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Episode 62

The Truth About Marketing Analytics Costing You Millions

· 33:27 · Host: Todd Juneau & Kelly McGuire

Todd and Kelly tackle the realities of marketing and performance measurement with marketing analyst and expert Jeff Sutelman, from Funnel.io.

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Chapters

  1. 00:00:00 — Why Your Marketing Data Might Be Lying to You
  2. 00:01:00 — Meet Jeff Sutelman: The Marketing Data Truth-Teller
  3. 00:03:00 — What is Funnel.io and Why Marketing Data Matters
  4. 00:04:00 — The Death of Perfect User Journey Tracking
  5. 00:08:00 — Why ROAS Isn't the Holy Grail of Measurement
  6. 00:11:00 — The Last-Click Attribution Trap and Brand Building
  7. 00:13:00 — Balancing Finance Expectations with Marketing Reality
  8. 00:14:00 — Brand Is Making a Comeback
  9. 00:18:00 — Data Quality: The Difference Between $50 and $10 CAC
  10. 00:23:00 — Data Security, Compliance, and GDPR Challenges
  11. 00:26:00 — Data Analysts vs Data Scientists: The Translator Role
  12. 00:28:00 — Proving Upper Funnel Impact with Lower Funnel Metrics
  13. 00:31:00 — Hot Seat: Most Overrated and Underrated Metrics

Show notes

Todd and Kelly tackle the realities of marketing and performance measurement with marketing analyst and expert Jeff Sutelman, from Funnel.io.

They discuss why the dream of perfect user journey tracking is dead, how platforms like Meta grade their own homework, and why ROAS isn't the holy grail most marketers think it is.

Jeff shares why small brands stay small when they optimize only for last-click conversions, the critical importance of data quality and governance, and how to balance performance marketing with brand building.

The conversation covers everything from the challenges of attribution in a privacy-first world to why passing quality signals back to ad platforms can be the difference between a $50 CAC and a $10 CAC.

Whether you're an agency trying to prove ROI or a brand struggling to scale past organic growth, this episode delivers hard truths and actionable insights about the current state of marketing analytics.

Chapters:

  • (00:00:00) - Why Your Marketing Data Might Be Lying to You
  • (00:01:00) - Meet Jeff Sutelman: The Marketing Data Truth-Teller
  • (00:03:00) - What is Funnel.io and Why Marketing Data Matters
  • (00:04:00) - The Death of Perfect User Journey Tracking
  • (00:08:00) - Why ROAS Isn't the Holy Grail of Measurement
  • (00:11:00) - The Last-Click Attribution Trap and Brand Building
  • (00:13:00) - Balancing Finance Expectations with Marketing Reality
  • (00:14:00) - Brand Is Making a Comeback
  • (00:18:00) - Data Quality: The Difference Between $50 and $10 CAC
  • (00:23:00) - Data Security, Compliance, and GDPR Challenges
  • (00:26:00) - Data Analysts vs Data Scientists: The Translator Role
  • (00:28:00) - Proving Upper Funnel Impact with Lower Funnel Metrics
  • (00:31:00) - Hot Seat: Most Overrated and Underrated Metrics

Links and Resources:


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About Contrary to Popular Opinion

Contrary to Popular Opinion is the show where marketing's conventional wisdom gets cross-examined. Hosts Todd Juneau and Kelly McGuire take the advice every marketer repeats — and test whether it actually builds brands or just follows the crowd — drawing on decades inside the advertising business to give leaders permission to do the thing nobody else is doing.

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