Mi3 Audio Edition

Feb 02 2025 369 ep. 39 mins 138

Mi3 Audio Edition Podcast artwork

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

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'Marketers are buying this’: Pitfalls and ‘lies’ to avoid on junk user data, clean room matching, MMM, incrementality tests - and B2B tech: Melbourne Business School Associate Professor Nico Neumann

Feb 02 2025 46 mins

Nico Neumann is deep in the weeds on digital marketing attribution, market mix modelling [MMM] and incrementality testing – likewise the dangers of narrow audience targeting and junk user data - the latter a $20bn market in the US alone. The Melbourne Business School Associate Professor in 2019 published research proving that closing your eyes and randomly selecting male or f

Flywheels over funnels, intimacy, ‘low martech’ and influence over mass ‘shotgun’ reach: Four Pillars cofounder on repeating the trick globally under Kirin-owned Lion

Jan 19 2025 61 mins

Four Pillars Gin is now four times the size of the entire Australian premium gin category when it started in 2013. Much of the category’s explosive growth is down to three cofounders having a crack, while seeing off the cops, who thought they were making meth. Now under Lion’s ownership, itself part of Japanese drinks giant Kirin, two of the founders – ex-Olympian

The fractional CMO explosion: Why the emerging exec gig economy is giving experienced marketing leaders freedom to leverage their craft without political and organisational angst

Dec 08 2024 58 mins

When experienced B2B marketer and former agency planner Taz Bareham decided to take on the title of 'Fractional CMO' three years ago, there were a handful of people on LinkedIn using the moniker. Fast forward to today, and the supply pipeline has grown to thousands, even outpacing solidly growing demand for these forms of executives. Why? Better work / life balance, avoiding burnou

Faster decisions that move profit needle, quantifying loyalty programs' dollar value: Where Optus and Michael Hill go next with MMM

Nov 27 2024 42 mins

The upside of market mix modelling (MMM) is it “certainly helps with credibility,” when proving marketing’s return on investment, per Optus consumer marketing boss Cam Luby. The downside is that it spits out a shedload of data. Hence Mutinex combining its real-time MMM platform with an AI-powered co-pilot called Hendren to hep marketers more easily interrogate and interpret t

Maurice Blackburn flags Australian publisher class action against Google for alleged bid rigging, Meta collusion; $8bn Canadian publisher lawsuit paves way

Nov 24 2024 44 mins

Australian law firm Maurice Blackburn is investigating a publisher class action against Google in a strikingly similar $8 billion lawsuit already underway in Canada – led by a tiny regional community publishing boss, Lisa Sygutek, who won’t be cowed. “Find your inner warrior, sign-up, go for it,” she urges Australian media owners. Miranda Nagy, the lawyer leading the Austra

B2B’s hard new playbook: Don’t bet everything on chasing marketing qualified leads – most buyers call you and have already made their choice when they do

Nov 10 2024 27 mins

The B2B world is a market where you don't call customers, customers call you - although it’s the opposite of widespread B2B marketing assumptions and practice today. A B2B awakening is underway as business marketers see increasing evidence that an under-investment in B2B brand work leads to a sea of sameness and mediocre results among buyers – across most industry sectors, many

LiSTNR Adtech Hub pushes digital audio network to break even a year early as agencies, brands pile-in; new APIs, ANZ spend data, retargeting and Scope3 CO2 mapping next

Nov 06 2024 26 mins

SCA in March launched three big tech bets for its LiSTNR master app – a customer data platform (CDP), customer-specific data matching clean rooms and dynamic creative optimisation. The bets are paying off and SCA is no longer reliant on third party data sources. Execs say the platform and its 2.1m logged-in users already command over 40 per cent of all digital audio ad dollars, h

Active attention for longer: Out of home study goes global as MRC moves on attention metrics, signalling programmatic surge, challenger brand boost

Oct 31 2024 30 mins

A decade after launching viewability metrics, the Media Ratings Council is moving to standardise attention metrics globally. That means buying media based on attention metrics will scale faster. But a world first out of home study into attention by QMS and Amplified Intelligence is already going global – and the findings for brands are huge. In short, out of home completely flips

TikTok-Tracksuit data: 60% brand awareness triples conversion; 37% awareness is sweet spot for DTCs, start-ups

Oct 24 2024 46 mins

TikTok marketing science chief Rory Dolan says performance media costs are soaring while conversions flatline. He has the data to prove it. After mapping TikTok platform activity with Tracksuit’s brand tracking data, Dolan has one key message – invest in brand to boost conversion and beat biddable auction inflation: “Advertisers with 60 per cent-plus awareness have a 2.86 tim

Writing for bots: Conversational commerce ‘explosion’ set to trigger up to $200bn in global brand content contracts – Deloitte Digital

Oct 21 2024 53 mins

Six months ago conversational commerce wasn’t really on the radar of Deloitte Digital’s National Partner Lead Leon Doyle. Now Doyle is reorganising his entire content team around it – and believes it’s coming at the $200bn content industry like a freight train. AI-powered chatbots and the speed at which all major platforms are developing and deploying, particularly on messa