Stick that in your pipe, with Rupali Singhal.

This might be the most "unscripted" episode of Analytics Unscripted yet. Bhav WhatsApp'd Rupali Singhal ten minutes before we hit record and asked if she fancied joining us. She said yes, and thank goodness, because Rupali leads marketing analytics for Twilio's international regions and runs their global MMM programme, and she very much knows her stuff.

We get into what media mix modelling actually is versus multi-touch attribution, why Sky swore by MMM while a gaming company like King still can't get it centre stage, whether marketers should really be paying an agency 200k a year to build one, and the slightly uncomfortable realisation that most models (MMM included) mostly reward direct response, brand-building be damned. We also go down a B2B attribution rabbit hole, talk about why finance is secretly the most important relationship in all of this, and Dan finally forces Rupali to define the word "analytics." No conclusions were reached. As is our way.

Links

Form: Confess, rant, or simply grass someone up (anonymously ofc) using this form!

LinkedIn: Rupali Singhal @ Twillio

LinkedIn: Daniel Perry-Reed @ Kickflip Analytics

LinkedIn: Bhavik Patel @ Huel

Podcast: Comment, subscribe and listen to other episodes over on analyticsunscripted.com

Chapters

00:00 — Welcome to the least planned guest booking in podcast history.

02:59 — Who is Rupali (and what actually is MMM)? Twelve years in marketing analytics, running the global MMM programme at Twilio, and the cleanest "unscripted" answer we've ever had.

06:06 — Dan gets blunt: is MMM genuinely useful, or just an academic project clever people build for themselves?

07:09 — Sky vs. King: why one business lived and died by MMM and the other still can't get it centre stage.

17:35 — Why telling a marketer "we're moving your budget" feels like a personal attack (even when it really isn't).

19:33 — Don't pay an agency 200k a year: building MMM in-house, and Dan volunteering to do it for a discount.

22:38 — Bhav puts his anti-MMM hat on, and we go looking for the brand-awareness blind spot no model can see.

26:08 — B2B attribution chaos: when your "customer journey" is actually five different job titles at the same company.

33:12 — Career advice, LinkedIn as a slightly controversial learning tool, and why finance is the relationship that actually gets MMM adopted.

36:39 — The last-question tradition: what actually is "analytics"? Rupali's answer, and Bhav's mic-drop for the qual researchers.

Tags

analytics · data analytics · artificial intelligence · business intelligence · data analyst · analytics podcast · AI · marketing analytics · media mix modelling · multi-touch attribution · B2B marketing