Shows
CVO Live by Omniconvert PodcastThe CVO Live podcast with Russell McAthy: Doing attribution the right way in eCommerceIn today's market, everyone is doing attribution, regardless of the technology, channels, or strategies they use to reach more customers.What makes a business successful should not be defined by what the analytics platforms are telling them to look for, but measured by the KPIs that accurately measure the value of each customer by the channel they came from.Russel McAthy, CEO and Founder of Ringside Data, shared his best insights on creating a smart attribution model for eCommerce companies, how to get better data, how to use post-purchase surveys in a smart way, multi-channel...
2023-05-1231 min
Marketing Unf*ckedCan having fun drive profit?Mark Rofe is the answer to the question, ‘what happens when you combine a great mind for marketing with a love for humorous stunts?’ With several e-commerce businesses, a PR course, and a viral billboard campaign advertising himself in his portfolio, Mark has a unique perspective on digital marketing and PR. But is there anything he wants to Unf*ck about the industry?Join me, Siobhan Solberg, and my co-host Russell McAthy as we chat with entrepreneur and digital marketer Mark Rofe about running a Christmas tree farm. Yes, really! In our ‘Christmas’ episode, we delve...
2022-12-2029 min
Marketing Unf*ckedMarketing isn’t the problem. Everything is. | Tim StewartIf a company makes a $50m profit in its first year but goes bankrupt less than a decade later, should it be considered a successful business? It’s easy to equate success to sales, yet chasing short-term profits makes long-term success unattainable. Developments in digital marketing have made it easier than ever before to deliver quick results. Still, new businesses that jump in without doing the work to support cross-departmental collaboration will soon face stagnation. So, do we need to unf*ck marketing, or do we just need to learn to work together better to support business-wide goals?...
2022-12-1338 min
Marketing Unf*ckedAnalytics is more than a box to be checked | Jill QuickTechnology isn’t as smart as people think it is. Assuming our tools are clever enough to figure out what we want to know without additional input is a rookie mistake many businesses make. Unfortunately, this leads marketers to make decisions based on (unintentionally) confabulated reports — potentially tanking their conversion rate. With Universal Analytics set to stop processing new data in 2023, teams that aren’t educated in marketing analytics will struggle to benefit from the more convoluted GA4. But is that a bad thing? And what can analytics consultants do to better support businesses that don’t understand their reports...
2022-11-2949 min
Marketing Unf*ckedIs caring about customers always the answer? | Jono AldersonOne simple truth is redefining the marketing landscape: consumers are getting smarter. With businesses like Amazon setting an increasingly high bar for customer experience, doing the bare minimum is no longer enough — especially when algorithms are learning to judge website quality on how much businesses care about their customers. But with so few willing to invest in delivering quality online experiences for their customers, what’s to be done?Join hosts Siobhan Solberg and Russell McAthy as they catch up with Jono Alderson, head of SEO for Yoast, digital strategist, and award-winning marketing expert. List...
2022-11-1536 min
Marketing Unf*ckedSilos, egos, and why server-side is about control | Simo AhavaTaking the path of least resistance can be incredibly tempting. After all, if a solution promises to fix all your business’s problems, isn’t it worth a try? In reality, clever tools and tactics never deliver the fix-all solutions they claim to offer. Only an understanding of how our work impacts that of others, fluid communication, and a willingness to learn can improve business operations in the long term. But in a world where ego reigns supreme, how do we make communication a priority and become less reliant on tools? Simply, how do we unf*ck this process?
2022-11-0139 min
Marketing Unf*ckedWhy data is not the solution to uncertainty | Rick DronkersWhat came first, the process or the insight? In an ideal world, a business’s processes would be informed by data, with teams seeking information to help them reach pre-established goals and objectives. But when it comes to data collection, can we really understand what we want to do with this information before we have it in front of us? And as clients become increasingly concerned about maintaining growth in a changing world, how do we convince them that collecting more data isn’t a business-saving silver bullet?Join me, Siobhan Solberg, and my co-h...
2022-10-1836 min
Marketing Unf*ckedHow failed tests help you make better decisions | Craig SullivanIt’s easier now than ever before for businesses to run CRO experiments, but what happens when great technology is misused? From not running enough tests to manipulating data to prove a favored hypothesis, there are many ways businesses use testing resources incorrectly — and screw up their growth in the process. So, how can we Unf*ck these issues?Join me, Siobhan Solberg, and my co-host Russell McAthy as we chat with Optimal Visit’s Optimiser in Chief, Craig Sullivan, about all things testing. We get into why there is no such thing as a ‘fai...
2022-10-0446 min
Marketing Unf*ckedWhy compliance should be your first thought, not an afterthought | Cory UnderwoodCollecting customer data is something businesses take for granted. It’s an expectation: if they can’t gather data on their customers’ behavior online, how else are brands meant to optimize their user journeys? Yet as legal battles between Google Analytics and European data protection authorities show no signs of slowing down, global businesses risk losing access to data on a massive market. They need to reconsider their compliance strategies — and quickly. The shifting landscape of data security is impacting marketers, businesses, and consumers, but are the changes benefiting anyone?In this episode of Marketin...
2022-09-2040 min
Marketing Unf*ckedLet go of assumptions to better understand your customers | Janis ThomasMarketers often exist within a bubble that messes with their perception of their audience. They build ideas about their customers based on their own desires and preconceived notions about different segments, thinking that older audiences are slow and don’t engage with brands online. That an instant conversion is always a win. And, most dangerously, that everyone looks and acts like them.This is based on ego, not data, and is totally F*cked. But how do you move away from comfortable ideals and begin to engage with your audience in a way that dr...
2022-09-0638 min
Marketing Unf*ckedBonus: What does data-centric marketing really mean?Small business owners often make the mistake of not fully understanding where their marketing dollars are going. This sticky issue has a fancy term: attribution marketing. That is, if you spend x amount of dollars, what’s the true return? Where are the customers coming from? How much do you need to spend for them to find you?Join me and fellow host, Russell McAthy, on Marketing Unf*cked as we talk through the analytics that can shift the needle in your business and how to identify them. Russell is a marketing attribution expert. We...
2022-08-2333 min
PR Resolution podcastShare of voice or share of search?'Share of voice' is a term used to describe how a brand is being talked about against it’s competitors.
Share of voice is worked out very differently in Public Relations in comparision to other areas of marketing. This is mainly down to earned, owned and paid media all having different data and what we're allowed access to.
At the end September 2020, Mark Ritson wrote an article for Marketing Week, which pitched why 'share of search' could be a better alternative measure of how popular a brand is among consumers.
When I read th...
2020-10-0657 min
PR Resolution podcastA simple guide to attribution with russell mcathyIn this episode I step out of Public Relations and interview an expert in marketing measurement; Russell McAthy.
Russell has been helping businesses attribute success (often revenue) to various lines of marketing for years. Without his insight into customer behaviour, millions in marketing budgets are likely to have been misspent.
The term 'attribution' has come up a lot recently in PR recently so, I wanted to get back to basics. Russell and I cover what 'attribution' means, how PR fits into overall marketing evaluation and how you can talk about it to your stakeholders.
2020-01-2244 min
Digital Marketing RadioMarketing Attribution for the Real World – RUSSELL McATHY | DMR #216Today I'm joined by a man who following 10 years working for brand, agency and consultancy data-led positions is now building a marketing attribution platform, helping brands to truly understand how customers interact with their business - online and offline. Welcome to DMR, Russell McAthy. [You can find Russell over at Cubed.ai.]
On this episode of Digital Marketing Radio we discuss marketing attribution, with topics including:
I first heard of marketing attribution about 5 years ago - and it really seemed like something that would radicalise insight. But it doesn't really seem to have had a massive impact to-date. Is that fair or am...
2017-07-2430 minDigital Marketing RadioMarketing Attribution for the Real World – RUSSELL McATHY | DMR #216Today I'm joined by a man who following 10 years working for brand, agency and consultancy data-led positions is now building a marketing attribution platform, helping brands to truly understand how customers interact with their business - online and offline. Welcome to DMR, Russell McAthy. [You can find Russell over at Cubed.ai.]
On this episode of Digital Marketing Radio we discuss marketing attribution, with topics including:
I first heard of marketing attribution about 5 years ago - and it really seemed like something that would radicalise insight. But it doesn't really seem to have had a massive impact to-date. Is that fair or am...
2017-07-2430 min
Internet Marketing: Insider Tips and Advice for Online MarketingWhere is Marketing Attribution Headed - Russell McAthyThis week’s episode of the Internet Marketing Podcast sees Andy chatting to Russell McAthy, CEO of CUBED to discuss marketing attribution and where it is headed.Marketing attribution can be a complicated subject and on the show, Russell explains how important it is to appropriate value to the right places within the marketing funnel, to allow businesses to make much better decisions on where they should be spending their money and their effort to get the best return.During the podcast, You'll learn :Why attribution is such a complex topic & why a lot of businesses have struggled to get to...
2017-07-0615 minThe Internet Marketing PodcastWhere is Marketing Attribution Headed - Russell McAthyThis week’s episode of the Internet Marketing Podcast sees Andy chatting to Russell McAthy, CEO of CUBED to discuss marketing attribution and where it is headed.Marketing attribution can be a complicated subject and on the show, Russell explains how important it is to appropriate value to the right places within the marketing funnel, to allow businesses to make much better decisions on where they should be spending their money and their effort to get the best return.During the podcast, You'll learn :Why attribution is such a complex topic & why a lot of businesses have struggled to get to...
2017-07-0615 min
Through the Line with Andy BargeryUnderstanding Marketing Attribution with Russell McAthyIn this show I talk to Russell McAthy from marketing attribution consultancy Deliver Insight. Russell introduces what attribution is and how it links to understanding the lifetime value of a customer. We talk about what attribution means for brand and performance marketing, how you can use attribution and digital metrics to make tactical marketing decisions in a cross channel, online and offline world and for both consumer and b2b marketing.
You can find out more about Russell and the companies and products he talks about in the show here:
www.russellmcathy.com
www.deliverinsight.co.uk
www.visscore.com
2016-01-2244 min