Ekimetrics (Eng)

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  

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.

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

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.

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.

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.

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.