Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
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The future of the marketing tech stack: navigating complexity, CDPs, and AI hype
Manage episode 481142220 series 2824610
Content provided by Supermetrics. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Supermetrics or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
In this episode of The Marketing Intelligence Show, Aleksander Cardwell, Director of Product Marketing at Supermetrics, chats with Matt Simmonds, Supermetrics’ Chief Product and Technology Officer. They explore key findings from the 2025 Marketing Data Report—like the 230% increase in data volumes since 2020—and unpack what it all means for marketing leaders.
You’ll learn:
Why bi-directional data connectivity is the new normal
The truth about composable CDPs and who they’re really for
How to choose the right measurement model, from MMM to incrementality
What’s hype and what’s real when it comes to AI in marketing
How marketers can build a flexible, composable tech stack
If you’re grappling with complexity, overwhelmed by AI promises, or unsure where to go next with your marketing data—this one’s for you.
Get the 2025 Marketing Data Report: https://discover.supermetrics.com/marketing-data-report-2025/
93 episodes
Share
Manage episode 481142220 series 2824610
Content provided by Supermetrics. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Supermetrics or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
In this episode of The Marketing Intelligence Show, Aleksander Cardwell, Director of Product Marketing at Supermetrics, chats with Matt Simmonds, Supermetrics’ Chief Product and Technology Officer. They explore key findings from the 2025 Marketing Data Report—like the 230% increase in data volumes since 2020—and unpack what it all means for marketing leaders.
You’ll learn:
Why bi-directional data connectivity is the new normal
The truth about composable CDPs and who they’re really for
How to choose the right measurement model, from MMM to incrementality
What’s hype and what’s real when it comes to AI in marketing
How marketers can build a flexible, composable tech stack
If you’re grappling with complexity, overwhelmed by AI promises, or unsure where to go next with your marketing data—this one’s for you.
Get the 2025 Marketing Data Report: https://discover.supermetrics.com/marketing-data-report-2025/
93 episodes
All episodes
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The Marketing Intelligence Show
1 The future of the marketing tech stack: navigating complexity, CDPs, and AI hype 20:55
20:55 
Play Later 
Play Later 
Lists 
Like 
Liked20:55
Play Later Play Later Lists Like LikedIn this episode of The Marketing Intelligence Show , Aleksander Cardwell, Director of Product Marketing at Supermetrics, chats with Matt Simmonds, Supermetrics’ Chief Product and Technology Officer. They explore key findings from the 2025 Marketing Data Report —like the 230% increase in data volumes since 2020—and unpack what it all means for marketing leaders. You’ll learn: Why bi-directional data connectivity is the new normal The truth about composable CDPs and who they’re really for How to choose the right measurement model, from MMM to incrementality What’s hype and what’s real when it comes to AI in marketing How marketers can build a flexible, composable tech stack If you’re grappling with complexity, overwhelmed by AI promises, or unsure where to go next with your marketing data—this one’s for you. Get the 2025 Marketing Data Report : https://discover.supermetrics.com/marketing-data-report-2025/…
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The Marketing Intelligence Show
1 The secret behind ETAM’s modern retail data strategy with Sophie Buresi 34:22
34:22 Play Later Play Later Lists Like Liked34:22
Play Later Play Later Lists Like LikedWhat does it really take to modernize a retail company’s approach to data? In this episode of The Marketing Intelligence Show , we sit down with Sophie Buresi , Global Data and CRM Factory Director at ETAM Group. Sophie shares how the team moved from legacy systems and disconnected tools to a modern, cloud-based setup that supports smarter segmentation, marketing measurement, and decision-making. You’ll learn: How ETAM built their retail data strategy from the ground up What it takes to turn business goals into practical data projects How the team redesigned customer segmentation for real-world use The steps they took to bring marketing mix modeling in-house Why data quality and team alignment were key to long-term success Whether you're in retail or just navigating data transformation, this episode offers an honest look at the real work behind building a strategy that sticks.…
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The Marketing Intelligence Show
1 How Philips Healthcare saved 40% of analyst time and built a scalable marketing data stack 14:17
14:17 Play Later Play Later Lists Like Liked14:17
Play Later Play Later Lists Like LikedWhat if you could save 40% of your analysts’ time and reshape your entire approach to marketing data? In this episode of The Marketing Intelligence Show, Martina Karakoleva, Campaign Insights Manager at Philips Healthcare, joins host Fanny Heimonen to share how she led a full-scale marketing data transformation—cutting manual work, unifying campaign data, and reshaping the analyst role from data providers to true insights experts. You’ll learn: How Philips automated reporting and improved data trust The role naming conventions played in scaling fast Why centralizing data ownership in marketing is a game-changer How the analyst role is evolving with AI and automation What’s next for Philips’ marketing data journey Tune in to hear how one team built a single source of truth and a scalable data model.…
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The Marketing Intelligence Show
1 TikTok trends: Turning viral moments into business results 19:33
19:33 Play Later Play Later Lists Like Liked19:33
Play Later Play Later Lists Like Liked47% of marketers say improving brand awareness is a top priority this year—but how do you actually stand out in a sea of content? In this episode, we dive into how marketers can turn TikTok trends into real business outcomes. Join Ankita Mehta Shodhan, Product Marketing Lead at TikTok, and Kristina Knut, Creative Program Manager at Supermetrics, as they break down what makes a trend on TikTok—from niche nano trends to viral macro moments. You’ll learn how to spot trends with real potential, analyze TikTok performance data, and boost your brand’s visibility and engagement on one of the world’s fastest-growing platforms. 🔗 For more insights, download the 2025 Marketing Data Report: supermetrics.com/report 🔗 Plus, explore more sessions and resources at https://community.supermetrics.com/…
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The Marketing Intelligence Show
1 Turning MMM data into insights with Juha Nuutinen from Sellforte 42:48
42:48 Play Later Play Later Lists Like Liked42:48
Play Later Play Later Lists Like LikedIn this episode of The Marketing Intelligence Show , host Outi Karppanen is joined by Juha Nuutinen, CEO and co-founder of Sellforte, to dive deep into the world of Marketing Mix Modeling (MMM). They go beyond the basics to explore how modern MMM has evolved, why it's gaining popularity, and most importantly, how marketers can turn insights into action. Whether you're just starting or looking to refine your MMM approach, this episode is packed with valuable takeaways. Key learnings: How MMM has evolved and why it’s more relevant than ever The biggest mistakes marketers make when interpreting ROI Why dashboards alone aren’t enough—and what to do instead How scenario planning helps optimize marketing budgets Want to get started with MMM? If you're a Supermetrics user, check out Sellforte's free pilot program , for an easy way to test MMM risk-free. Related episodes: Listen to Olivia Korey’s episode on Decoding Incrementality Testing to understand how geo-testing and experimentation enhance MMM accuracy. Want to know how marketers are using data in 2025? Download the 2025 Marketing Data Report: supermetrics.com/report…
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The Marketing Intelligence Show
1 Modern marketing measurement with Supermetrics and Google Cloud 28:08
28:08 Play Later Play Later Lists Like Liked28:08
Play Later Play Later Lists Like LikedIn today’s fast-changing marketing landscape, measurement is more complex—and more critical—than ever. In this episode of The Marketing Intelligence Show , we explore what modern marketing measurement should look like, leveraging insights from Google’s Modern Measurement Playbook. Join Outi Karppanen, Lead Marketing Analytics Strategist at Supermetrics, and Jakob Pörschmann, AI Specialist Customer Engineer at Google, as they break down how brands and agencies can unlock actionable insights to drive growth. Discover how combining multiple measurement approaches—from data-driven attribution to marketing mix modeling and incrementality testing—fuels smarter, privacy-first decision-making. If you’re looking to future-proof your marketing measurement strategy, this is a session you don’t want to miss! 🎧 Tune in now to learn: ✅ How to apply Google’s Modern Measurement Playbook ✅ Why multi-measurement frameworks are the key to actionable insights ✅ How to navigate privacy challenges while maintaining data accuracy 🔗 For more insights, download the 2025 Marketing Data Report: supermetrics.com/report Plus, explore more sessions and resources at https://community.supermetrics.com/…
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The Marketing Intelligence Show
1 Proving marketing effectiveness in the age of data fragmentation 26:34
26:34 Play Later Play Later Lists Like Liked26:34
Play Later Play Later Lists Like LikedWith marketers constantly juggling data from disconnected sources, proving campaign effectiveness has become a growing challenge. In this episode of The Marketing Intelligence Show , we explore how to overcome the obstacles of isolated data streams and still deliver impactful, data-driven results. You’ll learn practical methodologies for unifying fragmented data, developing performance indicators that matter, and presenting outcomes that highlight true marketing success—especially in media strategy and creative execution. Tune in for insights that will help you turn complexity into clarity. If you’d like to catch more episodes like this, head over to the Supermetrics Community community.supermetrics.com , where we share resources from events, webinars, and much more.…
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The Marketing Intelligence Show
1 Unlock your next $100Million+ in e-commerce revenue: The creative testing formula for growing paid social in 2024 25:57
25:57 Play Later Play Later Lists Like Liked25:57
Play Later Play Later Lists Like LikedJoin Shahbaz Khokhar, CEO of Venture Beyond, and Gabrielle Stafford, CMO of Supermetrics, as they share creative testing strategies that power top e-commerce brands on Paid Social. Learn how to scale with data-driven testing, automate media buying, and quickly iterate on successful creatives. Perfect for high-growth e-commerce brands looking to optimize ad performance and lead Paid Social. For more insights from Supersummit, webinars and more resources head over to our community at community.supermetrics.com…
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The Marketing Intelligence Show
1 Navigating the TikTok turmoil: what marketers need to know 21:53
21:53 Play Later Play Later Lists Like Liked21:53
Play Later Play Later Lists Like LikedWhat happens when one of the world’s biggest social media platforms faces an uncertain future? In this episode of The Marketing Intelligence Show , host Evan Kaeding is joined by Kristina Knut, Supermetrics’ Brand & Social Media Strategist, to unpack the potential TikTok ban in the U.S. With the deadline looming, Kristina draws on her experience managing Supermetrics’ social media and her years working in China to offer unique insights and practical advice for marketers. Will TikTok go dark? What should marketers and advertisers do right now? And how can brands prepare for whatever comes next? Tune in for expert perspectives, actionable tips, and a look at how to navigate this pivotal moment in digital marketing. Whether TikTok stays or goes, this episode will help you stay ahead of the game.…
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The Marketing Intelligence Show
1 Inside media measurement at Google: Balancing brand, performance and AI 48:16
48:16 Play Later Play Later Lists Like Liked48:16
Play Later Play Later Lists Like LikedIn this episode of The Marketing Intelligence Show by Supermetrics, host Evan Kaeding chats with Siim Säinas, Social Measurement and Insights Manager at Google. Siim brings a wealth of experience from his agency days and his current role at Google, offering a deep dive into how one of the world's largest companies approaches media effectiveness and social measurement. Key topics include: - How Google balances brand and performance marketing. - Tools and metrics Google uses to measure media impact. - The future of creative testing and AI-driven marketing strategies. Learn from Siim’s expert advice and actionable tips to elevate your marketing strategies—whether you're managing campaigns for a small business or a global enterprise. Don't miss this behind-the-scenes look at Google's marketing approach!…
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The Marketing Intelligence Show
1 The inside scoop: How FIFCO built an award-winning in-house agency with data with José Murillo 22:10
22:10 Play Later Play Later Lists Like Liked22:10
Play Later Play Later Lists Like LikedIn this episode of The Marketing Intelligence Show, Jose Murillo, Regional Head of Connections Marketing at FIFCO, shares his inspiring journey of transforming FIFCO’s marketing operations. Tune in to learn how Jose: Transitioned from agency owner to leading FIFCO’s marketing transformation. Built an in-house agency that scaled across three countries and won awards. Established a Marketing Data Foundation that became a strategic pillar for FIFCO. Developed predictive KPI models to optimize campaigns and drive efficiency. Leveraged Supermetrics to automate reporting, saving over 160 hours monthly. Gain practical advice for navigating organizational challenges, building a data-driven culture, and scaling marketing operations effectively.…
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The Marketing Intelligence Show
1 How to scale your DTC brand with Tyson Drake: Growth strategies, data tips, and AI trends 55:42
55:42 Play Later Play Later Lists Like Liked55:42
Play Later Play Later Lists Like LikedOn this episode of The Marketing Intelligence Show , Evan Kaeding sits down with Tyson Drake, former CMO of the nine-figure DTC brand Oodie and now a fractional CMO helping e-commerce brands grow profitably. Tyson shares his no-nonsense strategies for scaling DTC brands, from choosing the right ad platforms to making sense of first-party data. He also reveals how emerging AI tools can change the game for marketers and why tracking the right metrics—like contribution margin—matters more than ever. You’ll Learn: What a solid growth strategy looks like for DTC brands. How to choose between Google, Meta, and other channels when starting out. Why tracking contribution margin beats relying on ROAS. Easy ways to use first-party data to create better customer experiences. When and how to expand into new products, channels, or markets. The impact of AI tools on data analysis and creative production. Packed with practical tips, this episode is a must-listen for anyone serious about e-commerce growth.…
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The Marketing Intelligence Show
1 Mastering omnichannel marketing analytics with Ontario Lottery and Gaming Corporation 26:14
26:14 Play Later Play Later Lists Like Liked26:14
Play Later Play Later Lists Like LikedIn this episode of The Marketing Intelligence Show , Gokul Prasad, Media Performance Manager at Ontario Lottery and Gaming Corporation, shares how his team transformed their approach to omnichannel marketing analytics. Host Zachary Bricker dives deep into OLG's journey of centralizing data, automating reports, and making smarter, data-driven decisions. Key discussion points include: Centralizing data from earned, owned, and paid channels into Looker Studio. Overcoming challenges in data integration and building a unified analytics hub. Scaling automation to save 30–35% of time on data processes. Using predictive analytics to adapt to market trends like sports seasonality. Ensuring compliance with evolving data privacy regulations. You’ll also hear how they: Identified surprising audience behaviors during live sports events. Leveraged insights to align marketing strategies with customer needs. Adopted a two-pronged approach of storytelling and automation for analytics. Whether you're a marketing professional or analytics enthusiast, this episode is packed with actionable insights to inspire your next move.…
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The Marketing Intelligence Show
1 Why SuperSummit '24 scored 4.6/5 stars: Unmissable insights and behind-the-scenes reveals to grow your events! 36:29
36:29 Play Later Play Later Lists Like Liked36:29
Play Later Play Later Lists Like Liked🎧 Why did SuperSummit 2024 score 4.6 stars? Get all our tips for building a leading marketing intelligence event. Join Jessica Gondolfo and Aleksander Cardwell from Supermetrics as they take you behind the scenes of SuperSummit, our biggest event of the year for marketing and analytics pros worldwide. Discover product updates, unforgettable sessions, and audience moments that made this event a standout success. Whether you joined live or couldn’t make it, this episode highlights everything that made SuperSummit '24 unmissable. You'll learn: Key insights from top sessions with industry experts like Google, TikTok, and McCann Supermetrics' product strategy updates and what they mean for the future of marketing intelligence The role of data storytelling and creative testing in modern marketing How to navigate customer engagement in a global, multi-channel event Practical tips for organizing and hosting engaging virtual events Don't forget to check out the Supermetrics Community for on-demand content and join us in future events! https://community.supermetrics.com/p/supersummit…
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The Marketing Intelligence Show
In this episode of the Marketing Intelligence Show by Supermetrics, we dive deep into the world of Marketing Mix Modeling (MMM) . Join host Daniel King as he chats with industry experts Matt Farrugia, Global Chief Customer Officer and Co-founder of Mutinex, and Kevin Alphonso, Senior Marketing Manager at Seek. Discover what MMM is, why it's crucial for today's marketers, and how it can help businesses navigate complex marketing landscapes. Learn about the challenges businesses face and how MMM can provide solutions. Get insights into key metrics, implementation strategies, and the future of MMM. Key topics covered: What is MMM and why is it important? Common challenges businesses face and how MMM can solve them Key metrics to focus on for MMM Implementation tips and learnings The future of MMM Join us as we explore real-world examples, challenges, and best practices for implementing MMM in your organization.…
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Daily Deals
Similar to The Marketing Intelligence Show
Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
…
continue reading
The Partnership Economy explores the power of partnerships through candid conversations and stories with industry leaders. Our hosts, David A. Yovanno, CEO and Todd Crawford, Co-founder, of impact.com, unpack the future of partnerships as a lever for scale and an opportunity to put the consumer first.
…
continue reading
The fun email marketing podcast. Sell more of your online courses, grow your membership and bring in more coaching clients with email marketing that doesn't stink. Sound good? Then join your fellow Email Marketing Heroes for your weekly dose of fun, practical, yet brutally honest email marketing advice. You can listen in to a piping hot, fresh episode every 'Email Marketing Wednesday' or if you prefer learning with your eyes instead of your ears, we turn each episode into a full written blog ...
…
continue reading
Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (Zapier’s CMO), lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.
…
continue reading
Big tech is transforming every aspect of our world. But how, and at what cost? This season of Land of the Giants – The Disney Dilemma – focuses on Disney’s ability to weather the ups and downs of the business cycle and changing tastes and explores what has kept it successful for over 100 years. The entertainment giant has leveraged nostalgia and its intellectual property to build a beloved brand, but after an acquisition spree that included Marvel, Lucasfilm, and 20th Century Fox, can it sus ...
…
continue reading
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…
continue reading
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The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.
Brian Burns
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No BS Allowed - Are you sick of empty suits telling you to work harder? - Learn about The Maverick Selling Method, which models the world's best salespeople and what they do differently. If you are in sales and are passionate about selling, you will like this podcast. The focus is on b2b sales and selling. If you are selling or in sales, this podcast is for you. I cover cold calling, spin selling, challenger sale, solution selling, and advanced selling skills. Strategic selling, LinkedIn, sa ...
…
continue reading
Call them changemakers. Call them rule breakers. We call them Redefiners. And in this provocative podcast, we explore how daring leaders from across industries and around the globe are redefining their organizations—and themselves—to create extraordinary impact in today’s rapidly changing world. In each episode, Russell Reynolds Associates Leadership Advisor Hoda Tahoun and former CEO Clarke Murphy host engaging, purposeful conversations with leaders in and out of the business world who shar ...
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Welcome to the What’s Next! Podcast. I’ve met so many brilliant people as I traveled the globe and have had some fascinating conversations that I’ve wished had been recorded so I could share them with you - this podcast was a way for me to recreate those moments and let you in on some fantastic insights. My current conversations center around one objective: what's next for companies and individuals as they look to innovate and grow. I hope these conversations inspire you as much as they have ...
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