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, Daniel Hochuli, Head of Content Solutions for APAC at LinkedIn, unpacks the "crisis in creativity" and reveals how marketers can not only survive but thrive amidst the tidal wave of AI-generated content. Discover how AI will reshape your role as a creative and strategist, and learn practical ways to embrace it for both efficiency and quality in your marketing endeavors.You'll learn:Why the volume of AI-driven content is expected to increase by about 13% every year for the next 10 years in the US alone , intensifying the competition for attention.How 90% of all ads fail to get noticed , and why creative quality is the key to capturing attention.What B2B ads often get wrong, with 71% of B2B ads scoring just one star or less on their creative score.How AI agents are revolutionizing strategic tasks like market research, insights, brand positioning, targeting, and go-to-market strategies.Real-world examples of AI's impact, including an EY study where synthetic AI responses showed around 95% similarity to actual human responses in a double-blind test.The critical balance between AI-driven speed and human-led creative quality to avoid a "sea of sameness".How LinkedIn Accelerate acts as your AI copilot to recommend end-to-end campaigns and give automatic optimizations.Whether you're looking to boost productivity, enhance creative quality, or simply understand the future of marketing, this episode offers a compelling guide to navigating the AI revolution.

Marketers are often held back by fragmented data and misaligned metrics. In this episode of The Marketing Intelligence Show by Supermetrics, leaders from HubSpot, Ascott, and Omnicom share how they’re building centralized data strategies to overcome these challenges — boosting efficiency, clarity, and impact across their teams.Kat Warboys, Senior Director APAC Marketing, HubspotTan Gan Hup, Vice President Marketing, Loyalty & Partnerships, The Ascott LimitedHayley Monteiro, Head of Media Implementation, Omnicom Media Group AustraliaListen now to discover how they’re connecting the dots between data and results.

Is your SEO strategy ready for the age of AI? In this episode of The Marketing Intelligence Show, host Fanny sits down with Heini Lindfors, Supermetrics' in-house SEO expert, to dissect the monumental shifts in search, from Google's AI Overviews to the rise of conversational search with tools like ChatGPT and the unexpected emergence of TikTok as a search engine.Discover why traditional ranking metrics are evolving and how to adapt your approach to maintain visibility and drive real business value. Heini shares practical insights on:Understanding Google's AI Overviews (AIOs) and AI ModelHow user search behavior is changing in the AI eraLeveraging AI tools for more efficient SEO workflowsDispelling common myths about AI replacing SEOKey performance indicators (KPIs) for measuring SEO successActionable short-term and long-term strategies for an AI-proof SEO approachWhether you're an SEO expert or new to the game, this episode offers crucial insights to help you thrive in the rapidly evolving search landscape.

In this episode of The Marketing Intelligence Show, Teck Goon (Reserata), Brent Banning (Pragmaticians), and Nora Hungershoefer (Supermetrics) unpack what it really takes to bring your online and offline marketing data together, optimize channel spend, and unlock the holy grail—true ROAS measurement.You’ll learn:Why marketing consolidation is critical and its business impactHow to unify online and offline marketing data efficientlyCommon pitfalls to avoid in your data strategyLocal case studies from the APAC region illustrating practical applications

Do your e-commerce reports tell the full story—or just a fraction of it?In this episode of The Marketing Intelligence Show, host Anna Shutko is joined by Tea Korpi, Senior Product Marketing Manager at Supermetrics, to explore how e-commerce marketers can cut through the noise, eliminate blind spots, and build smarter, action-oriented dashboards.You’ll learn:Why so many e-commerce reports fall shortHow to organize your dashboard by funnel stageThe metrics that matter at each phase of the customer journeyHow to connect marketing and product data for more accurate reportingReal-life examples from brands like Manscaped and Benefit CosmeticsWhether you're stuck in data overload or looking to level up your existing reporting strategy, this episode will help you move from data hoarding to actionable insight.Related resources:Custom data import: https://supermetrics.com/blog/custom-data-import Essential ecommerce metrics for 2025 success: https://supermetrics.com/blog/ecommerce-metrics What is ecommerce reporting, and why does it matter?:https://supermetrics.com/blog/ecommerce-reportingThe 2025 marketing data report: https://discover.supermetrics.com/marketing-data-report-2025/

In this episode of The Marketing Intelligence Show, Aleksander Cardwell, Director of Product Marketing at Supermetrics, chats with Matt Simmonds, Supermetrics’ Chief Product and Technology Officer. They explore key findings from the 2025 Marketing Data Report—like the 230% increase in data volumes since 2020—and unpack what it all means for marketing leaders.You’ll learn:Why bi-directional data connectivity is the new normalThe truth about composable CDPs and who they’re really forHow to choose the right measurement model, from MMM to incrementalityWhat’s hype and what’s real when it comes to AI in marketingHow marketers can build a flexible, composable tech stackIf you’re grappling with complexity, overwhelmed by AI promises, or unsure where to go next with your marketing data—this one’s for you.Get the 2025 Marketing Data Report: https://discover.supermetrics.com/marketing-data-report-2025/

What does it really take to modernize a retail company’s approach to data?In this episode of The Marketing Intelligence Show, we sit down with Sophie Buresi, Global Data and CRM Factory Director at ETAM Group. Sophie shares how the team moved from legacy systems and disconnected tools to a modern, cloud-based setup that supports smarter segmentation, marketing measurement, and decision-making. You’ll learn:How ETAM built their retail data strategy from the ground upWhat it takes to turn business goals into practical data projectsHow the team redesigned customer segmentation for real-world useThe steps they took to bring marketing mix modeling in-houseWhy data quality and team alignment were key to long-term successWhether you're in retail or just navigating data transformation, this episode offers an honest look at the real work behind building a strategy that sticks.

What if you could save 40% of your analysts’ time and reshape your entire approach to marketing data?In this episode of The Marketing Intelligence Show, Martina Karakoleva, Campaign Insights Manager at Philips Healthcare, joins host Fanny Heimonen to share how she led a full-scale marketing data transformation—cutting manual work, unifying campaign data, and reshaping the analyst role from data providers to true insights experts.You’ll learn:How Philips automated reporting and improved data trustThe role naming conventions played in scaling fastWhy centralizing data ownership in marketing is a game-changerHow the analyst role is evolving with AI and automationWhat’s next for Philips’ marketing data journeyTune in to hear how one team built a single source of truth and a scalable data model.

47% of marketers say improving brand awareness is a top priority this year—but how do you actually stand out in a sea of content? In this episode, we dive into how marketers can turn TikTok trends into real business outcomes.Join Ankita Mehta Shodhan, Product Marketing Lead at TikTok, and Kristina Knut, Creative Program Manager at Supermetrics, as they break down what makes a trend on TikTok—from niche nano trends to viral macro moments. You’ll learn how to spot trends with real potential, analyze TikTok performance data, and boost your brand’s visibility and engagement on one of the world’s fastest-growing platforms.🔗 For more insights, download the 2025 Marketing Data Report:supermetrics.com/report🔗 Plus, explore more sessions and resources at https://community.supermetrics.com/

In this episode of The Marketing Intelligence Show, host Outi Karppanen is joined by Juha Nuutinen, CEO and co-founder of Sellforte, to dive deep into the world of Marketing Mix Modeling (MMM). They go beyond the basics to explore how modern MMM has evolved, why it's gaining popularity, and most importantly, how marketers can turn insights into action. Whether you're just starting or looking to refine your MMM approach, this episode is packed with valuable takeaways.Key learnings:How MMM has evolved and why it’s more relevant than everThe biggest mistakes marketers make when interpreting ROIWhy dashboards alone aren’t enough—and what to do insteadHow scenario planning helps optimize marketing budgetsWant to get started with MMM? If you're a Supermetrics user, check out Sellforte's free pilot program, for an easy way to test MMM risk-free. Related episodes: Listen to Olivia Korey’s episode on Decoding Incrementality Testing to understand how geo-testing and experimentation enhance MMM accuracy.Want to know how marketers are using data in 2025? Download the 2025 Marketing Data Report:⁠ supermetrics.com/report⁠

In today’s fast-changing marketing landscape, measurement is more complex—and more critical—than ever. In this episode of The Marketing Intelligence Show, we explore what modern marketing measurement should look like, leveraging insights from Google’s Modern Measurement Playbook.Join Outi Karppanen, Lead Marketing Analytics Strategist at Supermetrics, and Jakob Pörschmann, AI Specialist Customer Engineer at Google, as they break down how brands and agencies can unlock actionable insights to drive growth.Discover how combining multiple measurement approaches—from data-driven attribution to marketing mix modeling and incrementality testing—fuels smarter, privacy-first decision-making. If you’re looking to future-proof your marketing measurement strategy, this is a session you don’t want to miss!🎧 Tune in now to learn:✅ How to apply Google’s Modern Measurement Playbook✅ Why multi-measurement frameworks are the key to actionable insights✅ How to navigate privacy challenges while maintaining data accuracy🔗 For more insights, download the 2025 Marketing Data Report:supermetrics.com/reportPlus, explore more sessions and resources at https://community.supermetrics.com/

With marketers constantly juggling data from disconnected sources, proving campaign effectiveness has become a growing challenge. In this episode of The Marketing Intelligence Show, we explore how to overcome the obstacles of isolated data streams and still deliver impactful, data-driven results. You’ll learn practical methodologies for unifying fragmented data, developing performance indicators that matter, and presenting outcomes that highlight true marketing success—especially in media strategy and creative execution. Tune in for insights that will help you turn complexity into clarity. If you’d like to catch more episodes like this, head over to the Supermetrics Community community.supermetrics.com , where we share resources from events, webinars, and much more.

Join Shahbaz Khokhar, CEO of Venture Beyond, and Gabrielle Stafford, CMO of Supermetrics, as they share creative testing strategies that power top e-commerce brands on Paid Social. Learn how to scale with data-driven testing, automate media buying, and quickly iterate on successful creatives. Perfect for high-growth e-commerce brands looking to optimize ad performance and lead Paid Social. For more insights from Supersummit, webinars and more resources head over to our community at community.supermetrics.com

What happens when one of the world’s biggest social media platforms faces an uncertain future?  In this episode of The Marketing Intelligence Show, host Evan Kaeding is joined by Kristina Knut, Supermetrics’ Brand & Social Media Strategist, to unpack the potential TikTok ban in the U.S. With the deadline looming, Kristina draws on her experience managing Supermetrics’ social media and her years working in China to offer unique insights and practical advice for marketers. Will TikTok go dark? What should marketers and advertisers do right now? And how can brands prepare for whatever comes next? Tune in for expert perspectives, actionable tips, and a look at how to navigate this pivotal moment in digital marketing. Whether TikTok stays or goes, this episode will help you stay ahead of the game.

In this episode of The Marketing Intelligence Show by Supermetrics, host Evan Kaeding chats with Siim Säinas, Social Measurement and Insights Manager at Google. Siim brings a wealth of experience from his agency days and his current role at Google, offering a deep dive into how one of the world's largest companies approaches media effectiveness and social measurement.Key topics include:- How Google balances brand and performance marketing.- Tools and metrics Google uses to measure media impact.- The future of creative testing and AI-driven marketing strategies.Learn from Siim’s expert advice and actionable tips to elevate your marketing strategies—whether you're managing campaigns for a small business or a global enterprise. Don't miss this behind-the-scenes look at Google's marketing approach!

In this episode of The Marketing Intelligence Show, Jose Murillo, Regional Head of Connections Marketing at FIFCO, shares his inspiring journey of transforming FIFCO’s marketing operations. Tune in to learn how Jose:​Transitioned from agency owner to leading FIFCO’s marketing transformation.​Built an in-house agency that scaled across three countries and won awards.​Established a Marketing Data Foundation that became a strategic pillar for FIFCO.​Developed predictive KPI models to optimize campaigns and drive efficiency.​Leveraged Supermetrics to automate reporting, saving over 160 hours monthly.Gain practical advice for navigating organizational challenges, building a data-driven culture, and scaling marketing operations effectively.

On this episode of The Marketing Intelligence Show, Evan Kaeding sits down with Tyson Drake, former CMO of the nine-figure DTC brand Oodie and now a fractional CMO helping e-commerce brands grow profitably. Tyson shares his no-nonsense strategies for scaling DTC brands, from choosing the right ad platforms to making sense of first-party data. He also reveals how emerging AI tools can change the game for marketers and why tracking the right metrics—like contribution margin—matters more than ever. You’ll Learn: What a solid growth strategy looks like for DTC brands. How to choose between Google, Meta, and other channels when starting out. Why tracking contribution margin beats relying on ROAS. Easy ways to use first-party data to create better customer experiences. When and how to expand into new products, channels, or markets. The impact of AI tools on data analysis and creative production. Packed with practical tips, this episode is a must-listen for anyone serious about e-commerce growth.

In this episode of The Marketing Intelligence Show, Gokul Prasad, Media Performance Manager at Ontario Lottery and Gaming Corporation, shares how his team transformed their approach to omnichannel marketing analytics. Host Zachary Bricker dives deep into OLG's journey of centralizing data, automating reports, and making smarter, data-driven decisions. Key discussion points include: Centralizing data from earned, owned, and paid channels into Looker Studio. Overcoming challenges in data integration and building a unified analytics hub. Scaling automation to save 30–35% of time on data processes. Using predictive analytics to adapt to market trends like sports seasonality. Ensuring compliance with evolving data privacy regulations. You’ll also hear how they: Identified surprising audience behaviors during live sports events. Leveraged insights to align marketing strategies with customer needs. Adopted a two-pronged approach of storytelling and automation for analytics. Whether you're a marketing professional or analytics enthusiast, this episode is packed with actionable insights to inspire your next move.