The Marketing Intelligence Show

What does it really take to modernize a retail company’s approach to data?

In this episode of The Marketing Intelligence Show, we sit down with Sophie Buresi, Global Data and CRM Factory Director at ETAM Group. Sophie shares how the team moved from legacy systems and disconnected tools to a modern, cloud-based setup that supports smarter segmentation, marketing measurement, and decision-making. 

You’ll learn:

• How ETAM built their retail data strategy from the ground up
• What it takes to turn business goals into practical data projects
• How the team redesigned customer segmentation for real-world use
• The steps they took to bring marketing mix modeling in-house
• Why data quality and team alignment were key to long-term success

Whether you're in retail or just navigating data transformation, this episode offers an honest look at the real work behind building a strategy that sticks.

What if you could save 40% of your analysts’ time and reshape your entire approach to marketing data?

In this episode of The Marketing Intelligence Show, Martina Karakoleva, Campaign Insights Manager at Philips Healthcare, joins host Fanny Heimonen to share how she led a full-scale marketing data transformation—cutting manual work, unifying campaign data, and reshaping the analyst role from data providers to true insights experts.

You’ll learn:

• How Philips automated reporting and improved data trust

• The role naming conventions played in scaling fast

• Why centralizing data ownership in marketing is a game-changer

• How the analyst role is evolving with AI and automation

• What’s next for Philips’ marketing data journey

Tune in to hear how one team built a single source of truth and a scalable data model.

With marketers constantly juggling data from disconnected sources, proving campaign effectiveness has become a growing challenge.

In this episode of The Marketing Intelligence Show, we explore how to overcome the obstacles of isolated data streams and still deliver impactful, data-driven results. You’ll learn practical methodologies for unifying fragmented data, developing performance indicators that matter, and presenting outcomes that highlight true marketing success—especially in media strategy and creative execution.

Tune in for insights that will help you turn complexity into clarity.

If you’d like to catch more episodes like this, head over to the Supermetrics Community community.supermetrics.com , where we share resources from events, webinars, and much more.

Join Shahbaz Khokhar, CEO of Venture Beyond, and Gabrielle Stafford, CMO of Supermetrics, as they share creative testing strategies that power top e-commerce brands on Paid Social.

Learn how to scale with data-driven testing, automate media buying, and quickly iterate on successful creatives. Perfect for high-growth e-commerce brands looking to optimize ad performance and lead Paid Social.

For more insights from Supersummit, webinars and more resources head over to our community at community.supermetrics.com

In this episode of The Marketing Intelligence Show by Supermetrics, host Evan Kaeding chats with Siim Säinas, Social Measurement and Insights Manager at Google. Siim brings a wealth of experience from his agency days and his current role at Google, offering a deep dive into how one of the world's largest companies approaches media effectiveness and social measurement.

Key topics include:

- How Google balances brand and performance marketing.

- Tools and metrics Google uses to measure media impact.

- The future of creative testing and AI-driven marketing strategies.

Learn from Siim’s expert advice and actionable tips to elevate your marketing strategies—whether you're managing campaigns for a small business or a global enterprise. Don't miss this behind-the-scenes look at Google's marketing approach!

In this episode of The Marketing Intelligence Show, Jose Murillo, Regional Head of Connections Marketing at FIFCO, shares his inspiring journey of transforming FIFCO’s marketing operations.

Tune in to learn how Jose:

• ​Transitioned from agency owner to leading FIFCO’s marketing transformation.
• ​Built an in-house agency that scaled across three countries and won awards.
• ​Established a Marketing Data Foundation that became a strategic pillar for FIFCO.
• ​Developed predictive KPI models to optimize campaigns and drive efficiency.
• ​Leveraged Supermetrics to automate reporting, saving over 160 hours monthly.

Gain practical advice for navigating organizational challenges, building a data-driven culture, and scaling marketing operations effectively.

On this episode of The Marketing Intelligence Show, Evan Kaeding sits down with Tyson Drake, former CMO of the nine-figure DTC brand Oodie and now a fractional CMO helping e-commerce brands grow profitably.

Tyson shares his no-nonsense strategies for scaling DTC brands, from choosing the right ad platforms to making sense of first-party data. He also reveals how emerging AI tools can change the game for marketers and why tracking the right metrics—like contribution margin—matters more than ever.

You’ll Learn:

• What a solid growth strategy looks like for DTC brands.
• How to choose between Google, Meta, and other channels when starting out.
• Why tracking contribution margin beats relying on ROAS.
• Easy ways to use first-party data to create better customer experiences.
• When and how to expand into new products, channels, or markets.
• The impact of AI tools on data analysis and creative production.

Packed with practical tips, this episode is a must-listen for anyone serious about e-commerce growth.

In this episode of The Marketing Intelligence Show, Gokul Prasad, Media Performance Manager at Ontario Lottery and Gaming Corporation, shares how his team transformed their approach to omnichannel marketing analytics. Host Zachary Bricker dives deep into OLG's journey of centralizing data, automating reports, and making smarter, data-driven decisions.

Key discussion points include:

• Centralizing data from earned, owned, and paid channels into Looker Studio.
• Overcoming challenges in data integration and building a unified analytics hub.
• Scaling automation to save 30–35% of time on data processes.
• Using predictive analytics to adapt to market trends like sports seasonality.
• Ensuring compliance with evolving data privacy regulations.

You’ll also hear how they:

• Identified surprising audience behaviors during live sports events.
• Leveraged insights to align marketing strategies with customer needs.
• Adopted a two-pronged approach of storytelling and automation for analytics.

Whether you're a marketing professional or analytics enthusiast, this episode is packed with actionable insights to inspire your next move.

In this episode of the Marketing Intelligence Show by Supermetrics, we dive deep into the world of Marketing Mix Modeling (MMM). Join host Daniel King as he chats with industry experts Matt Farrugia, Global Chief Customer Officer and Co-founder of Mutinex, and Kevin Alphonso, Senior Marketing Manager at Seek.

Discover what MMM is, why it's crucial for today's marketers, and how it can help businesses navigate complex marketing landscapes. Learn about the challenges businesses face and how MMM can provide solutions. Get insights into key metrics, implementation strategies, and the future of MMM.

Key topics covered:

• What is MMM and why is it important?
• Common challenges businesses face and how MMM can solve them
• Key metrics to focus on for MMM
• Implementation tips and learnings
• The future of MMM

Join us as we explore real-world examples, challenges, and best practices for implementing MMM in your organization.

In this episode of The Marketing Intelligence Show hosted by Supermetrics, learn how Manscaped uses analytics to transform feedback into cutting-edge products, from their iconic Lawnmower series to exciting new frontiers. We'll delve into the risk vs. reward of their edgy marketing strategies and how they leverage data to measure success and maximize impact.

Speakers:

• Lanny Chiu, VP of Analytics, Manscaped
• Cory Cinelli, Senior Business Analyst, Manscaped
• Jessica Gondolfo, Head of US Regional Marketing, Supermetrics

Here’s what you’ll learn:

• How Manscaped uses analytics to inform crucial choices and optimize marketing campaigns.

• How Manscaped A/B tests everything, to find what resonates with customers.

• Explore Manscaped's top-of-the-funnel approach to reach new audiences and expand retail partnerships.

• How Manscaped leverages customer feedback and data from Supermetrics to continuously improve products and experiences.

Whether you're a business leader, marketing professional, or simply curious about creating exceptional products, this episode is a must-listen!

In this episode, Jessica Gondolfo chats with Sean Whitmore, Director of Digital at SnapShot Interactive, about the ever-changing world of video marketing.

You’ll learn:

• How data influences creative decisions to ensure marketing strategies are effectively targeting the right audience.
• The shift towards short-form, engaging video content and its impact on marketing strategies.
• The trend of bold, unconventional marketing tactics to capture audience attention.
• Methods to measure the success of creative campaigns and adjust strategies based on performance data.
• How different channels are leveraged depending on the target audience and campaign goals.

Tune in to learn how to break down silos between data, creative, and digital for a more integrated approach to video marketing.

In this episode of The Marketing Intelligence Show by Supermetrics, Jessica Gondolfo, Head of US Regional Marketing at Supermetrics, is joined by Ryan Hubbard, Business Intelligence Analyst at PlanetArt - a personalized gift store to celebrate life's important moments-

Together, they'll reveal how PlanetArt uses marketing mix modeling to optimize marketing spend and boost customer acquisition across various brands and platforms.

Discover how they use marketing mix modeling (MMM) to:

• Track multi-channel performance: How PlanetArt analyzes ad campaigns across Google Ads, social media, and even catalogs to understand customer journeys.
• Increase customer acquisition: How MMM helps PlanetArt target the right audiences and boost customer acquisition across various brands.
• Maximize ROI: How PlanetArt leverages data to optimize campaign allocation and get the most out of their marketing budget.
• Go beyond attribution: Understand the limitations of traditional attribution and see how MMM provides a more holistic view of marketing effectiveness.

Tune in for actionable tips to maximize your marketing efforts and gain a competitive edge!

In this episode of the Marketing Intelligence Show, Jessica Gondolfo chats with Trevor Irish, a digital marketing analyst at Vollrath, a leading B2B manufacturer of commercial cookware and equipment.

Trevor dives deep into the importance of competitive intelligence in today's digital marketing landscape and how it can supercharge your B2B marketing efforts. 

Learn how Vollrath uses Supermetrics to:

• Track competitor social media activity and engagement
• Analyze posting frequency and content strategy across different platforms
• Identify seasonal trends in competitor marketing efforts
• Build targeted reports for different departments within Vollrath

Tune in to learn how to stay ahead of the curve and dominate your competition!

In this episode of The Marketing Intelligence Show by Supermetrics, Jessica Gondolfo, Head of US Regional Marketing at Supermetrics, is joined by Joe Mineo, the Associate Director of Ads and Analytics at Chatterblast.

Together, they'll reveal how to leverage data to navigate the evolving marketing landscape, with a focus on building brand awareness and fostering client trust.

Here's what you'll learn:

• Building brand awareness: Learn how to shift focus from conversions to building brand awareness, especially for younger audiences, with short-form content.

• Data-driven creatives: Discover how A/B testing unlocks messaging and visuals that resonate with your target audience.

• Secure data storage: Explore how Supermetrics and BigQuery can help you secure all your historic data (especially as API access changes).

• Empowering clients: Learn how to build client trust and avoid vendor lock-in with data access through Supermetrics.

Tune in to unlock the secrets to data-driven marketing success!

In this data-packed episode of The Marketing Intelligence Show, Jessica Gondolfo, Head of US Regional Marketing at Supermetrics, is joined by Jay Sala, Founder and CEO, and Sanjay Mayar, VP of Growth, at Imajery. Together, they'll reveal how Imajery uses data to acquire clients and build trust across the entire customer journey.

Here's what you'll learn:

- How to leverage data to make smarter marketing decisions

- Why client alignment is key to successful campaigns

- The importance of clear & concise reporting

- How to use Supermetrics to streamline your marketing data

Tune in now!

In this episode of The Marketing Intelligence Show, Jessica Gondolfo chats with Zeke Camusio, founder and CEO of Data Speaks. Zeke breaks down the concept of impact-based attribution and explains how it can help you optimize your marketing budget and maximize return on investment (ROI).

In this episode, you'll learn:

• What impact-based attribution is and how it differs from traditional attribution models

• How Data Speaks uses machine learning to measure the true impact of marketing campaigns

• How to identify areas where you can be spending your marketing budget more efficiently

• How Data Speaks centralizes data using Supermetrics to acquire customers at scale.

• Tips for converting paid traffic into organic traffic

Tune in now!

In today's episode, Jess Gondolfo sits down with two industry experts from Mindgruve, Ellyn Savage, VP of Media, and Haven Brady, VP of Strategy for a fireside chat with Mindgruve, a leading marketing and advertising firm.  

In this session, we explore:

• With the imminent sunset of cookies, what innovative strategies are agencies adopting to stay ahead?
• In a world increasingly driven by AI, what opportunities do agencies have to redefine their value in 2024?
• How are advancements in VR, AR, and data-driven marketing shaping the future of personalized advertising?

Discover how Mindgruve, a leading marketing agency from San Diego, revolutionized their data analytics with Supermetrics - https://youtu.be/vW1TV9a6lmk?si=Z7gZBnufo3HWdrqU

In today's episode of the Marketing Intelligence Show, we delve into the world of marketing measurement in a privacy-first environment.

Evan Kaeding chats with Andrew Covato, a measurement and growth consultant, to expose the limitations of traditional methods like last-click attribution and retargeting.

We'll explore powerful alternatives like Marketing Mix Modelling (MMM) and incrementality testing, and discover how to combine them for a holistic view of marketing effectiveness.  Learn how to break free from the misleading data and optimize your campaigns for real results.

In today's episode, we're thrilled to have, Olivia Kory, Head of Go-To-Market at Haus join us alongside our host, Evan Kaeding, Lead Solutions Engineer at Supermetrics. Together, they'll delve into the critical topic of measurement and its impact on growth.

Olivia will guide us through the concept of incrementality, a powerful tool that helps marketers understand the true effectiveness of their efforts and isolate what's driving real business results.

Tune in to learn:

• How to move beyond vanity metrics and traditional attribution models.
• The power of geo-testing for accessible incrementality measurement.
• Strategies for integrating this approach with existing measurement methods.
• Tips for getting started, even with limited data.

Generative AI is reshaping just about every industry out there, and it’s been a powerful tool for marketers to streamline operations and unlock new opportunities. Companies like Google are leading the way in how marketers can harness AI’s power by releasing new features in Google Search and Ads. 

In this episode, we welcome Matz Lukmani, Product Lead for Google Performance Max, to talk about the recent and upcoming features of Google Search and Ads. Matz takes us through the AI improvements to features such as Google Maps and Ads and what the Performance Max campaign tool can do for marketers.

To learn about the changes coming to Google and more, check out our SuperSummit sessions. 

Learning points from the episode include:

• 00:00 – 02:48 An overview of Google’s AI tools
• 02:48 – 05:28 How Google is improving Google Maps and Search
• 05:28 – 06:48 How marketers can increase performance
• 06:48 – 07:37 Why users and AI create a flywheel
• 07:37 – 08:32 An introduction to Performance Max
• 08:32 – 09:50 Why creative output is still critical for ROI
• 09:50 – 12:03 Google’s upcoming AI features for businesses 
• 12:03 – 13:12 How Versace is using Performance Max
• 13:12 – 14:45 Why first-party data is crucial for your campaigns
• 14:45 – 15:25 How AI can help to extrapolate data
• 15:25 – 16:30 How to drive actions with data
• 16:30 – 18:10 Why the next step is to scale 
• 18:10 – 19:13 A summary of Google’s changes 
• 19:13 – 19:52 Why marketers don’t have to compete with AI

Important links and mentions:
Matz Lukmani / Google

Multi-touch attribution and marketing mix modeling are two of the most popular approaches to analyzing marketing spend, resource allocation, and results.

But what are the main differences between the two approaches? What are their benefits and disadvantages? And is one better than the other?

Join Proof Analytics’ CEO Mark Stouse and Supermetrics’ Product Evangelist Evan Kaeding to find out!

Here's what you'll learn:

• What are multi-touch attribution and marketing mix modeling
• Is one ultimately better than the other?
• What are the main benefits of the two approaches?
• Are there contextual factors like company size, industry, or advertising spend that should factor into the decision?
• What about the disadvantages?
• What steps can companies take to improve the models they're using?

Most marketing data problems are masquerading as data governance problems.

If you don’t know which campaigns are driving results, you should revisit your tagging setup. If you’re unsure who has access to what data, you need to improve your data-sharing process.

Without a good governance strategy, data becomes a liability rather than an asset.

In this episode, Evan Kaeding, Lead Solutions Engineer at Supermetrics, and Buki Froelke, Senior Product Manager at Google, will discuss how CMO can build a marketing data governance strategy and improve data quality.

As we transition to a privacy-first online environment, marketing leaders need to be ready to measure marketing differently.

MMM isn’t a new technology, but automation has made it a more efficient and accessible tool that can help businesses maximize their marketing ROI without relying on user-level data.

In this episode, we'll cover MMM works, the results it can drive, and the type of businesses it's suitable for.

In this episode, we’re joined by Bartosz Schneider, Lead Professional Services Consultant at Supermetrics, and we’re digging into a super important topic today, and that is the marketing analytics lifecycle and how to deploy successful analytics that drives value.

Most marketing data problems are masquerading as data governance problems.

If you don’t know which campaigns are driving results, you should revisit your tagging setup. If you’re unsure, who has access to what data, you need to improve your data-sharing process.

Without a good governance strategy, data becomes a liability rather than an asset.

In this episode, we discuss how you can build a marketing data governance strategy and improve trust in your data.

There are two main reasons why you want to own your data. First, you can get rid of data silos and measure your marketing performance holistically.

Second, you don't need to rely on the data retention policies of Google, Facebook, or any other platforms. With full access to your historical data, you can pull the exact datasets you need to make better decisions about the future.

But how can you take control of your marketing data? Listen to this episode to find out.

You may have heard of the Toyota Way or Kaizen. It's a manufacturing approach that aims to maximize efficiency and reduce waste. Kaizen means 'continuous improvement' in Japanese.

So how can you apply Kaizen to marketing data management? We chat with Zeke Camusio, CEO of Data Speaks, to figure it out.

In this episode, we discuss two approaches to marketing data—centralized vs. decentralized.

With a centralized data access model, the data team can easily manage the data quality and ensure it complies with the internal data policies before distributing it to stakeholders like marketing.

On the other hand, a decentralized data model doesn't require data to be stored in a data warehouse or data lake. Rather, the data users can quickly get the raw data directly from different sources into their go-to reporting and analytics tools.

At Supermetrics, we're seeing many analytical-matured companies get the best of both worlds by combining both approaches.

Read more about centralized vs. decentralized data access models: https://supermetrics.com/blog/supermetrics-vs

Check out Supermetrics: https://supermetrics.com/start-trial

In this episode, Ahmed Elsamadisi, founder and CEO of Narrator, shares how to use a data narrative to interpret and tell a meaningful story with your data.

You'll learn:

- Two problems with data analysis

- What causes data discrepancy

- What a data narrative is

- How to interpret and tell a meaningful story with data

In this episode, Vin Turk, Co-founder and COO at Madison Logic will discuss what it takes to run a successful paid ABM campaign.

Tune in to learn:

• What data is needed to measure ABM campaign performance
• What marketers should pay attention to craft the right messaging for each stage of the campaign
• Why LinkedIn is such an important tool for ABM
• What ABM metrics you should track