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