The MMM Zeitgeist with Elea Feit & Karen Chisholm

About this episode

The episode discusses marketing mix modeling and the challenges marketers face today with insights from experts Elea Feit and Karen Chisholm.

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…

People in this episode

Hosts: Jim Gianoglio, Simon Poulton

Guests: Elea Feit, Karen Chisholm

Topics covered

• Marketing Mix Modeling
• Measurement Techniques
• Marketing Challenges
• Data Quality
• Future of Marketing Measurement

Keywords

• marketing mix modeling
• measurement
• data quality
• analytics
• marketing challenges
• future of marketing

Mentioned in this episode

Organizations: Drexel, Pernod Ricard, Marketing Science Institute, The Advertising Research Foundation

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