Ekimetrics (Eng)

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.

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. 

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.

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

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

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