Season 5, Episode 3: Marketing experiments and probabilistic measurement (with Koen Pauwels and Julian Runge)

Mobile Dev Memo Podcast

In this episode of the podcast, I'm joined by two academics -- Julian Runge from Northwestern University's Medill School and Koen Pauwels from Northeastern University -- for a conversation about the methodological (and stylistic) distinction between marketing experimentation and probabilistic measurement.

Julian has previously appeared on the podcast and recently contributed a guest article for Mobile Dev Memo, and he and I have co-authored a number of articles (including this Harvard Business Review piece). Koen runs the Marketing and Metrics blog as well as the Pauwels on Marketing newsletter on LinkedIn.

Some of the topics addressed in our discussion include:

• Experimentation in marketing measurement;
• The most popular techniques for probabilistic measurement, and how they are implemented;
• How a firm can integrate experimentation into its marketing measurement efforts;
• How firms tend to improperly implement Media Mix Modeling;
• Whether it is possible to measure incrementality for a specific channel, using that channel's tools;
• How marketers should think about demonstrating the value of their efforts;
• How the value of brand equity can be measured and integrated into marketing measurement;
• How a firm should think about experimentation and opportunity cost.

Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:

• Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
• INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

The Mobile Dev Memo podcast is available on:

• Apple Podcasts
• Spotify
• Google Podcasts