Retail Strategy and Measurement in a Post-Cookie World

In this episode of Measurement Talks, we dive into the latest developments in the industry, kicking off with a discussion about Google's release of an open source marketing mix modeling (MMM) model. Our expert, Bryan, shares his enthusiasm for open source models and their implications on the field, speculating on Google's strategy as they navigate away from third-party cookies. Bryan delves into the motivations behind such releases, suggesting it's a sign of ongoing investment and innovation in transparency and measurement. He explains that these tools, traditionally reserved for enterprise-level use, are becoming more accessible, which points to a larger trend of resource allocation and attention to this sector. Tune in to hear our in-depth analysis on how this open source model could impact the future of marketing analytics.

Timestamps

[00:02:49-00:03:00] Media mix modeling capabilities.

[00:04:05] YouTube measurement sophistication.

[00:09:22-00:09:32] Meta overspend bug impact.

[00:12:58-00:13:09] Weathering market volatility.

[00:17:07-00:17:17] Klaviyo agency backlash.

[00:21:48-00:21:59] SaaS's dirty secret.

[00:23:49-00:24:09] Agency relationship importance.

[00:29:52-00:30:02] Community for ecom.

[00:31:34] Retail Measurement Strategy

[00:35:01] Retail strategy phases.

[00:39:59] Omnichannel strategy salad.

Our promise to you: Every episode will have actions you take back to your business

Bryan was the Director of Efficacy at Kargo and directly helped answer this question for many brands through his work there. Now, he leads marketing for one of the fastest-growing, profitable DTC companies, Nood.

Rishabh led new business at LiveRamp, the largest provider of online digital identity, and directly helped scale many measurement and attribution programs for the ad tech ecosystem. He is now the CEO of Fermat Commerce, a commerce platform that enables content-native shopping that has no attribution loss.