In this episode of Talk Commerce, Brent Peterson interviews Mallory Wilberding, the Director of Sales at FusePoint. They discuss the critical role of measurement in marketing, especially in the context of changing data privacy regulations and the importance of understanding different types of measurement. Mallory emphasizes the need for brands to move beyond vanity metrics and focus on true ROI. They also explore common mistakes marketers make in measurement, the impact of AI and machine learning, and how to prepare for key shopping events like Black Friday and Cyber Monday. The conversation concludes with advice for marketers on how to effectively communicate the value of measurement to stakeholders.

Takeaways

• Measurement is crucial for understanding marketing effectiveness.
• Brands should focus on true ROI rather than vanity metrics.
• Different types of measurement serve different purposes.
• Marketers often make mistakes by relying on outdated metrics.
• AI and machine learning can enhance measurement strategies.
• It's important to be agile and adjust measurement approaches as needed.
• Preparation for key shopping events should include measurement strategies.
• Understanding customer behavior is key to effective marketing.
• Measurement should be an ongoing process, not just for specific campaigns.
• Marketers need to educate stakeholders on the value of measurement.

Chapters

00:00
Introduction to Mallory Wilberding and FusePoint

02:27
The Importance of Measurement in Marketing

06:43
Understanding Different Types of Measurement

10:45
Common Mistakes in Measurement Practices

14:27
The Role of AI in Advertising

18:17
Preparing for Black Friday and Cyber Monday

20:28
Advice for Brand Marketers

21:20
Closing Thoughts and Resources