Shownotes
Better tools won’t fix your marketing measurement. Better questions will.
Marketing leaders are constantly promised a secret advantage: proprietary data, exclusive technology, a black box platform, or an agency capability no one else can access. Todd Juneau and Kelly McGuire challenge that pitch in this compilation episode.
They make the case that the real differentiator is not a proprietary tool, but the people who know how to ask better questions, use available capabilities well, and connect investment to business outcomes.
This episode explores what it takes to make marketing mix modeling (MMM) useful, including consistent data, meaningful investment levels, skilled data science support, and a plan to act on what the model reveals.
Todd and Kelly also address how lower-funnel metrics can receive too much credit, how brands can identify diminishing returns, and how leaders can create more confidence in the incremental value of every marketing dollar.
Chapters:
- 00:00:00 Why channel metrics can hide the bigger picture
- 00:01:00 The myth of proprietary marketing technology
- 00:04:00 What agencies promise versus what clients receive
- 00:05:00 Can owned data create a real advantage
- 00:08:00 Capability matters less than how teams use it
- 00:12:00 The data required for marketing mix modeling
- 00:14:00 Why new brands should begin collecting data now
- 00:16:00 Making the case for modeling investment
- 00:19:00 The people and processes behind useful models
- 00:22:00 From interesting data to actionable decisions
- 00:23:00 How modeling builds confidence to spend more
- 00:25:00 Finding missed opportunities across the calendar
- 00:26:00 Balancing lower funnel and upper funnel investment
- 00:28:00 Measuring incremental growth with confidence
Links and Resources:
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