We invited Kasper Klit, Global Director of Paid Media at Pandora Jewelry.
We talk about:
02:45 Casper's Journey in Paid Media at Pandora
06:58 Navigating Global Marketing Challenges
12:15 The Importance of Local Insights in Global Strategy
19:18 Learning from Experimentation: What Not to Do
25:36 Balancing Brand and Performance Marketing
30:47 Operationalizing Advanced Measurement Systems
36:55 The Role of Finance in Marketing Decisions
41:11 Trade-offs in Brand Investment
44:56 Deterministic vs. Probabilistic Marketing Models
Kasper Klit LinkedIn: https://www.linkedin.com/in/kasperklit/
Pandora: https://pandoragroup.com/
Jon Lorenzini: https://www.linkedin.com/in/jonathanlorenzini/
John Wallace: https://www.linkedin.com/in/johnwallace-/
LiftLab: https://www.liftlab.com/
We invited Jim Warner, Field CTO of Advertising & Marketing of Snowflake. Snowflake delivers ease of use, instant elasticity, and lower TCO.
We talk about:
09:28 The Convergence of Marketing Tech and Advertising Tech
20:23 The Role of Finance in Marketing Measurement
33:19 The Importance of First-Party Data in Marketing
34:45 The Convergence of Paid and Owned Channels
36:16 The Importance of Aligning Marketing and IT Teams
39:02 Financial Data as a Common First Use Case for Snowflake
40:21 Putting Marketing Spend Data into Snowflake
48:52 Balancing Branding and Performance Marketing
01:01:03 Challenges and Alternatives in Measurement and Attribution
01:09:07 Enabling More Sophisticated Marketing Mix Modeling with Snowflake
Jim Warner: https://www.linkedin.com/in/jwwarner/
Snowflake: https://www.snowflake.com/en/
Jon Lorenzini: https://www.linkedin.com/in/jonathanlorenzini/
John Wallace: https://www.linkedin.com/in/johnwallace-/
LiftLab: https://www.liftlab.com/
We invited Matthew Skai, Vice President of Consumer Marketing, at L Catterton. L Catterton is the world’s leading consumer growth investor.
We talk about:
- Treating Your Marketing Mix as an Investment Strategy
- The Evolution and Number of Marketing Channels
- How to Allocate Spend for Category Building vs. Brand Building
- Metrics That Brands Cling to
- The Future of Video Production and Talent in Marketing
- Measuring the Success of Influencer Programs
- The Limitations of Media Mix Models
- Navigating Change Management in Marketing
- The Importance of Product Quality in Marketing
Matthew Skai: https://www.linkedin.com/in/matthewsadofsky/
L Catterton: https://www.lcatterton.com/
Jon Lorenzini: https://www.linkedin.com/in/jonathanlorenzini/
John Wallace: https://www.linkedin.com/in/johnwallace-/
LiftLab: https://www.liftlab.com/
We invited Philip Inghelbrecht, CEO and Co-Founder of Tatari. Tatari’s mission is to build infrastructure that modernizes how brands, agencies, and publishers transact and share campaign data–giving our customers and partners a clear way forward.
We talk about:
- The current state of the TV industry,
- The rise of streaming
- Linear TV vs. Streaming TV
- Balancing Brand and Performance Metrics
- The importance of measurement in TV advertising
- ROI Impacts from TV Advertising
Philip Inghelbrecht: https://www.linkedin.com/in/inghelbrecht/
Tatari: https://www.tatari.tv/
Jon Lorenzini: https://www.linkedin.com/in/jonathanlorenzini/
John Wallace: https://www.linkedin.com/in/johnwallace-/
LiftLab: https://www.liftlab.com/
We invited Moe Kiss (Director Data Science Canva) and Tim Wilson (Co-Founder and Head of Solutions at facts & feelings) from the Analytics Power Hour to discuss everything about AI tools in Marketing Measurement.
We talk about:
- The Importance of Human Judgment in Analytics
- Getting the Basics Right in Data Analytics
- The Limitations of AI in Marketing Measurement
- Evolution and Stakeholder Management in Marketing Measurement
- The Value of Experimentation and Customer Interviews
Make sure to follow Moe and Tim on LinkedIn and visit the Analytics Power Hour Podcast.
Podcast: https://analyticshour.io/
Moe Kiss: https://www.linkedin.com/in/moekiss/
Tim Wilson: https://www.linkedin.com/in/tgwilson/
In this episode of Curve Your Enthusiasm we’re going to host Dr. Dirk Beyer. Dirk's deep experience in the field as an exceptional leader has spanned from Neustar (a TransUnion company) to DoorDash and Uber. One thing’s for sure: Dirk knows a lot about diminishing return curves. He spent a large part of his career building marketing mix models at software companies. So, we’re going to dive into: - What it takes to build a marketing mix model - Best practices to get a mix model into the marketer’s decision stream - And your own questions about all things marketing mix models! Analytics can’t just be a pile of numbers. We need them to be leveraged. However, there are limitations to what you can and can’t do with these models. Dirk has seen hundreds of these models, so he has a strong take on this topic, in fact he’s been leading it into the future. Sign up for the upcoming episode and bring your own questions to the table: https://www.liftlab.com/curveyourenthusiasm LiftLab: https://www.liftlab.com/ Dirk Beyer: https://www.linkedin.com/in/dirkbeyer/ John Wallace LinkedIn: https://www.linkedin.com/in/johnwallace-/ Jon Lorenzini LinkedIn: https://www.linkedin.com/in/jonathanlorenzini/
In this episode, we talked to Adam Lovallo, who founded/co-founded and exited three businesses (MAU Vegas, Thesis, and Course Report), all of which touched the growth ecosystem in one way or another and have helped 100s of founders and CEOs leverage paid media to grow their business.
We’ll talk about the most important KPIs for different stages of company growth, the role marketing agencies should have in driving the measurement conversation, and what’s changing in the role of the CMO. Above all…
In true Curve your Enthusiasm fashion, we’ll also open the stage up to the audience and allow every participant to ask their own questions.
Sign up for the upcoming episode and bring your own questions to the table: https://www.liftlab.com/curveyourenthusiasm
Adam's LinkedIn: https://www.linkedin.com/in/adamlovallo/
BMG360: https://www.bmg360.com/
LiftLab: https://www.liftlab.com/
John Wallace LinkedIn: https://www.linkedin.com/in/johnwallace-/
Jon Lorenzini LinkedIn: https://www.linkedin.com/in/jonathanlorenzini/
In this episode with Dr. Koen Pauwels, we talk about:
- Cross-channel effects (including blending historical & experimental data)
- The effects of WOM vs. traditional marketing
- Frameworks on the causality of buying decisions
- Long-term effects of Price Promotions on Brand Choice
- And tons more…
Dr. Koen Pauwels is the Associate Dean of Research and Distinguished Professor at Northeastern University and founding General Director of its Digital, Analytics, Technology and Automation (DATA) Initiative.
If you have any questions, bring them to our next Live Forum.
Sign up on our website: https://www.liftlab.com/
We’re teaming up with experts to dig deep into the field of marketing models and measurement – and create a space to bring up your own questions.
In this episode with Dr. Dominique Hanssens (from Anderson School at UCLA), we talk about:
If you have any questions, bring them to our next Live Forum.
Sign up on our website: https://www.liftlab.com/
