Winning in performance marketing in 2025 will require a big step back from the “numbers for numbers’ sake” mindset and force companies to finally embrace smarter, more meaningful strategies that drive sustainable growth. This is the view of Megan Price, Programmatic Supervisor, and Michael Hew, Associate Director of Data & Reporting Ops at M&C Saatchi Performance, who joined Peggy Anne Salz on this episode of In The Groove.
Megan reveals opportunities to diversify your media spend and adopt an audience-first approach that breaks through the silos that keep valuable customer and contextual data from becoming actionable. At the same time, Michael shares M&C Saatchi’s measurement trifecta—an essential toolkit that combines attribution, incremental testing, and marketing mix modeling for marketers looking to balance real-time insights with a long-term vision. Join us as Megan, Michael, and Peggy Anne Salz bust popular programmatic myths and prep your data for success in 2025.
Megan Price – / meganhprice
Michael Hew – / michaelhewme
M&C Saatchi Performance – https://www.mcsaatchiperformance.com/
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** Chapters **
00:00 – Intro
02:57 – Most pressing challenges of 2025
05:04 – Practical steps to use data effectively
13:06 – Something surprising
15:50 – The exciting part of old tools
17:51 – Diversification
21:19 – Performance can serve brand marketing too
26:17 – The right metrics to follow
29:50 – 2025 cheatsheet for brands
35:58 – The top industry trends
38:34 – Privacy-focused challenges in 2025
40:48 – Rapid-fire insights
** What We Do **
Educating marketers on the latest trends in mobile marketing, helping companies navigate the complex landscape. Top 50 ranked destination providing analysis, custom research, and strategic content marketing to the global mobile industry, and mentoring and consulting to tech startups.
Peggy Anne Salz is a Senior Forbes contributor and contributes to a variety of leading media outlets — including Harvard Business Review — where she shares her insights on mobile marketing, mobile apps, customer engagement, and business innovation.
Named one of the Top 100 Influencer at Mobile World Congress. Podcast host on The Groove, Mobile Presence, Liftoff Mobile Heroes Uncensored, The Hive, Clevertap Engage, spotlighting the global mobile trends, tools, and tips that allow marketers to drive customer connection, dramatically grow retention, and generate new revenue streams on mobile using individualized campaigns and communications needed to harness & drive lasting loyalty.
Author of hundreds of articles, dozens of white papers, and authored nine books about mobile, both as a lead author and in partnership with global companies including Gemalto, InMobi, SAP Mobile Services and the Mobile Marketing Association.
Author of Apponomics: The Insider’s Guide To A Billion Dollar App Business with InMobi, which provides actionable insights into how companies can market and monetize their apps. It builds on the success of my first book on mobile apps, The Everything Guide To Mobile Apps: A Practical Guide To Affordable Mobile App Development For Your Business, a practical, crowd-sourced book providing businesses and developers with insights on how to make, monetize and market mobile apps. Also edited and produced the Mobile Operator Guide 2013: The Evolution of Mobile Services: Challenges, Strategies, Opportunities and the Mobile Commerce Guide 2013: Engage Customers & Build Loyalty In Developed And Emerging Markets