What makes your marketing measurement trustworthy?

Rachel Truair

Chief Marketing Officer · Demandbase

Value engineering

Rachel Truair says her practice is value engineering: she has set up value engineering teams four or five times to build models and pull insights from Salesforce or HubSpot, with guardrails for believable numbers.

The answer starts at 19:25.

Nataly Kelly

Chief Marketing Officer · Zappi

Validation with quant

Nataly Kelly says she relied on validating qualitative research with quantitative data, because the two must inform each other.

The answer starts at 28:22.

Laura Jones

Chief Marketing Officer at Instacart · Instacart

Transparency

Laura Jones says she relies on transparency, sharing numbers when they’re good and when they’re not, always with a plan to make them good, to build trust and bring executives along.

The answer starts at 8:13.

Paolo Provinciali

Vice President of Marketing Growth, Performance, and Operations · Linkedin

Set up tests correctly

Paolo Provinciali says he sets up tests correctly by being clear what he's trying to learn and ensuring the test will answer the question, because an inconclusive test from a biased setup is worse than not launching one.

Paul Caruso M. ED.

Vice President, Head of Digital Marketing · U.S. Bank

Tie measurement to a budget decision

Paul Caruso M. ED. says marketers should start by picking one real upcoming budget decision and making measurement a required input to it, focusing on one KPI rather than solving everything at once.

Jordan Slover

Founder · Neon Ambition

Spending time with customers

Jordan Slover says continually talking to customers and spending time in the field with them provides genuine insights into what customers want, rather than acting on preconceived ideas.

OK

Olivia Kory

Chief Marketing & Strategy Officer · Haus

Machine learning model

Olivia Kory says she relies on a machine learning model to debias pixel and platform data, because the factor approach is a blunt instrument and business and incrementality change dynamically.