Ekimetrics (Eng)

In this episode, we follow up on our previous podcast with Haleon to find out more about the impact of its transformation to an always on, global effectiveness programme. We’re joined by Tom Mills, Global Head of Media Investment at Haleon, and Michelle Hobbs, Global Media Lead at Publicis Le One, Haleon’s media agency. We’ll hear more about the scale of the operation - 1000+ marketers in Haleon, mirrored by over 800 in Haleon’s media agency Publicis – and how it has changed media and marketing decision-making for what is now nearing 80% of Haleon’s global media spend. Tune in to hear the impact of this ambitious and successful measurement programme, from hard metrics to softer benefits, while Tom and Michelle candidly share their experiences, from the lows to the highs, and their advice to others from those learnings. Hosted on Acast. See acast.com/privacy for more information.

Or, everything you wanted to know about MMM and econometrics, but didn’t dare to ask.  MMM and econometrics are powerful strategic tools, but many of the old views of MMM persist. It's just for sales modelling. It's only for media. But those views mean MMM is often misunderstood, misused and under-valued.  In this episode, we put the top 10 most searched for questions about MMM to our UK GM & Partner, Matt Andrew, to help bring to life the breadth of MMM’s capabilities and bust a few myths.  SPOLIER ALERT: it’s not just for media… Or sales. Find out: How does Marketing Mix Modelling work? What are the benefits of Marketing Mix Modelling? What data is needed for Marketing Mix Modelling? How do you implement Marketing Mix Modelling? What are the limitations of Marketing Mix Modelling? How do you interpret the results of Marketing Mix Modelling? What are some of the most useful outputs of Marketing Mix Modelling? How does Marketing Mix Modelling differ from other marketing analytics? Can Marketing Mix Modelling predict future sales? Or other KPIs? Should all brands invest in MMM? How do you know if it’s right for you? If you’re starting out with MMM for the first time, what advice would you give?  Whether you're just starting out or a complex, global, multi-category business, you can expect to hear straightforward answers to these questions with further discussion on how to use MMM as a strategic value driver. The conversation ranges across a broad set of applications, from forecasting and scenario planning to pricing and driving your sustainability agenda. And an equally broad set of integrations. From how to use MMM in conjunction with other techniques, such as multi-touch attribution to experiments to develop a unified marketing measurement capability to how to nest real-time data using Bayesian Priors. Plus we consider how to embed customer lifetime value and capture creative effectiveness. And much more... The Bayesian modelling explainer referenced in the podcast can be found on our website.  Hosted on Acast. See acast.com/privacy for more information.

There’s a world of difference between single point in time Marketing Mix Modelling and an always-on, self-serve capability fit for over 1000 marketers globally.Find out how Haleon (formerly GSK Healthcare) has made this significant transformation to scale marketing effectiveness over the last four years, with tips for others who are on or thinking about taking a similar path. John O’Connor, Marketing Effectiveness Analytics Director at Haleon discusses the importance of building and animating communities, dealing with organisational change and securing leadership support and engagement as he shares his journey with host Matt Andrew, UK GM and Partner at Ekimetrics.To find out more about how - and why - to take on a similar transformation, head to ekimetrics.com Hosted on Acast. See acast.com/privacy for more information.

In this episode, we look at how a Quick Service Restaurant franchise company is driving impact through data science. Inspire Brands is second only to McDonald's in scale, with a growing portfolio that includes Arby’s, Baskin-Robbins, and Dunkin’ Donuts. We’re joined by Inspire Brands’ Senior Director of Data Science, Richard Lusk, to dive into their media optimization internalization story. We hear how it hasn’t just created more solid, data-driven decision-making, but has led to more transparent practices and built internal trust – all on the foundation of a senior leadership team that’s invested for the long-term. Richard is joined by Sona Abaryan, Partner at Ekimetrics Hosted on Acast. See acast.com/privacy for more information.

In this first episode, we look at the impact of an ever-evolving customer journey on global beauty giant Estée Lauder Companies and its marketing strategies over the last decade. We’ll explore how the revolution of influencer marketing, especially TikTok, has changed ELC’s approach to measurement, and how a ten-year MMM partnership has brought value to its marketing efforts. Hear from Estée Lauder’s SVP of Go-To-Market Analytics and Activation, Doug Jensen. Joining him is Ekimetrics CEO, Jean-Baptiste Bouzige, and our podcast host, Matt Andrew, UK GM and Partner. During the episode, Doug refers to the Harvard Business Review report: https://hbr.org/2023/03/a-new-gold-standard-for-digital-ad-measurement Hosted on Acast. See acast.com/privacy for more information.

How can we tell which campaign creative will land with different audiences? How do we measure something as intangible as creative? Especially without the noise of execution tactics or brand health? And how do we ensure we keep optimising the creative itself and delivering return on investment? In this episode, we dive into all this and more, with special guests Camille Bernard, Marketing Science Partner at Meta, and Ekimetrics’ own Monica Brondholt Sorensen. They’re joined by host Matt Andrew, UK MD and Partner at Ekimetrics. Together they’re discussing the progress of creative measurement and a methodology brands can use for themselves to grow their MMM capabilities. Hosted on Acast. See acast.com/privacy for more information.

In this episode we explore the benefits and challenges of a build-it-yourself approach to in-housing marketing effectiveness – and how it compares with a consultancy route.Leo Sentana, Senior Marketing Science Partner at Meta – and open source code Robyn co-creator – chats with Thibault Labarre, Ekimetrics’ Global Head of MMO & Partner. In this episode, you’ll discover what you need in place to make in-housing MMO a success, hosted by Matt Andrew, UK MD & Partner, Ekimetrics. Hosted on Acast. See acast.com/privacy for more information.

One thing that 2020 taught us was that it is absolutely possible to throw out the old, and bring in the new, almost overnight. But as brands once again look to the future, how can the recent experience of being ultra-responsive help create a better future? The answer lies in multi-scenario planning to determine where to focus. Multi-scenario planning has the ability to make the annual plan is a relic of the past. Join our host Matt Andrew, UK MD of Ekimetrics, who spoke with Bobi Carley, Head of Media and Diversity & Inclusion Lead at ISBA and Jack Collier, CMO of Mettle. Hosted on Acast. See acast.com/privacy for more information.

In a world of systemised risk – influenced by pandemics, economics, and the climate – data mastery has become essential for the sustainability and performance of private equity businesses. For those PE Funds operating in the SME markets, data science has a crucial role to play in driving performance across the investment cycle. Listen as Matt Andrew, partner and UK managing director at Ekimetrics, and Sona Abaryan, senior manager at Ekimetrics, explore what this looks like in practice. Ekimetrics is a pioneering global data science consultancy, enabling companies to build powerful data and analytics capabilities to drive marketing and business performance. Recently named a strong performer in the 2020 Forrester Wave report for its marketing measurement and optimisation solutions, Ekimetrics helps brands unlock unique audience and market insights to drive efficiencies and return on investment. To stay ahead of the latest podcasts from Ekimetrics, subscribe now in your podcast platform. Hosted on Acast. See acast.com/privacy for more information.

In this episode of the Ekimetrics podcast, we’ll be looking in detail at the evolving luxury customer and how brands can respond to market changes. What are the steps businesses need to take to respond to the evolving customer audience? How can luxury brands embrace disruption and digital transformation? And how can businesses engage with new generations of customers? Matt Andrew, partner and UK managing director at Ekimetrics, and Sona Abaryan, senior manager at Ekimetrics, are joined by leading voices in luxury fashion to answer these questions. Guests on this episode include: Tom Meggle, founder of luxury brand consultancy Momentom 8. Tom has had a storied career in the luxury sector, including stints as regional general manager for Cartier and regional CEO for Louis Vuitton Germany and Louis Vuitton UK, Ireland and South Africa. He had been the chair of the Luxury Club at the French Chamber of Great Britain since 2017. Georgie Hyatt, CEO and co-founder of Rotaro Fashion Rental. Georgie co-founded Rotaro with a mission to make fashion more circular, forever. The company rents the most innovative and cult brands, letting shoppers experiment with luxury style without creating waste. Kiran Dhall, CMO at PSYKHE. PYSKHE is a shopping platform built on psychology and personality. It uses personality tests and AI to create accurate predictions of a shopper's preferred pieces from leading luxury fashion retailers. Pavel Ulyukaev, Export Director at Beluga Group. Beluga Group is the largest spirits company in Russia. Its Beluga Noble Russian Vodka is the leading super- and ultra-premium vodka in the country. Ekimetrics is a pioneering global data science consultancy, enabling companies to build powerful data and analytics capabilities to drive marketing and business performance. Recently named a strong performer in the 2020 Forrester Wave report for its marketing measurement and optimisation solutions, Ekimetrics helps brands unlock unique audience and market insights to drive efficiencies and return on investment. To stay ahead of the latest podcasts from Ekimetrics, subscribe now in your podcast platform. Hosted on Acast. See acast.com/privacy for more information.

Coming soon: the New Economics of Grocery – the new podcast from Ekimetrics. The grocery world is changing fast – with new challenges that retailers, manufacturers and brands must all learn to navigate. We’ll discuss the essential factors for every grocery business to consider – with plenty of advice from the likes of Facebook and Kraft-Heinz thrown in for good measure. Find out how unique data insights and marketing optimisation can give you the edge in the New Economics of Grocery. To be the first to listen, subscribe to the Ekimetrics channel now. Ekimetrics is a pioneering global data science consultancy, enabling companies to build powerful data and analytics capabilities to drive marketing and business performance. Recently named a strong performer in the 2020 Forrester Wave report for its marketing measurement and optimisation solutions, Ekimetrics helps brands unlock unique audience and market insights to drive efficiencies and return on investment. Hosted on Acast. See acast.com/privacy for more information.