The Marketing Intelligence Show – Details, episodes & analysis

In this episode of the Marketing Intelligence Show by Supermetrics, we dive deep into the world of Marketing Mix Modeling (MMM). Join host Daniel King as he chats with industry experts Matt Farrugia, Global Chief Customer Officer and Co-founder of Mutinex, and Kevin Alphonso, Senior Marketing Manager at Seek.

Discover what MMM is, why it's crucial for today's marketers, and how it can help businesses navigate complex marketing landscapes. Learn about the challenges businesses face and how MMM can provide solutions. Get insights into key metrics, implementation strategies, and the future of MMM.

Key topics covered:

• What is MMM and why is it important?
• Common challenges businesses face and how MMM can solve them
• Key metrics to focus on for MMM
• Implementation tips and learnings
• The future of MMM

Join us as we explore real-world examples, challenges, and best practices for implementing MMM in your organization.

In this episode of The Marketing Intelligence Show hosted by Supermetrics, learn how Manscaped uses analytics to transform feedback into cutting-edge products, from their iconic Lawnmower series to exciting new frontiers. We'll delve into the risk vs. reward of their edgy marketing strategies and how they leverage data to measure success and maximize impact.

Speakers:

• Lanny Chiu, VP of Analytics, Manscaped
• Cory Cinelli, Senior Business Analyst, Manscaped
• Jessica Gondolfo, Head of US Regional Marketing, Supermetrics

Here’s what you’ll learn:

• How Manscaped uses analytics to inform crucial choices and optimize marketing campaigns.

• How Manscaped A/B tests everything, to find what resonates with customers.

• Explore Manscaped's top-of-the-funnel approach to reach new audiences and expand retail partnerships.

• How Manscaped leverages customer feedback and data from Supermetrics to continuously improve products and experiences.

Whether you're a business leader, marketing professional, or simply curious about creating exceptional products, this episode is a must-listen!

In today's episode, we're thrilled to have, Olivia Kory, Head of Go-To-Market at Haus join us alongside our host, Evan Kaeding, Lead Solutions Engineer at Supermetrics. Together, they'll delve into the critical topic of measurement and its impact on growth.

Olivia will guide us through the concept of incrementality, a powerful tool that helps marketers understand the true effectiveness of their efforts and isolate what's driving real business results.

Tune in to learn:

• How to move beyond vanity metrics and traditional attribution models.
• The power of geo-testing for accessible incrementality measurement.
• Strategies for integrating this approach with existing measurement methods.
• Tips for getting started, even with limited data.

In today's episode, we're joined by Evan Kaeding, Lead Solutions Engineer and host Edward Ford, Demand Gen Director at Supermetrics to explore a powerful framework that empowers marketers to make better decisions.  

They delve into the concept of "fast data" and "slow data," highlighting the importance of having the right data, at the right time, for every marketing decision

Tune in and discover how to unlock the full potential of your marketing data!

Related sources:

• Marketing data, fast and slow - https://supermetrics.com/podcasts/marketing-data-fast-and-slow
  

Check out Supermetrics: ⁠https://supermetrics.com/start-trial⁠

Generative AI is reshaping just about every industry out there, and it’s been a powerful tool for marketers to streamline operations and unlock new opportunities. Companies like Google are leading the way in how marketers can harness AI’s power by releasing new features in Google Search and Ads. 

In this episode, we welcome Matz Lukmani, Product Lead for Google Performance Max, to talk about the recent and upcoming features of Google Search and Ads. Matz takes us through the AI improvements to features such as Google Maps and Ads and what the Performance Max campaign tool can do for marketers.

To learn about the changes coming to Google and more, check out our SuperSummit sessions. 

Learning points from the episode include:

• 00:00 – 02:48 An overview of Google’s AI tools
• 02:48 – 05:28 How Google is improving Google Maps and Search
• 05:28 – 06:48 How marketers can increase performance
• 06:48 – 07:37 Why users and AI create a flywheel
• 07:37 – 08:32 An introduction to Performance Max
• 08:32 – 09:50 Why creative output is still critical for ROI
• 09:50 – 12:03 Google’s upcoming AI features for businesses 
• 12:03 – 13:12 How Versace is using Performance Max
• 13:12 – 14:45 Why first-party data is crucial for your campaigns
• 14:45 – 15:25 How AI can help to extrapolate data
• 15:25 – 16:30 How to drive actions with data
• 16:30 – 18:10 Why the next step is to scale 
• 18:10 – 19:13 A summary of Google’s changes 
• 19:13 – 19:52 Why marketers don’t have to compete with AI

Important links and mentions:
Matz Lukmani / Google

Multi-touch attribution and marketing mix modeling are two of the most popular approaches to analyzing marketing spend, resource allocation, and results.

But what are the main differences between the two approaches? What are their benefits and disadvantages? And is one better than the other?

Join Proof Analytics’ CEO Mark Stouse and Supermetrics’ Product Evangelist Evan Kaeding to find out!

Here's what you'll learn:

• What are multi-touch attribution and marketing mix modeling
• Is one ultimately better than the other?
• What are the main benefits of the two approaches?
• Are there contextual factors like company size, industry, or advertising spend that should factor into the decision?
• What about the disadvantages?
• What steps can companies take to improve the models they're using?

B2B measurement faces a turning point with privacy regulations due to limit access to third-party data. So, what does the future hold for B2B measurement and what can businesses do to ensure they’re meeting important KPIs?

In this episode, Kate Gleeson, Global Brand Director sits down with Emily Gustin, Senior Associate of Business Development at LinkedIn, and Supermetrics’ Director of Product Marketing, Aleksander Cardwell. They discuss the current landscape of B2B measurement, data privacy challenges, the top KPIs to watch, and managing data effectively.

Watch our SuperSummit sessions in full for more. 

Learning points from the episode include:

• 00:00 – 03:41 The top changes in B2B measurement
• 03:41 – 05:53 The current landscape of B2B measurement 
• 05:53 – 09:17 Which KPIs businesses are focused on
• 09:17 – 11:46 What new privacy regulations mean for measurement
• 11:46 – 13:46 Why data pipelines give businesses a competitive advantage 
• 13:46 – 17:43 Advice for businesses around measurement
• 17:43 – 18:32 Why now is the time to build first-party data
• 18:32 – 19:54 Why you may need to revisit your ROI goals

Important links and mentions:
Emily Gustin / LinkedIn
Aleksander Cardwell / Supermetrics

By now, most marketers understand the importance of big data in marketing. It allows us to target audiences better, show relevant ads, and analyze marketing materials, but many marketers don’t know where to start. 

In this episode from our SuperSummit virtual event, Khrystyna Grynko, Cloud Customer Engineer at Google, takes you through all the steps to start utilizing big data as a marketer. She explores how to define your use cases and choose the right tools to unlock the power of your data within your marketing team. 

For more, catch up on the full SuperSummit sessions.

Learning points from the episode include:

• 00:00 – 02:15 Introduction
• 02:15 – 03:59 The myth of the non-technical marketer
• 04:00 – 06:18 Why big data is important 
• 06:18 – 08:37 How to choose data tools 
• 08:37 – 10:25 The difference between data lakes, data warehouses, and data lake houses
• 10:25 – 11:57 How to explore data with visualization tools
• 11:57 – 14:03 How to feed BI tools with data
• 11:03 -14:39 Connecting BI tools to data warehouses and ML tools
• 14:40 – 15:23 Distributing your data
• 15:23 – 16:22 Decide on your use cases 
• 16:22 – 17:55 How to list data sources
• 17:55 – 19:40 Why you need to decide on the reports you need to choose the right tools
• 19:40 – 22:09 Where to learn more 
• 22:09 – 27:20 Q&As

Important links and mentions:

 Khrystyna Grynko / Google

Many marketing leaders are deep into their 2024 planning, poring over data from the past year. But are there more effective ways to use data to fuel marketing growth?

As part of our SuperSummit virtual event, we led a marketing leader roundtable to talk about the different ways we can harness data, including using it to tell stories, collaborate, and open up new opportunities for growth. 

Supermetrics CMO Gabrielle Stafford introduces our panel of experts, including Josh Cottrell-Schloemer, Consultant for Cottrell Consulting, Jessica Moore, Digital Marketing Director at Graduation Alliance, and Dorothy Ann Advincula, the Global Head of Audience, Insights & Measurement for Uber Advertising. 

Together, they share their insights into marketing measurement trends, challenges, and opportunities in 2024.  

Watch our SuperSummit sessions in full for more. 

Learning points from the episode include:

• 00:00 – 04:06 Introducing our marketing leaders roundtable
• 04:07 – 09:46 What keeps marketing leaders up at night?
• 09:46 – 13:31 How to use data effectively
• 13:31 – 15:43 Balancing the use of big and small data
• 15:43 – 19:56 Why should you use a centralized approach to data?
• 19:56 – 23:02 How to tell a story of how data impacts different metrics
• 23:02 – 25:25 The use of online and offline channels 
• 25:25 – 30:07 The benefits of using AI and what it means for marketing teams
• 30:07 – 32:09 What can’t be replaced by AI
• 32:09 – 34:40 How to use AI more effectively
• 34:40 – 37:18 How to deal with GA4 challenges 
• 37:18 – 40:56 How to measure attribution signals
• 40:56 – 42:47 What marketing leaders wish they had known earlier 

Important links and mentions: 
Josh Cottrell-Schloemer / Supermetrics affiliateJessica Moore / Graduation AllianceDorothy Ann Advincula / UberGabrielle Stafford / Supermetrics

Just how important is data to business growth? With 40% annual growth, Supermetrics is a great example of how utilizing data the right way can propel your business forward.

As part of our SuperSummit, Kate Gleeson, our Global Brand Director, sits down with co-CEOs of Supermetrics, Mikael Thuneberg and Anssi Rusi, to learn why data has been the foundation of Supermetrics’ success. 

Mikael reveals that he started Supermetrics as he searched for a solution after struggling with the sheer amount of data he had to collect as a former analyst, and how the company has grown since. Anssi shares key advice for other business leaders, including why you should prioritize high-quality data and tools that allow you to scale effectively.

Learning points from the episode include:

• 00:00 – 02:36 A brief history of Supermetrics’ success
• 02:36 – 04:15 Why data has been a key part of Supermetrics’ success
• 04:15 – 06:07 Advice for CEOs and founders on getting started with data
• 06:07 – 08:39 How marketers can take advantage of changing trends
• 08:39 – 11:26 Strategies for maximizing ROI through data
• 11:26 – 12:30 Why it helps to use different tools in an organization
• 12:30 – 14:48 How Supermetrics is evolving to stay ahead of the curve
• 14:48 – 15:28 Changing trends to be excited about

Important links and mentions:Mikael Thuneberg / SupermetricsAnssi Rusi / Supermetrics