{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Talk Commerce","title":"Beyond Vanity Metrics: Building Measurement Systems That Actually Drive Growth with Mallory Wilberding","html":"","width":"100%","height":180,"duration":1454,"description":"In this episode of Talk Commerce, Brent Peterson interviews Mallory Wilberding, the Director of Sales at FusePoint. They discuss the critical role of measurement in marketing, especially in the context of changing data privacy regulations and the importance of understanding different types of measurement. Mallory emphasizes the need for brands to move beyond vanity metrics and focus on true ROI. They also explore common mistakes marketers make in measurement, the impact of AI and machine learning, and how to prepare for key shopping events like Black Friday and Cyber Monday. The conversation concludes with advice for marketers on how to effectively communicate the value of measurement to stakeholders.\n\nTakeaways\nMeasurement is crucial for understanding marketing effectiveness.\nBrands should focus on true ROI rather than vanity metrics.\nDifferent types of measurement serve different purposes.\nMarketers often make mistakes by relying on outdated metrics.\nAI and machine learning can enhance measurement strategies.\nIt's important to be agile and adjust measurement approaches as needed.\nPreparation for key shopping events should include measurement strategies.\nUnderstanding customer behavior is key to effective marketing.\nMeasurement should be an ongoing process, not just for specific campaigns.\nMarketers need to educate stakeholders on the value of measurement.\n\nChapters\n\n00:00\nIntroduction to Mallory Wilberding and FusePoint\n02:27\nThe Importance of Measurement in Marketing\n06:43\nUnderstanding Different Types of Measurement\n10:45\nCommon Mistakes in Measurement Practices\n14:27\nThe Role of AI in Advertising\n18:17\nPreparing for Black Friday and Cyber Monday\n20:28\nAdvice for Brand Marketers\n21:20\nClosing Thoughts and Resources","thumbnail_url":"https://img.transistorcdn.com/Iwo9itiv1VVvX4mxHpDFF3LqetNORMJCPIcKVtkYuNY/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzQ4MTQzLzE3MDM3/NzA2NjQtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}