Modern Marketing + Measurement
Hosted by Becky Johnson, this podcast explores the evolving landscape of analytics, attribution, and marketing performance. It features expert insights, industry trends, and actionable strategies for modern marketers. The show aims to help listeners understand and improve their marketing measurement approaches.
Episodes
Turning Every Package into a Marketing Channel
We're wrapping up this season of Modern Marketing and Measurement with a full-circle conversation: bringing packaging, the original marketing tool, into the future with QR codes and AI-powered experiences. Our guest is Jenny Stanley, Managing Director at Appetite Creative. We explore how connected packaging is becoming one of marketing's most measurable channels, why QR codes are the flexible answ
Please, AI, See Me
Welcome back to Modern Marketing and Measurement. Today we are joined by Jake Bentham, Head of SEO at AgencyUK. We discuss what happens when impressions rise, clicks fall, and brands start worrying more about AI visibility than search rankings. Jake shares why traditional SEO fundamentals still matter, how schema markup and content structure influence LLM visibility, and why marketers shouldn't ab
From Eyeballs to Outcomes
Today we're joined by Josh Hudgins, CPO at VideoAmp. We talk about why TV advertising has outgrown panels, GRPs, and proxy metrics, and what replaces them. Josh explains how a unified data foundation makes real time optimization possible, why AI should move beyond insights into orchestration, and how the industry is shifting toward buying media based on business outcomes instead of just impression
Why AI Needs Better Plumbing
Today we are joined by Bob Walczak, CEO of MadConnect, to talk about the infrastructure challenges behind AI, automation, and modern marketing. We discuss why the biggest bottleneck is not the AI model itself but the connections between platforms, how intelligent connectivity helps agents take action across complex tech stacks, and why the future belongs to organizations that can turn data, system
The Next Chapter for Marketing Technology
Today I'm joined by Vitaly Pecherskiy, CEO of StackAdapt. We discuss how AI is helping marketers cut through complexity, making personalization more practical, and shifting time away from repetitive tasks toward creativity, strategy, and growth. It's a look at where marketing technology is heading and what that means for the people using it every day.
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Beyond the Click: How AI, Agents, and New Measurement Models Are Reshaping Advertising
In this episode, I’m joined by Ben Skinazi, Chief Commercial Officer at Equativ. We explore what happens when AI moves from being a tool for marketers to becoming part of the media ecosystem itself. Ben shares his perspective on advertising inside LLMs, the growing role of agentic media, and why the future of marketing depends on connecting creative, targeting, inventory, and measurement in smarte
Creating Better, Not Just More: Rethinking Creative in the AI Era
On this episode of Modern Marketing and Measurement, Anastasia Leng, Founder and CEO of CreativeX, joins the conversation to dig into why more creative, more data, and more AI-generated content do not automatically lead to better marketing. From protecting brand consistency and defining creative excellence to building stronger feedback loops between creative, media, and measurement, Anastasia shar
Making the Right Moment More Valuable
In this episode of Modern Marketing and Measurement, I’m joined by Brad Quinn, SVP, Strategy & Growth at KERV.ai, to talk about a part of marketing that’s been hiding in plain sight—context. Brad breaks down how analyzing content at the scene level, not just the audience level, is helping brands show up at the right moment with far more relevance. From turning underutilized content libraries i
From Attribution to Intention: Asking Better Questions to Drive Real Growth
In this episode of Modern Marketing and Measurement, I’m joined by Laura Forester, Head of U.S. Brand Strategy at Gravity Global, for a conversation that brings marketing back to what actually matters—people. Laura shares why the industry’s obsession with tracking everything can miss the bigger picture, and how shifting from attribution to intention helps uncover what truly drives behavior. We get
From Clicks to Decisions: Marketing in an AI-Mediated World
On this episode we sit down with Natasha Wallace Chief Solutions Officer & Managing director at Jellyfish to talk about what happens when AI starts to “mediate parts of the journey” and reshape how decisions get made. We get into her idea of “decision orchestration” and why visibility is now a “consequence of influence.” Natasha’s joy is contagious all while painting a picture for current lead
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.
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 t
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 holdi
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
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 re
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
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
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, i
Speed to Spend: Smarter Curation for Modern Media Teams
On this episode of Modern Marketing and Measurement, I sit down with James Leaver of Multilocal Media to talk about why curation has gone from buzzword to business driver. We dig into supply-side complexity, the role of AI and humans, and how better data and faster execution help brands move from fragmented buying to measurable outcomes.
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From Vanity Metrics to Real Impact: Measuring Creator Marketing at Scale
On this episode of Modern Marketing and Measurement, I’m joined by Tim Sovay from CreatorIQ. We dig into how brands are moving beyond likes and followers to measure what actually matters in creator marketing — from brand suitability and safety to full-funnel performance, commerce, and long-term ROI.
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CTV Grows Up: How Roku Is Powering the Full-Funnel Future of TV
Today on Modern Marketing and Measurement, I’m joined by Sarah Harms from Roku to talk about how streaming TV has evolved from a reach extension into a true full-funnel marketing engine. We dig into Roku’s consumer-first approach, the shift toward precision and performance in CTV, how culture and commerce are converging on the big screen, and what marketers need to rethink now—from planning framew
Human Truth in the Age of AI: Inside GWI’s Approach to Modern Marketing
On this episode of Modern Marketing and Measurement, I’m joined by Misha Williams, COO of GWI. We explore how marketers are using real, human-sourced data to power smarter decisions, from audience discovery to activation. Misha shares how GWI is helping teams move faster with AI—without losing trust, transparency, or the human truth behind the data.
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Why Live Works: Measuring Emotion, Experience, and Brand Impact
Live events are emotional by nature—but how do you actually measure their impact? Today on Modern Marketing and Measurement, I’m talking with Ollie Blake, VP of Strategy at AEG Global Partnerships International about the data behind live entertainment partnerships. We dig into AEG’s Live Effect research, how emotional engagement translates into brand performance, and what modern measurement looks
Europe’s Independent Ad Tech Advantage: Transparency, Identity, and What’s Next
In this episode of Modern Marketing and Measurement, Phil Acton, Country Manager UK at Adform, joins the show to explore how Europe’s independent ad tech is reshaping modern marketing through greater transparency, stronger identity foundations, and a more privacy-first approach. We dig into how omnichannel activation is evolving across CTV, digital out-of-home, and emerging retail media networks,
Inside the Composable Future: Snowflake’s Dennis Buchheim on Data, AI, and the New Marketing Stack
In this episode of Modern Marketing and Measurement, Snowflake’s Global Head of Media, Entertainment, and Adtech Dennis Buchheim breaks down how a unified data foundation, composable technology, and emerging AI capabilities are reshaping the way brands plan, activate, and measure media. From the shift away from monolithic marketing stacks to the rise of conversational data access and agent-driven
Modern TV Strategy in Practice: A Conversation with Paul Her-Sturm of Hawthorne Advertising
Welcome back to Modern Marketing and Measurement, I’m joined today by the Senior Vice President of Digital Media at Hawthorne Advertising, Paul Her-Sturm.
We discuss blending linear and connected TV with smart measurement and localized targeting. Paul breaks down how his team approaches multi-market complexity, why CTV has become a true performance driver, and how layered attribution, smart geo-ta
Beyond the Logo: How Modern Sponsorship Measurement Really Works with Fuse’s Marie Binet
In this episode of Modern Marketing and Measurement, we sit down with Marie Binet from Fuse, Omnicom’s global sports and entertainment agency, to explore why sponsorship has evolved far beyond logos on a pitch. Marie breaks down how modern partnerships function as full creative and media ecosystems, why leaning on media equivalency alone misses the true impact, and how brands can build smar
From Silos to Synergy: Magnite on Building a Unified Future for Omnichannel Measurement
In this episode of Modern Marketing and Measurement, Magnite’s VP of Strategic Partnerships International, David Snocken, joins us to explore how CTV and premium video are evolving from brand channels to measurable performance engines. We discuss the shift from brand uplift to real business results, why privacy-centric supply-side data is becoming essential, and how AI and automation are opening t
Building a Shared Language: How Incrementality Brings Marketing and Finance Together
Today on Modern Marketing and Measurement, we sit down with Michael Kaminsky, co-CEO of Recast, to learn how incrementality, experimentation, and media mix modeling combined can finally bring marketing and finance onto the same page. We envision incrementality as the “connective tissue” these teams have been missing, how MMM and experimentation work better together than alone, and why forecasting
Connecting Data, Driving Outcomes: The Future of Marketing Measurement with LiveRamp’s Alexia Nakad
In this episode of Modern Marketing and Measurement, Becky talks with Alexia Nakad, VP of Brand and Commerce Media at LiveRamp, about how data collaboration and clean room technology are transforming marketing measurement. From retail media to cross-platform standardization, Alexia shares how brands like Tesco and L’Oréal are closing the loop between media spend and real business outcomes—and what
Out of Home, In the Spotlight: Why Reach and Distinctive Brand Assets Still Rule with Bauer Media Outdoor UK’s Lindsay Rapacchi
In this episode of Modern Marketing and Measurement, Lindsay Rapacchi, Director of Research and Insight at Bauer Media Outdoor UK, joins us to explore what makes Out of Home such a timeless and effective channel in today’s marketing mix.
Lindsay breaks down the power of distinctive brand assets, why reach still trumps precision, and how to avoid common missteps in marketing mix modeling and retail
Scaling with Soul: How Background Noise Blends Data, Diversity, and Human Insight in Modern Marketing
In this episode of Modern Marketing and Measurement, hosts sit down with Alexis and Grace—two of the powerhouse co-founders behind Background Noise, a fast-growing, BIPOC and female-led marketing consultancy redefining how brands measure success. They share how they’ve scaled their agency by leading with authenticity, people-first insights, and data-driven creativity—while helping clients navigate
Breaking Through the Noise: Kevin McGehee of Horizon Media on Unified Marketing Measurement
The marketing measurement landscape has never been louder—or more fragmented. In this episode of Modern Marketing and Measurement, Kevin McGehee, EVP of Advanced Analytics at Horizon Media, explains how brands can cut through the chaos to create a single source of truth. Kevin shares how his team builds common taxonomies, ties real-time data to activation technology, and uses AI to surface actiona
Bridging America’s Brand Divide: Inside Bailey Lauerman’s “Everything In Between” Study
On this episode of Modern Marketing and Measurement, we sit down with Greg Andersen, CEO of Bailey Lauerman, to explore the agency’s groundbreaking “Everything In Between” research. Greg reveals how the study uncovers two distinct consumer mindsets—Pragmatists and Experientialists—and why understanding these audiences is critical for brands navigating today’s polarized marketplace.
From the lesson
Rethinking Attribution in the AI Era featuring INCRMNTL Founder Maor Sadra
Has marketing measurement been broken from the start? INCRMNTL’s founder, Maor Sadra, joins us to unpack why last-click attribution led us astray, how AI is reshaping measurement, and what CMOs must do to future-proof their strategies. From privacy shifts to the human role in decision-making, this episode of Modern Marketing and Measurement explores the next era of marketing effectiveness.
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