Marketing attribution has always been hot topic, but it was usually all about how much more data you could get. There's a new school of thought becoming popular now that attribution is misleading, distracting, and in some cases, impossible. So who better to talk to than the CMO and co-founder of an attribution platform, but also a marketer who understands the dark funnel and dark social - Steffen Hedebrandt.
Acquiring a company, and indeed being acquired by one, is one of the great branding challenges for marketing leaders. There are lots of considerations, and even more moving parts. On this episode, I spoke with Gwen Lafage, VP of Brand and Content at Sinch, who talks about what happens, and what should happen, from a brand perspective. With 4 acquisitions made by Sinch in just the last year alone, she had incredible experience and perspective to share.
Community is a term that's used so often in marketing that is can sometimes feel a little meaningless. In real marketing terms, what is it? How can you build one? And what does it drive for your business? There may be nobody more qualified (and passionate) to talk to the topic than Todd Clouser, Lead Brand Marketing Manager at Refine Labs.
What it means to research your audience has changed a lot in digital marketing over the years, and we've allowed a lot of that audience understanding to be done by ad platforms and algorithms. So what does it mean to do audience research properly, then? I spoke with Rand Fishkin, CEO and cofounder of audience research tool Sparktoro, to get the answers.
It's a hot topic right now to be a media company, but what does it mean to build one? I spoke with someone who is actively doing it to learn more. Mikhail Myzgin, VP Marketing at Slice broke it down with the detail and precision that only he could. It was a true masterclass of an episode.