Measure Up

You know it's that time of the year - time for navel gazing (not to be confused with naval gazing) end-of-year reviews, proclamations, and prognostications. It's been a busy year for me and Simon, as we were both laid off and started new paths and projects. One project in particular was this podcast! Join us as we open up about the highs and lows of our year, and what we have in store for 2024.

Mark Fiske led the marketing teams at well-known brands like Ancestry and Credit Karma before going over to private equity, where he now advises on marketing and digital transformation for portfolio companies of H.I.G. Capital. Learn the ins and outs of private equity from a marketing perspective, including trends in marketing measurement since iOS 14.5, tools that he sees companies adopting to ha...

Data science has been "the sexiest job of the 21st century" for more than a decade now. For those just coming out of school, or trying to switch from marketing or analytics roles into data science, it's gotten a lot more competitive. Leondra Gonzalez is a Senior Data & Applied Scientist at Microsoft, and is currently co-authoring a book on interviewing for data science roles. Listen in as she...

Love it or hate it, GA4 is here to stay. But is it all that bad? Or are we just resistant to change? Find out why Dana DiTomaso has "I <3 GA4" stickers, and how marketers can get the most out of GA4. Dana has spent more than 20 years in the digital marketing and analytics space. She's currently the President and Partner at Kick Point Inc., and the Founder and Lead Instructor of digital marketin...

When it comes to machine learning and artificial intelligence being deployed for marketing mix modeling, we might want to pump the brakes a bit, at least that’s what some industry leaders are saying. To explore this topic in a little more depth, we wanted to bring on an expert, someone who’s been in this field for nearly 2 decades, and has built a highly successful company around marketing mix mod...

Get out your #2 pencils, because today we're going back to school! In this episode, we’re talking about marketing measurement education - how we learn it, what we learn, and how to deal with teaching and learning technical subjects effectively. And as an added bonus, I'm lucky to be joined by Simon Poulton as my new co-host for the show! We're joined by Myles Younger, Head of Innovation and Insigh...

We’ve all heard the quote from British mathematician Clive Humby, who declared way back in 2006 that “data is the new oil.” But who are the roustabouts and roughnecks working these new-age oil rigs, where do we find them, and how do we organize them? Simon Poulton grew the Digital Intelligence team at Wpromote from 0 to more than 50, and is doing the same thing now at Ignite Visibility, where he i...

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 boring in my head :) Either way, the conversation I had with John Wallace, Co-founder and CEO at L...

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 (!) in wasted ad spend while keeping revenue flat. In this episode, he shares his thoughts on marketing attribution, how to thi...

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 experiments, conversion lift studies, holdout testing - maybe you’ve heard of...

Have you ever thought of going out on your own and starting your own consulting company? Yeah, me too. But there was always something stopping me - usually the golden handcuffs of a cushy job with benefits - and needing to be the primary provider for a family of 5. But today is the day I'm thrilled (and if I'm being honest, terrified) to announce that I've done it! I am now the Founder and CEO of...

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. Listen in to hear what are the most common mistakes marketers make when facing economic headwinds, and how they should be mak...

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 as someone who's been building an attribution platform for 10+ years.  ▶️ Watch this episode...

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 right, and the cost of doing it wrong (or not at all).   ▶️ Watch this episode on YouTube  ...

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 leads companies along the attribution journey. Known as “Attribution Gal,” Kate shares her thought...

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 the show to talk about the power of memetics in marketing (and so much more), creative testing, and marketing measurement. Here are a couple of...

Today on the show I’m joined by Gabriele Franco, the founder of Cassandra , a no-code marketing mix modeling tool that allows marketers to build models within minutes, without needing to know R or Python. We talked about Robyn - the open source package from Meta that enables semi-automated marketing mix modeling and how Cassandra adds an enhanced layer of usability. We talked about education, and...

The Measure Up podcast is almost here! The first episode will be coming out on April 12 - subscribe now so you don't miss it. In the first episod, I talk with Gabriele Franco, founder of Cassandra, a no-code marketing mix modeling tool that makes it easy fro anyone to get up and running with MMM without needing to know R or Python.