Measure Up

Google officially retired its workhorse analytics platform, affectionately known as Universal Analytics, almost 3 years ago. Since then, people have started to learn about other platforms as they scrambled to find something more useful than GA4.Jason Packer wrote the book on Google Analytics alternatives (literally, it's titled "Google Analytics Alternatives: A Guide to Navigating the World if Options Beyond Google").Here's what we think of the analytics landscape - how we got here, and what's coming next. Links from the show: (eBook) Google Analytics Alternatives (paperback) Google Analytics Alternatives01:29 Universal Analytics Sunset02:31 Meet Jason Packer05:53 Jasons Early Web Days10:20 Why Analytics Matters13:05 Fragmentation vs Consolidation17:22 GA4 as Ads Companion21:13 Googles Motives23:50 GA4 Pain Points24:32 Why Users Are Leaving26:51 Privacy Compliance Pressure29:33 Top GA4 Alternatives30:15 Simplified Analytics Tools32:06 Product Analytics Picks35:38 Comprehensive Web Platforms36:42 Future of Analytics AI42:23 MCP, LLMs and Trust49:49 Closing Insight and Wrap

We needed some help regulating and validating our podcast (and models), so we invited Henry Innis - Co-Founder of Mutinex - to help out.Listen in to this lovely chat about the quirky differences between the American and Australian markets, challenges and realities of MMM, and the future of media measurement and regulation. Buckle up for the hot takes.00:00 Casual Catch-Up and Thanksgiving Stories01:08 Topic Introduction - Marketing Mix Modeling01:34 Guest Introduction and Background03:00 Differences in Marketing Practices: US vs Australia06:27 Innovative Applications and Hackathon Projects09:51 Marketers and Money Conference Overview13:32 Challenges and Realities of Marketing Mix Modeling16:36 Campaign Varying Model and Its Impact24:30 Future of Media Measurement and Regulation28:09 Introduction to Industry Insights28:33 Integrating Work's Knowledge into Mate30:02 The Role of MMM in Marketing32:53 Challenges in Data-Driven Decision Making34:48 Partnering with WARC for Effectiveness35:53 Common Questions Asked to MAITE38:34 Validating Outputs and Handling Errors49:33 Open MMM Validation Framework54:40 The Impact of Google and Meta on MMM55:22 Conclusion and Future Discussions

Version A: Join Simon and Jim as they babble about button colors while the experts tell them what really matters in experimentation. Version B: Have you ever wondered what makes for a great experimentation culture? (Let us know in the comments which version you prefer!) We were lucky to talk with Kelly Worthham and Ton Wesseling, both experts in decision science and experimentation.We cover the transition from traditional conversion rate optimization (CRO) to broader growth engineering, organizational transformation for better decision-making, and the impact of AI on experimentation. Discover how conferences like Experimentation Island and Conversion Hotel foster deep, meaningful conversations and collaborations within the community. Links from the show: The Conference known as Conversion Hotel The Conference known as Experimentation Island Test & Learn Community No Hacks Podcast Experimentation Culture Awards 00:00 Introduction and Casual Banter 00:52 Halloween Candy Stories 02:27 Introducing the Special Guests 02:41 Kelly Worthham's Background 03:58 Todd's Background and Contributions 05:18 Experimentation Island Conference 13:57 Conversion Optimization vs. Growth Optimization 25:07 The Risk of Imitating Big Brands 25:22 Helping Businesses Make Data-Driven Decisions 27:02 Building Effective Experimentation Processes 30:22 Challenges in Replicability and Experimentation 34:54 The Role of AI in Experimentation 40:52 Future of Experimentation and AI 48:32 Concluding Thoughts and Recommendations

Ever wonder how Walmart, Kroger, Home Depot, and Instacart are different from a guy in a trench coat? They ask for consent before exposure! Join Simon and Jim as they dive into the often misunderstood world of retail media networks with Sky Frontier, EVP at Incremental.Discover why retail media is the Wild West of advertising, how it's moving up the funnel, and the unique challenges it poses. Learn about Sky's journey from philosophy to advertising, and why your branded search strategy might need a rethink. Plus, we tackle Amazon's recent Google Shopping mystery – did they just pull off the greatest experiment of all time? Links from the show: Skye Frontier on LinkedIn IncrementalShow Notes:00:00 Welcome Back and Summer Catch-Up00:34 AI Measurement Solutions and Future Prospects01:10 Retail Media Networks: An Introduction02:21 Guest Introduction: Sky Frontier04:15 Defining Retail Media Networks06:46 Challenges in Retail Media Measurement14:12 Incrementality in Retail Media18:42 Operational Challenges and Clean Rooms22:55 Challenges in Retail Media Experimentation23:41 Econometrics and Granularity in Retail Media25:18 Synthetic Experimentation and Difference-in-Differences Analysis28:30 Future Trends in Retail Media32:28 Amazon's Strategic Shift in Advertising41:55 Concluding Thoughts on Retail Media Measurement

Should you measure SEO by its ability to climb a tree? Hear Mike King's take on all things SEO - how AI is disrupting the space, and how measurement is (or should be) changing for this channel.Mike King is the founder and CEO of digital marketing agency iPullRank. King's journey from battle rapping with the Wu-Tang Clan to decoding Google's algorithms lays the foundation for a spirited discussion on the future of SEO, the impact of AI on search behavior, and innovative measurement techniques.Listen as we explore the shift from traditional click-based metrics to more complex, probabilistic methods driven by AI. Learn how SEO is adapting to changes in user behavior, including the rise of AI overviews and the challenges of measuring their impact.Plus, don't miss King's tips on leveraging advanced tools and strategies to stay ahead in the ever-changing SEO landscape. Links from the episode: Mike King on LinkedIn iPullRank Qforia Show Notes:00:00 Introduction to Mike King00:23 Mike King's Early Career and Achievements00:38 Transition to Digital Marketing01:08 Future of SEO and Measurement Challenges01:51 Understanding SEO Metrics04:36 Google's AI Overviews and User Behavior05:21 SEO as a Brand Channel07:45 Challenges in Measuring SEO Effectiveness09:21 Impact of AI on SEO Traffic11:49 Evolving SEO Measurement Techniques18:22 Tools and Strategies for SEO Measurement25:07 Understanding Query Fan Out and Reasoning in SEO28:42 Client Education and Shifts in Search Behavior32:57 Improving Relevance and Content Structure36:04 Measuring SEO Performance and Authoritativeness43:25 Sentiment Analysis and Query Fan Out46:03 Reframing SEO for Better Investment48:41 Final Thoughts and Incremental Insights

Google Marketing Live 2023: Key Announcements, AI in Search, and the Future of Measurement Simon and Jim unpack the highlights of Google Marketing Live 2025. Fresh from the conference, Simon "delves" (yes, AI was a big part) into key announcements, including AI in Search, AI Max for Search, VEO advancements, and measurement challenges. They discuss the excitement around AI mode, scenario planning in Google Analytics, and the evolving landscape of Marketing Mix Modeling (MMM). Additionally, they touch on insights from Google's new tools and partnerships, underscoring a shift towards more integrated and accessible marketing strategies. ▶️ Watch on YouTube 00:00 Introduction and Casual Banter 00:15 Google Marketing Live Highlights 01:23 Shaq and T-Pain at GML 03:19 Measurement Announcements at GML 05:13 Incrementality Testing 13:01 Google Analytics and Attribution 20:44 Meridian Scenario Planning 25:21 Making MMM Accessible: A Double-Edged Sword 25:57 The Complexity of Tagging and MMM 28:14 Validation and the Dangers of Simplification 32:11 AI's Role in MMM and Marketing 37:48 Google Marketing Live: Key Announcements 38:53 The Future of AI in Search and Advertising 42:42 VEO and the Evolution of Creative Development 47:37 Final Thoughts and Community Engagement

Are you wondering what to do next in your career? Is AI going to leave you living in a van, down by the river? What paths have others taken through this crazy measurement industry we're in?Let's learn from a sample of 1: Sani Manić - who has gone from web dev to CRO to co-founder of a SaaS company. Find out how he transitioned across various web development and CRO roles and how decided what to do next. ▶️ Watch on YouTube Links from the show: Sani Manić on LinkedIn Podpacer Cohesio Book - Can't Hurt Me (David Goggins) The School of Greatness podcast (ep. with Leila Hormozi) Show Notes:00:00 Introduction and Friendly Banter01:33 Career Backgrounds and Education01:57 Career Progression and AI Impact02:58 Guest Introduction and Career Journey06:08 WordPress Beginnings11:57 Transition to Marketing and SEO13:21 Bridging the Gap Between Teams19:36 Challenges in CRO and Statistics23:16 AI and Best Practices in Website Optimization23:59 The Future of Hyper-Personalized Experiences26:38 The Problem with Historical Data in CRO28:11 Universal Experiences vs. Individual Optimization31:53 The Journey to Becoming a Founder34:15 Building Tools to Solve Real Problems38:04 Advice for Aspiring Entrepreneurs39:16 The Importance of Focus and Small Steps48:09 Incremental Insights and Recommendations

Is MMM the right solution for your company? With seasoned professionals Gabriel Franco (Founder of Cassandra) and TS Kelly (Managing Director at Arima), we go deep into the world of Marketing Mix Modeling (MMM). What does the adoption of MMM look like? What's the role of open-source tools like Meta's Robyn and Google's Meridian? When is MMM the NOT the right solution? What do MMM critics get wrong? And what's in store over the next few years for MMM? ▶️ Watch on YouTube 00:00 Introduction and Opening Remarks 00:34 Introduction to Marketing Mix Modeling 00:55 Current Trends and Sponsors in Marketing Mix Modeling 01:36 Choosing the Right Marketing Mix Modeling Approach 02:55 Consultant vs. In-House vs. Open Source 04:17 Challenges and Success Stories in Marketing Mix Modeling 08:31 Adoption and Education in Marketing Mix Modeling 23:20 Future of Marketing Mix Modeling 30:18 Audience Q&A 37:10 Conclusion and Closing Remarks

A professor, an analytics director, and a podcaster walk into a bar and order a whiskey. Which brand do they order? And how does that data make it's way into a marketing mix model? That's what Simon and Jim wanted to know, so they asked Elea Feit - Associate Dean of Research and Professor of Marketing at Drexel, and Karen Chisholm, Director of Transformation Analytics at Pernod Ricard. Find out the biggest challenge marketers are facing today regarding measurement, and how they're tackling it.  Find out what's in store for marketing measurement and MMM in the next 3 years. Grab a drink and have a listen :) ▶️ Watch on YouTube Links from the show: Marketing Science Institute The Advertising Research Foundation Elea Feit on LinkedIn eleafeit.com Karen Chisholm (email about job opportunities!) 00:47 Today's Topic: Marketing Mix Modeling 02:10 Introducing the Guests 05:07 MSI and ARF Initiative 07:52 Survey Insights and Challenges 12:20 Measurement Techniques and Strategies 16:34 Brand-Level Optimization and Earned Media 22:44 Granularity in Marketing Mix Modeling 28:54 Understanding Marketing Mix Modeling 29:18 The Four Ps and Their Importance 30:20 Media Mix Modeling vs. Marketing Mix Modeling 32:29 Challenges in Media and Marketing Mix Modeling 34:09 Always-On Discounts and Their Impact 37:14 Data Quality and Availability Issues 40:38 The Future of Marketing Mix Modeling 43:08 Industry Perspectives and Best Practices 50:28 Open Source Solutions and In-House Modeling 54:58 Job Opportunities and Final Thoughts

There's been a lot of excitement about Google's recent launch of Meridian - their open-source MMM framework. But does it live up to the hype? Jim and Simon explore what sets Meridian apart from other tools like Meta's Robyn and PyMC Marketing. They also discuss the evolution and impact of open-source MMM, the role of new data streams such as Google Query Volume and Reach & Frequency data, and how the availability of Meridian might shift industry standards. Listen in to understand the features, benefits, and the potential gaps Meridian fills within the marketing measurement ecosystem. ▶️ Watch us on YouTube Links from the show: Google's Meridian Meta's Robyn PyMC Marketing Recast - Validating MMM MMM Hub 00:00 Introduction and Host Switch-Up 00:37 Discussing Google's Meridian Announcement 02:00 Understanding Meridian's Name and Popularity 03:48 Google's Open Source MMM Framework 05:53 Comparing Lightweight MMM and Robyn 12:02 The Role of AI and Data in MMM 21:52 Debunking Meridian's Myths 22:13 Understanding Meridian's Role in Experimentation 22:54 The Importance of Competition in Open Source MMM 23:28 Unique Features of Meridian Compared to PyMC and Robin 23:49 Choosing the Right MMM Tool: Robyn, Meridian, or PyMC? 24:22 Explaining Time Varying Coefficients 24:30 Entry-Level Recommendations for MMM Tools 25:00 Static vs. Time Varying Baselines in MMM 28:44 Evaluating the Accessibility of MMM Tools 35:20 The Need for Robust Validation in MMM 37:38 Challenges in Incrementality Testing 39:07 Bridging the Gap Between MMM and Media Managers 43:17 Future of MMM: In-Platform Incrementality Testing 43:46 Final Thoughts and Joining the MMM Hub

Big Bets for 2025: AI, Marketing Mix Modeling, and the Future of Retail MediaJoin Simon and Jim as they place their bets for 2025. Find out why Jim thinks MMM adoption is going to skyrocket, and why Simon is all in on retail media measurement.More importantly, find out why Simon's house was once listed on Google Maps as a Forever 21 location. ▶️Watch on YouTube 00:00 Introduction and Year-End Reflections00:24 Cauzle's First Year and Growth01:02 Podcast Popularity and Listener Engagement01:35 Career Transitions and New Roles03:49 The Future of Measurement and Media04:05 Big Bets for 202504:55 Big Bet #1: Retail Media Measurement14:33 Big Bet #2: Marketing Mix Modeling Predictions26:05 Big Bet #3: AI Answer Engines and Search Behavior30:55 Big Bet #4: AI's Role in Marketing33:18 Big Bet #5: Synthetic Audiences in Market Research43:39 Big Bet #6: External Performance Calibration59:48 Concluding Thoughts and Incremental Insights

Do you ever feel like your activities online are being watched? Well, it's probably because they are 🤣 Join Simon and Jim as they explore behavioral analytics with guest Josh Silverbauer. Josh explains the intricacies of tools like Microsoft Clarity, the comparison between marketing and behavioral analytics, and the potential future of AI-driven personalization. We also dive into Josh's unique contribution to the analytics community through his rock opera 'User Journey'. Links from the show: Josh Silverbauer on LinkedIn User Journey - The Rock Opera Steve from Milwaukee (iykyk) Show Notes: 00:00 Introduction 02:08 Behavioral Analytics Overview 02:15 Introducing the Guest: Josh Silverbauer 08:06 Deep Dive into Microsoft Clarity 24:47 Future of Behavioral Analytics and Personalization 29:45 The Assumption of Personalization 29:56 Hyper-Personalization in Practice 30:33 Challenges of Hyper-Personalization 31:34 User Privacy and Personalization 32:20 First Party Cookies and Identity Resolution 33:40 The Future of Web Identity 34:57 Personalization Gone Wrong 38:30 The Ethics of Screen Recording 40:14 The Analytics Rock Opera 45:32 Creative Projects and Community Integration 51:23 Final Thoughts and Recommendations

Did you know that pre-roll podcast ads cost half as much and drive twice the ROI of mid-roll ads? That's just one of the many insights today's guest brings to the table. Listen in to understand the intricacies of podcast advertising with Amila Coomber, Head of Marketing & Growth at Podscribe. We explore everything from the technicalities of measuring podcast ad effectiveness, the evolution of podcast advertising, the role of pixel-based measurement, and the differences between host-read and dynamic ads. Amelia also shares valuable insights into the future of podcast advertising, including the potential impact of video on platforms like YouTube. Links from the show: Amelia Coomber on LinkedIn Podscribe Quarterly (Podcast Advertising) Performance Benchmark Reports 00:00 Introduction and Nickname Banter 01:28 Discussing Podcast Ads 02:17 Introducing the Guest 05:01 Understanding Podcast Advertising 14:32 Technical Aspects of Podcast Ad Measurement 26:16 The Rise of Podcast Advertising 26:38 Simulcast and Pixel-Based Attribution 27:20 YouTube's Role in Podcasting 27:59 Challenges in Measuring Podcast Ads 31:10 Programmatic Advertising and Future Trends 33:38 Dynamic Feedback Loops and MMM 44:22 Creative Strategies in Podcast Ads 45:56 Insights and Future of Podcast Measurement 47:32 Final Thoughts and Incremental Insights

⁠Mike Taylor⁠, co-author of ⁠Prompt Engineering for Generative AI⁠ and first two-time guest of the pod joins us to "delve" into the important questions around getting the best answers out of ChatGPT and the like. Learn about the principles of prompt engineering, the role of generative AI in analytics, and how to effectively use AI for data cleaning, code generation, and more. ▶️ Watch on YouTube Links from the show: ⁠Ep. 2 with Mike - Marketing Memetics & Measurement⁠ ⁠Prompt Engineering for Generative AI⁠ [book] ⁠Cursor⁠ (AI code editor) 00:00 Introduction and Casual Banter 01:16 Speed Reading and Da Vinci Jokes 02:52 Introducing the Guest: A Modern Day Da Vinci 05:19 Diving into Prompt Engineering 08:35 Generative AI in Analytics and Marketing 14:37 Practical Applications and Challenges 18:38 Prompt Engineering Tips and Tricks 24:54 Crafting Effective Prompts for Social Media 25:37 The Value of Prompt Engineering in Automation 26:39 Exploring Prompt Marketplaces and Tool Use 27:51 Automating Prompt Creation and Its Implications 29:28 The Future of Prompt Engineering as a Skill 32:50 Applications of AI in Copywriting and Image Generation 34:58 AI in Data Extraction and Analytics 45:12 Leveraging AI for Industry Insights and Efficiency 48:45 Conclusion and Book Pitch

What do PMax, Advantage+ and an 8-year-old in an arcade have in common?They'll spend as much as they can, if you let them!In this episode, join Jim and Simon as they dive deep into the world of PPC with Navah Hopkins, a seasoned expert with over 16 years in the marketing industry. Navah shares her insights on Google’s Performance Max (PMax) campaigns, discussing the intricacies of managing them, excluding branded searches, and overcoming broader measurement challenges.Links from the show: Navah on LinkedIn Optmyzr00:00 Vacation Plans and PPC Jokes01:25 Introducing Today's Guest: Navah Hopkins03:21 Diving into Performance Max Campaigns06:23 Challenges and Strategies in PPC10:42 Understanding Performance Max and Asset Management16:54 The Role of Ad Strength and Measurement in PPC24:16 Incrementality Testing Challenges24:35 Meta's Advantage Plus and A/B Testing25:06 Google's Approach to Testing and Privacy25:57 Geo-Based Holdout Testing26:24 PMax Campaigns and Branded Search27:46 Testing Strategies and Market Considerations28:29 Google's Targeting Limitations28:55 Branded Search in PMax33:05 Data Teams and PPC Collaboration38:16 Onboarding and Training for Measurement Practitioners47:45 Creative and Data-Driven Marketing49:47 Productivity Tips and Metal Music

How much should you be paying for Marketing Mix Modeling (MMM)? How do you make day-to-day tactical decisions when MMM isn't that granular? Should you go with open source MMM solutions, or stick with a vendor?Join Jim and Simon in this in-depth discussion about the current state and future of Marketing Mix Modeling (MMM). They cover the evolution of open-source MMM platforms like Meta's Robyn, Google's Meridian, and PyMC Marketing, and explore their pros and cons. They also discuss the implications of AI-driven ad units and the challenges they pose for measurement. 📺 ⁠⁠⁠Watch on YouTube⁠ Links from the show: MMM Solution Comparison Questions to ask MMM Vendors Meta's Robyn Google's Meridian PyMC Marketing Uber's Orbit Recast PyMC Labs 00:00 Introduction and Greetings00:44 Discussing the State of MMM02:02 Exploring MMM Platforms08:33 Quick Tangent - Baseball and Data Analytics09:41 Comparing MMM Packages12:23 Open Source MMM and Future Trends25:45 The Origin of PyMC Marketing26:54 Comparing Open Source Options29:23 The MMM Gap: Challenges and Solutions31:55 Triangulation and Platform Data39:53 The Role of AI in Ad Buying49:50 Future of MMM and Industry Trends

What are the biggest challenges facing marketers and analysts today? Is it privacy regulations? Technology changes? AI?In two words: unmet expectations.Neil Hoyne, Chief Strategist at Google, shares his insights into the evolution of marketing measurement given the current environment and challenges. Even with MMMs and incrementality testing, at the end of the day the organizations that win will be the ones that can take action and make decisions based on the data. This is not a tool problem, or a data problem - it’s a people problem. Organizational friction and human behavior is still there. Listen in as we discuss the resurgence of Marketing Mix Modeling (MMM) as essential tool for marketers in a privacy-centric era, the importance of adaptability within the marketing industry, and the crucial role of storytelling and relationship building in data interpretation. 📺 ⁠⁠Watch on YouTube⁠ Links from the show: ⁠Neil on LinkedIn⁠ ⁠Journal of Consumer Research Journal of the Academy of Marketing Science Journal of Marketing Timeline:00:21 A Dive into Historical Context01:08 Setting the Stage for Today's Episode: The Marketing Measurement Dilemma02:44 Introducing the Expert: Neil Hoyne03:54 The Evolution of Marketing Measurement Post-COVID06:19 Challenges and Expectations in Modern Marketing Measurement16:51 The Resurgence of MMM and Addressing Organizational Challenges22:08 Bridging the Gap Between Data and Decision-Making23:22 The Future of Measurement and Analytics in Marketing26:47 Exploring the Imperfections of Marketing Tools27:05 The Complexity of Understanding Consumer Behavior28:10 Navigating Uncertainty in Marketing Decisions29:04 Competitive Advantage in Consumer Behavior30:26 The Quest for Better, Not Perfect, Marketing Models32:12 Bridging the Gap Between Data Science and Business Goals33:52 Embracing Imperfection and Business Impact38:05 The Future of AI and Its Impact on Marketing43:08 Adapting to Change and Embracing New Skills46:25 Final Thoughts and Advice for Marketers

Billboards, transit posters, digital signage - these are just a few of the options for out-of-home (OOH) advertising. OOH is a format that as digital marketers and analysts, we don’t typically consider. But when it comes to measuring billboards and other OOH channels, how exactly do we do that?We brought on an expert at the cutting edge of OOH to answer this question, and bring light to how OOH is changing in today’s digital world.Ty Tinker is Head of Analytics at AdQuick - a company that is modernizing the out-of-home advertising space. We talked with him about the finer details of OOH measurement, including the past, present and future capabilities. 📺 ⁠Watch on YouTube Links from the show: Ty on LinkedIn AdQuick MeasureUp Ep. 6 with Greg Dolan MeasureUp Ep. 22 with Nick Stoltz AdQuick Madvertising Podcast Billboard Cost Calculator

Have you ever been told by some smug data scientist that you just need to run a randomized controlled trial to understand the true incrementality of a paid media channel? Just run a power analysis to understand your sample size requirements, right? Were you left with questions about specifically how to do that?In this episode, we talked with Nick Stoltz, Chief Strategy Officer at Measured - an incrementality testing and media optimization platform. We go beyond the "what" and "why" of testing, and dive into the details of the "how." 📺 ⁠Watch on YouTube Links from the show: Nick on LinkedIn Measured

What's MeasureCamp, you ask? Oh, do we have a treat for you! Buckle up as Simon and Jim talk with MeasureCamp founder, Peter O'Neill about this global 'unconference' movement focused on digital analytics. Learn what draws people to MeasureCamps around the world, and about the critical things you must get right if you want to start a measurement community of your own. 📺 Watch on YouTube Links from the show: Get your free MeasureCamp New York ticket! MeasureCamp.org Peter on LinkedIn