The Causal Analytics and an Alignment Trick Episode
This week, Jeff and Ian apply their One Hot Wonder or Wonderwall test to Causal Analytics, and Robert has a trick for sales and marketing alignment.
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This week, former Forrester Research Director Jeff Clark is back in the studio and joins our host Ian Truscott to test whether a new trend, technique, buzzword, or technology is a one-hit wonder or a Wonderwall. In other words, is this something we should pay attention to, or a fad?
This week, they focus on causal analytics: whether it is the answer to the challenge of attribution and our dependency on vanity metrics, or a new buzzword we can safely ignore.
They discuss:
- The concept of causal analytics and its components
- Differences between correlation and causation in marketing
- Challenges of implementing causal analytics in B2B
- The role of data quality and analyst skills
- Barriers to mainstream adoption in B2B marketing
Then, Ian moves to our virtual bar, The Rose and Rockstar, and joins Robert Rose, Chief Trouble Maker at Seventh Bear.
Over a drink that is not a cocktail this week, Robert shares a trick for sales and marketing alignment from a recent article he wrote for his Rose Colored Glasses series for The Content Marketing Institute.
Enjoy!
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The Links
The people:
Mentioned this week:
- Causal AI for chief marketing officers | Alembic
- A Practical Guide to Causal Inference in Marketing Channel Analytics | by Brian James Curry
- Robert’s article: This Test Fixes Marketing and Sales Misalignment
Rockstar CMO:
- The Beat Newsletter that we send every Monday
- Rockstar CMO on the web and LinkedIn
- Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
- We’ll be right back by Stienski & Mass Media on YouTube
- Piano Music is by Johnny Easton, shared under a Creative Commons license
- Oasis – Wonderwall (Official Video)
You can listen to this on all major podcast platforms, including Apple Podcasts, Amazon Podcasts, and Spotify.
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