Measuring What Matters: ROI-Driven Marketing at Scale with Jim Harenchar (RMG) скачать в хорошем качестве

Measuring What Matters: ROI-Driven Marketing at Scale with Jim Harenchar (RMG)

In this Edge of Intelligence episode, we delve beyond vanity metrics and discuss designing decision systems—how to transition from “pretty dashboards” to measurable business outcomes. Guest: Jim Harenchar, CEO of RMG (Response Marketing Group) Host: Carl Owen — Fractional CIO & AI Advisor, Proteligen What we cover: ● RMG’s evolution from direct-mail modeling to multi-channel, ROI-driven marketing ● Building and operating a 150M+ household data foundation with 350–400 attributes; segmentation that actually improves response and ROAS ● Where AI adds real value today: analyzing data at scale, faster model iteration, and near-real-time reads ● Tooling & ops: Snowflake → Tableau, data latency tradeoffs, and standardizing reporting without losing client-specific nuance ● Drift, bias, and overfitting in marketing models—how RMG validates internally before shipping a model to clients ● The next frontier: insights-as-a-service, compliance headwinds, and balancing purpose with performance Shout-out to RMG’s Edge page: RMG published a dedicated page for Edge of Intelligence listeners, offering exclusive deals—including SmartPiXL website visitor intelligence and Bullseye 3D geo-framing (both listed at $25k for six months, regularly $30k) —plus a customer segmentation analysis offer ($ 5,500 one-time). Worth a look if you’re formalizing attribution and lifting ROAS. Links: ● RMG “Edge” listener page: https://rmg-usa.com/edge/ ● RMG site: https://rmg-usa.com ● Proteligen (host): https://proteligen.com Chapters (suggested): 00:00 Intro 00:55 RMG origin & early modeling 04:18 Measuring ROAS across many channels 06:49 Data foundation & audience targeting 09:08 Where AI helps today 15:29 Data engineering & latency realities 18:01 Model validation, bias & drift 21:08 Scaling ops, tooling choices 27:11 Metrics that matter in tourism & beyond 29:34 What a Fractional CIO could tackle first 37:50 3–5 year outlook, compliance frontiers 40:22 Emerging tech that actually excites 42:08 Client expectations & near-real-time reads 46:31 Risks, constraints & talent 48:10 One piece of advice for insight-driven leaders 50:14 Where to learn more If this helped: Subscribe, share, and drop a comment on the one KPI that most changed how you invest your marketing dollars.