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. Learn about Sky's journey from philosophy to advertising, and why your branded search strategy might need a rethink. Plus, we tackle Amazon's recent Google Shopping mystery – did they just pull off the greatest experiment of all time?
Links from the show:
IncrementalShow Notes:00:00 Welcome Back and Summer Catch-Up00:34 AI Measurement Solutions and Future Prospects01:10 Retail Media Networks: An Introduction02:21 Guest Introduction: Sky Frontier04:15 Defining Retail Media Networks06:46 Challenges in Retail Media Measurement14:12 Incrementality in Retail Media18:42 Operational Challenges and Clean Rooms22:55 Challenges in Retail Media Experimentation23:41 Econometrics and Granularity in Retail Media25:18 Synthetic Experimentation and Difference-in-Differences Analysis28:30 Future Trends in Retail Media32:28 Amazon's Strategic Shift in Advertising41:55 Concluding Thoughts on Retail Media Measurement
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 spirited discussion on the future of SEO, the impact of AI on search behavior, and innovative measurement techniques.Listen as we explore the shift from traditional click-based metrics to more complex, probabilistic methods driven by AI. Learn how SEO is adapting to changes in user behavior, including the rise of AI overviews and the challenges of measuring their impact.Plus, don't miss King's tips on leveraging advanced tools and strategies to stay ahead in the ever-changing SEO landscape.
Links from the episode:
Show Notes:00:00 Introduction to Mike King00:23 Mike King's Early Career and Achievements00:38 Transition to Digital Marketing01:08 Future of SEO and Measurement Challenges01:51 Understanding SEO Metrics04:36 Google's AI Overviews and User Behavior05:21 SEO as a Brand Channel07:45 Challenges in Measuring SEO Effectiveness09:21 Impact of AI on SEO Traffic11:49 Evolving SEO Measurement Techniques18:22 Tools and Strategies for SEO Measurement25:07 Understanding Query Fan Out and Reasoning in SEO28:42 Client Education and Shifts in Search Behavior32:57 Improving Relevance and Content Structure36:04 Measuring SEO Performance and Authoritativeness43:25 Sentiment Analysis and Query Fan Out46:03 Reframing SEO for Better Investment48:41 Final Thoughts and Incremental Insights
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 in Google Analytics, and the evolving landscape of Marketing Mix Modeling (MMM).
Additionally, they touch on insights from Google's new tools and partnerships, underscoring a shift towards more integrated and accessible marketing strategies.
00:00 Introduction and Casual Banter
00:15 Google Marketing Live Highlights
01:23 Shaq and T-Pain at GML
03:19 Measurement Announcements at GML
05:13 Incrementality Testing
13:01 Google Analytics and Attribution
20:44 Meridian Scenario Planning
25:21 Making MMM Accessible: A Double-Edged Sword
25:57 The Complexity of Tagging and MMM
28:14 Validation and the Dangers of Simplification
32:11 AI's Role in MMM and Marketing
37:48 Google Marketing Live: Key Announcements
38:53 The Future of AI in Search and Advertising
42:42 VEO and the Evolution of Creative Development
47:37 Final Thoughts and Community Engagement
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 what to do next.
Links from the show:
Book - Can't Hurt Me (David Goggins)
The School of Greatness podcast (ep. with Leila Hormozi)
Show Notes:00:00 Introduction and Friendly Banter01:33 Career Backgrounds and Education01:57 Career Progression and AI Impact02:58 Guest Introduction and Career Journey06:08 WordPress Beginnings11:57 Transition to Marketing and SEO13:21 Bridging the Gap Between Teams19:36 Challenges in CRO and Statistics23:16 AI and Best Practices in Website Optimization23:59 The Future of Hyper-Personalized Experiences26:38 The Problem with Historical Data in CRO28:11 Universal Experiences vs. Individual Optimization31:53 The Journey to Becoming a Founder34:15 Building Tools to Solve Real Problems38:04 Advice for Aspiring Entrepreneurs39:16 The Importance of Focus and Small Steps48:09 Incremental Insights and Recommendations
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? And what's in store over the next few years for MMM?
00:00 Introduction and Opening Remarks
00:34 Introduction to Marketing Mix Modeling
00:55 Current Trends and Sponsors in Marketing Mix Modeling
01:36 Choosing the Right Marketing Mix Modeling Approach
02:55 Consultant vs. In-House vs. Open Source
04:17 Challenges and Success Stories in Marketing Mix Modeling
08:31 Adoption and Education in Marketing Mix Modeling
23:20 Future of Marketing Mix Modeling
30:18 Audience Q&A
37:10 Conclusion and Closing Remarks
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.
Find out the biggest challenge marketers are facing today regarding measurement, and how they're tackling it.
Find out what's in store for marketing measurement and MMM in the next 3 years.
Grab a drink and have a listen :)
Links from the show:
The Advertising Research Foundation
Karen Chisholm (email about job opportunities!)
00:47 Today's Topic: Marketing Mix Modeling
02:10 Introducing the Guests
05:07 MSI and ARF Initiative
07:52 Survey Insights and Challenges
12:20 Measurement Techniques and Strategies
16:34 Brand-Level Optimization and Earned Media
22:44 Granularity in Marketing Mix Modeling
28:54 Understanding Marketing Mix Modeling
29:18 The Four Ps and Their Importance
30:20 Media Mix Modeling vs. Marketing Mix Modeling
32:29 Challenges in Media and Marketing Mix Modeling
34:09 Always-On Discounts and Their Impact
37:14 Data Quality and Availability Issues
40:38 The Future of Marketing Mix Modeling
43:08 Industry Perspectives and Best Practices
50:28 Open Source Solutions and In-House Modeling
54:58 Job Opportunities and Final Thoughts
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 how the availability of Meridian might shift industry standards. Listen in to understand the features, benefits, and the potential gaps Meridian fills within the marketing measurement ecosystem.
Links from the show:
00:00 Introduction and Host Switch-Up
00:37 Discussing Google's Meridian Announcement
02:00 Understanding Meridian's Name and Popularity
03:48 Google's Open Source MMM Framework
05:53 Comparing Lightweight MMM and Robyn
12:02 The Role of AI and Data in MMM
21:52 Debunking Meridian's Myths
22:13 Understanding Meridian's Role in Experimentation
22:54 The Importance of Competition in Open Source MMM
23:28 Unique Features of Meridian Compared to PyMC and Robin
23:49 Choosing the Right MMM Tool: Robyn, Meridian, or PyMC?
24:22 Explaining Time Varying Coefficients
24:30 Entry-Level Recommendations for MMM Tools
25:00 Static vs. Time Varying Baselines in MMM
28:44 Evaluating the Accessibility of MMM Tools
35:20 The Need for Robust Validation in MMM
37:38 Challenges in Incrementality Testing
39:07 Bridging the Gap Between MMM and Media Managers
43:17 Future of MMM: In-Platform Incrementality Testing
43:46 Final Thoughts and Joining the MMM Hub
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.
00:00 Introduction and Year-End Reflections00:24 Cauzle's First Year and Growth01:02 Podcast Popularity and Listener Engagement01:35 Career Transitions and New Roles03:49 The Future of Measurement and Media04:05 Big Bets for 202504:55 Big Bet #1: Retail Media Measurement14:33 Big Bet #2: Marketing Mix Modeling Predictions26:05 Big Bet #3: AI Answer Engines and Search Behavior30:55 Big Bet #4: AI's Role in Marketing33:18 Big Bet #5: Synthetic Audiences in Market Research43:39 Big Bet #6: External Performance Calibration59:48 Concluding Thoughts and Incremental Insights
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 contribution to the analytics community through his rock opera 'User Journey'.
Links from the show:
Steve from Milwaukee (iykyk)
Show Notes:
00:00 Introduction
02:08 Behavioral Analytics Overview
02:15 Introducing the Guest: Josh Silverbauer
08:06 Deep Dive into Microsoft Clarity
24:47 Future of Behavioral Analytics and Personalization
29:45 The Assumption of Personalization
29:56 Hyper-Personalization in Practice
30:33 Challenges of Hyper-Personalization
31:34 User Privacy and Personalization
32:20 First Party Cookies and Identity Resolution
33:40 The Future of Web Identity
34:57 Personalization Gone Wrong
38:30 The Ethics of Screen Recording
40:14 The Analytics Rock Opera
45:32 Creative Projects and Community Integration
51:23 Final Thoughts and Recommendations
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:
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.
Links from the show:
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
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, excluding branded searches, and overcoming broader measurement challenges. Links from the show:
Optmyzr 00:00 Vacation Plans and PPC Jokes 01:25 Introducing Today's Guest: Navah Hopkins 03:21 Diving into Performance Max Campaigns 06:23 Challenges and Strategies in PPC 10:42 Understanding Performance Max and Asset Management 16:54 The Role of Ad Strength and Measurement in PPC 24:16 Incrementality Testing Challenges 24:35 Meta's Advantage Plus and A/B Testing 25:06 Google's Approach to Testing and Privacy 25:57 Geo-Based Holdout Testing 26:24 PMax Campaigns and Branded Search 27:46 Testing Strategies and Market Considerations 28:29 Google's Targeting Limitations 28:55 Branded Search in PMax 33:05 Data Teams and PPC Collaboration 38:16 Onboarding and Training for Measurement Practitioners 47:45 Creative and Data-Driven Marketing 49:47 Productivity Tips and Metal Music
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, Google's Meridian, and PyMC Marketing, and explore their pros and cons. They also discuss the implications of AI-driven ad units and the challenges they pose for measurement.
Links from the show:
00:00 Introduction and Greetings 00:44 Discussing the State of MMM 02:02 Exploring MMM Platforms 08:33 Quick Tangent - Baseball and Data Analytics 09:41 Comparing MMM Packages 12:23 Open Source MMM and Future Trends 25:45 The Origin of PyMC Marketing 26:54 Comparing Open Source Options 29:23 The MMM Gap: Challenges and Solutions 31:55 Triangulation and Platform Data 39:53 The Role of AI in Ad Buying 49:50 Future of MMM and Industry Trends
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 be the ones that can take action and make decisions based on the data. This is not a tool problem, or a data problem - it’s a people problem. Organizational friction and human behavior is still there.
Listen in as we discuss the resurgence of Marketing Mix Modeling (MMM) as essential tool for marketers in a privacy-centric era, the importance of adaptability within the marketing industry, and the crucial role of storytelling and relationship building in data interpretation.
Links from the show:
Timeline: 00:21 A Dive into Historical Context 01:08 Setting the Stage for Today's Episode: The Marketing Measurement Dilemma 02:44 Introducing the Expert: Neil Hoyne 03:54 The Evolution of Marketing Measurement Post-COVID 06:19 Challenges and Expectations in Modern Marketing Measurement 16:51 The Resurgence of MMM and Addressing Organizational Challenges 22:08 Bridging the Gap Between Data and Decision-Making 23:22 The Future of Measurement and Analytics in Marketing 26:47 Exploring the Imperfections of Marketing Tools 27:05 The Complexity of Understanding Consumer Behavior 28:10 Navigating Uncertainty in Marketing Decisions 29:04 Competitive Advantage in Consumer Behavior 30:26 The Quest for Better, Not Perfect, Marketing Models 32:12 Bridging the Gap Between Data Science and Business Goals 33:52 Embracing Imperfection and Business Impact 38:05 The Future of AI and Its Impact on Marketing 43:08 Adapting to Change and Embracing New Skills 46:25 Final Thoughts and Advice for Marketers
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 is changing in today’s digital world. Ty Tinker is Head of Analytics at AdQuick - a company that is modernizing the out-of-home advertising space. We talked with him about the finer details of OOH measurement, including the past, present and future capabilities.
Links from the show:
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 incrementality testing and media optimization platform. We go beyond the "what" and "why" of testing, and dive into the details of the "how."
Links from the show:
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.
Links from the show:
"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 Park With 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 Siobhan Solberg insists that marketers respect their customers, and that it actually benefits them to care about their privacy.
Links from the show:
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, and shed some light on what trends are happening in this space.
Listen in as we explore how universities are navigating the challenges of marketing attribution, leveraging data to enhance enrollment strategies, and balancing traditional and digital marketing approaches.
Links from the show:
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!
