This podcast is hosted by Torsten Mueller-Klockmann, Marketing Science Manager at Meta. “You're better off knowing” mirrors Marketing Scientists’ objectives around the world: Permanent testing and learning, evaluating marketing impact to identify successful AND failing advertising strategies. Because you're better off knowing if you really know what you should do and shouldn’t do.
In this podcast, we want to talk about new or existing measurement tools and solutions and share interesting insights on advertising strategies to build a community of marketing scientists and media planners.
We are sharing insights from the “Creative Elements That Matter” study Meta ran with Toluna. The study's purpose was to help identify and build the best creatives for short-form video.
Martin Ash (Media & Digital Measurement Specialist, Toluna), Bex Launstein-Dean (Associate Research Director, Toluna), Sonja Wedekin (Marketing Science Partner, Meta) and Dan Moller (Creative Strategist, Meta) share insights on creative elements that are likely to drive high performance and brand impact. We also discuss Toluna’s measurement approach in detail to provide inspiration on how to evaluate creatives at scale.
14 Jan 2026
Incremental Attribution - Optimizing ad delivery for incremental conversions
We are discussing Meta’s new “Incremental Attribution” solution: Not only measuring the incrementality of marketing efforts, but actually optimizing ad delivery for users that would not have converted without the advertising (as opposed to those who get exposed to an ad but would convert anyway).
Katija Vlatkovich, Head of Performance Marketing at Zalando talks about how Zalando applies Incremental Attribution and Abhijeet Sathe, Measurement Solutions Specialist, Meta explains how the product utilizes machine learning to understand how attributed conversions tie into incremental results.
10 Dec 2025
Special Edition - Meta Measurement Forum
Recorded at the Meta Measurement Forum in London, 9 measurement experts talk about today’s biggest measurement challenges and how to solve them, how they have changed over the last years and what measurement professionals’ greatest wishes are these days.
They are also sharing how they are utilizing incrementality measurement and we share insights into Incremental Attribution (Meta’s optimization solution based on incrementality) and into the latest on Value Optimization.
Speakers are Phil Mitchelson (VP Data Growth, Superbet), Yiğit Yazgı (Global Manager Marketing Science and Measurement, JustEatTakeway.com, Juan Redondo (Data Lead - Marketing Optimization, Fever), Tom Cicco (Marketing Data Scientist, BackMarket), Tanguy Chapin (Data Analyst, BackMarket), Daniel Slotwiner (Global Director Marketing Science, Meta), Georges Mao (Director Marketing Science EMEA, Meta), Ute Jaeger-Wolfe (Director Marketing Science, Meta), Julian Dan (Product Marketing Manager, Meta)
20 Nov 2025
The role of finance teams in incrementality
Finance and Marketing (Science) teams are rarely in deep collaboration. Marketing is often still seen as a cost center rather than an investment function creating returns which can lead to missing opportunities. Bringing finance and marketing closer together, creating a mutual understanding of measurement approaches and KPIs, can increase businesses’ top and bottom lines. This episode provides guidance on how to create a meaningful collaboration.
Ian Whittaker (Leading industry expert and thought leader, founder of the advisory firm Liberty Sky Advisors), Michael Askins (Marketing analytics principal at Farfetch) and Gabriella Munro (Marketing Science Partner UK, Meta) share experiences and advice.
13 Aug 2025
How to maximize ROAS through a culture of experimentation
Embracing a culture of true experimentation in companies and organizations leads to crucial learnings and improved business outcomes. But it also comes with challenges and can make people uncomfortable. It is essential to build the right culture, implement clear processes for priorization / decision making and to utilize valid testing approaches.
William Grosso (CEO Game Data Pros), Julian Runge (Assistant Professor of Marketing at Northwestern University) and Igor Skokan (Marketing Science Director at Meta) share experiences and give concrete guidance on implementing culture, processes and approaches to leverage experimentation for always-on improvement.
27 Jun 2025
Incrementality measurement: Can you still afford to rely on attribution?
Industry experts Thomas Violino, Nico Neumann, and Gufeng Zhou discuss the importance of incrementality measurement in marketing and how it compares to attribution, offering guidance on utilizing different solutions in this interview.
19 Jun 2025
The Vital Few: Mastering Predicted Customer Lifetime Value for Long-term Growth
Industry experts René Tingskov, Peter Fader, and Qiong Wu explore strategies for integrating predicted customer lifetime value into marketing, offering guidance for optimizing marketing efforts and identifying valuable customers in this interview.
13 Dec 2024
Measurement frameworks: How to combine short and long term measurement
Les Binet, Gordon Black, and Konstanze Fichtner share expert guidance on combining short and long term measurement frameworks to drive impactful advertising strategies.
15 Aug 2024
Marketing Mix Modeling: Utilizing Open Source Technologies to Improve Advertising ROI
In a world where every investment matters, advertisers are focused on measuring the impact of their marketing. Many are taking control of that measurement, bringing some or part of that process in-house. There is a growing number of open source solutions supporting these efforts. This episode discusses open source tools for measurement in general and solutions for marketing mix models in particular. Insights, potential pitfalls and guidance on in-housing MMM are shared by Joshua Pearce, Head of Brand Performance, The Hut Group, Karen Flores, Senior Manager Consulting AI&D, Deloitte and Igor Skokan, Marketing Science Director, Meta.
Who has been a guest on You're better off knowing
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Thomas Violino
Nico Neumann
Gufeng Zhou
René Tingskov
Peter Fader
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