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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.

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.

WE'RE BACK. SEASON 5.

DATA. MARKETING. ATTRIBUTION. PRIVACY. AI.

GUEST BIO

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In this episode of the Marketing x Analytics Podcast, host Alex Sofronas interviews Mobeen Khan, an engineer with over 20 years of experience in B2B sales, mobility, and telecom. Mobeen discusses the rapid changes in the industry, the importance of aligning sales strategies with changing buyer behaviors, and the integration of AI and analytics in sales processes. He also shares insights on lead generation, product-led growth, and the importance of real-time customer engagement. Mobeen concludes with advice for entrepreneurs and companies on building scalable and flexible sales strategies.

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In this episode of the Marketing x Analytics Podcast, host Alex Sofronas interviews Charlie Grinnell, co-founder and CEO of RightMetric. Grinnell discusses the importance of harnessing external digital data for consumer brands, sharing his own experiences from his time at big brands like Red Bull and Aritzia. He explains the methodologies his company uses to clean and synthesize data from over 30 vendors to provide actionable insights. The conversation also delves into content analysis, particularly video, to enhance marketing effectiveness. Grinnell emphasizes the significance of organic social media and audience engagement strategies.

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In this episode of the Marketing x Analytics Podcast, host Alex Sofronas interviews David J. Ebner, founder and president of Content Workshop. David shares insights into the fundamentals of brand storytelling, the transferability of artistic writing skills to commercial content, and the evolution of content marketing over the past decade. The conversation delves into the impact of AI on content creation, the importance of maintaining high-quality output, the role of medium and interactivity in engaging audiences, and effective strategies for optimizing SEO and GEO performance.

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On this episode of the Marketing x Analytics Podcast, host Alex Sofronas talks with Joshua Lauer, CEO of Lauer Creations, about marketing intelligence consulting. Joshua discusses consolidating various marketing data sources into a data warehouse, automating reporting with tools like Google Analytics, BigQuery, and Looker Data Studio, and ensuring accurate tracking. He also covers metrics that businesses should focus on, potential pitfalls in marketing data and attribution, and the benefits of both internal and external data management resources. He concludes by offering a deep dive audit for interested listeners.

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On this episode of the Marketing x Analytics Podcast, host Alex Sofronas interviews Mark Donnigan, a virtual CMO specializing in video streaming technology marketing. Mark discusses his unique approach to marketing, combining sales experience with deep industry knowledge to understand customers and craft targeted messages. They explore the importance of qualitative data, long-term vs. short-term campaigns, and the evolving role of generative search engine optimization. Mark emphasizes the necessity of aligning marketing efforts with actual customer needs and behavior to achieve impactful results.

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