The Undiscovered Metric

A podcast by Adverity

The Undiscovered Metric is a content series produced by Adverity. Identifying and looking at key data streams businesses use to evaluate their marketing performance.

Join us as we sit down with experts from various industries to learn more about the importance of data in their role and what they consider the 'undiscovered metric'.

8 Sources Marketers Should Be Paying Attention To in 2025

Season 2 - Episode 13

In a this episode of The Undiscovered Metric podcast, we revisit advice from all our experts from Season 2 and breakdown the eight sources marketing leaders recommend to help you stay informed and ahead in 2025.

6 Key Digital Marketing Metrics for 2025

Season 2 - Episode 12

In this episode of The Undiscovered Metric podcast, we asked our podcast guests which metrics were the most important for marketers to monitor. Read on or watch our 2024 review episode below to find out what they had to say, and how these metrics stack up, from the top of the funnel to the bottom of the funnel.

Blending Data and Creativity for Marketing Success- Mariama Kamanda, Barilla

Season 2 - Episode 11

In a recent episode of The Undiscovered Metric podcast, hosted by Jessica Cardonick, VP of Product Marketing at Adverity, Mariama Kamanda, Senior Manager of Data and Analytics at Barilla Group shares her experience and insights on the evolving relationship between creativity and data.

Mastering Data Management - Landon Perry, Green Line Digital

Season 2 - Episode 10

In the latest episode of The Undiscovered Metric podcast, Jessica Cardonick, VP of Product Marketing at Adverity, sat down with Landon Perry, VP of Ad Measurement and Data Analytics at Green Line Digital, to discuss how marketers can best manage their data pipelines to improve campaign performance and streamline reporting.

Organic Growth in the Age of AI - Rory Hope, HubSpot

Season 2 - Episode 9

In this episode of The Undiscovered Metric, Rory Hope, Head of EN Growth at HubSpot, joins us to discuss the ever-evolving world of organic growth and how marketers can use data insights for more efficient campaign performance.

Navigating the Complexities of Performance Marketing - Alex Sofronas

Season 2 - Episode 8

In a recent episode of The Undiscovered Metric podcast, Alex Sofronas, an expert in performance marketing and data analytics, shared his experiences and insights on the challenges and opportunities in the dynamic field of performance marketing.

From Metrics to Mastery - Tim Burr, Founder and CEO of Scopic

Season 2 - Episode 7

In this episode of The Undiscovered Metric, we speak to Tim Burr, founder and CEO of Scopic, a US software solutions firm that specializes in software development and marketing. With over 40 years of experience in the software industry, Tim is in a fantastic position to help answer this and many more questions.

Cutting Through the Noise - Jeff Coleman, Carter's

Season 2 - Episode 6

In this episode, we speak with Jeff Coleman, Leader of Digital Marketing Science at Carter’s, to find out how he brings order to chaos when finding the right metrics.

Maximizing Impact Across Campaigns - David Bushell, AdGrow

Season 2 - Episode 5

In this episode of The Undiscovered Metric, we speak with someone who has witnessed this evolution first-hand.

For over 15 years, David Bushell has been the Director at AdGrow, a marketing agency that specializes in pay-per-click advertising.

Identifying Marketing Campaign Performance with LinkedIn

Season 2 - Episode 4

In this episode of The Undiscovered Metric, we speak with Emily Gustin, Senior Associate for Business Development at LinkedIn, to find out the latest on what marketers are looking at when trying to identify and judge their campaign performance, including with LinkedIn’s new Revenue Attribution Report. Emily has led LinkedIn’s marketing measurement and attribution partnerships in her current role for two years and has been with the company for almost six.

Now, Next, Future: Agency Stories - The Tech Revolution in Marketing Agencies

Join us in this Now, Next, Future agency stories special as we talk to Jon Clarke, VP of Global Technology Solutions at Transmission, to discuss the challenges and opportunities tech is presenting to agencies across the globe.

Jon has 28 years of experience in B2B marketing on the client, agency, and vendor sides and joined Transmission about two years ago.

"I've got three different perspectives of all things B2B. My last business that I co-founded was a B2B and tech platform, Cyance. Then I joined Transmission to head up the Global Service Innovation strategy, and it's been a real whirlwind".

How LV='s Marketers and Data Analysts Are Bridging the gap

Season 2 - Episode 3

In this episode of The Undiscovered Metric, we explore the transformative impact of closing the divide between marketers and data analysts and speak with not one but two experts in their respective fields. Debra Kaye has been a Digital Analyst with LV= for over a decade, having previously been a Web Optimization Manager for AXA. Paul Mabb is LV=’s Marketing Analytics Manager and has a background in SEO and digital marketing.

Creating Brand Momentum - Tamsin James, CMO at MSQ Partners

Season 2 - Episode 2

In this episode of The Undiscovered Metric, we speak with Tamsin James, the new and first CMO at MSQ Partners, a next-gen group of creative, media, tech, and data agencies.

In her 18 years in marketing and media, Tamsin has worked for some of the UK’s most respected creative and media agencies, including Maxus and Wavemaker.

Gen AI - Thomas Hirschmann, CEO CoreCortex

Season 2 - Episode 1

Join Thomas Hirschmann CEO of CoreCortex, where he discusses whether Gen AI is worth the hype for marketers, why you can't take shortcuts to strategy, and why you must have strong data foundations to make sure that Gen AI truly works for your business.

Organic Content with Amy Woods

Season 1 - Episode 10

In this episode of The Undiscovered Metric, we sat down with Amy Woods, CEO of Content 10x, a specialist content creation agency based in Manchester. We discussed the importance of measuring the impact of organic content marketing with business questions in mind, and the rise of posts without links - AKA zero-click content.

Marketing Reporting with Johannes Höller

Season 1 - Episode 9

In this episode of The Undiscovered Metric, we sat down with Johannes Höller, Head of Data Consulting and Solutions at diva-e, to discuss how clients can find the single source of truth in their data, which key metrics can improve marketing performance, and some of the common pitfalls marketers face when trying to improve marketing analytics reporting.

PR Analytics with Amy Lawrence

Season 1 - Episode 8

In this episode of The Undiscovered Metric, we’re joined by Amy Lawrence, Associate Director and Head of PR at Ginger May.

We sat down to discuss all things PR, PR measurement, and the challenges faced in demonstrating business outcomes.

Agency Strategy - Cam Benoit

Season 1 - Episode 7

In episode seven of The Undiscovered Metric, we sat down with Cam Benoit, Team Leader of Solutions Consulting at Adverity to discuss how agencies can scale their data strategies to make the most out of their marketing data.

Holistic Views of Data - Sven Meijer Arno Witte, Objective Platform

Season 1 - Episode 6

In episode six of The Undiscovered Metric, we’re joined by Sven Meijer, CEO of the Amsterdam-based marketing consultancy, Objective Platform, and by Arno Witte, Senior Vice President of Data Science at Objective Platform, here to discuss why having a holistic view of data is so important.

Layered Metrics - Sinem Soydar, Vodafone

Season 1 - Episode 5

In episode five of The Undiscovered Metric, we’re joined by Sinem Soydar Gunal, Senior Digital Marketing Manager at Vodafone, to find out how Vodafone has introduced multi-layered metric reporting, and why data truly is a global language.

LikedIn Ads with Dayo Fordah

Season 1 - Episode 4

In episode 4 of the Undiscovered Metric, we are joined by Dayo Fordah, Product Marketing Manager at Adverity on the topic of LinkedIn, which metrics marketers should be looking at, and what tips he has for making the most out of your LinkedIn ad campaigns.

Google Ads with Kim Whittaker

Season 1 - Episode 3

In episode 3, we are joined by Kim Whittaker, Senior Director of Professional Services at Adverity for an introduction to Google Ads, which metrics advertisers need to be looking at, and why you shouldn't just take Google recommendations at face value.

Amazon Marketing Cloud with Marco Senftleben

Season 1 - Episode 2

Join Marco Senftleben, Senior Solutions Consultant at Adverity for a conversation on all things Amazon Marketing Cloud. This deep dive highlights why it is so important for advertisers to link up their Amazon advertising data through AMC to get a single source of truth. As well as the role clean rooms play in modern data analysis.

Facebook Ads with Mitesh Lakhani

Season 1 - Episode 1

Join Mitesh Lakhani, Senior Director of Solutions Consulting at Adverity where he discusses Facebook ads, the key mistakes marketers are making when approaching Facebook advertising, how to read Facebook ad metrics, and what metrics are important for Facebook ads.

Adverity has helped us to really start working with our data, to connect our data silos, and to create stories and greater insights out of them.

Adverity is able to prove its excellence in leveraging the big data needs for a highly agile company. Their ability to provide cleaned and harmonized data – in a very transparent way – caused a huge spark in our productivity.

A good dashboard is worth a thousand words: with all sales and marketing data available under one roof, we can now efficiently analyze our campaigns in real-time and take appropriate actions far quicker.

A podcast by Adverity