The Marketing Intelligence Show

In this episode of The Marketing Intelligence Show, Teck Goon (Reserata), Brent Banning (Pragmaticians), and Nora Hungershoefer (Supermetrics) unpack what it really takes to bring your online and offline marketing data together, optimize channel spend, and unlock the holy grail—true ROAS measurement.

You’ll learn:

• Why marketing consolidation is critical and its business impact

• How to unify online and offline marketing data efficiently

• Common pitfalls to avoid in your data strategy

• Local case studies from the APAC region illustrating practical applications

Do your e-commerce reports tell the full story—or just a fraction of it?

In this episode of The Marketing Intelligence Show, host Anna Shutko is joined by Tea Korpi, Senior Product Marketing Manager at Supermetrics, to explore how e-commerce marketers can cut through the noise, eliminate blind spots, and build smarter, action-oriented dashboards.

You’ll learn:

• Why so many e-commerce reports fall short

• How to organize your dashboard by funnel stage

• The metrics that matter at each phase of the customer journey

• How to connect marketing and product data for more accurate reporting

• Real-life examples from brands like Manscaped and Benefit Cosmetics

Whether you're stuck in data overload or looking to level up your existing reporting strategy, this episode will help you move from data hoarding to actionable insight.

Related resources:

• • Custom data import: https://supermetrics.com/blog/custom-data-import 
  • Essential ecommerce metrics for 2025 success: https://supermetrics.com/blog/ecommerce-metrics 
  • What is ecommerce reporting, and why does it matter?:
    https://supermetrics.com/blog/ecommerce-reporting
    
  • The 2025 marketing data report: https://discover.supermetrics.com/marketing-data-report-2025/

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/

What 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.

What 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.

47% 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/

In 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

In 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/

With 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.