Ahead of the Game

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Want a taste of the real-life digital marketing game? Supercharge your marketing skills and sharpen your mindset with incisive insights from industry experts. The Ahead of the Game podcast is brought to you by The Digital Marketing Institute, hosted by Will Francis.

Subscribe to all DMI Ahead of the Game podcasts on Apple Podcasts, Spotify or watch on video at YouTube. And check out the DMI's extensive knowledge library and join up for free. https://my.digitalmarketinginstitute.com/auth/register?podcast

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  • General inquiries and information about digital marketing courses.: in***@digitalmarketinginstitute.com
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  • Contact number for general inquiries.: +353 (0)1 531 1200
  • Additional contact number provided.: 007 3123 6097
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  • Physical address of the Digital Marketing Institute.: Duncairn House, 14 Carysfort Avenue, Blackrock, County Dublin, Ireland A94 D4E1
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Recent Hosts, Guests & Topics

Here's a quick summary of the last 5 episodes on Ahead of the Game.

Hosts

Will Francis

Previous Guests

Laura Costello
Laura Costello is the Head of Sustainability and Planet Services at Thinkhouse, a youth agency, and serves as the Ireland lead at Purpose Disruptors. With a strong background in sustainability marketing, she has worked with notable clients such as Ben & Jerry's. Laura is passionate about helping marketers embrace sustainability, avoid greenwashing, and create authentic connections with younger audiences. She emphasizes the importance of storytelling in driving meaningful change and advocates for long-term thinking in sustainability efforts.
Elizabeth Greene
Elizabeth Greene is the co-founder of Junglr, a specialist agency focused on Amazon advertising. With extensive experience in the niche world of Amazon ads, she provides insights into how these ads function within the broader Amazon ecosystem. Elizabeth is known for her expertise in digital marketing strategies that drive business growth on the Amazon platform.
Kineta Kelsall
Kineta Kelsall is the founder of the School of Social and a LinkedIn trainer. She specializes in helping brands and individuals build authentic communities on social media. With a focus on moving beyond mere follower counts, Kineta emphasizes the importance of creating genuine connections and understanding audience needs. Her insights into community building have made her a sought-after expert in the digital marketing space.
Eli Goodman
Eli Goodman is the CEO and founder of Datos, a company that specializes in clickstream data. He launched Datos during the pandemic and successfully led the company to its acquisition by Semrush in 2023. Eli has extensive experience in leveraging large-scale, anonymous data to help marketers understand consumer behavior and improve marketing attribution. His insights into the challenges of nonlinear customer journeys and the evolving landscape of data privacy make him a thought leader in the digital marketing space.
Peter Murphy Lewis
Peter Murphy Lewis is a successful fractional Chief Marketing Officer (CMO) and the founder of StrategicPete.com. He has a diverse background that includes launching a travel business in South America and transitioning into a data-driven marketing strategist. Peter has worked across various industries, including software, finance, media, and even zoos. He is known for his expertise in building high-performing remote teams using global talent and emphasizes the importance of soft skills in digital marketing. Peter also advocates for the power of vulnerability in leadership and has developed an intern-to-MVP framework to train future marketers. He believes that AI presents opportunities rather than threats in the marketing landscape.

Topics Discussed

sustainable marketing greenwashing B Corp storytelling community impact long-term thinking youth engagement Amazon Ads digital marketing sponsored products bid management relevancy business growth consumer behaviour organic growth community social media brand-centric marketing genuine connections audience needs value community building clickstream data consumer behavior marketing attribution nonlinear customer journeys data privacy AI in marketing Fractional CMO data-driven marketing remote teams LinkedIn newsletters soft skills marketing trends

YouTube Channel

Channel Info

Digital Marketing Institute
@Digitalmarketinginstitute

Channel Stats

Subscribers: 21,400
Total Videos: 285
Total Views: 419,789
Joined: Jun 6, 2009
Location: Ireland

Description

Digital marketing courses, certifications, and resourses by the industry, for the industry.

The global standard in digital marketing certification!

The Digital Marketing Institute delivers unparalleled learning experiences. Gain an internationally recognized digital marketing certification. Develop your digital skills and advance your marketing career.

Learn world-class knowledge. Develop skills in key marketing disciplines. From PPC to SEO, Analytics, Social Media, and more.

Join our global members and get the skills that employers want and make your impact.

Why choose Digital Marketing Institute?

DMI is the proven global standard for digital marketing certification. We operate in 100+ countries and work with the global marketing teams of blue-chip brands and with the world's leading education brands.

Our programs are developed with our council of leading global marketers, so they are built and validated by industry, for the industry.

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Episodes

Here's the recent few episodes on Ahead of the Game.

0:00 55:17

The Rise of Sustainable Marketing

Hosts
Will Francis
Guests
Laura Costello
Keywords
sustainable marketing greenwashing B Corp storytelling community impact long-term thinking youth engagement

In this episode of the DMI podcast, host Will Francis speaks with Laura Costello, Head of Sustainability and Planet Services at youth agency Thinkhouse, as well as Ireland lead at Purpose Disruptors. Starting with having Ben & Jerry's as her first client, Laura shares her deep understanding of how marketers can embrace sustainability, avoid greenwashing, and build authentic connections with, especially, younger audiences. She explores what B Corp really means, how brands can shift from consumer focus to community impact, and why storytelling is key to driving meaningful change.

Lauras top 3 tips:

1. Sustainability starts with long-term thinking

2. Storytelling should focus on values, not just products

3. Avoid greenwashing by collaborating with other teams, including legal

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Resources


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Timestamps

0:00:51 What Laura is working on now

0:03:51 The meaning and challenges of B Corp certification

0:08:30 Why youth and sustainability are deeply connected

0:11:26 Embedding sustainability without tokenism

0:15:30 Changing consumer expectations and community building

0:22:45 Creative global campaigns that make an impact

0:31:54 Using social media to promote long-term behavior change

0:36:06 Making climate storytelling specific and relatable

0:40:53 Where to start with sustainability in your business

0:44:56 How to measure effectiveness and real impact

0:47:25 The future of responsible consumption marketing

0:50:26 Lauras career path into climate communications

0:52:30 Lessons learned from the front lines of sustainable marketing

-----------------------

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our website, Apple Podcasts, Spotify, and YouTube.

Check out the DMIs extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! Join for free today.

If you enjoyed this episode, please leave a review so others can find us!

0:00 58:11

The Expert's Guide to Amazon Ads

Hosts
Will Francis
Guests
Elizabeth Greene
Keywords
Amazon Ads digital marketing sponsored products bid management relevancy business growth consumer behaviour organic growth

In this episode of the DMI podcast, host Will Francis⁠⁠ speaks with Elizabeth Greene, co-founder of Junglr, a specialist agency for Amazon advertising. As someone who works in a niche world of Amazon ads, Elizabeth breaks down how they actually function within the wider Amazon ecosystem, and provides insightful tactics on how to use them effectively for business growth on the platform.

Elizabeth's top 3 tips:

1. Focus on sponsored products

2. Understand and master bid management

3. Fit your products to the right relevancy

Timestamps

0:00:51 - What are Amazon Ads?

0:02:13 - Where do Amazon Ads Appear?

0:03:59 - How are Amazon Ads Unique?

0:10:24 - Order Velocity, Conversions, and Relevancy

0:13:38 - Trend Watching and Product Differentiation

0:23:48 - The Impact of TikTok Shop on Amazon

0:31:47 - The Perception of Amazon-Centric Businesses

0:38:04 - Scaling with Amazon Ads, with metrics like TACOS

0:43:48 - The Interplay of Ads and Organic Growth

0:49:25 - Consumer Behaviour and Search Specificity

0:55:54 - Top Three Tips for Amazon Advertising Beginners

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The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠website⁠⁠, ⁠⁠Apple Podcasts⁠⁠, ⁠⁠Spotify⁠⁠, and ⁠⁠YouTube⁠⁠.

Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠⁠Join for free today⁠⁠.

If you enjoyed this episode, please leave a review so others can find us!


0:00 39:50

Why Community Matters More than Followers

Hosts
Will Francis
Guests
Kineta Kelsall
Keywords
community social media brand-centric marketing genuine connections audience needs value community building

In this episode of the DMI podcast, host ⁠Will Francis⁠ sits down with Kineta Kelsall, founder of School of Social and LinkedIn trainer, to dive into the art of building genuine communities in social media. Kineta challenges the traditional notion of brand-centric marketing, emphasizing that true community is about creating spaces where like-minded people can connect authentically.

She shares insights on how brands can move beyond follower counts to create meaningful connections, highlighting the importance of understanding audience needs, providing value, and letting community members take the lead.

 

0:01:08 - Defining true community in social media

0:13:11 - Changes in social media community building over the past decade

0:22:19 - Examples of successful community building (Cleats Club, Lululemon)

0:32:52 - Top 5 tips for building a community

"It's not that we want to connect, it's that we need to connect. We want to be understood."

-----------------------

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠website⁠, ⁠Apple Podcasts⁠, ⁠Spotify⁠, and ⁠YouTube⁠.

Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠Join for free today⁠.

If you enjoyed this episode, please leave a review so others can find us!

0:00 57:13

Making Smarter Marketing Decisions with Clickstream Data

Hosts
Will Francis
Guests
Eli Goodman
Keywords
clickstream data consumer behavior marketing attribution nonlinear customer journeys data privacy AI in marketing

How can marketers use data effectively without getting completely lost in the numbers?

In this episode of the DMI podcast, host Will Francis sits down with Eli Goodman, CEO and founder of Datos, a company specializing in clickstream data. They discuss how anonymous, large-scale data can help marketers better understand consumer behavior, how marketing attribution is evolving, and why nonlinear customer journeys are often misunderstood.

Eli also shares his founder journey, from launching Datos during the pandemic to its acquisition by Semrush in 2023. Datos is also the provider of data to SparkToro, run by Rand Fishkin who came on the podcast during 2024.

What you'll learn:

  • What clickstream data is and why it matters for marketers
  • The biggest misconceptions about marketing attribution
  • How brands can measure the real impact of their content
  • Why nonlinear consumer journeys challenge traditional analytics
  • How data-driven marketers should think about AI
  • The key lessons Eli learned from growing and selling a startup

Eli also shares insights on the future of data privacy, why marketers should think beyond last-click attribution, and how AI is reshaping both creativity and analytics in marketing.

00:06 – Introduction
00:40 – What is Datos and how does it use clickstream data?
03:08 – Understanding consumer behavior through anonymized data
06:17 – The challenge of marketing attribution and nonlinear journeys
10:36 – Why correlation matters as much as causation
14:01 – The biggest surprises marketers discover in their data
19:21 – Data vs. creative decision-making in marketing
24:04 – AI’s impact on both data analysis and creative work
35:54 – Eli’s founder journey and the early days of Datos
41:23 – From startup to acquisition: Lessons in scaling a business
45:41 – Advice for marketers: Using data effectively without over-relying on it
49:55 – Where to find Eli online

------------------------

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our website, Apple Podcasts, Spotify, and YouTube.

Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! Join for free today.

If you enjoyed this episode, please leave a review so others can find us!

0:00 51:45

What Does a Fractional CMO Do?

Hosts
Will Francis
Guests
Peter Murphy Lewis
Keywords
Fractional CMO digital marketing data-driven marketing remote teams LinkedIn newsletters AI in marketing soft skills marketing trends

The word "fractional" gets bandied around a lot these days. But what does it really mean, and how can a CMO be fractional?

In this episode of the DMI podcast, host Will Francis sits down with Peter Murphy Lewis of StrategicPete.com and a successful fractional CMO. Peter shares his journey from launching a travel business in South America to becoming a data-driven marketing strategist for a wide range of industries, including software, finance, media, and even zoos.

🔹 What you’ll learn:

  • What a Fractional CMO is and why the role is booming
  • Who actually needs a CMO, and who doesn’t
  • The biggest marketing mistakes Peter made and what he learned
  • The most in-demand digital marketing skills for 2025
  • Why LinkedIn newsletters and automation are underrated goldmines
  • How and why Peter builds high-performing remote teams using global talent


Peter also talks about the power of vulnerability in leadership, his intern-to-MVP framework, and why he believes AI is an opportunity, not a threat.

Check out Peter's documentary on YouTube - People Worth Caring About

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  • 00:06 – Introduction
  • 00:54 – What is a Fractional CMO?
  • 04:38 – Does Every Business Need a CMO?
  • 06:49 – Peter’s Background & Path to Becoming a Fractional CMO
  • 09:18 – Performance-Based Marketing Contracts: Pros & Cons
  • 12:36 – Biggest Early Career Mistakes & Lessons Learned
  • 16:05 – How Digital Marketing Has Changed in 15 Years
  • 18:26 – Leveraging Global Talent for Growth
  • 21:06 – Peter’s Internship Model: Training Future Marketers
  • 23:32 – The Importance of Soft Skills in Digital Marketing
  • 27:09 – Coaching, Feedback, and the Power of Vulnerability
  • 33:42 – The Most In-Demand Marketing Skills for 2025
  • 36:09 – The Role of AI in Marketing
  • 42:50 – The Top Marketing Trends for 2025
  • 46:46 – Advice for Young Marketers & Entrepreneurs
  • 49:25 – Where to Find Peter Online

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The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠⁠⁠⁠website⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠.

Check out the DMI's extensive digital marketing library of ebooks, toolkits, podcasts, webinars, guides, templates, advice, and more! ⁠⁠⁠⁠⁠⁠Join for free today⁠⁠⁠⁠⁠⁠.

And if you enjoyed this episode please leave a review so others can find us!

Ratings

Global:
4.8 rating 31 reviews

USA

4.6 ratings 10 reviews

UK

5.0 ratings 8 reviews

Ireland

5.0 ratings 8 reviews

Australia

4.8 ratings 4 reviews

South Africa

4.0 ratings 1 reviews

Canada

0.0 ratings 0 reviews

New Zealand

0.0 ratings 0 reviews

Singapore

0.0 ratings 0 reviews