The Marketing Analytics Show: Recent Episodes
Supermetrics
The Marketing Analytics Show is all about helping you get better at marketing analytics. On this podcast, Anna Shutko will catch up with marketers and analysts to learn how they’re using data to make better marketing decisions. Tune in for all the how-tos & actionable advice you can steal. This podcast is brought to you by Supermetrics.
In this episode of the Marketing Intelligence Show, Jessica Gondolfo chats with Trevor Irish, a digital marketing analyst at Vollrath, a leading B2B manufacturer of commercial cookware and equipment.
Trevor dives deep into the importance of competitive intelligence in today's digital marketing landscape and how it can supercharge your B2B marketing efforts.
Learn how Vollrath uses Supermetrics to:
- Track competitor social media activity and engagement
- Analyze posting frequency and content strategy across different platforms
- Identify seasonal trends in competitor marketing efforts
- Build targeted reports for different departments within Vollrath
Tune in to learn how to stay ahead of the curve and dominate your competition!
In this episode of The Marketing Intelligence Show by Supermetrics, Jessica Gondolfo, Head of US Regional Marketing at Supermetrics, is joined by Joe Mineo, the Associate Director of Ads and Analytics at Chatterblast.
Together, they'll reveal how to leverage data to navigate the evolving marketing landscape, with a focus on building brand awareness and fostering client trust.
Here's what you'll learn:
- Building brand awareness: Learn how to shift focus from conversions to building brand awareness, especially for younger audiences, with short-form content.
- Data-driven creatives: Discover how A/B testing unlocks messaging and visuals that resonate with your target audience.
- Secure data storage: Explore how Supermetrics and BigQuery can help you secure all your historic data (especially as API access changes).
- Empowering clients: Learn how to build client trust and avoid vendor lock-in with data access through Supermetrics.
Tune in to unlock the secrets to data-driven marketing success!
In this data-packed episode of The Marketing Intelligence Show, Jessica Gondolfo, Head of US Regional Marketing at Supermetrics, is joined by Jay Sala, Founder and CEO, and Sanjay Mayar, VP of Growth, at Imajery. Together, they'll reveal how Imajery uses data to acquire clients and build trust across the entire customer journey.
Here's what you'll learn:
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How to leverage data to make smarter marketing decisions
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Why client alignment is key to successful campaigns
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The importance of clear & concise reporting
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How to use Supermetrics to streamline your marketing data
Tune in now!
In this episode of The Marketing Intelligence Show, Jessica Gondolfo chats with Zeke Camusio, founder and CEO of Data Speaks. Zeke breaks down the concept of impact-based attribution and explains how it can help you optimize your marketing budget and maximize return on investment (ROI).
In this episode, you'll learn:
- What impact-based attribution is and how it differs from traditional attribution models
- How Data Speaks uses machine learning to measure the true impact of marketing campaigns
- How to identify areas where you can be spending your marketing budget more efficiently
- How Data Speaks centralizes data using Supermetrics to acquire customers at scale.
- Tips for converting paid traffic into organic traffic
Tune in now!
In today's episode, Jess Gondolfo sits down with two industry experts from Mindgruve, Ellyn Savage, VP of Media, and Haven Brady, VP of Strategy for a fireside chat with Mindgruve, a leading marketing and advertising firm.
In this session, we explore:
- With the imminent sunset of cookies, what innovative strategies are agencies adopting to stay ahead?
- In a world increasingly driven by AI, what opportunities do agencies have to redefine their value in 2024?
- How are advancements in VR, AR, and data-driven marketing shaping the future of personalized advertising?
Discover how Mindgruve, a leading marketing agency from San Diego, revolutionized their data analytics with Supermetrics - https://youtu.be/vW1TV9a6lmk?si=Z7gZBnufo3HWdrqU
In today's episode of the Marketing Intelligence Show, we delve into the world of marketing measurement in a privacy-first environment.
Evan Kaeding chats with Andrew Covato, a measurement and growth consultant, to expose the limitations of traditional methods like last-click attribution and retargeting.
We'll explore powerful alternatives like Marketing Mix Modelling (MMM) and incrementality testing, and discover how to combine them for a holistic view of marketing effectiveness. Learn how to break free from the misleading data and optimize your campaigns for real results.
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
How do you measure the impact of brand?
This is a question that has challenged marketers since the dawn of time.
But today, we’ll aim to answer it once and for all.
In this episode Edward, Demand Gen Director at Supermetrics, is joined by Gabi Stafford, CMO, and Kate Gleeson, Head of Brand, to discuss the Supermetrics full-funnel brand test and talk through the whole process of how we launched our updated brand identity, from strategic goals and setting up the test to the results and internal stakeholder management.
After listening to this episode, you’ll never think about brand renewals in the same way.
Related sources:
- Brand testing and measurement: How Supermetrics used data and a full-funnel test to develop and launch a new brand identity-Supermetrics blog
- How to measure brand awareness with Mark Dilson—The Marketing Intelligence Show by Supermetrics
- How to run marketing experiments: practical lessons from four marketing leaders—Supermetrics blo
Check out Supermetrics: https://supermetrics.com/start-trial
More companies are looking to adopt marketing mix modeling (MMM) to measure marketing efficiency and make predictions about how marketing inputs could impact sales.
While it’s not a new technique, MMM has come a long way in the past few years, driven by new technologies like machine learning and AI. As a result, MMM is faster, more easily automated, more efficient, and widely accessible to businesses.
In this episode, our Global Brand Director, Kate Gleeson speaks with Zach Bricker, Lead Solutions Engineer at Supermetrics, and Igor Skokan, Marketing Science Director at Meta, to discuss implementing MMM.
Zach and Igor break down what MMM is, how it’s changed in recent years, and what types of data are used. They discuss how companies can validate the accuracy and reliability of MMM models, as well as how to turn that data into actionable results.
This episode comes from SuperSummit – a virtual event about marketing measurement and data. Watch the full recording and our other SuperSummit sessions to learn more.
Learning points from the episode include:
- 00:00 – 02:55 What is marketing mix modeling?
- 02:56 - 04:42 How MMM has changed over the years
- 04:43 – 06:48 The types of data typically used in MMM
- 06:48 – 09:36 How to validate the accuracy and reliability of MMM models
- 09:36 – 15:07 Future trends and developments in MMM
- 15:07 – 16:02 Why CMOs are hesitant to adopt MMM
- 16:03 – 18:48 How businesses can calculate ROI based on MMM findings
- 18:49 – 27:09 Advice for companies implementing MMM for the first time
Important links and mentions:
- Igor Skokan / Meta
- Zach Bricker / Supermetrics
- Marketing mix modeling for marketers: How to measure marketing in a privacy-first world
Changes to Google Analytics have brought questions about how to retain historical data to the front of the marketing analytics world. One option for keeping your data stable in a rapidly changing landscape is a marketing data warehouse.
In this episode we’re joined by Christina Davis, Vice President of Media & Analytics at Tambourine and Evan Kaeding, Lead Sales Engineer and Product Evangelist at Supermetrics to learn everything you need to get started with a marketing data warehouse. We’ll cover their benefits and explain why now is an especially great time to move to one.
Watch on-demand webinar to learn ‘Everything you need to know to build your marketing data warehouse’: https://supermetrics.com/webinars/build-marketing-data-warehouse
Check out Supermetrics: https://supermetrics.com/start-trial
The most important thing for a CMO to figure out is this, "If I have one dollar to spend on advertising, where should I spend it, and how much will I get in return?"
In this episode, we chat with Michael Kaminsky to learn different ways brands can measure the incremental impacts of marketing and how to choose the right measurement approach.
On October 25th, we're bringing together top minds in marketing and data for a global virtual event—SuperSummit.
Join us for discussions on the latest trends in marketing data, including Generative AI, Big Data, and Measurement & Privacy.
Sign up for free: https://supermetrics.com/supersummit
In this episode, we're joined by our original host, Anna Shutko. Anna is now an Analytics Consultant at Supermetrics. She's using her knowledge of marketing and data to help companies solve their analytics challenges.
Anna and Edward will discuss the importance of first-party data in marketing and why CMOs should invest in a marketing data warehouse.
On October 25th, we're bringing together top minds in marketing and data for a global virtual event—SuperSummit.
Join us for discussions on the latest trends in marketing data, including Generative AI, Big Data, and Measurement & Privacy.
Sign up for free: https://supermetrics.com/supersummit
Most marketing data problems are masquerading as data governance problems.
If you don’t know which campaigns are driving results, you should revisit your tagging setup. If you’re unsure who has access to what data, you need to improve your data-sharing process.
Without a good governance strategy, data becomes a liability rather than an asset.
In this episode, Evan Kaeding, Lead Solutions Engineer at Supermetrics, and Buki Froelke, Senior Product Manager at Google, will discuss how CMO can build a marketing data governance strategy and improve data quality.
As we transition to a privacy-first online environment, marketing leaders need to be ready to measure marketing differently.
MMM isn’t a new technology, but automation has made it a more efficient and accessible tool that can help businesses maximize their marketing ROI without relying on user-level data.
In this episode, we'll cover MMM works, the results it can drive, and the type of businesses it's suitable for.
In this episode, we’re joined by Bartosz Schneider, Lead Professional Services Consultant at Supermetrics, and we’re digging into a super important topic today, and that is the marketing analytics lifecycle and how to deploy successful analytics that drives value.
Most marketing data problems are masquerading as data governance problems.
If you don’t know which campaigns are driving results, you should revisit your tagging setup. If you’re unsure, who has access to what data, you need to improve your data-sharing process.
Without a good governance strategy, data becomes a liability rather than an asset.
In this episode, we discuss how you can build a marketing data governance strategy and improve trust in your data.
There are two main reasons why you want to own your data. First, you can get rid of data silos and measure your marketing performance holistically.
Second, you don't need to rely on the data retention policies of Google, Facebook, or any other platforms. With full access to your historical data, you can pull the exact datasets you need to make better decisions about the future.
But how can you take control of your marketing data? Listen to this episode to find out.
You may have heard of the Toyota Way or Kaizen. It's a manufacturing approach that aims to maximize efficiency and reduce waste. Kaizen means 'continuous improvement' in Japanese.
So how can you apply Kaizen to marketing data management? We chat with Zeke Camusio, CEO of Data Speaks, to figure it out.
In this episode, we discuss two approaches to marketing data—centralized vs. decentralized.
With a centralized data access model, the data team can easily manage the data quality and ensure it complies with the internal data policies before distributing it to stakeholders like marketing.
On the other hand, a decentralized data model doesn't require data to be stored in a data warehouse or data lake. Rather, the data users can quickly get the raw data directly from different sources into their go-to reporting and analytics tools.
At Supermetrics, we're seeing many analytical-matured companies get the best of both worlds by combining both approaches.
Read more about centralized vs. decentralized data access models: https://supermetrics.com/blog/supermetrics-vs
Check out Supermetrics: https://supermetrics.com/start-trial
Is Marketing Intelligence all about snooping on your competitors?
Absolutely not.
Marketing Intelligence is about making use of your marketing data — through aggregation, transformation, and analysis — to predict and decide your next best step and where you should spend your next advertising dollar.
Ultimately, it's about turning your raw stockpile of data into improved experiences for your customer and better growth for your business.
In this episode we catch up with Supermetrics CMO, Gabrielle Stafford, to discuss everything you need to know about Marketing Intelligence.
Check out Supermetrics.
In this episode, Ahmed Elsamadisi, founder and CEO of Narrator, shares how to use a data narrative to interpret and tell a meaningful story with your data.
You'll learn:
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Two problems with data analysis
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What causes data discrepancy
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What a data narrative is
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How to interpret and tell a meaningful story with data
In this episode, Lee Feinberg, President at Decision Viz, will discuss data literacy and why it's important for a company to improve its data skills.
Tune in to learn:
- What data literacy is
- Why companies should invest in data literacy
- How to use the 'design to act' to improve data literacy
- How to build and nurture a data-driven culture
Links mentioned in the show:
- Follow Lee on LinkedIn
- Follow Anna on LinkedIn
- Follow Supermetrics on LinkedIn
In this episode, Vin Turk, Co-founder and COO at Madison Logic will discuss what it takes to run a successful paid ABM campaign.
Tune in to learn:
- What data is needed to measure ABM campaign performance
- What marketers should pay attention to craft the right messaging for each stage of the campaign
- Why LinkedIn is such an important tool for ABM
- What ABM metrics you should track
In this episode, Josh Perlstein, Founder & CEO of Response Media, will show you how to make the most of your first-party data.
You'll learn:
- What's first-party data
- Why it's important to collect first-party data
- How to qualify the data before adding it to your data warehouse
- How to analyze and extract insights from first-party data
Useful links:
- Follow Anna on Twitter and LinkedIn
- Follow Supermetrics on Twitter and LinkedIn
In this episode, Chris Mercer shares his Plan-Build-Launch framework to help you future-proof your marketing measurement.
You'll learn:
- What marketers and analysts should be aware of regarding their measurement
- What the measurement framework is all about, and what steps does it consist of
- How marketers could increase the ROI of their campaigns
In this episode, we catch up with Ned Dmitrov, Data Scientist at StackAdapt, to learn the ins and outs of contextual advertising. Tune in to learn:
- What contextual advertising is and how it works
- Contextual vs. behavioral advertising
- Some examples of contextual advertising
- How to create, run, and measure contextual advertising
Useful links:
- Follow Anna on Twitter and LinkedIn
- Follow Supermetrics on Twitter and LinkedIn
In this episode, you'll hear from Henrik Warfvinge, the Technical Leader of Artificial Intelligence at Google, Kashish Gupta the Co-CEO & Co-Founder at Hightouch, and Evan Kaeding, Lead Sales Engineer at Supermetrics. They’ll discuss how to put marketing data into action through reverse-ETL.
- The limitations of the current data stack that block data teams from making the most of their data
- Important factors to consider when building an operational marketing data warehouse
- How reverse-ETL powers data activation
- What companies can achieve with data activation
Looking to move your ecommerce store to Google Analytics? In this episode, Enrico Pavan will show you how to do so.
Tune in to learn:
- How marketers should change their mindset to adapt to using GA4
- How the new GA's exploration mode can be used for ecommerce
- What kind of insights can one get from GA4
In this episode, Erik Huberman, CEO & Founder at Hawke Media and author of the Hawke Method breaks down the three pillars of marketing—awareness, nurturing, and trust.
Tune in to learn:
- What the Hawke Method is all about
- What kind of activities marketers can work on during the awareness, nurturing, and trust stage
- How the success of marketing campaigns should be measured during each of the 3 stages
Links mentioned on the show
- Follow Erik on LinkedIn.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
Want to tap into one of the hottest new paid media channels? We’ll show you why digital audio advertising belongs in your performance marketing mix.
You'll learn:
- The benefits of digital audio advertising
- How to get started with Spotify Ad Studio
- How to measure and optimize your Spotify Ads campaigns
Links mentioned on the show:
- Follow Katie on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
- Follow Aleks on LinkedIn.
In this episode, we discuss with JJ Reynolds what it takes to run successful campaigns for B2B SaaS.
You'll learn:
- What metrics marketers should pay attention to while measuring an online marketing campaign
- What you should take into consideration before calculating CAC and LTV
- How to structure a campaign performance report so that it's easy to follow and take action
Links mentioned on the show:
- Follow JJ on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on LinkedIn.
- Follow Anna on LinkedIn.
Looking to run more ecommerce campaign experiments?
We've got you covered!
In this episode, Colby Flood, founder of Brighter Click, will discuss how to test ecommerce campaigns with a purpose.
Tune in to learn how to:
- Test audiences, messaging themes, and copy structures
- Analyze and optimize ecommerce campaigns effectively
- Onboard a new client
Links mentioned in the show:
- Follow Colby on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on LinkedIn.
- Follow Anna on LinkedIn.
In this episode, Simeon Atkins, Senior Industry Manager at SimilarWeb, shares what it takes to run a successful ABM campaign.
He discusses:
- How to design an effective ecommerce ABM campaign
- What are the key components of an effective ABM campaign
- What data companies should collect to craft the right messaging for their ABM campaigns
Links mentioned in the show:
- Follow Simeon on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on LinkedIn.
- Follow Anna on LinkedIn.
When it comes to managing full-funnel performance marketing, we could learn a thing or two from Groupon.
In this episode, Samantha Lloyd, Global Head of Media at Groupon, will share how they drive sales with paid ads.
Tune in to learn how to:
- Overcome the challenges of siloed performance marketing data
- Manage full-funnel performance marketing in a global ecommerce company
- Implement new performance marketing channels
Links mentioned in the episode:
- Follow Sam on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on LinkedIn.
- Follow Anna on LinkedIn.
In this episode of the Marketing Analytics Show, Mark Stouse, CEO of Proof Analytics, discusses everything you need to know about marketing mix modeling.
You’ll learn:
- What marketing mix modeling is and when it’s a more useful method compared to multi-touch attribution
- What groundwork teams should lay before implementing this model
- How to sell the idea of marketing mix modeling to the leadership team
Links mentioned on the show:
- Follow Mark on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
In this episode of the Marketing Analytics Show, Stéphane Hamel shares his view on ethical data collection and privacy.
Tune in to learn:
- Why ethical data collection is important
- The differences between legal data collection and ethical data collection
- How companies can build a user-privacy-first culture
Links mentioned in the show
- Follow Stéphane on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
In this episode of the Marketing Analytics Show, Stephanie Clapham, Research Lead at Latana, shows you how to set up, track, and optimize the right audience for your brand campaigns.
Tune in to learn how to:
- Choose the right targeting for your company size and brand lifecycle stage
- Define the optimal audience size
- Measure the effectiveness of different audiences
Links mentioned in the show:
- Follow Stephanie on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
In this episode of the Marketing Analytics Show, Mark Dilson discusses how to measure brand awareness effectively.
You'll learn:
- When you should start measuring your brand awareness.
- What metrics you should measure.
- How to build a brand awareness report.
Links mentioned in the show:
- Follow Mark on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
Have you ever heard of an SEO KPI funnel report?
In this episode of the Marketing Analytics Show, Tyson Stockton from Searchmetrics will walk you through the basics of an SEO KPI funnel report.
Tune in to learn:
- What an SEO KPI report is.
- The benefits of building an SEO KPI report.
- The difference between leading and lagging metrics.
- How to structure your report
Check it out: www.supermetrics.com/podcasts/seo-kpi-funnel-report-tyson-stockton
Links mentioned in the episode:
- Follow Tyson on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
Long gone are the days when marketing was just about being creative.
To make the most out of your ad budget, you need data.
In this episode, Anastasia Leng, Founder & CEO at Creative X discusses how marketing teams can marry creative and data.
Here’s what you’ll learn:
- How to use data to fuel your creativity
- How to test different creatives across platforms
- Tips to improve your creative quality
Links mentioned in the show:
- Follow Anastasia on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
In this episode of the Marketing Analytics Show, Mikael Thuneberg, CEO of Supermetrics, will discuss the challenges of marketing measurement, and more importantly, what you can do to overcome them.
You'll learn:
- Why marketing has gotten harder since 2012
- The three big challenges of marketing measurement
- What you can do to overcome them
Links mentioned in the show:
- Follow Mikael on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
Looking to improve your content marketing performance?
In this episode, Anna Shutko chats with Deb Mukherjee to discuss how marketers can optimize and measure their content marketing ROI.
Tune in to learn:
- Three key pillars in a content marketing strategy
- What content marketing metrics you should track
- Why Deb uses first-touch attribution to measure content marketing
- How to optimize different types of content
Links mentioned in the show:
- Follow Deb on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
In this podcast episode, we catch up with Remi Turcotte, Founder of Turko Marketing, to learn about managing an ad budget.
You’ll learn:
- What tools you can use to keep track of your budget
- What metrics you should include in your paid performance report
- Why you should pay attention to quality score
Links mentioned in the show:
- Follow Remi on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
Have you already optimized your Google My Business profile?
If not, it’s time to take action.
In this podcast episode, Alexander Silén, Co-Founder of Mobal.io shares how to make the most of your business profile.
You'll learn:
- Why you should care about your Google My Business listing
- How to analyze your listing performance
- What metrics you should pay attention to
Links mentioned in the show:
- Follow Alexander on LinkedIn.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
In this episode of the Marketing Analytics Show, we catch up with Tim Wilson, Senior Analytics Director at Search Discovery to learn how marketers can develop statistical intuition.
Tune in to learn:
- What statistical intuition is
- How it helps you make better decisions
- How to nurture statistical intuition
- Some useful resources to get started
Links mentioned in the show:
- Follow Tim on Twitter.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
In this episode, Devin Pickell from Nextiva will share his secrets to running a successful B2B YouTube channel.
Tune in to learn:
- What tactics Devin used to improve Nextiva's YouTube channel’s performance
- How to optimize your YouTube videos for search
- How to analyze and optimize your channel’s performance
Links mentioned in the show:
- Follow Devin on LinkedIn.
- Check out Nextiva.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
In this podcast episode, we catch up with Chris Hirlemann, Head of Data at Sleeping Giant Media to learn the ins and outs of client reporting.
Tune in to learn:
- What makes a good client report
- How an agency should structure thor marketing reporting
- What tools you could use to create an informative report
Links mentioned on the show
- Check out Sleeping Giant Media.
- Start your 14-day free trial of Supermetrics.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
In this podcast episode, we catch up with Esa Tiusanen from Columbia Road to learn more about marketing attribution.
Esa shares:
- How to use machine learning to improve your attribution models
- How to evaluate different attribution models
- How to analyze your models’ performance
Links mentioned on the show:
- Follow Esa on LinkedIn.
- Check out Columbia Road.
- Start your 14-day free trial of Supermetrics.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
Wanna learn Savannah Sanchez’s secret to running successful TikTok Ads?
Tune in to learn:
- What kinds of brands should try TikTok Ads
- How to set up a TikTok ad campaign
- How to work with TikTok influencers
- How to analyze your campaign performance
Links mentioned in the show:
- Follow Savannah on LinkedIn.
- The Social Savannah.
- Start your 14-day free trial of Supermetrics.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
As your business grows, your data grows too.
To keep up with your ever-changing data needs, you need a data warehouse.
That’s why in this podcast episode, we catch up with Sebastian Mehldau, Head of Growth Marketing at Vanmoof to learn his secret to building a data warehouse from scratch.
Sebastian covers:
- When you should move your data to a data warehouse
- How to get a sign-off on a data warehouse from your C-suite
- How to roll out a marketing data warehouse
- Different reports you can build with cross-channel data
Links mentioned in the show:
- Follow Sebastian on LinkedIn
- Start your free 14-day Supermetrics trial
- Follow Supermetrics on Twitter
- Follow Anna on Twitter
In this podcast episode, Todd Chambers, Founder and Director of Upraw Media shares his secrets to conversion rate optimization:
- What data you should collect to analyze your website conversions
- How to set up a CRO experiment
- How to validate your experiments
- What reports you should build to keep track of your experiments
Psst! Todd also shares an experiment tracking template where you can rank, design, and review all your experiments. Simply enter your email, and we’ll send a copy to you.
Links mentioned in the show:
- Follow Todd on LinkedIn
- Start your free 14-day Supermetrics trial
- Follow Supermetrics on Twitter
- Follow Anna on Twitter
We’re thrilled to have Kristen LaFrance, Head of Resilient Retail at Shopify, on the Marketing Analytics Show. Kristen has interviewed and worked with a lot of retailers who successfully pivoted from offline to online.
Tune-in to learn how to:
- Take your retail business from offline to online
- Create an omnichannel strategy
- Choose your marketing channels
- Measure your omnichannel performance
Links mentioned in the show:
- Follow Kristen on LinkedIn
- Start your free 14-day Supermetrics trial
- Follow Supermetrics on Twitter
- Follow Anna on Twitter
In the latest episode of the Marketing Analytics Show, we chatted with Kaleigh Moore, a freelance writer for ecommerce and SaaS companies.
You'll learn:
- What are the key components of a solid content strategy
- How to repackage your content
- What’s Kaleigh’s process for creating a good article
- How to measure your content’s success
Links mentioned in the show:
- Follow Kaleigh on LinkedIn.
- Content Remix.
- Start your free 14-day Supermetrics trial.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
In this episode of the Marketing Analytics Show, Alex Atkins, Head of Growth at CXL, shares the secret to launching and promoting online courses successfully.
Tune in to learn:
- How to launch and promote your online courses
- How the CXL team integrates storytelling into course launches
- How to measure your promotion campaign performance
- How to increase retention rate with cross-selling activities
- What are the best and worst campaigns Alex and his team have ever run
Follow Alex on LinkedIn: https://www.linkedin.com/in/alex-n-atkins/
CXL: https://cxl.com/
Start your 14-day free trial of Supermetrics: https://supermetrics.com/start-trial
Follow Supermetrics on Twitter: https://twitter.com/supermetrics
Follow Anna on Twitter: https://twitter.com/superpoweranna
This time, Anna and Bob Regnerus discuss how to create, analyze, and measure Facebook video campaigns.
Tune in to learn:
- How to create videos for different stages of the sales funnel
- How to create custom audiences for retargeting
- What video ad metrics you should track
- How to optimize your videos to increase your ROAS
- What video mistakes you should avoid
Follow Bob on LinkedIn: https://www.linkedin.com/in/bobregnerus/
Feedstories: https://feedstories.com/
Start your 14-day free trial of Supermetrics: https://supermetrics.com/start-trial
Follow Supermetrics on Twitter: https://twitter.com/supermetrics
Follow Anna on Twitter: https://twitter.com/superpoweranna
Looking to create engaging and meaningful reports in Google Data Studio?
We’ve got you covered!
In this episode of the Marketing Analytics Show, Michele Kiss will share her process and secrets to building great Data Studio reports.
Tune in to learn:
- The kinds of reports you can create with Data Studio
- What makes a great report
- Her process of building a report from start to finish
- Data visualization mistakes you should avoid
Follow Michele on LinkedIn: https://www.linkedin.com/in/michelejkiss/
Demystified: https://analyticsdemystified.com/
Start your 14-day free trial of Supermetrics: https://supermetrics.com/start-trial
Follow Supermetrics on Twitter: https://twitter.com/supermetrics
Follow Anna on Twitter: https://twitter.com/superpoweranna
In this episode of the Marketing Analytics Show, Peep Laja discusses how he gathered early feedback and came up with Wynter’s new value proposition.
You'll learn:
- How Peep used early user feedback to narrow down Wynter’s product positioning
- How you can analyze your qualitative data
- What questions marketers should ask to get useful insights from their customers, especially when the company is still at an early stage
Links mentioned in the show:
Follow Peep on LinkedIn: https://www.linkedin.com/in/peeplaja/
Wynter: https://wynter.com/
Start your 14-day free trial of Supermetrics: https://supermetrics.com/start-trial
Follow Supermetrics on Twitter: https://twitter.com/supermetrics
Follow Anna on Twitter: https://twitter.com/superpoweranna
Looking to jump on the Google Analytics 4 bandwagon?
Awesome.
Joining us today on the Marketing Analytics Show is Charles Farina, an expert in Google Analytics 4.
Tune in to learn:
- What Google Analytics 4 is and how it’s different from Universal Analytics
- What kind of reports you can create with Google Analytics 4 data
- How the data model has changed
- How to set up event-based tracking if you want to start using GA4
Links mentioned in the show:
Follow Charles on Twitter: https://twitter.com/CharlesFarina
Adswerve: https://adswerve.com/
Start your 14-day free trial of Supermetrics: https://supermetrics.com/start-trial
Follow Supermetrics on Twitter: https://twitter.com/supermetrics
Follow Anna on Twitter: https://twitter.com/superpoweranna
Looking to drive more organic traffic to your website?
Awesome. In this episode, we caught up with Sam Dunning, Sales Director and Co-owner at Web Choice, an agency specialized in web design and SEO.
You’ll learn what it takes to build a successful SEO strategy including:
- What you should consider when building an SEO strategy
- How to optimize your website for search
- What SEO metrics you should include in your reports and how to analyze this data
Links:
Follow Sam on LinkedIn: https://www.linkedin.com/in/samdunning/
Web Choice: https://www.webdesignchoice.co.uk//
Start your 14-day free trial of Supermetrics: https://supermetrics.com/start-trial
Follow Supermetrics on Twitter: https://twitter.com/supermetrics
Follow Anna on Twitter: https://twitter.com/superpoweranna
From your website and CRM to paid platforms and social media, there is so much data available to marketers.
But despite all this data, it’s still frickin’ hard to understand what drives revenue.
That's why in this episode, we caught up with Ole Dallerup, Founder and CTO of Dreamdata, to learn about measuring B2B growth.
Tune in to learn:
- What data you should collect to understand B2B growth
- What key metrics you should pay attention to
- Typical reports a B2B company should have
- How B2B data is different from B2C data
- Some limitations of Google Analytics in B2B cases
Links:
Follow Ole on Twitter: https://twitter.com/oledallerup
Dreamdata.io: https://dreamdata.io/
Start your 14-day free trial of Supermetrics: https://supermetrics.com/start-trial
Follow Supermetrics on Twitter: https://twitter.com/supermetrics
Follow Anna on Twitter: https://twitter.com/superpoweranna
Once you have your Shopify store up and running, you’ll have a ton of data to keep up with.
But since not all data is created equal, how do you decide which metrics to track?
That’s why we caught up with Duane Brown, Founder & Head of Strategy at Take Some Risk, to learn about Shopify analytics and reporting.
In this episode, you’ll learn:
- What Shopify reports you should build
- What metrics you should pay attention to
- Why Duane thinks add to cart CPA is the new north star on marketing spend
- How to analyze your recurring orders data
Links:
Follow Duane on Twitter: https://twitter.com/duanebrown
Take Some Risk: https://www.takesomerisk.com/
Start your 14-day free trial of Supermetrics: https://supermetrics.com/start-trial
Follow Supermetrics on Twitter: https://twitter.com/supermetrics
Follow Anna on Twitter: https://twitter.com/superpoweranna
Snapchat Ads is becoming more popular among ecommerce brands but is it a good fit for your business? We caught up with Duane Brown, Founder and Head of Strategy at Take Some Risk, to find out.
In this episode, you’ll learn:
- If you have the right product-market fit for Snapchat
- How Snapchat Ads is different from other ad platforms
- How to set up an effective Snapchat Ads campaign
- What Snapchat Ads metrics you should measure
Links:
Follow Duane on Twitter.
Take Some Risk.
Start your 14-day free trial of Supermetrics.
Follow Supermetrics on Twitter.
Follow Anna on Twitter.
Far too many people see marketing teams as the arts and crafts department.
We’re more than that.
That’s why we caught up with Dan McGaw, an expert in marketing technology, to learn about multi-touch attribution.
Dan is the founder and CEO of McGaw.io, a marketing technology, and analytics agency. He’s also the author of Build Cool Shi*t, an awesome book about building a valuable marketing stack.
In this episode, you’ll learn:
- What multi-touch attribution is
- How to implement a multi-touch attribution model
- How to optimize your campaigns with a multi-touch attribution model
- What reports you should have in place to see how effective your model is
- Common mistakes marketers make when implementing a multi-touch attribution model
Links:
Follow Dan on LinkedIn.
Build Cool Shi*t.
Start your 14-day free trial of Supermetrics.
Follow Supermetrics on Twitter.
Follow Anna on Twitter.
Looking to grow your ecommerce brand with Facebook Ads? Awesome. Because joining us today is Savannah Sanchez, an expert in ecommerce growth.
Savannah is the founder of The Social Savannah, a media buying consultant service.
In this episode, she’ll share the secrets to effectively creating and optimizing Facebook Ads campaigns.
You’ll learn:
- How to set up and optimize a Facebook Ads campaign
- How to choose the right creatives
- What type of marketing reports you should have in place
- The best resources to learn about Facebook Ads for ecommerce brands
Links:
- Follow Savannah on LinkedIn.
- The Social Savannah.
- Start your 14-day free trial of Supermetrics.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
Getting your content to rank at the top of SERPs isn’t easy. You need two things, great content and solid SEO analytics. That’s why we caught up with Branko Kral, an expert on all things SEO.
Branko is the Director of Content and Analytics at Chosen Data, an agency that specializes in SEO and analytics.
In this episode, you'll learn:
- The end-to-end SEO analytics process
- Results you can expect if you make your SEO more analytical
- How to get better search results by analyzing your SEO data together with paid marketing data
- The best resources to learn more about SEO analytics
Links
- Follow Branko on LinkedIn.
- Chosen Data.
- Marketing in a recession: Budget cuts - The Scalpel vs. The Sledgehammer.
- Start your 14-day free trial of Supermetrics.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
How can you make sure every penny you spend on LinkedIn Ads is worth it? We caught up with AJ Wilcox to find out.
AJ is the founder of B2Linked.com, an agency specialized in LinkedIn Ads, and host of the LinkedIn Ads Show.
In this episode, you'll learn:
- Why companies should try LinkedIn Ads
- His A.M.O framework for creating an effective LinkedIn Ads campaign
- How LinkedIn Ads is different from Google Ads & Facebook Ads
- How to analyze and optimize your LinkedIn campaigns
Links
- B2Linked.
- Follow AJ on LinkedIn.
- Start your 14-day free trial of Supermetrics.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
Wondering how to turn numbers into an engaging story? Well, today we’ll discuss how marketers can master data storytelling and visualization with Lea Pica.
Lea is a data storytelling expert host of the Present Beyond Measure Show, a podcast dedicated to data visualization and presentation skills.
In this episode, you'll learn:
- A walkthrough of Lea’s data storytelling framework
- How to visualize your data in a meaningful way
- The core skills you need to develop to present your data confidently
- The best resources to learn about data storytelling and data visualization
Links
- Follow Lea on LinkedIn.
- Lea’s website.
- What’s the #1 silent killer of your data presentation assessment.
- Start your 14-day free trial of Supermetrics.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
Welcome to the first episode of the Marketing Analytics Show. Joining us today is Khrystyna Grynko, Head of Data at Better & Stronger.
Khrystyna has more than nine years of experience in digital marketing and analytics.
In this episode, you'll learn:
- How marketers can think like analysts
- How you can improve your analytical thinking and skills
- How to get started with analytics
- Top resources for learning more about marketing analytics
Link
- Follow Khrystyna on LinkedIn.
- Khrystyna’s CXL course.
- Better & Stronger.
- Start your 14-day free trial of Supermetrics.
- Follow Supermetrics on Twitter.
- Follow Anna on Twitter.
Welcome to episode zero of the Marketing Analytics Show. In this teaser episode, we’ll be filling you in on what to expect from this brand new podcast from Supermetrics.