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

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/

Timestamps:

0:00 - Introduction

1:18 - Mark Ritson's Annual Top Marketing Moments 10 - 5

5:56 - How Small Brands Grow

10:18 - Mark Ritson's Annual Top Marketing Moments 4-1

15:41 - Chipotle Expands Partnership with Strava

19:17 - The Marketing Moment: Questioning the Growth Dogma. A Replication Study

25:49 - Ad of the week: Apple's Heartstrings

28:45 - Coming up next week.

In The News Links:

Mark Riston’s Annual Top 10 Marketing Moments

https://www.youtube.com/watch?v=kk9ju-avzNo

How Small Brands Grow

Source LinkedIn - Author Julia Skinner

Link: https://shorturl.at/Kwy9Y

Headline: Chipotle expands Strava tie-up globally to fuel New Year’s fitness goals

Source: Marketing DiveLink: https://www.marketingdive.com/news/chipotle-strava-global-new-years-fitness-goals/736446/

Questioning the Growth Dogma: A Replication Study

Ad of the Week

Title: Heartstrings

Advertiser Apple

Agency: TWBA & Media Arts LabLink: https://www.youtube.com/watch?v=EvnJhwIwqds

Apple had introduced their annual Holiday advertisement for the 2024 season at the end of November, titled “Heartstrings”, and it’s an unusually moving commercial that focuses on hearing loss and the hearing aids feature of AirPods Pro 2 (which happen to be hugely discounted on Amazon right now, if you’re in the market).

In the touching and family oriented commercial, a small family is gathered around a Christmas tree opening presents, and as the father reminiscences about his daughter growing up over the years, he gets a nudge from his wife to listen to his daughter singing a rendition of “Our House” by Crosby, Stills, and Nash, where he puts in his AirPods and is able to hear her clearly.

Welcome to Another Episode of Our Barber’s Brief.

In our final episode of the year, Vassilis and Marc discuss the key insights from the Cantor 2025 Trends Report, focusing on sustainability, inclusion, population growth challenges, the evolution of retail media networks, and the importance of innovation.

They emphasize the need for authenticity in sustainability efforts, the business advantages of inclusivity, and the potential of retail media networks to leverage first-party data for targeted marketing. The conversation highlights the necessity for brands to adapt and innovate in a changing market landscape.

Enjoy the show!

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/⁠

Timestamps

00:00 - Introduction to 2025 Trends Report

01:24 - Sustainability in Marketing

04:39 - The Inclusion Imperative

09:19 - Population Growth Challenges

17:17 - Retail Media Networks Evolution

25:43 - Stretching the Limits of Innovation

Link to report: https://www.kantar.com/campaigns/marketing-trends

Join our hosts, Marc and Vassilis as they welcome back Elena Jasper from 'The Marketing Architects Podcast' and Conor Byrne from 'Now That's What I Call Marketing' to the "studio."

In this engaging year-end review, our hosts and guests dive into standout marketing campaigns, trends in influencer marketing, and the effectiveness of various targeting strategies. They highlight successful campaigns like Budweiser's Clydesdales return and Elf Beauty's bold marketing approach while debating the future of influencer marketing and the critical role of first-party data.

The conversation also explores broad targeting strategies, brand purpose vs. performance marketing, and the impact of diversity campaigns amidst cancel culture. Furthermore, they discuss the evolution of large language models (LLMs) and their marketing implications, alongside Jaguar's controversial rebranding strategy and its effect on brand loyalty. Wrapping up, they share predictions for 2025, focusing on emerging trends in media and marketing, the rise of AI in creative processes, and the importance of nuanced marketing strategies in a dynamic landscape.

This episode is packed with insights, predictions, and vibrant debates you won't want to miss!

Our Guests:

Elena Jasper:

VP of Marketing @ Marketing Architects and Podcast Host of The Marketing Architects

https://www.linkedin.com/in/elenajasper/

Conor Byrne:

https://www.linkedin.com/in/conorbyrne/

Senior Marketing Director and Podcast of 'Now That's What I Call Marketing'

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/⁠

• 0:00 - Introduction and Year in Review

• 04:50 - Campaigns of the Year

• 14:45 - Bullish or Bearish: Marketing Trends

• 33:05 - Marketing Surprises of the Year

• 48:50 - Predictions for 2025: Media and Marketing Trends

• 
  

  Links:

• Marketing Architects https://podcasts.apple.com/ca/podcast/the-marketing-architects/id1679048313

• That’s What I Call Marketing https://www.thatswhaticallmarketing.com/

• Sleeping Barber https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

  Filipe Thomaz Report https://www.mi-3.com.au/15-10-2024/really-mediocre-outcomes-oxford-uni-professor-says-byron-sharp-and-ehrenberg-bass

• 
  

This is a special episode of the Barber's Brief, where Marc and Vassilis celebrate their 100th episode of the Sleeping Barber Podcast, while still diving into the latest marketing and business news. A small twist to the marketing moment, where they spotlight the Podcast, its origin, vision and direction moving forward.

Enjoy the show!

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/⁠

Timestamps:

00:00 - Introduction

03:32 - US Black Friday Results

06:34 - Jaguar's Bold Rebranding

10:36 - Critique of Jaguar's Marketing Strategy

20:20 - DOJ Recommendations for Google. Sell Chrome!

27:24 - Marketing Moment: Our Podcast

In The News Links:

US Black Friday Spending In store & online rose by 3.4%

https://www.reuters.com/business/retail-consumer/black-friday-data-shows-us-shoppers-spent-108-bln-online-2024-11-30/

Jaguar releases a concept for its new EV model after a controversy over its rebranding — which didn't feature a car.

Link: https://www.businessinsider.com/jaguar-releases-concept-car-after-controversial-rebranding-campaign-woke-2024-12

Advertising Malpractice at Jaguar - Roger Martin

https://rogermartin.medium.com/strategy-branding-30fcb644ecc8

DOJ: Google must sell Chrome to end monopoly

Link: https://techcrunch.com/2024/11/20/doj-google-must-sell-chrome-to-end-monopoly/

Marketing may involve running campaigns, tracking pricing, or creating brands, but let’s face it—marketers spend a lot of time building decks. From pitching ideas and asking for funding to reporting results or outlining strategies, we rely on presentations to drive action. Yet, no idea gains traction if it isn’t understood. That’s why communication and presentation skills are essential.

In this episode, Nancy Duarte shares her insights on crafting persuasive presentations and mastering effective communication.

Enjoy the show!

Our Guest:

Nancy Duarte

https://www.linkedin.com/in/nancyduarte/

CEO & Principal @ Duarte, Inc. - Creative Services & Presentation Skills Training

Author of 6 books & contributor to numerous publications like HBR, NYT, Wall Street Journal, Wired

Her TED Talk - The Secret Structure of Great Talks has well over 3M views

A client list that looks like the S&P500 listing - Apple, Hubspot, Walmart, Salesforce, Visa, Workday etc

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/

Background Research & Literature:

Duarte, Inc. https://www.duarte.com/

TEDx The Secret Strucutre of Great Talks https://www.ted.com/talks/nancy_duarte_the_secret_structure_of_great_talks

Books https://www.duarte.com/resources/books/

Create Slides People will Remember https://www.youtube.com/watch?v=OeV2fHEM4RI

Timestamps:

0:00 - Intro to Nancy Duarte

3:35 - Nancy’s career path to Presentation Agency Owner

6:38 - A presentation that won an Academy Award 9:35 - The challenge with most presentations

12:40 - How to amplify the connection to your audience

15:22 - Building decks is different from persuasive communication

19:00 - The importance of unpacking visuals

20:35 - Slideshows vs. Slidedocs

24:00 - Communication is evolving, PPT is just a tool

26:55 - How data has changed presentations

29:55 - Design implications with data

33:19 - The structure of great talks

37:42 - Why objections can improve your presentations

41:38 - Poking holes before presenting

43:45 - The Duarte Method: Story, Visuals, Delivery & Empathy

47:19 - Presenters need to think more like a helicopter than a train

49:40 - The big Aha’s for great presentations

51:54 - Learning more about Nancy

55:21 - Post-pod with V and Marc