The Keys to Marketing Effectiveness with Dr. Grace Kite
01/14/21 • 46 min
Dr. Grace Kite helps brands measure and manage their marketing effectiveness and evaluate the impact of revenue. As the Founder of Gracious Economics, Grace and her team have helped hundreds of business leaders understand the right marketing mix by untangling the effectiveness of their growth levers including advertising, pricing, availability, and the economy. Grace has a PhD in Economics, is a regular contributor to Marketing Week magazine, is a technical judge for the IPA. Her client work has led to 10 IPA effectiveness awards and a Cannes Grand Prix.
You can reach Grace on LinkedIn here
0:45 – Introduction
1:50 – What is econometrics is and what do econometricians do?
3:25 – The difference between data science and econometrics.
5:10 – How an economist ended up in marketing.
9:00 – Why discounting and brand building both work
12:45 – When, in a brand’s life, should you start brand building
14:30 – Does all brand-building work?
16:35 – How brand-building works
19:45 – The importance of a media mix to improve ROI
23:14 – Are digital video ads as effective as traditional TV ads
25:35 – The two tasks of online ads
30:50 – The problem with last-click attribution
32:25 – How to think differently about digital ads
36:00 – Defining share of search and
39:50 - How brands can use Share of Search
42:40 – Where Share of Search fits in a customer’s path to purchase
Dr. Grace Kite helps brands measure and manage their marketing effectiveness and evaluate the impact of revenue. As the Founder of Gracious Economics, Grace and her team have helped hundreds of business leaders understand the right marketing mix by untangling the effectiveness of their growth levers including advertising, pricing, availability, and the economy. Grace has a PhD in Economics, is a regular contributor to Marketing Week magazine, is a technical judge for the IPA. Her client work has led to 10 IPA effectiveness awards and a Cannes Grand Prix.
You can reach Grace on LinkedIn here
0:45 – Introduction
1:50 – What is econometrics is and what do econometricians do?
3:25 – The difference between data science and econometrics.
5:10 – How an economist ended up in marketing.
9:00 – Why discounting and brand building both work
12:45 – When, in a brand’s life, should you start brand building
14:30 – Does all brand-building work?
16:35 – How brand-building works
19:45 – The importance of a media mix to improve ROI
23:14 – Are digital video ads as effective as traditional TV ads
25:35 – The two tasks of online ads
30:50 – The problem with last-click attribution
32:25 – How to think differently about digital ads
36:00 – Defining share of search and
39:50 - How brands can use Share of Search
42:40 – Where Share of Search fits in a customer’s path to purchase
Previous Episode
Leading Agile Brands: How to Balance Short Term Results with Long Term Goals with Marty Neumeier
Host Marc Binkley talks with Marty Neumeier about how companies can create better balance between short term needs and long term goals. Marty is the Director of CEO branding at Liquid Agency, Founder and Parter of a branding masterclass certification program called Level C and author of 8 books including Zag, considered one of the 100 best business books of all time.
1:29 - Wicked Problems - balance short term results with long term goals
3:43 - The Problem with discounting
4:57 - Using strategy to compete
9:43 - How to stay focused on the future
13:16 - How purpose inspires the right kind of innovations
17:56 - Why design is so useful for brands
21:44 - Design thinking for innovation
24:33 - The new C-Suite
27:41 - Why Marketing Directors shouldn't manage branding
29:44 - Why brand training is important
33:21 - Agile Strategy & Swarming
43:24 - Developing Chief Branding Officer (CBO)
46:32 - How CEOs and CBOs can work together to run a company
Next Episode
Why Brand Strategy is Everyones Job with Graham Robertson
Graham Robertson is an award-winning brand advisor who helps corporate executives find new growth areas. He’s the author of the bestselling book Beloved Brands and has worked with organizations like the NFL Players Association, Shell, Reebok, Acura, Pfizer and Miller on brand strategy, positioning, and activation plans.
Timestamps:
0:43 - Introduction
1:52 – Why Listerine won 4 Effie awards for advertising effectiveness
3:46 – How we should think about a brand
7:14 – Brand management balance between short-term tactical ads and long-term brand building
9:25 – How Apple uses the soft sell to build brand
11:20 – The two biggest lessons all marketers should learn
13:20 – The Tom Brady gut check: why rational thought kills ideas and how instinct can improve decision making
17:38 – A brand positioning process that works
19:20 – The 4 stages of the benefits ladder
21:44 – Why brand strategy should include everyone in an organization
22:50 – How brand and culture affect both product-led and experience-led companies
25:15 – Why it takes 5 – 10 years to build an overnight sensation
26:35 – Why customer relationships are more like sports teams
Connect with Graham
Beloved Brands Website
Graham on LinkedIn
Beloved Brands Book
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