Half Wasted Podcast

“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.

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1- Marketing Mix Modeling 101

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 MMM is so important

When do you need MMM in your business

"It's all about attribution"

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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.

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2 - How industry giants like H&M ensure decent Return on Marketing Investment on global scale

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?

The importance of being top of mind

Benefits of Marketing Mix Modeling

What MMM has taught H&M about brand marketing

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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.

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3 - Why current way of modeling is problematic and who will do the modeling in the future

What separates the best media agencies from the average ones in the future? Why media agencies might not be the optimal partners for media mix modeling? How both the sellers and buyers need to improve when it comes to acquiring modeling services?

Why it's problematic for Media Agency to do modeling themselves

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In this week's episode we'll dive into these topics with Jon Söderlind, the head of Insight & Strategy at Tre Kronor, one of the most renown media agencies in the Nordics.

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4 - The untapped potential of CRM & loyalty data

After working 20 years within the retail industry, Nicola Fox has seen how CRM systems can be harnessed to supercharge marketing teams from small pureplay retailers to large omnichannel mammoths.

Data needs to be democratized in businesses so that everyone can use it

There's still massive gaps in what brands really know about their customers

What brands need to learn about consumers' purchase habits during the past 2 years

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In this episode we'll discuss with Nicola for example following topics:
- How the CRM space has developed over the years, and why we're on a brink of a CRM revolution
- Why so many of today's marketers are hostages to their metrics
- What are the most important drivers in turning CRM into a goldmine

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5 - Marketing Cryptocurrencies: A Brave New World

How to build a successful marketing strategy for a product that's mostly transactional, heavily restricted and still quite new to the public?

The early days of cryptocurrency marketing compared to nowadays

Being creative with Cryptocurrency marketing

Scaling advertising in Cryptocurrency marketing

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In this episode of Half Wasted I'm inviting a (cryptocurrency) marketing mastermind (and a ski instructor) Morgan Scofield to discuss what made him to jump into this world, what kind of learnings he has gathered along the way, and what kind of future cryptocurrencies hold for marketers.