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