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Marketing x Analytics

Marketing x Analytics

Written by: Alexander Sofronas
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Master marketing analytics with expert insights, real strategies, exclusive interviews, and a clear path to career growth.

Copyright 2026 Alexander Sofronas. All rights reserved. Economics Marketing Marketing & Sales
Episodes
  • The Best Attribution Model is the One People Understand, with Barbara Galiza | Sponsored by ASofronas Marketing Services

    The Best Attribution Model is the One People Understand, with Barbara Galiza | Sponsored by ASofronas Marketing Services
    Aug 31 2026

    Sponsored by ASofronas Marketing Services

    Watch this episode on YouTube!

    I sat down with Barbara Galiza, co-founder of Propel, to unpack why marketing attribution is broken, and what to do about it. We dig into why MMM has a monopoly on budget decisions, why direct mail keeps getting undervalued, and how out-of-box attribution tools miss the context that actually drives business outcomes. Along the way: a matchback brain teaser involving apartment numbers, why attribution is really just politics, how Apple's ATT changes destroyed mobile measurement, and whether we should flip the data ecosystem so consumers hold the power. If you've ever fought to prove a channel's worth, this one's for you.

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    45 mins
  • The Machine That Builds the Machine: AI, Agentic Automation & the Future of Marketing Analytics, with Alexander Buttler | Senior Account Manager & Adverity

    The Machine That Builds the Machine: AI, Agentic Automation & the Future of Marketing Analytics, with Alexander Buttler | Senior Account Manager & Adverity
    Aug 5 2026

    Watch this episode on YouTube! Host Alex and Adverity's Alexander Buttler reunite for a season five follow-up on AI in marketing analytics. They dig into why data readiness is the real barrier to AI success, how agentic automation is replacing generative AI as the key framework for marketers, and what it takes to govern LLMs in production. Plus: a hilarious story about a Claude-powered vending machine that ordered a tungsten cube.
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    36 mins
  • Data Privacy, Monetization, and Attribution, with Matthew Kobach | VP of Marketing @ Northbeam

    Data Privacy, Monetization, and Attribution, with Matthew Kobach | VP of Marketing @ Northbeam
    Jul 27 2026

    WE'RE BACK. SEASON 5.

    DATA. MARKETING. ATTRIBUTION. PRIVACY. AI.

    GUEST BIO
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    41 mins
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