Measure Up

There's often a "human API" bottleneck when implementing marketing mix models in a business. What if AI agents could help? That's what we talked about with Dr. Luca Fiaschi, partner at PyMC Labs.  Find out how agents can support the full MMM chain - data consolidation and validation, model building with priors and business knowledge, deployment and retraining pipelines, and inter...

While this episode is real, the content is all made up... or more accurately, it's about data that is made up. Synthetic data. A term that's popping up more and more regularly in marketing and measurement conversations. Listen to Winston Li (Founder @ Arima) and T.S. Kelly (Managing Director, US @ Arima) as they describe the 5 Ws (and H) of synthetic data, along with some great examples an...

Google officially retired its workhorse analytics platform, affectionately known as Universal Analytics, almost 3 years ago. Since then, people have started to learn about other platforms as they scrambled to find something more useful than GA4.Jason Packer wrote the book on Google Analytics alternatives (literally, it's titled "Google Analytics Alternatives: A Guide to Navigating the Wor...

We needed some help regulating and validating our podcast (and models), so we invited Henry Innis - Co-Founder of Mutinex - to help out. Listen in to this lovely chat about the quirky differences between the American and Australian markets, challenges and realities of MMM, and the future of media measurement and regulation. Buckle up for the hot takes.00:00 Casual Catch-Up and Thanksgiving Stories...

Version A: Join Simon and Jim as they babble about button colors while the experts tell them what really matters in experimentation. Version B: Have you ever wondered what makes for a great experimentation culture? (Let us know in the comments which version you prefer!) We were lucky to talk with Kelly Worthham and Ton Wesseling, both experts in decision science and experimentation. We cover the t...

Ever wonder how Walmart, Kroger, Home Depot, and Instacart are different from a guy in a trench coat? They ask for consent before exposure! Join Simon and Jim as they dive into the often misunderstood world of retail media networks with Sky Frontier, EVP at Incremental. Discover why retail media is the Wild West of advertising, how it's moving up the funnel, and the unique challenges it poses....

Should you measure SEO by its ability to climb a tree? Hear Mike King's take on all things SEO - how AI is disrupting the space, and how measurement is (or should be) changing for this channel. Mike King is the founder and CEO of digital marketing agency iPullRank. King's journey from battle rapping with the Wu-Tang Clan to decoding Google's algorithms lays the foundation for a spirite...

Google Marketing Live 2023: Key Announcements, AI in Search, and the Future of Measurement Simon and Jim unpack the highlights of Google Marketing Live 2025. Fresh from the conference, Simon "delves" (yes, AI was a big part) into key announcements, including AI in Search, AI Max for Search, VEO advancements, and measurement challenges. They discuss the excitement around AI mode, scenario planning...

Are you wondering what to do next in your career? Is AI going to leave you living in a van, down by the river? What paths have others taken through this crazy measurement industry we're in? Let's learn from a sample of 1: Sani Manić - who has gone from web dev to CRO to co-founder of a SaaS company. Find out how he transitioned across various web development and CRO roles and how decided w...

Is MMM the right solution for your company? With seasoned professionals Gabriel Franco (Founder of Cassandra) and TS Kelly (Managing Director at Arima), we go deep into the world of Marketing Mix Modeling (MMM). What does the adoption of MMM look like? What's the role of open-source tools like Meta's Robyn and Google's Meridian? When is MMM the NOT the right solution? What do MMM critics get wrong...

A professor, an analytics director, and a podcaster walk into a bar and order a whiskey. Which brand do they order? And how does that data make it's way into a marketing mix model? That's what Simon and Jim wanted to know, so they asked Elea Feit - Associate Dean of Research and Professor of Marketing at Drexel, and Karen Chisholm, Director of Transformation Analytics at Pernod Ricard. Fin...

There's been a lot of excitement about Google's recent launch of Meridian - their open-source MMM framework. But does it live up to the hype? Jim and Simon explore what sets Meridian apart from other tools like Meta's Robyn and PyMC Marketing. They also discuss the evolution and impact of open-source MMM, the role of new data streams such as Google Query Volume and Reach & Frequency data, and...

Big Bets for 2025: AI, Marketing Mix Modeling, and the Future of Retail MediaJoin Simon and Jim as they place their bets for 2025. Find out why Jim thinks MMM adoption is going to skyrocket, and why Simon is all in on retail media measurement. More importantly, find out why Simon's house was once listed on Google Maps as a Forever 21 location. ▶️ Watch on YouTube 00:00 Introduction and Year-End Re...

Do you ever feel like your activities online are being watched? Well, it's probably because they are 🤣 Join Simon and Jim as they explore behavioral analytics with guest Josh Silverbauer. Josh explains the intricacies of tools like Microsoft Clarity, the comparison between marketing and behavioral analytics, and the potential future of AI-driven personalization. We also dive into Josh's unique co...

Did you know that pre-roll podcast ads cost half as much and drive twice the ROI of mid-roll ads? That's just one of the many insights today's guest brings to the table. Listen in to understand the intricacies of podcast advertising with Amila Coomber, Head of Marketing & Growth at Podscribe. We explore everything from the technicalities of measuring podcast ad effectiveness, the evolution of...

⁠Mike Taylor⁠ , co-author of ⁠Prompt Engineering for Generative AI⁠ and first two-time guest of the pod joins us to "delve" into the important questions around getting the best answers out of ChatGPT and the like. Learn about the principles of prompt engineering, the role of generative AI in analytics, and how to effectively use AI for data cleaning, code generation, and more. ▶️ Watch on YouTube...

What do PMax, Advantage+ and an 8-year-old in an arcade have in common? They'll spend as much as they can, if you let them! In this episode, join Jim and Simon as they dive deep into the world of PPC with Navah Hopkins, a seasoned expert with over 16 years in the marketing industry. Navah shares her insights on Google’s Performance Max (PMax) campaigns, discussing the intricacies of managing them,...

How much should you be paying for Marketing Mix Modeling (MMM)? How do you make day-to-day tactical decisions when MMM isn't that granular? Should you go with open source MMM solutions, or stick with a vendor? Join Jim and Simon in this in-depth discussion about the current state and future of Marketing Mix Modeling (MMM). They cover the evolution of open-source MMM platforms like Meta's Robyn, Go...

What are the biggest challenges facing marketers and analysts today? Is it privacy regulations? Technology changes? AI?In two words: unmet expectations. Neil Hoyne, Chief Strategist at Google, shares his insights into the evolution of marketing measurement given the current environment and challenges. Even with MMMs and incrementality testing, at the end of the day the organizations that win will...

Billboards, transit posters, digital signage - these are just a few of the options for out-of-home (OOH) advertising. OOH is a format that as digital marketers and analysts, we don’t typically consider. But when it comes to measuring billboards and other OOH channels, how exactly do we do that? We brought on an expert at the cutting edge of OOH to answer this question, and bring light to how OOH i...

Have you ever been told by some smug data scientist that you just need to run a randomized controlled trial to understand the true incrementality of a paid media channel? Just run a power analysis to understand your sample size requirements, right? Were you left with questions about specifically how to do that? In this episode, we talked with Nick Stoltz, Chief Strategy Officer at Measured - an in...

What's MeasureCamp, you ask? Oh, do we have a treat for you! Buckle up as Simon and Jim talk with MeasureCamp founder, Peter O'Neill about this global 'unconference' movement focused on digital analytics. Learn what draws people to MeasureCamps around the world, and about the critical things you must get right if you want to start a measurement community of your own. 📺 Watch on YouTube Links from...

"Your [marketers] were so preoccupied with whether or not they could [track customers across the web], they didn't stop to think if they should."- Jeff Goldblum / Ian Malcolm, Jurassic ParkWith all the FUD (fear, uncertainty and doubt) and blatant misinformation being spread lately around the so-called "cookieless future" or "cookiepocalypse," 🤮 we needed to set the record straight. Find out why...

Universities are facing a shrinking market with changing demographics, and they're not immune from the economic pressures most businesses face today. So how do they ensure their marketing dollars are being spent wisely - especially with the challenges imposed by super long consideration cycles? Josh Dodson, Founder and CEO of Honed Consulting, joins us for a chat where we discuss these questions,...

You can’t make good decisions without quality data - whether those be decisions about pricing models, marketing budgets, or website performance. Garbage in, garbage out, as they say.  But how do we ensure the data quality? Chad Sanderson joined us to answer this question. Chad is the CEO and Co-Founder of Gable - a startup that some have called the “GitHub for data” - a collaboration, communicatio...