How Data Speaks uses impact-based attribution to measure and improve advertising ROI

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: - How to leverage data to make smarter marketing decisions - Why client alignment is key to successful campaigns - The importance of clear & concise reporting - 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 / LinkedInAleksander 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