Measure Up – Details, episodes & analysis

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 podcast advertising, the role of pixel-based measurement, and the differences between host-read and dynamic ads. Amelia also shares valuable insights into the future of podcast advertising, including the potential impact of video on platforms like YouTube.

Links from the show:

Amelia Coomber on LinkedIn

Podscribe

Quarterly (Podcast Advertising) Performance Benchmark Reports

00:00 Introduction and Nickname Banter

01:28 Discussing Podcast Ads

02:17 Introducing the Guest

05:01 Understanding Podcast Advertising

14:32 Technical Aspects of Podcast Ad Measurement

26:16 The Rise of Podcast Advertising

26:38 Simulcast and Pixel-Based Attribution

27:20 YouTube's Role in Podcasting

27:59 Challenges in Measuring Podcast Ads

31:10 Programmatic Advertising and Future Trends

33:38 Dynamic Feedback Loops and MMM

44:22 Creative Strategies in Podcast Ads

45:56 Insights and Future of Podcast Measurement

47:32 Final Thoughts and Incremental Insights

⁠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

Links from the show:

• ⁠Ep. 2 with Mike - Marketing Memetics & Measurement⁠
• ⁠Prompt Engineering for Generative AI⁠ [book]
• ⁠Cursor⁠ (AI code editor)

00:00 Introduction and Casual Banter

01:16 Speed Reading and Da Vinci Jokes

02:52 Introducing the Guest: A Modern Day Da Vinci

05:19 Diving into Prompt Engineering

08:35 Generative AI in Analytics and Marketing

14:37 Practical Applications and Challenges

18:38 Prompt Engineering Tips and Tricks

24:54 Crafting Effective Prompts for Social Media

25:37 The Value of Prompt Engineering in Automation

26:39 Exploring Prompt Marketplaces and Tool Use

27:51 Automating Prompt Creation and Its Implications

29:28 The Future of Prompt Engineering as a Skill

32:50 Applications of AI in Copywriting and Image Generation

34:58 AI in Data Extraction and Analytics

45:12 Leveraging AI for Industry Insights and Efficiency

48:45 Conclusion and Book Pitch

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, communication, and change management platform for data teams.

I've you've ever wanted to learn more about data contracts, and how they can ensure your data quality, this episode is for you!

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 handle testing, attribution, and marketing mix modeling, and hear Mark's favorite question to ask to management of a prospective investment.

▶️ Watch on YouTube

Links from the show:

• Mark Fiske on LinkedIn
• H.I.G. Capital
• The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies
• Measure Up: The Future of Marketing Measurement with Rick O'Toole, Co-founder of Rockerbox
• Measure Up: Is Your MMM Lying To You? Michael Kaminsky Talks Validation
• Measure Up: GA4 - The Good, the Bad, and the Ugly

Tools Mentioned:

• Dreamdata
• LiftLab
• Recast
• Haus
• Rockerbox
• Measured
• INCRMNTAL
• Hightouch
• Fospha
• Norhtbeam
• Triple Whale
• Wicked Reports

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 shares some advice on the importance of mentors and how to find them, how to handle tricky interview questions, and what organizations can do to diversify the candidate pool.

▶️ Watch on YouTube

Links from the show:

• Leondra Gonzalez on LinkedIn
• You and Your Research - speech by Richard Hamming (video)
• You and Your Research (transcript)

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 marketing training platform Kick Point Playbook.

▶️ Watch on YouTube

Links from the show:

• 20% Off the Analytics for Agencies Course from Kick Point Playbook
• Dana DiTomaso on LinkedIn
• Kick Point Inc.
• Sales Pitch (book) by April Dunford
• Google Analytics Alternatives: A Guide to Navigating the World of Options Beyond Google (book) by Jason Packer

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 modeling over the past 10 years.

Dr. Ramla Jarrar has a Master of Science in Quantitative methods in Marketing and Optimization, a Ph.D in Econometrics and Quantitative Economics. She’s a Professor at the Mediterranean School of Business, and is the Co-Founder and President of MASS Analytics, a software solution and service provider with a focus on marketing effectiveness measurement.

And, you may recognize her from one of the many YouTube videos on the MASS Analytics channel where she provides free marketing mix modeling master classes. We discuss the warnings about AI-driven MMM, and provide guidance on how AI can help.

▶️ Watch on YouTube

Links from the show:

• Dr. Ramla Jarrar on LinkedIn
• MASS Analytics
•  MMM Master Classes (YouTube)

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 Insights at U of Digital, where he leads new product development, tech services, and thought leadership to help scale the company’s educational offerings to new formats, new learners, and new markets. He’s been in the advertising industry for nearly 20 years, spanning client side, agency side, and even founding a dynamic ads platform that was successfully acquired. He also offers up plenty of spicy takes on Twitter like “disc golf stores are the vape store of sporting goods” and “you can’t get a good Italian sub on the west coast” (apparently they add mayonnaise in addition to the oil and vinegar, which is just disgusting).

▶️ Watch on YouTube

Links from the show:

• Myles Younger on LinkedIn
• on Twitter
• U of Digital
• The Filing Cabinet: A Vertical History of Information

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 is the Chief Data Officer. Listen in as we explore:

• Who the first data hire should be
• Who are the doers, wooers, and gluers of the data team
• Benefits of hiring from outside the marketing analytics industry
• How teaching marketing basics is like learning to drive a car

▶️ Watch on YouTube

Links from the show:

• Simon Poulton on LinkedIn
• Simon Poulton on Twitter
• Ignite Visibility
• Hightouch