Nearly 150 episodes in, and we’ve got our second-only repeat guest, which means you know they’re a good one.
In Ep. 149 of Earned, Conor Begley sits down with Doug Jensen, SVP and experienced data and analytics leader.
In Ep. 149 of Earned, Conor Begley sits down with an experienced data and analytics leader with over 35 years in the marketing analytics field: Doug Jensen. To start, Doug delves into the strategic intricacies of marketing mix models (MMM) and how they address modern challenges like iOS privacy changes. Doug shares his strategies for measuring influencer marketing impact beyond sales, and enhancing brand desirability and consumer engagement. He then emphasizes the importance of nurturing authentic creator relationships and the growing significance of Earned Media Value (EMV) as a key performance metric. Switching gears, we explore the potential of platforms like TikTok Shop and tools like CreatorIQ and Dash Hudson in transforming brand-creator partnerships. To close the show, Doug shares some tips for planning an unforgettable African safari that will have you packing your bag as you listen.
We’ve included a couple of highlights from the episode below, but be sure to check out the full video above, or tune into the podcast on Spotify, Apple Podcasts, or wherever you listen!
The following interview has been lightly edited for concision.
Conor Begley: I'd love for you to give people a quick background on your career and how you got here, and what you focus on for those interested in following a similar path.
Doug Jensen: I've been working in the marketing analytics field for 35 years, believe it or not. I started at Nielsen, which is now NielsenIQ, and I was in Chicago working in a cubicle and running economic models, econometric models, and I didn't actually know at the time what they were, but they were marketing mix models. I've been doing that kind of analytic work for my entire career, worked at Nielsen Information Resources, which is now part of Circana, then went in-house at Avon Products where I led a global team that just delivered marketing mix models to the international markets, and then, for the past 11 years I’ve been at Estée Lauder Companies.
I was hired and brought into the company to build a host of analytic capabilities, including marketing mix modeling, and that's the work that I feel the most passionate about and I think is sometimes under appreciated in the industry. I’ve been at a couple of conferences recently where it's being talked about favorably again, and that is something we should talk about today, in large part because it is using a type of technique where you can measure anything, any marketing variable, and you can measure it using aggregated data, so it avoids those issues with iOS or Google, where we're going to see less ability to look at individual consumer behavior.
Marketing mix models don't rely on individual behavior data. We've been using it really from the beginning, going back to when I first met you 10 years ago, to really understand the importance of creator and influencer marketing. We use it to measure its impact on not only sales but also upper-funnel and mid-funnel activities.
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