ExperiMENTAL Marketing | Playbooks to measure and scale Marketing ROI

The AI Marketing Playbook top CMOs are using right now | Nuno Leal (EY Studio +)

Nuno Leal is the EY Studio+ CMO Practice Leader where he gets to work with the world's biggest CMOs on implementing their AI vision. In this conversation, we discuss the challenges organizations face in integrating AI into their marketing strategies, the importance of experimentation, and the need for a balance between brand and performance marketing. Takeaways * Many companies are struggling to become fully integrated marketing organizations. * The pressure to adopt AI often leads to scattered efforts without focus. * A solid data foundation is crucial for effectively utilizing Gen.AI [http://Gen.AI]. * Organizations should prioritize one or two high-impact areas for AI implementation. * Experimentation is key to effective marketing strategies. * Marketing teams will need to adapt their structures to include more technical skills. * Creativity will be a significant differentiator in the future of marketing. Chapters * 00:00 Challenges in Marketing Organizations * 08:43 Building Data Foundation for AI * 16:24 Effective AI Implementation * 25:02 Evolution of Marketing Roles * 32:31 CMOs and the Future of Marketing Listen to the ExperiMENTAL Marketing podcast on Apple, Spotify, and wherever you get your podcasts New episodes every Thursday at 6 AM GMT+2. Also, check out the experiMENTAL newsletter: https://experimental.beehiiv.com/subscribe [https://experimental.beehiiv.com/subscribe]

How to 30x ad spend by fixing the pipes | Barbara Galiza (dBT, Substack, Fix My Tracking)

Barbara Galiza is the founder of Fixmytracking.com [http://Fixmytracking.com] where she helps companies fix their tracking and measurement. In this conversation, we discuss the evolution of marketing measurement and tracking from 2015 to 2025, emphasizing the importance of adapting to new ad platform capabilities and strategies. Takeaways * Conversion tracking is crucial for optimizing performance * Choosing the right conversion event is crucial for success. * Taxonomy in structure has a bigger unlock than you think * Passing PII when legally done is a must do * Less is more when it comes to conversion events. In this episode, we cover: Chapters 00:00 The Evolution of Ad Campaigns: 2015 vs 2025 05:57 Understanding Audience Targeting and Segmentation 10:20 The Importance of Conversion Tracking 15:17 Attribution Challenges in Modern Advertising 19:56 Best Practices for Conversion Events 24:40 Navigating Legalities in Data Passing 27:45 Conversion Events in Marketing Campaigns 30:35 Understanding Ad Groups and Creative Strategies 31:58 The Importance of Incrementality in Measurement 34:49 Case Study: Taxonomy and Campaign Structure 38:47 Attribution Challenges and Solutions 42:26 Building a Strong Foundation for Scaling 46:28 Launching 'Fix My Tracking' Service 49:48 Future Trends in Marketing and AI Listen to the ExperiMENTAL Marketing podcast on Apple, Spotify, and wherever you get your podcasts New episodes every Thursday at 6 AM GMT+2. Also, check out the experiMENTAL newsletter: https://experimental.beehiiv.com/subs [https://experimental.beehiiv.com/subs]... [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa1dxOVNVdEdGckYxRG5fZWVvV1NVWFFGZzhjd3xBQ3Jtc0tuVEhBZVBjNDZpenFQZFU2VDRNX0hIUEd5cS1hOGE3R3F4UlpmR3hQZklsQTRQdlJ5UUpFTFZPc09OVTZ6QnZVbHQ3R1JZbXhWQ3I4dElZbU9rUDJNcVpmdDc4TjVrWE1WLVN6aEx4OXM1VFYwTU9ZQQ&q=https%3A%2F%2Fexperimental.beehiiv.com%2Fsubscribe&v=ZdGKN2qhxio] And if you need help on your broken tracking, checkout Fixmytracking.com [http://Fixmytracking.com].

The engineer turned CMO fixing Marketing Measurement | Pranav Piyush (Reforge, Adobe, Dropbox)

Pranav Piyush is the CEO of Paramark [https://paramark.com/], where he's devoting the next 15 years of his life to solving Marketing Measurement. In our conversation, he shares his journey from engineering to marketing at companies like Adobe, Dropbox, and Reforge emphasizing the importance of measurement and experimentation in marketing. He also discusses the challenges faced by CMOs, the need for a culture of experimentation, and the significance of strategy in marketing efforts. Takeaways * Marketing measurement is dysfunctional and he saw a glaring gap when he was a Marketing leader * CMOs face short tenures because of unrealistic expectations from the C-suite but also self inflicted * A culture of experimentation is crucial for marketing success. * Failure in experiments is common and should be embraced as a learning opportunity. * Creative strategy is as important as tactical execution in marketing. * The future of marketing lies in continuous adaptation and innovation. In this episode, we cover: 00:00 Introduction to Pranav Piyush and Paramark 01:41 Pranav's Journey into Marketing 05:29 The Challenges of Marketing Measurement 08:07 Bridging the Gap: Art and Science in Marketing 11:44 Understanding CMO Challenges 16:09 Building a Culture of Experimentation 21:42 Strategy vs. Execution in Creative Marketing 25:06 The Importance of Roadmaps in Marketing 27:16 Innovative Experiences at Dropbox 29:46 Lessons from Failed Experiments 33:37 Finding Product-Market Fit 37:34 Building Relationships with Major Clients 42:09 Choosing the Right Marketing Vendor 47:14 Understanding Marketing Metrics Listen to the ExperiMENTAL Marketing podcast on Apple, Spotify, and wherever you get your podcasts New episodes every Thursday at 6 AM GMT+2. Also, check out the experiMENTAL newsletter: https://experimental.beehiiv.com/subscribe [https://experimental.beehiiv.com/subscribe]

How to grow users by fixing conversion not traffic | Adam Miller (Uber, Turo, Postmates)

In this conversation, Adam Miller shares his extensive experience in user acquisition across various marketplaces, including Turo, Postmates, and Uber. We discuss the evolution of user acquisition strategies, the importance of creative processes, and the collaboration between marketing and product teams. Adam also highlights common mistakes founders make in user acquisition and his contrarian views on the topic. He emphasizes the need for a balanced approach to supply and demand in marketplaces and the challenges of attribution in user acquisition. Takeaways * User acquisition strategies have evolved significantly over the years, especially with the rise of mobile. * In 2025, user acquisition will rely heavily on automated systems and algorithms. * Creative processes should start with identifying unique value propositions (UVPs). * Collaboration between marketing and product teams is crucial for effective user acquisition. * Founders often make the mistake of relying too heavily on paid advertising too early. In this episode, we cover: 00:00 Coming up 00:57 Adam's Journey 03:27 User Acquisition Strategies at Turo, Postmates, and Uber 09:16 Navigating User Acquisition During COVID-19 14:17 The Evolution of User Acquisition in 2025 18:00 Creative Strategies for Effective User Acquisition 19:52 Collaboration Between Marketing and Product Teams 25:35 Common Mistakes Founders Make in User Acquisition 28:29 Contrarian Views on Education and Career Paths 33:28 Future Trends in User Acquisition and Market Dynamics Join the newsletter: https://experimental.beehiiv.com/subscribe [https://experimental.beehiiv.com/subscribe]

How marketing teams mistake motion for progress | Mattia Santin (ContentSquare, Hotjar, Uber)

What if your biggest growth unlock wasn’t more speed, but better structure? In this episode of ExperiMENTAL, host Sundar Swaminathan sits down with Mattia Santin, SVP of Brand, Growth & Operations at ContentSquare, former CMO at Hotjar, and former marketing leader at Uber. They dive deep into the B2B vs. B2C debate, why product marketing is the missing engine in many orgs, and what Mattia learned running $300M+ in global media. From in-housing entire teams to turning off ad spend for bold tests, this episode offers hard-won insights for every marketing leader who wants to scale without burning out. KEY TAKEAWAYS • Product marketing should be a two-way street, not a ticketing system • B2B and B2C are more alike than people think, speed is the main difference • The structure of your marketing team affects everything: agility, trust, impact • “Zigzagging your way to growth” creates chaos and burnout • Build the engine before you slam the gas pedal • Foundations matter more than speed; solid data systems are non-negotiable • Product marketing teams need clarity, resilience, and executive support • Testing assumptions (even expensive ones) leads to clarity and efficiency • Leadership buy-in is essential for bold experiments • Attribution isn’t just a metric problem, it’s a culture problem BEST MOMENTS 00:03:02. “It’s been fascinating to observe... a lot more similarities than people think.” 00:05:06. “I knew I wasn’t going to be at companies for 18 years... that wasn’t my path.” 00:08:00. “Hotjar had an amazing brand, but competition was rising. It was time to pivot.” 00:10:13. “I've worked in squad setups and functional models... and I prefer functional.” 00:16:02. “You don’t want a car zigzagging its way through strategy.” 00:23:36. “Product marketing teams will suffer without clarity and structure.” 00:37:45. “We turned off all display spend for a week… and nothing happened.” 🎧 ExperiMENTAL is hosted by Sundar Swaminathan, Head of Data Science at Bounce and former Uber leader. This show is your behind-the-scenes look at how top marketers and data scientists make smarter decisions. 🧠 Expect unfiltered conversations, mental models, and case studies that help you cut waste, build conviction, and grow your B2C business. 📬 Subscribe to the ExperiMENTAL newsletter for deep dives and frameworks: https://experimental.beehiiv.com/ This podcast has been brought to you by APodcastGeek. https://www.apodcastgeek.com