MMM is dead, so what next?I bet you haven’t seen any posts about MMM in a while.

That’s for two reasons:

1. The marketing bandwagon has moved on to pastures new. It’s now all “AI this” rather than “MMM that”.
2. MMM has been mis-sold to the vast majority of people, and people are disillusioned.

So I lie - MMM isn’t quite dead. But, it’s only relevant to about 0.5% of companies, and 5% of marketers

For everyone else, it’s completely useless. It only works for companies that have both:

a) VAST quantities of conversion data to build a model from

b) The expertise and patience to build that model in a way that makes it actually work.

But, for 95% of you, what do you replace MMM with? What are some actual next steps for you, rather than generic nonsense?

Well this is what this episode is about

Should we trust Google? This is a worn out question, and Google have proven time and time again that we should not. At the end of the day, they will always have a duty to be out for themselves. Instead, the more important question is how should we be working together with Google, and what can we use to thrive.

Anu is amazing, and check out https://ppc.live/ if you're in the UK, and follow the #ppcchat hashtag on twitter. You can also find her work at https://searchengineland.com/

There are good ways of running competitor conquesting campaigns on Google. But, there are also some very very bad ones. I ran through how to make these campaigns effective

You cannot drive sustainable incremental revenue if you don't pick a good North Star metric. If you've ever found yourself in a position where:

• Improvement in channel performance hasn't translated into improvements in the bottom line
• You're struggling to communicate your goals clearly, to either internal or agencies teams
• You can't summarize daily performance in one clear chart

This episode is for you.

Here's a link to the fabulous Amplitude piece on this that I mentioned

Welcome to the first "Break" in Breaks and Ladders.

Matt Walsh is going to be the first person to fall victim to my new game: Blue Sky Whiteboarding. This is a game where we imagine massively contrived scenarios, and plot out what we'd do in them. Todays game is "Imagine you've just been hired to run advertising for an anti-advertising charity.

If you want to hear more from him (and who wouldn't?) Matt is one half of the podcast "Bad Impressions", available here.

How well do you really know your audience? Matt Gillooly has been working on a way to listen to feedback from your users at scale with ChatGPT, and actively work that into your growth strategy. It was a masterclass.

Here's some content about creating content.

For real though, I've tried a lot of stuff and here's a breakdown of some of the pits I've fallen into, and some of the things I've learned along the way

You might well know Yoann from such things as PPC News- either the newsletter on LinkedIn or the online resource and community

This all makes him perfectly placed to talk to about the power of both community and knowledge sharing, as well as the future of Google. As chance would have it, that's what we talked about