Beyond Vanity Metrics: Building Measurement Systems That Actually Drive Growth with Mallory Wilberding

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. TakeawaysMeasurement is crucial for understanding marketing effectiveness.Brands should focus on true ROI rather than vanity metrics.Different types of measurement serve different purposes.Marketers often make mistakes by relying on outdated metrics.AI and machine learning can enhance measurement strategies.It's important to be agile and adjust measurement approaches as needed.Preparation for key shopping events should include measurement strategies.Understanding customer behavior is key to effective marketing.Measurement should be an ongoing process, not just for specific campaigns.Marketers need to educate stakeholders on the value of measurement. Chapters 00:00 Introduction to Mallory Wilberding and FusePoint 02:27 The Importance of Measurement in Marketing 06:43 Understanding Different Types of Measurement 10:45 Common Mistakes in Measurement Practices 14:27 The Role of AI in Advertising 18:17 Preparing for Black Friday and Cyber Monday 20:28 Advice for Brand Marketers 21:20 Closing Thoughts and Resources