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They explore the concept of 'zombie metrics' in marketing, the outdated funnel model, and the importance of intent data.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04:16 - The Outdated Funnel Model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

In this episode, Marc Binkley and Vassilis Douros reflect on their experiences at Cannes, discussing key highlights, networking with industry leaders, and insights on marketing trends.

They explore the evolving landscape of personalization, the lack of conversation around social purpose, and the need for transparency in media.

The conversation also touches on long-term campaign strategies, innovative advertising examples, and the critical role of attention in effective marketing. They conclude with thoughts on future plans and the value of connections made at the festival.

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/⁠

Key Takeaways

• Meeting industry leaders in person was a significant highlight.
• Personalization in marketing may be losing its effectiveness.
• Martech should focus on driving results rather than just technology.
• Long-term campaigns are more effective than short-term sprints.
• Excess share of voice is crucial for brand success.
• Creative approaches can help achieve share of voice with limited budgets.
• Attention metrics are essential for effective advertising.
• Wasted ad spend is a major issue in the industry.
• Social purpose needs to be genuine and integrated into branding.
• Networking at events like Cannes is invaluable for professional growth.

Timestamps:

00:00 Chilling in the Cold: Reflections on Cannes

02:39 Networking with Industry Leaders

05:17 The Shift in Personalization and Martech

07:53 The Role of Social Purpose in Branding

10:42 Campaign Longevity: Thinking Long-Term

13:19 Excess Share of Voice and Budget Constraints

15:58 Innovative Campaigns: Rethinking Media Strategies

18:29 Creative Insights from Cannes 2025

21:10 The Importance of Attention in Advertising

23:53 Final Thoughts and Future Plans