Innovation Tales

AI in Marketing: A Smarter Approach to Attribution with Zeke Camusio

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AI is revolutionizing marketing—but not the way you think.

Forget flashy automation and mass content production. In this episode, Alexandre Nevski and Zeke Camusio, founder of Data Speaks, explore how AI is transforming marketing by improving accuracy and access to real insights. Learn why traditional attribution models fall short, how AI-driven experimentation uncovers what truly drives revenue, and why better data—not bigger budgets—is the key to smarter marketing decisions. Whether you're in marketing or just fascinated by real-world AI applications, this episode will change the way you think about data and decision-making.

Key Takeaways
  • Data Accuracy Over Volume: Rather than simply pushing out more ads or content, the real power of AI in marketing comes from precise measurement. By focusing on reliable, experiment-based attribution (instead of blanket tracking), companies gain clear insights into which channels actually drive revenue.
  • Experimentation Trumps Guesswork: The podcast highlights the importance of testing changes in spend (what they call “designed” or “natural” experiments) to see the true impact on sales. It’s not about tracking individual users, but about measuring how each channel responds when budgets shift.
  • AI + Human Insight: While AI handles massive data sets and delivers real-time insights, human judgment remains vital. AI surfaces patterns and opportunities, but people bring strategic context and relationship-building—essential for turning raw analytics into business growth.
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    Innovation TalesBy Alexandre Nevski