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In this episode, we follow up on our previous podcast with Haleon to find out more about the impact of its transformation to an always on, global effectiveness programme. We’re joined by Tom Mills, Global Head of Media Investment at Haleon, and Michelle Hobbs, Global Media Lead at Publicis Le One, Haleon’s media agency.   We’ll hear more about the scale of the operation - 1000+ marketers in Haleon, mirrored by over 800 in Haleon’s media agency Publicis – and how it has changed media and marketing decision-making for what is now nearing 80% of Haleon’s global media spend. Tune in to hear the impact of this ambitious and successful measurement programme, from hard metrics to softer benefits, while Tom and Michelle candidly share their experiences, from the lows to the highs, and their advice to others from those learnings. Hosted on Acast. See acast.com/privacy for more information.

In this episode, we talk to Marine Gissy, Global Media Lead at AXA about how attention KPIs are changing media planning. Listeners will hear what decisions can be influenced by which attention metrics, how to connect attention to sales and the impact of attention on everything from customer centricity to valuing quality journalism and even your carbon footprint. Marine also discusses the practicalities of implementing attention, from how her team have better conversations with media partners to her views on the risks of using and the future of attention, with some great advice for others too. Hosted on Acast. See acast.com/privacy for more information.

Or, everything you wanted to know about MMM and econometrics, but didn’t dare to ask.    MMM and econometrics are powerful strategic tools, but many of the old views of MMM persist. It's just for sales modelling. It's only for media. But those views mean MMM is often misunderstood, misused and under-valued.    In this episode, we put the top 10 most searched for questions about MMM to our UK GM & Partner, Matt Andrew, to help bring to life the breadth of MMM’s capabilities and bust a few myths.    SPOLIER ALERT: it’s not just for media… Or sales.   Find out:  How does Marketing Mix Modelling work? What are the benefits of Marketing Mix Modelling? What data is needed for Marketing Mix Modelling? How do you implement Marketing Mix Modelling? What are the limitations of Marketing Mix Modelling? How do you interpret the results of Marketing Mix Modelling? What are some of the most useful outputs of Marketing Mix Modelling? How does Marketing Mix Modelling differ from other marketing analytics? Can Marketing Mix Modelling predict future sales? Or other KPIs? Should all brands invest in MMM? How do you know if it’s right for you? If you’re starting out with MMM for the first time, what advice would you give?   Whether you're just starting out or a complex, global, multi-category business, you can expect to hear straightforward answers to these questions with further discussion on how to use MMM as a strategic value driver.   The conversation ranges across a broad set of applications, from forecasting and scenario planning to pricing and driving your sustainability agenda. And an equally broad set of integrations. From how to use MMM in conjunction with other techniques, such as multi-touch attribution to experiments to develop a unified marketing measurement capability to how to nest real-time data using Bayesian Priors. Plus we consider how to embed customer lifetime value and capture creative effectiveness. And much more...   The Bayesian modelling explainer referenced in the podcast can be found on our website.  Hosted on Acast. See acast.com/privacy for more information.

Sky has been steadily building its marketing effectiveness capability over the last 10 years. With Head of UK Effectiveness and Econometrics, Tom Hallett at the forefront, Sky has developed a highly sophisticated and pragmatic approach to measurement triangulation – or Unified Marketing Measurement (UMM). In this podcast, hear how Sky has brought together different techniques to create a common language of performance throughout the funnel and across channels, as Tom shares his learnings in balancing both organisational and methodological change, providing valuable, practical insight to others embarking upon or currently navigating a similar journey. Hosted on Acast. See acast.com/privacy for more information.

There’s a world of difference between single point in time Marketing Mix Modelling and an always-on, self-serve capability fit for over 1000 marketers globally. Find out how Haleon (formerly GSK Healthcare) has made this significant transformation to scale marketing effectiveness over the last four years, with tips for others who are on or thinking about taking a similar path. John O’Connor, Marketing Effectiveness Analytics Director at Haleon discusses the importance of building and animating communities, dealing with organisational change and securing leadership support and engagement as he shares his journey with host Matt Andrew, UK GM and Partner at Ekimetrics. To find out more about how - and why - to take on a similar transformation, head to ekimetrics.com Hosted on Acast. See acast.com/privacy for more information.

In a world where we know how to measure and optimize all sorts of tactical media executions, creative quality impact on performance has been absent and underrepresented. Consistently measuring the role of creative in advertising at scale has been a tough nut to crack. Until now. Tune in to hear how Ekimetrics’ recent independent study of ad creative quality on YouTube uncovered the potential to double ROI and pioneered the integrated ‘Creative Power in Marketing Mix Modeling (MMM)’ methodology, with three golden rules for advertisers. With Google’s Global Head of Research, Ariane Pol, Ekimetrics Marketing Science Lead, Stefan Langenborg and Host, Sona Abaryan, Partner, Ekimetrics. To find out more about the study read our two papers on the subject at ekimetrics.com Hosted on Acast. See acast.com/privacy for more information.

In this episode, we look at how a Quick Service Restaurant franchise company is driving impact through data science. Inspire Brands is second only to McDonald's in scale, with a growing portfolio that includes Arby’s, Baskin-Robbins, and Dunkin’ Donuts. We’re joined by Inspire Brands’ Senior Director of Data Science, Richard Lusk, to dive into their media optimization internalization story. We hear how it hasn’t just created more solid, data-driven decision-making, but has led to more transparent practices and built internal trust – all on the foundation of a senior leadership team that’s invested for the long-term. Richard is joined by Sona Abaryan, Partner at Ekimetrics   Hosted on Acast. See acast.com/privacy for more information.

In this second episode, we get into the nuts and bolts of Estée Lauder Companies’ (ELC) marketing measurement strategy, asking the big questions: How did ELC approach developing holistic measurement across its global portfolio of diverse brands and products?How has ELC’s MMM strategy empowered decision makers and decision making across the business? And what can other companies with complex needs learn from their approach to MMM?  This time, we’re joined by ELC’s Jenny Oh, VP and Go-To-Market Analytics and Activations Lead, and Ekimetrics’ Angela Reiss, Senior Manager of Data Science and Marketing Analytics – alongside our podcast host and Partner at Ekimetrics, Sona Abaryan. Hosted on Acast. See acast.com/privacy for more information.

In this first episode, we look at the impact of an ever-evolving customer journey on global beauty giant Estée Lauder Companies and its marketing strategies over the last decade.  We’ll explore how the revolution of influencer marketing, especially TikTok, has changed ELC’s approach to measurement, and how a ten-year MMM partnership has brought value to its marketing efforts. Hear from Estée Lauder’s SVP of Go-To-Market Analytics and Activation, Doug Jensen. Joining him is Ekimetrics CEO, Jean-Baptiste Bouzige, and our podcast host, Matt Andrew, UK GM and Partner. During the episode, Doug refers to the Harvard Business Review report: https://hbr.org/2023/03/a-new-gold-standard-for-digital-ad-measurement Hosted on Acast. See acast.com/privacy for more information.

Does an artists’ presence – or lack of – on YouTube affect their streams? In this episode, we’re sharing the findings of a long-running project with YouTube, two record labels, and numerous international artists. We began in France and Germany – and recently expanded into the UK. Featuring YouTube’s Alix Greaume, Label and Artists Relations Manager, and Greg Chappell, Data Science Manager at Ekimetrics. We’ll be sharing details from the project and how it worked, the value to both artists and their record labels, and what these kind of projects mean for the industry going forward. Hosting the discussion this week, we have guest host Marianne Chehade, a Senior Consultant also at Ekimetrics. Hosted on Acast. See acast.com/privacy for more information.

How can we tell which campaign creative will land with different audiences? How do we measure something as intangible as creative? Especially without the noise of execution tactics or brand health? And how do we ensure we keep optimising the creative itself and delivering return on investment? In this episode, we dive into all this and more, with special guests Camille Bernard, Marketing Science Partner at Meta, and Ekimetrics’ own Monica Brondholt Sorensen. They’re joined by host Matt Andrew, UK MD and Partner at Ekimetrics. Together they’re discussing the progress of creative measurement and a methodology brands can use for themselves to grow their MMM capabilities. Hosted on Acast. See acast.com/privacy for more information.

This time, we're taking a wide view on the in-housing topic. Whether companies are searching for that all-important single source of truth, wanting to answer business-critical questions, or looking to be agile and reactive in the marketing landscape, in-housing MMO is on the rise like we've never seen. We're joined by Sona Abaryan and Susan Lahey, two of Ekimetrics' Senior Managers to answer all your big questions on the topic. Hosted by Matt Andrew, UK MD and Partner at Ekimetrics you'll discover the value these programmes can offer and get no-nonsense advice to help you with your own in-housing journey. Hosted on Acast. See acast.com/privacy for more information.

In this episode we explore the benefits and challenges of a build-it-yourself approach to in-housing marketing effectiveness – and how it compares with a consultancy route.Leo Sentana, Senior Marketing Science Partner at Meta – and open source code Robyn co-creator – chats with Thibault Labarre, Ekimetrics’ Global Head of MMO & Partner. In this episode, you’ll discover what you need in place to make in-housing MMO a success, hosted by Matt Andrew, UK MD & Partner, Ekimetrics. Hosted on Acast. See acast.com/privacy for more information.

With ad tracking deprecation now firmly on the horizon, time is running out for marketers to act. But, with a whole industry of digital campaign micromanagement that hinges on cookies, it’s easier said than done. What can marketers do to ensure they continue to deliver targeted campaigns and measure effectiveness in this new landscape? Is this a golden opportunity to rethink how we do marketing? Our host, Matt Andrew, UK MD of Ekimetrics is joined by former Gameloft MD, turned gaming and media consultant, John-Paul Burke of Seika Media to discuss ways of driving and measuring incrementality, as they look ahead to a potential new dawn for the industry. Hosted on Acast. See acast.com/privacy for more information.

One thing that 2020 taught us was that it is absolutely possible to throw out the old, and bring in the new, almost overnight. But as brands once again look to the future, how can the recent experience of being ultra-responsive help create a better future? The answer lies in multi-scenario planning to determine where to focus. Multi-scenario planning has the ability to make the annual plan is a relic of the past. Join our host Matt Andrew, UK MD of Ekimetrics, who spoke with Bobi Carley, Head of Media and Diversity & Inclusion Lead at ISBA and Jack Collier, CMO of Mettle. Hosted on Acast. See acast.com/privacy for more information.