{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F4ba57f1c-5b5c-404c-b60f-bba8da66884f","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"","title":"SBP 081: Not All Data is Evidence. With Prof. Koen Pauwels.","description":"This week, we dive deep into marketing effectiveness with the distinguished Professor Koen Pauwels. Get ready for a treasure trove of insights, including a checklist on increasing sales, the two most common mistakes marketers make, and whether a discount or doubling your budget will drive sales. Professor Pauwels, Vice Dean of Research at Northeastern University, shares his expertise on data-driven decision-making, the difference between efficiency and effectiveness, and the role of intuition in marketing. \nThis episode is packed with actionable advice and thought-provoking discussions you won't want to miss!\nDon't forget to leave a review on Apple or Spotify if you enjoy the show. Your feedback means a lot to us!\n\n\nOur Guest:\nProfessor Koen Pauwels\nDistinguished Professor of Marketing and Vice Dean of Research at Northeastern University\nConsultant for companies like Amazon, Microsoft, Unilever, and Sony\nAuthor of multiple books and award-winning papers\nWebsite: www.marketingandmetrics.com\n\n\nOur Hosts:\nFollow our updates here: \u2060\u2060https://www.linkedin.com/company/sleeping-barber/\u2060\u2060\nGet in touch with our hosts:\nMarc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/\nVassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\n\n\nTopics Discussed:\n\n \u2022 Data-driven vs. evidence-based decision making\n \u2022 Marketing effectiveness and efficiency\n \u2022 The importance of goal alignment in marketing\n \u2022 How to avoid common marketing mistakes\n \u2022 The role of intuition and creativity in marketing\n \u2022 Segmentation, targeting, and positioning\n \u2022 Old world vs. new world marketing\n \u2022 Effective use of discounts and advertising budgets\n\n\n\nQuote of the Episode:\n\"In marketing, it\u2019s better to be vaguely right than precisely wrong.\" - Professor Koen Pauwels\n\n\nTimestamps\n0:00 - Introduction to the theme and Prof. Pauwels\n2:55 - How Prof. Pauwels got into marketing effectiveness\n3:52 - The model + the manager is better than either individually\n5:20 - The difference between marketers in the US vs Europe\n7:22 - Marketing Effectiveness vs. Effeciency\n9:20 - ROI is limiting if you\u2019re a mid to large size company\n11:54 - ROI is NOT an effectiveness metric\n14:50 - Improving marketing ROI is a team sport\n16:05 - Looking for evidence where the light shines\n17:37 - When Facebook Likes isn\u2019t an objective\n22:22 - Reach is a proxy metric\n25:19 - The two big mistakes marketers consistently make\u00a0\n30:45 - Marketing theory: what still matters and what doesnt\u00a0\n35:43 - How does advertising actually work\n38:30 - The common response to how sales volume respond to discount\u00a0\n41:27 - A checklist to quickly increase sales\n45:40 - Reference pricing\n48:30 - How do we get from here to there?\u00a0\n54:29 - Find out more about Prof. Pauwels\n56:30 - Post-pod with V and Marc\n\n\n\n\nLong-Term effects of Advertising https://www.linkedin.com/pulse/long-term-effects-advertising-prof-dr-koen-pauwels-gasve/?trackingId=ydTzAVjqTFujBWIsvMnupQ%3D%3D\nReference for all Published Papers https://marketingandmetrics.com/sitemap/\u00a0\nIt\u2019s not the size of the data, it\u2019s how you use it https://www.amazon.ca/Its-Not-Size-Data-How-ebook/dp/B00HSUWKY4?ref_=ast_author_dp\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/0f4e1c3e-ef8e-40e8-b0d2-a04db094ea12/21697713-1721835003770-cf909b3f1c895.jpg"}