In this episode of The Sleeping Barber Podcast, Marc Binkley and Vassilis Douros welcome Hilary Borndahl to discuss the critical role of measurement in marketing, with a focus on marketing mix modelling (MMM) and its impact on ROI. They explore the challenges marketers face in justifying budgets, the importance of understanding ad stock, and the consequences of cutting marketing spend.
The conversation also covers the evolution of digital marketing, the balance between performance and brand marketing, and the value of MMM in providing a holistic view of marketing effectiveness. Marc highlights the growing need for integration between paid and organic search, the influence of audio advertising on consumer behaviour, and the complexities of modern consumer journeys.
Other key topics include targeting strategies, AI’s role in marketing measurement, and the necessity for CMOs to be data-savvy. The episode also examines the effectiveness of creative in campaigns and the rising significance of metrics like the Marketing Effectiveness Ratio (MER) in evaluating media performance.
Our Guest:
Hilary Borndhal, CEO & founder of Miix Analytics
Linkedin: https://www.linkedin.com/in/hilary-borndahl/
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Follow Our
Timestamps:
00:00 - Introduction to Measurement in Marketing
02:56 - Introduction to Hilary, Miix Analytics & the Insights Association
06:07 - The Wanamaker Dilemma and ROI Challenges
08:59 - Understanding Ad Stock and Its Importance
11:49 - The Impact of Cutting Marketing Budgets
15:08 - The Role of Digital Marketing Today
18:03 - Performance Marketing vs. Brand Marketing
20:51 - The Evolution of Measurement Techniques
24:04 - Marketing Mix Modeling Explained
26:56 - Benefits of Marketing Mix Modeling
30:14 - Review Cycles for Marketing Mix Modeling
33:01 - Balancing Brand and Performance Investments
39:42 - The Integration of Paid and Organic Search
42:07 - The Role of Audio in Marketing
44:58 - Consumer Behavior and Search Dynamics
50:37 - The Complexity of Consumer Journeys
54:21 - Narrow vs. Broad Targeting in Marketing
58:43 - The Impact of AI on Marketing Measurement
01:01:15 - Post-pod Discussion - Marc and V's key takeaways and insights from the conversation
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