Actionable Marketing Podcast

Too much marketing is based on guesses not backed by data. Paid tactics, like pay-per-click (PPC) and social media advertising, can burn through your budget when guesses are wrong. How can you use data to make marketing more predictable to forecast performance and adjust to shifts in trends to increase your ROI? Today’s guest is John Readman from BOSCO, a digital analytics and predictive modeling platform for retailers and eCommerce companies. He discusses what it takes for predictable marketing to be successful. It involves understanding historical data, performance, and trends across a client's channels.   Some of the highlights of the show include: What is predictable marketing? Getting all data in one place on an ongoing basis Why should marketers make decisions driven by data, not gut instinct/intuition? Data and Decisions: Depend on volume, understanding data to base decisions Challenges: Digital marketing data is used to scale ROI in one particular channel COVID Comparisons: Causal effect of supply an