analytics challenges. Anna and Edward will discuss the importance of first-party data in marketing and why CMOs should invest in a marketing data warehouse. On October 25th, we're bringing together top minds in marketing and data for a global virtual event—SuperSummit. Join us for discussions on the latest trends in marketing data, including Generative AI, Big Data, and Measurement & Privacy. Sign up for free: https://supermetrics.com/supersummit

Most marketing data problems are masquerading as data governance problems. If you don’t know which campaigns are driving results, you should revisit your tagging setup. If you’re unsure who has access to what data, you need to improve your data-sharing process. Without a good governance strategy, data becomes a liability rather than an asset. In this episode, Evan Kaeding, Lead Solutions Engineer at Supermetrics, and Buki Froelke, Senior Product Manager at Google, will discuss how CMO can build a marketing data governance strategy and improve data quality.

As we transition to a privacy-first online environment, marketing leaders need to be ready to measure marketing differently. MMM isn’t a new technology, but automation has made it a more efficient and accessible tool that can help businesses maximize their marketing ROI without relying on user-level data. In this episode, we'll cover MMM works, the results it can drive, and the type of businesses it's suitable for.