Russell McAthy
Special guest
Russell McAthy is an attribution expert. He helps give businesses an analytical understanding of their marketing activity so they can make better data-driven decisions.
He’s the founder of Ringside.ai which is a marketing data platform, but he’s been helping businesses with insight for years. For the last four years he was MD at ‘Deliver Insight’ and previous to that CEO at CUBED, both of which analyse data to build customer journey stories & attribute success to lines of activity.
Russell is often on stage talking about marketing evaluation and generally helping the industry make better budget decisions.
Russell McAthy has been a guest on 2 episodes.
-
Share of voice or share of search?
October 6th, 2020 | 57 mins 57 secs
analytics, attribution, marketing measurement, pr measurement, pr metrics, russell mcathy, stella bayles
'Share of voice' is a term used to describe how a brand is being talked about against it’s competitors.
At the end September 2020, Mark Ritson wrote an article for Marketing Week, which pitched why 'share of search' could be a better alternative measure of how popular a brand is among consumers.
In this episode I interview marketing attribution expert, Russell McAthy, founder of Ringside to help us learn more.
We explore:
- What 'share of search' is
- How it considers consumer view over the brand marketing teams!
- How all of the marketing activity affects it
- How PR teams can explore it
-
A simple guide to attribution with russell mcathy
January 22nd, 2020 | 44 mins 45 secs
analytics, attribution, marketing measurement, pr measurement, pr metrics, russell mcathy, stella bayles
In this episode, I step out of Public Relations and interview an expert in marketing measurement; Russell McAthy.
Russell has been helping businesses attribute success (often revenue) to various lines of marketing for years. Without his insight into customer behavior, millions in marketing budgets are likely to have been misspent.
The term 'attribution' has come up a lot recently in PR recently so, I wanted to get back to basics. Russell and I cover what 'attribution' means, how PR fits into overall marketing evaluation and how you can talk about it to your stakeholders.
Get ready to learn.