Mixed Media Modeling: Understanding the Full Picture

In this episode, Kathryn mixes marketing magic with Jennifer Warren, VP of Global Brand Marketing and Creative at Indeed. They discuss the intersection of brand and performance marketing, the challenge of proving the value of brand efforts and Indeed’s experiments with social listening. 

Guest Quote:

 

• “ One of the things that we have done to help build faith in things like media mix modeling is calibrate the model based on different information. So whether it's experiments, clean room experiments that we're doing or using last click data, we use that to look at what we're learning from our model, for example, and say, ‘okay, this is like out of line. So that means we should probe a little bit more on this channel and what the model is telling us’. Last click is a lot simpler to measure, so it's a lot easier to put your faith in that. When I think about performance marketing, that was for a long time the way everything was measured. But as the world has become more complicated,  I've had to really work hard at trying to demonstrate that brand and performance are things that work together.’

Episode Breakdown: 

[03:02] Alchemy Unveiled

Attribution and proving the value of brand: While last click may be easier to measure, it doesn’t tell the full picture. There is huge value in brand initiatives, even if it is harder to calculate. 

[17:34] From Nuggets to Campaign Gold

Listen to the market: Indeed experimented with social listening tools that allowed them to better position and educate their customers, avoiding costly mistakes. 

[24:24] Gold Rush!

Brandformance is the way to go: Brand versus performance is a false dichotomy. The two functions should be in lock-step with each other, driving impact together. 

 

Links & Resources:

Connect with Kathryn: https://www.linkedin.com/in/kathrynturnoff/

Connect with Jennifer: https://www.linkedin.com/in/jenniferstilleywarren/

Learn more about Deluxe: https://www.deluxe.com/

Learn more about Indeed: https://www.linkedin.com/company/indeed-com/

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