Modern Marketing + Measurement

Smarter Spend, Stronger Results: Rethinking Efficiency, AI, and What Actually Drives Growth

In this episode of Modern Marketing and Measurement, I talk with Phil Case, President and Chief Client Officer of Max Connect Marketing, about cutting wasted ad spend and focusing on what actually drives results. We get into how AI is speeding up decisions without replacing human judgment, why measurement still isn’t perfect, and how brands can balance short-term performance with long-term growth.
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Not Your Granddad’s MMM: AI, Creativity, and What Comes Next

On this episode, I sit down with Jeff Matisoff, North America CEO & Managing Partner at The Brandtech Group, to talk about how AI is reshaping everything from MMM to creative and media. We get into what real-time, scenario-based measurement actually looks like, why conversational data is changing how teams work, and how keeping a clear North Star—and a strong human point of view—matters more than ever as the tools get smarter.
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Attention Isn’t Enough: Turning CTV Moments into Measurable Impact

Today I sit down with Steve Filler, UK Country Manager at ShowHeroes, to unpack one of the most talked-about shifts in advertising right now—attention as a metric, and where it falls short. We get into why attention is really about opportunity, not outcomes, and how pairing it with brand lift and creative strategy is what actually drives results. Steve also shares how CTV is evolving, what’s holding back real-time optimization, and why smarter creative variation—not just better placement—is the next big unlock for marketers.
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From Prompts to Performance: The Rise of Vibe Marketing

The way people discover and buy is shifting quickly, and AI is right at the center of it. Jamie Domenici, CMO of Klaviyo, breaks down Klaviyo’s new “vibe marketing” approach, what it means to move from building campaigns to prompting them, and why first-party data is quickly becoming the foundation for what comes next.
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A Brand Renaissance, Fueled by Better Use of Data

Welcome back to Modern Marketing and Measurement. On this episode I sit down with Jessica Shapiro, CMO at LiveRamp, to talk about what she coins a Brand Renaissance. We cover how data collaboration helps connect the full customer picture, how personalization should support (not dilute) brand, and why treating customer data with care is key to building relationships that actually last.
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Turning TV Into a Performance Channel with Investment Grade Data

Welcome back to Modern Marketing and Measurement. Today I’m joined by Laura Grover, SVP and Head of Client Solutions at EDO. We talk about how TV measurement is evolving beyond reach and frequency to real consumer action—like search and site visits—and what that means for marketers navigating today’s mix of linear, streaming, and live sports. Laura also shares why contextual creative matters more than ever, how survey data is out and watching actual behavior data is in, and how to use all of it to give clients “investment grade data.”
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The $70 Billion Question: Why So Much Ad Spend Delivers No ROI

Welcome back to Modern Marketing and Measurement. In this episode, I’m joined by Rick Miller, Partner of Marketing Effectiveness at Big Chalk Analytics. We talk about a tough reality in modern media: billions in ad spend produce little to no measurable return. Rick explains where measurement often goes wrong, why “always-on” MMM isn’t always the answer, and how better data—from local signals to real performance metrics—can help marketers make smarter decisions before budgets are wasted.
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Beyond Last Click: Measuring What Actually Drives Growth

On this episode of Modern Marketing and Measurement, I’m joined by Henry Innis, Co-Founder and CEO of Mutinex. We talk about how CMOs can cut through fragmented data, move beyond last-click thinking, and use faster, clearer measurement to answer tough growth questions with confidence. From protecting brand investment to aligning metrics with the P&L, Henry makes the conversation easy to enjoy by being whip smart with a sharp humor to match.
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Breaking Past Media: Rethinking MMM as a Business Driver Mix

Today on Modern Marketing and Measurement, I’m joined by Karen Kaufman, Global Chief Strategy and Growth Officer at Gain Theory. We talk about why measurement has to go beyond media and into every business driver—from pricing and promotions to economic forces—and how next-gen models, clearer objectives, and more agile planning help teams move from hindsight to true foresight. It’s a practical look at turning insights into decisions the whole C-suite can act on.
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Breaking the Silos: Building a Smarter, More Integrated Media Engine

Welcome back to Modern Marketing and Measurement. Today I’m joined by Sean Corcoran, President of MissionOne Media, a new arm of BarkleyOKRP. We talk about what happens when creative, media, and analytics stop operating in silos, and the benefits of an agency fully engaging & collaborating with your brand's team. From smarter budget allocation to AI-powered insights and better collaboration, it’s a practical look at how integration leads to stronger results.
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