The Causal Analytics and an Alignment Trick Episode

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! — The Links The people: Ian Truscott on LinkedIn Jeff Clark on LinkedIn Robert Rose on LinkedIn 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. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.