The Marketing Intelligence Show

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.

Join Shahbaz Khokhar, CEO of Venture Beyond, and Gabrielle Stafford, CMO of Supermetrics, as they share creative testing strategies that power top e-commerce brands on Paid Social.

Learn how to scale with data-driven testing, automate media buying, and quickly iterate on successful creatives. Perfect for high-growth e-commerce brands looking to optimize ad performance and lead Paid Social.

For more insights from Supersummit, webinars and more resources head over to our community at community.supermetrics.com

What happens when one of the world’s biggest social media platforms faces an uncertain future? 

In this episode of The Marketing Intelligence Show, host Evan Kaeding is joined by Kristina Knut, Supermetrics’ Brand & Social Media Strategist, to unpack the potential TikTok ban in the U.S. With the deadline looming, Kristina draws on her experience managing Supermetrics’ social media and her years working in China to offer unique insights and practical advice for marketers.

Will TikTok go dark? What should marketers and advertisers do right now? And how can brands prepare for whatever comes next? Tune in for expert perspectives, actionable tips, and a look at how to navigate this pivotal moment in digital marketing.

Whether TikTok stays or goes, this episode will help you stay ahead of the game.

In this episode of The Marketing Intelligence Show by Supermetrics, host Evan Kaeding chats with Siim Säinas, Social Measurement and Insights Manager at Google. Siim brings a wealth of experience from his agency days and his current role at Google, offering a deep dive into how one of the world's largest companies approaches media effectiveness and social measurement.

Key topics include:

- How Google balances brand and performance marketing.

- Tools and metrics Google uses to measure media impact.

- The future of creative testing and AI-driven marketing strategies.

Learn from Siim’s expert advice and actionable tips to elevate your marketing strategies—whether you're managing campaigns for a small business or a global enterprise. Don't miss this behind-the-scenes look at Google's marketing approach!

In this episode of The Marketing Intelligence Show, Jose Murillo, Regional Head of Connections Marketing at FIFCO, shares his inspiring journey of transforming FIFCO’s marketing operations.

Tune in to learn how Jose:

• ​Transitioned from agency owner to leading FIFCO’s marketing transformation.
• ​Built an in-house agency that scaled across three countries and won awards.
• ​Established a Marketing Data Foundation that became a strategic pillar for FIFCO.
• ​Developed predictive KPI models to optimize campaigns and drive efficiency.
• ​Leveraged Supermetrics to automate reporting, saving over 160 hours monthly.

Gain practical advice for navigating organizational challenges, building a data-driven culture, and scaling marketing operations effectively.