The US might be behind in marketing effectiveness—at least according to Mark Ritson. But why? What does the state of marketing effectiveness and research really look like? This week, Elena, Angela, and Rob are joined by Dr. Mitch Olsen, marketing professor and director of undergraduate studies at the University of Notre Dame, to answer that very question. With rich experience in both the corporate and academic worlds of marketing, Mitch shares his thoughts on the state of marketing effectiveness in the US, the process behind publishing marketing research, and how the next generation of marketers are being taught to prioritize business outcomes in their work. Topics covered: - [02:00] Mark Ritson’s take on effectiveness in the US - [03:30] Mitch’s experience marketing at P&G and transition to academia - [11:30] The process of publishing marketing research - [16:30] Is the US actually behind on effectiveness? - [23:30] What marketing education looks like today - [26:00] How is TV advertising discussed in the classroom? To learn more, visit https://www.marketingarchitects.com/Podcast. Resources: https://www.marketingweek.com/effectiveness-ignorance-american-marketing/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

The biggest ad platforms are leaning into media mix modeling, even when that means giving other ad channels more credit than their own. Why? Well, MMM might just be making a comeback. This week, Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland and Director of Analytics Jordan Rossler to talk about all things MMM. They’re digging into the pros and cons of the model, how new tools have made MMM more accessible than ever, and the importance of tying marketing investments back to business results. Topics covered: - [02:00] Why Facebook, Google and Amazon are adopting MMM - [04:30] What is media mix modeling (MMM)? - [05:30] Why marketers aren’t satisfied with last-click attribution - [10:00] How MMM provides a holistic view of performance - [13:00] Meta’s Robyn vs Google’s Lightweight - [16:30] Why MMM struggles to measure brand impacts - [21:30] How AI will change MMM To learn more, visit https://www.marketingarchitects.com/Podcast. Resources: https://www.adexchanger.com/measurement/why-facebook-google-and-amazon-are-embracing-media-mix-modeling/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

B2B marketing is behind. Research by BrandFinance shows the top 100 B2B brands have $1 trillion in untapped brand potential... It might just be time for a B2B marketing revolution. This week, Elena, Angela, and Rob are joined by Colin Fleming, EVP Global Marketing at Salesforce. Colin leads a team of more than 600 marketers building Salesforce’s brand and customer base. In this episode, he shares how Salesforce identified the need to lean into brand-building, how to balance brand and performance objectives, and why B2B marketers need to spend more time thinking about the humans on the other end of their work. Topics covered: - [02:00] MarketingWeek on why B2B brands are behind - [03:30] Colin’s experience as a F1 racecar driver - [08:30] Brand marketing for Salesforce - [11:15] Marketing effectiveness for B2B - [14:30] Treating B2B like B2C marketing - [21:00] Thinking about category entry points (CEPs) - [24:00] How Salesforce’s forest characters came to life - [33:00] Using TV’s broad reach for business growth To learn more, visit https://www.marketingarchitects.com/Podcast. Resources: https://static.brandirectory.com/reports/brand-finance-global-b2b-brands-index-2023-full-report.pdf Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Only 15% of brand assets are truly distinctive. And just 19% of logos achieve “gold” status in recognizability according to a study by Ipsos and JKR. So where are things going wrong? This week, Elena, Angela, and Rob talk about what makes assets truly distinctive, the most effective formats for memorability, and whether consistency or creativity plays a larger role in an asset’s success. Plus, quiz yourself along with the hosts as they run through some of the most well-known brand assets used today. Topics covered: - [01:00] MarketingWeek’s review of brand assets study - [04:00] The highest-scoring format for distinctive assets - [05:30] Why patience matters for distinctiveness - [09:00] Assets need to be memorable, ownable, and have long-term potential - [10:00] How distinctive assets have been elevated on TV - [14:00] Using AI to evaluate brand assets - [18:00] Distinctive assets quiz To learn more, visit https://www.marketingarchitects.com/Podcast. Resources: https://www.marketingweek.com/15-brand-assets-truly-distinctive-finds-research/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

This week, we’re resharing one of our top episodes from the archive. Enjoy, and we’ll be back with new content next week! Brand is far more measurable today than it was even five years ago. So why are we still questioning brand’s value? Maybe because it’s tough to know exactly how to grow brand. Or how to defend its importance to the business. In this episode, Elena, Angela and Rob tackle brand misconceptions from a performance marketer’s perspective, from what it means to build brand awareness to driving tangible business results related to brand growth. Topics covered: - [02:00] Brand awareness vs performance marketing - [05:30] How can marketers defend brand’s ability to drive business results? - [7:00] Defining brand awareness and measuring brand growth - [12:00] How to grow your brand - [16:00] What physical availability looks like for online businesses - [18:30] What business stage is right for focusing on brand-building? To learn more, visit https://www.marketingarchitects.com/Podcast. Resources: https://www.themarketingstudent.com/how-brands-grow/ https://www.warc.com/newsandopinion/opinion/the-long-and-short-of-it-measuring-campaign-effectiveness-over-time/en-gb/1727 https://builtin.com/marketing/mere-exposure-effect https://www.scientificamerican.com/article/kahneman-excerpt-thinking-fast-and-slow/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Last year, CTV ad spend reached a record high of $25 billion, and it’s only continuing to grow. A survey by the IAB found marketers plan to increase CTV spending by 14.5% in 2024—more than any other channel. This week, Elena, Angela, and Rob are joined by VP Media Catherine Walstad to review everything marketers should know about the potential and pitfalls of Connected TV in the upcoming year. Together, they highlight misconceptions about the rise of CTV and explore tactical steps advertisers can take to optimize ad spend, targeting, and attribution for their streaming campaigns. Topics covered: - [01:00] Streaming and CTV Ad Spend in 2024 - [04:30] The future of TV advertising - [06:30] CTV’s targeting challenges - [09:30] Linear vs streaming TV prices - [12:00] What’s wrong with CTV measurement? - [15:00] The opportunity for testing creative in CTV - [23:00] How to drive CTV results for performance marketers To learn more, visit https://www.marketingarchitects.com/Podcast. Resources: https://content-na1.emarketer.com/tv-connected-tv-ad-spending-forecasts-2023 https://www.iab.com/research/2024-outlook-a-snapshot-into-ad-spend-opportunities-and-strategies-for-growth/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Two trends are colliding. First, advertisers are tracking their investments more carefully. Second, traditional marketing metrics are under attack as privacy regulations evolve. One possible solution? Attention. This week, Elena, Angela, and Rob discuss the rise and relevance of attention metrics in advertising. From how attention goes beyond visibility to the many ways attention is measured, our hosts are exploring the benefits, challenges, and practical applications of attention metrics. They even share their own experience using eye-tracking for TV commercials and how attention impacts performance. Topics covered: - [01:00] New attention metrics go beyond viewability and impressions - [03:30] The problem with attention metrics - [07:00] Byron Sharp’s perspective on attention - [08:30] How 3M developed eye-tracking technology - [13:00] How attention metrics inform TV performance - [15:00] How viewing context and lack of standards make attention challenging for marketers To learn more, visit https://www.marketingarchitects.com/Podcast. Resources: https://www.marketingbrew.com/stories/why-advertisers-are-excited-about-attention-metrics https://www.mediapost.com/publications/article/391258/hey-there-attention-metrics-stifled-by-lack-of-re.html https://the-media-leader.com/sharp-is-right-chasing-fleeting-attention-is-a-waste-of-money/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

This week we’re taking time off to spend the holidays with our families so we’re republishing one of our top episodes from the archives. We hope you enjoy, and we’ll be back with new content next week. There are more than 130 marketing metrics. But how many really determine marketing effectiveness? Especially for brand-building channels like TV, radio, and print advertising? In this episode, VP of Analytics Matt Hultgren joins Angela and Elena to discuss how measurement best practices have changed and the importance of using multiple models to understand marketing’s full impact. Topics covered: - [01:07] Why marketing measurement is so difficult - [4:58] Why last touch attribution doesn’t tell the full story - [11:10] How to set up a measurable TV test - [16:21] Top-down vs bottom-up marketing measurement - [20:27] CTV’s ongoing measurement challenges - [24:35] The micro/macro/business measurement framework To learn more, visit https://www.marketingarchitects.com/Podcast. Resources: https://www.cim.co.uk/content-hub/editorial/todays-top-five-marketing-challenges/ https://www.ruleranalytics.com/resources/attribution-reporting-analysis/ https://www.marketingarchitects.com/blog/5-tips-for-measuring-tv-performance Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

It’s a podcast takeover! In a special bonus episode, we’re sharing Elena’s conversation with Marc Binkley and Vassilis Douros of “The Sleeping Barber” and Conor Byrne of “That’s What I Call Marketing.” Together, they review their favorite marketing trends and campaigns of the year, plus what they’re looking forward to for marketers in 2024. The conversation explores Apple’s distinctive brand assets, how Spotify and Strava make the most of customer data, the potential impact of AI, what brand purpose looks like next year, and much, much more. Topics covered: - [00:30] Introducing the podcasters for today’s episode - [02:00] Top marketing campaigns from the last year - [15:00] The resurgence of media mix modeling - [18:30] How marketers should be testing AI in 2024 - [22:30] The growth of creativity in B2B marketing - [27:00] Why brand purpose is on the decline - [31:30] The death of hyper-personalization - [38:00] Influencer marketing’s top challenges - [43:00] Favorite marketing thought leaders To learn more, visit https://www.marketingarchitects.com/Podcast. Resources: https://podcasts.apple.com/us/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 https://podcasts.apple.com/us/podcast/thats-what-i-call-marketing/id1615415427?mt=2 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Forrester predicts “experience with generative AI” will be written into 20% of new CMO job descriptions next year. They also say brand purpose is out of style and highly practical, results-driven campaigns will soon be in vogue. In this wrap-up episode for the year, Elena, Angela, and Rob are sharing their own predictions for the biggest marketing trends in 2024. From a focus on effectiveness to the growth of traditional marketing channels to AI completely reimagining the ad industry, there’s a lot headed marketers’ way next year. The good news? Constant change is pretty normal in the industry. So if anyone’s prepared for 2024, it’s marketers. Topics covered: - [01:30] Forrester’s 2024 marketing predictions - [05:30] Why brand purpose is less popular - [07:00] Marketing effectiveness in the US - [16:00] What the move from AI to AGI means - [20:00] Why marketers may reevaluate traditional channels - [21:30] Predictions for 2024 To learn more, visit https://www.marketingarchitects.com/Podcast. Resources: https://www.forrester.com/blogs/predictions-2024-cmos-b2c-marketing/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.