Back to episodes
Episode 38

Navigating the Future of AdTech & Measurement

In this episode, Andrew Covato, Founder and Managing Director of Growth by Science, discusses the resurgence of media mix modeling, AI-driven advertising platforms, and the importance of scientific analysis in marketing strategies.

Guest speaker: Andrew Covato

Andrew has over fifteen years of Ad and MarTech experience at eBay, Google, Facebook/Meta, Netflix, Snap, and fintech startups. Andrew has been advising companies of all shapes and sizes since 2012--from start-ups to Fortune 500 enterprises. He has spoken at large conferences (Meta's F8), guest-lectured at universities (UGA, Santa Clara, Rotman School of Management), and served on various ad industry boards & working groups (IAB, MMA, MRC, ARF, WFA).

Episode summary

In this episode, Andrew Covato, Founder and Managing Director of Growth by Science, discusses the resurgence of media mix modeling, AI-driven advertising platforms, and the importance of scientific analysis in marketing strategies.

Key takeaways

  • How to effectively implement AI with the right data and humans

  • Applying incrementality to drive successful marketing efforts

  • The advantage of building scientifically-backed measurement strategies

Speaker quotes

“If you're doing the right type of experimentation that is specifically design experiment, test and control, and you're understanding the incremental impact on high LTV user acquisition, then you can find and seek out those kind of users, just doing it in a different way. A better way, in my opinion, and certainly a more scientifically sound way.” – Andrew Covato

Episode timestamps

‍*(02:50) - Andrew’s career journey

*(04:27) - Trends impacting AdTech and measurement

*(08:26) - Andrew’s advice for companies as they move away from third party cookies

*(19:33) - The intersection of politics and AI

*(29:14) - How Andrew defines “good data”

*(38:02) - Andrew’s recommendations for upleveling measurement strategies

Connect with Andrew on LinkedIn

Connect with Kailey on LinkedIn

Recent episodes

Glenn Vanderlinden

Making the Most of Customer Data with a Flexible Enterprise

In this episode of Good Data Better Marketing, Glenn Vanderlinden, Co-founder and Lead Solution Architect at Human37, discusses bridging departments to create a consistent customer experience, focusing on the boring parts of AI to drive results, and making the most of customer data with a flexible enterprise.

Shannon Duffy, Chief Marketing Officer

How Good Data Drives Growth in the AI Era

In this episode of Good Data Better Marketing, Shannon Duffy, CMO at Asana, discusses how Asana is building the future of work with AI workflows that complement a deeply human customer experience. From AI to human hand-offs to prescriptive use cases that delight customers, we discover how Asana has harnessed the power of good data to fuel it all.

GB

The Art of Simplicity: AI, Brand Perception, and CX

In this episode of Good Data Better Marketing, Gabrielle Boko, Chief Marketing Officer at NetApp, discusses AI as a competitive differentiator, NetApp’s brand refresh and the sustainability of AI.

Learn from very best across every industry

We distilled the best tips, tricks & trends from our guests for you. Learn how to power your customer engagement strategies with a strong data foundation.

Guide

How Top Brands from IBM to PepsiCo Use Data to Strengthen Customer Relationships

To provide memorable experiences, businesses must use proven tactics to engage customers. Learn how top brands are focusing on customer engagement to build stronger relationships.

Ebook

Personalization in the Age of AI: How 4 Brands are Shaping the Future

Learn how AI-powered personalization is reshaping the customer experience, and how four leading brands (Instacart, Nextdoor, Saks, and Amazon) are using it to improve customer engagement and drive growth.