In this episode, host Filiberto Amati interviews Margaret So, an experienced marketing consultant from Canada who transitioned from working with top consumer goods companies to running her consultancy. Margaret details her career journey, passion for supporting consumers, and expertise in market research and consumer behavior. They delve into the intricacies of marketing mix modeling (MMM) and its importance in understanding the efficiency and effectiveness of marketing spend. They also discuss data's role in marketing, digital advancements' impact on traditional marketing strategies, and the future of marketing analytics. Margaret emphasizes balancing short-term and long-term strategy, customizing research to fill data gaps, and aligning marketing metrics with C-suite expectations.

00:00 Introduction

01:01 Meet Margaret: A Journey in Consumer Goods

01:33 The Evolution of Market Research

05:36 Understanding Marketing Mix Modeling

09:27 Balancing Traditional and Digital Marketing

11:45 Data and Analytics in Marketing

20:13 Challenges and Misconceptions in Marketing Analytics

28:40 Future of Marketing Mix Modeling

39:15 Conclusions

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