Media Mix Modeling is Back in Style
The Marketing Architects
- 190 views
- 3 months ago
- 27:30
The biggest ad platforms are leaning into media mix modeling, even when that means giving other ad channels more credit than their own. Why? Well, MMM might just be making a comeback. This week, Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland and Director of Analytics Jordan Rossler to talk about all things MMM. They’re digging into the pros and cons of the model, how new tools have made MMM more accessible than ever, and the importance of tying marketing investments back to business results. Topics covered: [02:00] Why Facebook, Google and Amazon are adopting MMM[04:30] What is media mix modeling (MMM)?[05:30] Why marketers aren’t satisfied with last-click attribution[10:00] How MMM provides a holistic view of performance[13:00] Meta’s Robyn vs Google’s Lightweight[16:30] Why MMM struggles to measure brand impacts[21:30] How AI will change MMMTo learn more, visit marketingarchitects.com/podcast. Resources: 2023 Adexchanger Article: https://www.adexchanger.com/measurement/why-facebook-google-and-amazon-are-embracing-media-mix-modeling/Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Revolutionizing B2B Marketing with Salesforce’s Colin Fleming
The Marketing Architects
- 210 views
- 3 months ago
- 37:23
B2B marketing is behind. Research by BrandFinance shows the top 100 B2B brands have $1 trillion in untapped brand potential... It might just be time for a B2B marketing revolution.This week, Elena, Angela, and Rob are joined by Colin Fleming, EVP Global Marketing at Salesforce. Colin leads a team of more than 600 marketers building Salesforce’s brand and customer base. In this episode, he shares how Salesforce identified the need to lean into brand-building, how to balance brand and performance objectives, and why B2B marketers need to spend more time thinking about the humans on the other end of their work. Topics covered: [02:00] MarketingWeek on why B2B brands are behind[03:30] Colin’s experience as a F1 racecar driver[08:30] Brand marketing for Salesforce[11:15] Marketing effectiveness for B2B[14:30] Treating B2B like B2C marketing[21:00] Thinking about category entry points (CEPs)[24:00] How Salesforce’s forest characters came to life[33:00] Using TV’s broad reach for business growthTo learn more, visit marketingarchitects.com/podcast. Resources: 2023 BrandFinance Report: https://static.brandirectory.com/reports/brand-finance-global-b2b-brands-index-2023-full-report.pdf Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.