{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2Ff4002c39-ac82-4f20-a5bc-3521810d7e4a","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"SBP 106: Why Cutting Marketing Budgets is a Mistake. With Hilary Borndahl.\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/f4002c39-ac82-4f20-a5bc-3521810d7e4a\"></iframe>","title":"SBP 106: Why Cutting Marketing Budgets is a Mistake. With Hilary Borndahl.","description":"<p>In this episode of The Sleeping Barber Podcast, Marc Binkley and Vassilis Douros welcome Hilary Borndahl to discuss the critical role of measurement in marketing, with a focus on marketing mix modelling (MMM) and its impact on ROI. They explore the challenges marketers face in justifying budgets, the importance of understanding ad stock, and the consequences of cutting marketing spend.</p>\n<p>The conversation also covers the evolution of digital marketing, the balance between performance and brand marketing, and the value of MMM in providing a holistic view of marketing effectiveness. Marc highlights the growing need for integration between paid and organic search, the influence of audio advertising on consumer behaviour, and the complexities of modern consumer journeys.</p>\n<p>Other key topics include targeting strategies, AI\u2019s role in marketing measurement, and the necessity for CMOs to be data-savvy. The episode also examines the effectiveness of creative in campaigns and the rising significance of metrics like the Marketing Effectiveness Ratio (MER) in evaluating media performance.</p>\n<p><br /></p>\n<p>Our Guest:</p>\n<p>Hilary Borndhal, CEO &amp; founder of Miix Analytics</p>\n<p>Linkedin: https://www.linkedin.com/in/hilary-borndahl/</p>\n<p>Follow our updates here: \u2060\u2060https://www.linkedin.com/company/sleeping-barber/\u2060\u2060</p>\n<p>Get in touch with our hosts:</p>\n<p>Marc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/</p>\n<p>Vassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\u2060Follow Our </p>\n<p>Timestamps:</p>\n<p>00:00 - Introduction to Measurement in Marketing</p>\n<p>02:56 - Introduction to Hilary, Miix Analytics &amp; the Insights Association </p>\n<p>06:07 - The Wanamaker Dilemma and ROI Challenges</p>\n<p>08:59 - Understanding Ad Stock and Its Importance</p>\n<p>11:49 - The Impact of Cutting Marketing Budgets</p>\n<p>15:08 - The Role of Digital Marketing Today</p>\n<p>18:03 - Performance Marketing vs. Brand Marketing</p>\n<p>20:51 - The Evolution of Measurement Techniques</p>\n<p>24:04 - Marketing Mix Modeling Explained</p>\n<p>26:56 - Benefits of Marketing Mix Modeling</p>\n<p>30:14 - Review Cycles for Marketing Mix Modeling</p>\n<p>33:01 - Balancing Brand and Performance Investments</p>\n<p>39:42 - The Integration of Paid and Organic Search</p>\n<p>42:07 - The Role of Audio in Marketing</p>\n<p>44:58 - Consumer Behavior and Search Dynamics</p>\n<p>50:37 - The Complexity of Consumer Journeys</p>\n<p>54:21 - Narrow vs. Broad Targeting in Marketing</p>\n<p>58:43 - The Impact of AI on Marketing Measurement</p>\n<p>01:01:15 - Post-pod Discussion - Marc and V's key takeaways and insights from the conversation</p>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/42462a23-55b4-42d2-aaf5-cb7e8ff590d8/21697713-1738206192219-d7fa31d0fee8.jpg"}