In this episode of The Sleeping Barber Podcast, Marc Binkley and Vassilis Douros welcome Hilary Borndahl to discuss the critical role of measurement in marketing, with a focus on marketing mix modelling (MMM) and its impact on ROI. They explore the challenges marketers face in justifying budgets, the importance of understanding ad stock, and the consequences of cutting marketing spend.

The conversation also covers the evolution of digital marketing, the balance between performance and brand marketing, and the value of MMM in providing a holistic view of marketing effectiveness. Marc highlights the growing need for integration between paid and organic search, the influence of audio advertising on consumer behaviour, and the complexities of modern consumer journeys.

Other key topics include targeting strategies, AI’s role in marketing measurement, and the necessity for CMOs to be data-savvy. The episode also examines the effectiveness of creative in campaigns and the rising significance of metrics like the Marketing Effectiveness Ratio (MER) in evaluating media performance.

Our Guest:

Hilary Borndhal, CEO & founder of Miix Analytics

Linkedin: https://www.linkedin.com/in/hilary-borndahl/

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Follow Our

Timestamps:

00:00 - Introduction to Measurement in Marketing

02:56 - Introduction to Hilary, Miix Analytics & the Insights Association

06:07 - The Wanamaker Dilemma and ROI Challenges

08:59 - Understanding Ad Stock and Its Importance

11:49 - The Impact of Cutting Marketing Budgets

15:08 - The Role of Digital Marketing Today

18:03 - Performance Marketing vs. Brand Marketing

20:51 - The Evolution of Measurement Techniques

24:04 - Marketing Mix Modeling Explained

26:56 - Benefits of Marketing Mix Modeling

30:14 - Review Cycles for Marketing Mix Modeling

33:01 - Balancing Brand and Performance Investments

39:42 - The Integration of Paid and Organic Search

42:07 - The Role of Audio in Marketing

44:58 - Consumer Behavior and Search Dynamics

50:37 - The Complexity of Consumer Journeys

54:21 - Narrow vs. Broad Targeting in Marketing

58:43 - The Impact of AI on Marketing Measurement

01:01:15 - Post-pod Discussion - Marc and V's key takeaways and insights from the conversation

Welcome to another episode of The Barber’s Brief, by the Sleeping Barber Podcast!

Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.

Enjoy the show!

Follow our Updates:

https://www.linkedin.com/company/sleeping-barber/

Follow our Hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

In this episode of the Sleeping Barber Podcast, Professor Byron Sharp discusses key marketing resolutions for 2025, emphasizing the importance of understanding consumer behaviour, the limitations of loyalty programs, and the need for evidence-based marketing practices. He shares insights from his extensive research at the Ehrenberg-Bass Institute, challenging conventional marketing wisdom and advocating for a more scientific approach to marketing strategy.

We hope you enjoy listening to this episode!

Our Guest:

Prof. Bryon Sharp: https://www.linkedin.com/in/professorbyronsharp/

Professor of Marketing Science & Director of the Ehrenberg-Bass Institute the world's largest centre for marketing research

Author of

• How Brands Grow I & II
• Textbook Marketing: Theory, Evidence & Practice
• 90+ Journal articles

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Follow Our Updates:

Timestamps:

00:00 Introduction to Marketing Resolutions

02:53 Byron Sharp's Journey in Marketing Science

05:57 The Punk Rock Nature of Marketing Science

08:48 Consumer Behavior: The Weirdness of the Market

11:53 Rethinking Brand Loyalty and Customer Acquisition

15:10 The Importance of Mental Availability

18:00 Segmentation Strategies in Marketing

20:47 Assessing Metrics for Performance Tracking

38:42 Reassessing Metrics for Performance Measurement

41:25 Understanding Mental vs. Physical Availability

45:21 The Importance of Distinctive Brand Assets

47:12 Rethinking the Consumer Purchase Funnel

51:39 How Brands Go Live: A New Approach

56:54 Post-Pod with V& Marc Key Takeaways