“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
Every marketer has heard this quote by John Wanamaker, but why it is so prevalent to this day when there’s more data, tools and expertise available than ever before?
In our new podcast series Half Wasted we’ll discuss with some of today’s brightest marketing masterminds how they feel about John's quote, what marketing effectiveness requires from the marketer as well as from the companies, and why data isn't utilised in decision making as much as we like to think.
In our first episode of Half Wasted we'll discuss with Michael Taylor about how technology has undermined our attempts to understand marketing effectiveness and what drives it, and why so many companies fail to optimize their marketing budget allocation.
Why most marketers struggle with Marketing Mix Modeling (MMM)? Michael Taylor is a MMM "teacher" that wants to help marketers to get a grasp on how MMM is actually done, what's happening under the hood, and how understanding MMM helps you to survive the upcoming cookie apocalypse.
What's it like to manage marketing effectiveness of one of the biggest fashion retailers in the world? How big brand equity drives sales, and how to measure this uplift with Marketing Mix Modeling? Why performance marketing alone isn't enough after certain point?
In this episode we'll discuss with Antoine Coopoosamy, the global marketing measurement manager at H&M, how marketing effectiveness can be ensured on an international level and how H&M utilises Marketing Mix Modeling in getting insights to some of the most profound questions in marketing effectiveness and it's optimization.