Marc Binkley and Vassilis Douros discuss their insights from their recent episode featuring Dale Harrison, Zombie Metrics: Don't Fall for Misleading Data.

They explore the concept of 'zombie metrics' in marketing, the outdated funnel model, and the importance of intent data.

The discussion highlights the importance of data literacy among marketers and the significance of marketing effectiveness principles in driving business results. Our hosts reflect on the evolving landscape of marketing and the necessity of adapting to new insights and methodologies.

Follow our updates here: ⁠⁠

https://www.linkedin.com/company/sleeping-barber/⁠⁠

https://www.sleepingbarber.ca

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Takeaways

Zombie metrics can mislead marketers.

The traditional funnel model is no longer effective.

Intent data should be used holistically, not just for conversions.

Data literacy is crucial for interpreting marketing metrics.

Marketers must validate their metrics to ensure accuracy.

Curiosity about data sources enhances understanding.

Marketing effectiveness principles are essential for real results.

Dale Harrison's insights provide valuable perspectives.

The consumer journey is more compressed than ever.

Being open to being wrong fosters growth in marketing.

Chapters

00:00 - Introduction and Context Setting

01:07 - Exploring Zombie Metrics

04:16 - The Outdated Funnel Model

08:51 - Intent Data and Its Implications

13:29 - Marketing Effectiveness Principles