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Deconstructing Data episodes
- Most Measurement Models Are Wrong
Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/
In this episode of Deconstructing Data, hosts David Finkelstein and Jessie Lizak sit down with Michael Kaminsky, Founder of Recast, to explore why modern marketing measurement requires more than dashboards and attribution models. Drawing from his experience building advanced marketing measurement solutions, Michael explains how businesses can validate their data, embrace experimentation, and make more confident decisions in an increasingly privacy-focused digital landscape. He also shares why marketers need to rethink traditional performance metrics as AI continues to reshape the industry.
The conversation explores why measurement models often fail without real-world data validation, how AI and controlled experimentation can improve marketing performance, and why first-party data has become one of the most valuable assets for brands navigating a privacy-first future. Michael also shares the technologies and tools that power Recast's approach to marketing measurement, offering a behind-the-scenes look at the tech stack his team uses to help organizations make smarter investment decisions. Whether you're a marketer, data analyst, agency leader, or business executive, this episode provides actionable insights into building more accurate, resilient, and effective measurement strategies.
Main Topics Covered
Why Measurement Models Fail Without Real Data Validation
Using AI and Experimentation to Improve Marketing Performance
Building First-Party Data Strategies in a Privacy-First World
Tech Stack
Connect with Michael Kaminsky
Website: https://getrecast.com
LinkedIn: https://www.linkedin.com/in/michael-the-data-guy-kaminsky/
Recast LinkedIn: https://www.linkedin.com/company/recastlabs/
Follow BDEX to stay updated on upcoming episodes
Website: https://www.bdex.com
LinkedIn: https://www.linkedin.com/company/bdex/
YouTube: https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A
Connect with David Finkelstein
LinkedIn: https://www.linkedin.com/in/finkelsteindavid/
Connect with Jessie Lizak
LinkedIn: https://www.linkedin.com/in/jessie-lizak/
41 min - How Data and AI Are Reshaping Search and Discovery
Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/
In this episode of Deconstructing Data, hosts David Finkelstein and Jessie Lizak sit down with Chris Rodgers, CEO of CSP Agency, to explore how AI is fundamentally changing search, discoverability, and digital marketing. Building on his deep expertise in SEO and Generative Engine Optimization (GEO), Chris explains why businesses must rethink their approach to online visibility as AI-powered search engines become a primary source of information and buying recommendations. He also shares practical strategies for building authority and measuring success in this rapidly evolving landscape.
The conversation explores why traditional SEO is no longer enough in an AI-driven search ecosystem, the data and authority signals that AI search engines use to determine which brands to recommend, and how SEO, digital PR, and structured data work together to create measurable business results. Chris also shares the AI and analytics tools that power CSP Agency's workflow, offering a behind-the-scenes look at the tech stack his team uses to help clients improve visibility across both traditional and AI-powered search. Whether you're a marketer, agency leader, business owner, or SEO professional, this episode delivers actionable insights for staying ahead as search continues to evolve.
Main Topics Covered
Why SEO Alone Is No Longer Enough in AI-Driven Search
What Data and Authority Signals AI Search Engines Actually Use
Connecting SEO, PR, and Data to Drive Measurable Results
Tech Stack
Connect with Chris Rodgers
Website: https://www.csp.agency
LinkedIn: https://www.linkedin.com/in/seo-dub/
CSP Agency LinkedIn: https://www.linkedin.com/company/csp-agency/
Follow BDEX to stay updated on upcoming episodes
- Website: https://www.bdex.com
- LinkedIn: https://www.linkedin.com/company/bdex/
- YouTube: https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A
Connect with David Finkelstein
- LinkedIn: https://www.linkedin.com/in/finkelsteindavid/
Connect with Jessie Lizak
- LinkedIn: https://www.linkedin.com/in/jessie-lizak/
36 min - Preparing Data for the Quantum and AI Era
Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/
In this episode of Deconstructing Data, hosts David Wilhem and Jessie Lizak sit down with Nina J., Founder and Positioning Advisor at Wit's End Studios, to explore how organizations can prepare their data strategies for the next wave of technological disruption. Drawing from her expertise in positioning, governance, and emerging technologies, Nina shares why businesses need to think beyond today's AI capabilities and begin building data foundations that are resilient enough for tomorrow's quantum-powered world.
The conversation explores what it means to prepare data for the quantum era, why AI governance has become a critical priority as artificial intelligence evolves at an unprecedented pace, and how strong data governance helps organizations reduce risk while improving trust and decision-making. Nina also shares the tools and technologies that support her workflow, offering a look into the tech stack she relies on to help businesses navigate an increasingly complex digital landscape. Whether you're a data leader, marketer, executive, or technology strategist, this episode provides practical insights for building a future-ready data strategy.
Main Topics Covered
Preparing Your Data for the Quantum Era
AI Governance in a Rapidly Changing Landscape
Managing Risk Through Strong Data Governance
Tech Stack
Connect with Nina J.
Website: https://witsendstudios.net
LinkedIn: https://www.linkedin.com/in/nina-jagannathan/
Wit's End Studios LinkedIn: https://www.linkedin.com/company/witsendstudios/
Follow BDEX to stay updated on upcoming episodes
- Website: https://www.bdex.com
- LinkedIn: https://www.linkedin.com/company/bdex/
- YouTube: https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A
Connect with David Welborn
- LinkedIn: https://www.linkedin.com/in/davidpwelborn/
Connect with Jessie Lizak
LinkedIn: https://www.linkedin.com/in/jessie-lizak/
45 min - Turning Financial Data into Actionable Market Intelligence
Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/
In this episode of Deconstructing Data, hosts David Finkelstein and Jessie Lizak sit down with Andrew Lebbos, SVP of Licensing at Benzinga, to explore how financial data is powering the next generation of investment platforms, AI applications, and market intelligence. Drawing from his experience helping expand Benzinga's data licensing business, Andrew shares how real-time financial data is collected, enriched, and delivered to brokerages, hedge funds, and fintech companies around the world. He also discusses how AI is making financial information more accessible while creating new opportunities for personalization and automation.
The conversation dives into how real-time market data helps investors and businesses make smarter decisions, why structuring and enriching financial data leads to better user experiences and targeting, and how organizations can transform proprietary data into scalable products and revenue streams. Andrew also shares the technologies his team relies on to manage massive datasets and support innovation across Benzinga's growing platform. Whether you're a data professional, fintech founder, marketer, or business leader, this episode offers valuable insights into the future of financial data and AI-powered decision making.
Main Topics Covered
Using Real-Time Market Data to Drive Smarter Decisions
Structuring and Enriching Financial Data for Better User Targeting
Turning Financial Data into Scalable Distribution and Monetization
Tech Stack
Connect with Andrew Lebbos
Website: https://www.benzinga.com
LinkedIn: https://www.linkedin.com/in/lebbosandrew/
Benzinga LinkedIn: https://www.linkedin.com/company/benzinga/
Follow BDEX to stay updated on upcoming episodes
- Website: https://www.bdex.com
- LinkedIn: https://www.linkedin.com/company/bdex/
- YouTube: https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A
Connect with David Finkelstein
- LinkedIn: https://www.linkedin.com/in/finkelsteindavid/
Connect with Jessie Lizak
- LinkedIn: https://www.linkedin.com/in/jessie-lizak/
40 min - How Identity and Attention Are Changing Media Measurement
In this episode of Deconstructing Data, hosts David Finkelstein and Jessie Lizak sit down with Ben Fenster, Co-Founder and Chief Product Officer of Anzu.io, to explore how identity, measurement, and artificial intelligence are reshaping modern digital advertising. Drawing from his experience building one of the leading in-game advertising platforms, Ben shares how marketers can move beyond legacy tracking methods, better understand campaign effectiveness, and use data to make smarter media investment decisions in a privacy-first world.
The conversation explores how brands can approach identity resolution beyond third-party cookies, why attention measurement provides a more meaningful way to evaluate advertising impact, and how incrementally, attribution, and first-party media data each play a unique role in measuring campaign success. Ben also shares the technologies powering Anzu's data infrastructure, offering a behind-the-scenes look at the tech stack his team relies on to process data, optimize performance, and drive innovation. Whether you're a marketer, data professional, or media buyer, this episode delivers practical insights into the future of advertising measurement.
Main Topics Covered
Identity Resolution Beyond the Cookie
Attention Measurement That Actually Measures Impact
Incrementality, Attribution & First-Party Media Data
Tech Stack
Connect with Ben Fenster
- Website: https://www.anzu.io
- LinkedIn: https://www.linkedin.com/in/benfenster/
- Anzu.io LinkedIn: https://www.linkedin.com/company/anzuio/
Follow BDEX to stay updated on upcoming episodes
- Website: https://www.bdex.com
- LinkedIn: https://www.linkedin.com/company/bdex/
- YouTube: https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A
Connect with David Finkelstein
- LinkedIn: https://www.linkedin.com/in/finkelsteindavid/
Connect with Jessie Lizak
- LinkedIn: https://www.linkedin.com/in/jessie-lizak/
38 min - How Data and AI Are Shaping PPC and SEO
Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/
In this episode of Deconstructing Data, hosts David Finkelstein and Jessie Lizak sit down with Alex Melen, Co-Founder of SmartSites, to explore how data and artificial intelligence are transforming digital marketing. Drawing on decades of experience building one of the largest independent digital marketing agencies in the United States, Alex shares practical insights into how businesses can use data to improve campaign performance, strengthen search visibility, and make smarter marketing decisions in an AI-first world.
The conversation dives into how marketers can use data to optimize PPC campaigns, why modern SEO strategies rely on deeper data insights, and how AI is changing everything from campaign management to content creation. Alex also shares the tools that power SmartSites' workflow, explaining how the right tech stack enables teams to unlock more value from their data while improving efficiency. Whether you're a marketer, agency owner, or business leader, this episode offers actionable strategies for staying ahead in today's rapidly evolving digital landscape.
Main Topics Covered
- Using Data to Optimize PPC Performance
- SEO Strategy Powered by Data Insights
- Applying AI in Modern Digital Marketing
- Tech Stack
Follow BDEX to stay updated on upcoming episodes
- Website: https://www.bdex.com
- LinkedIn: https://www.linkedin.com/company/bdex/
- YouTube: https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A
Bio for Alex Melen
Alex Melen is the co-founder of SmartSites, a 400+ person digital
marketing agency, and the author of Automotive Search Marketing: A Car
Dealer's Guide to Google & AI Search (2nd edition, 2026). He has given
110+ talks in 12 countries on AI search, generative engine
optimization, ChatGPT ads and scaling agencies.
Connect with Alex Melen
- Blog about this episode: https://www.alexmelen.com/speaking-engagements/how-data-and-ai-are-shaping-ppc-and-seo/
- Personal Website: https://www.alexmelen.com/
- LinkedIn: https://www.linkedin.com/in/alexmelen/
- SmartSites Website: https://www.smartsites.com/
- SmartSites LinkedIn: https://www.linkedin.com/company/smartsites/
Connect with David Finkelstein
- LinkedIn: https://www.linkedin.com/in/finkelsteindavid/
Connect with Jessie Lizak
- LinkedIn: https://www.linkedin.com/in/jessie-lizak/
46 min - What AI Thinks About You and Data Behind Executive Visibility
Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/
In this episode of Deconstructing Data, David Finkelstein and Jessie Lizak sit down with Melanie Borden, Founder of The Borden Group, to explore the growing intersection of personal branding, AI, and executive visibility. Drawing from her experience helping founders and executives build authority online, Melanie explains why digital trust and discoverability have become essential business assets. From the unseen metrics that drive influence to the tools that power her own workflow, she shares practical strategies for building credibility in an AI-driven world.
The conversation dives into the hidden KPIs of personal branding and why many of the most valuable signals never show up in traditional dashboards. Melanie also explains how AI search signals and executive visibility are shaping discoverability, how E-E-A-T data (Experience, Expertise, Authoritativeness, and Trustworthiness) strengthens digital authority, and the key components of her tech stack that help her create content, build trust, and stay visible. Whether you're a founder, marketer, or executive looking to establish authority in the age of AI, this episode offers actionable insights for becoming more discoverable and trusted online.
Follow BDEX to stay updated on upcoming episodes
- Website: https://www.bdex.com
- LinkedIn: https://www.linkedin.com/company/bdex/
- YouTube: https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A
Connect with Melanie Borden
- Website: https://humantobrand.com
- LinkedIn: https://www.linkedin.com/in/melanieborden/
- The Borden Group LinkedIn: https://www.linkedin.com/company/thebordengroup/
Connect with David Finkelstein
- LinkedIn: https://www.linkedin.com/in/finkelsteindavid/
Connect with Jessie Lizak
- LinkedIn: https://www.linkedin.com/in/jessie-lizak/
47 min - The False Divide Between Brand and Performance Marketing
Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/
Kevin Wassong 🧠 is joining us on Deconstructing Data to explore one of the biggest misconceptions in modern marketing: the belief that brand-building and performance marketing are separate disciplines. As founder and CEO of mktg.ai, Kevin helps marketing leaders connect creative performance, audience intelligence, and business outcomes. With more than three decades of experience across marketing, media, and technology, he has helped organizations navigate major industry shifts from digital transformation to today's AI-driven marketing landscape.
His experience spans launching Sotheby's first online auction platform, building J. Walter Thompson's first digital organization, contributing to the launch of FOX Business Network, and developing advertising technology platforms. Today, he focuses on helping marketers move beyond fragmented dashboards and disconnected data to better understand, measure, and improve creative performance.In this episode, we'll explore how marketers can use data to bridge the gap between brand and performance, connect creative decisions to business outcomes, and build stronger customer relationships through more meaningful measurement.
Topics include:
- Brand and Performance Marketing Alignment
- Creative as a Performance Driver
- Measuring Meaning Beyond Conversions
- Tech StackJoin us as we explore how organizations are using data, creativity, and technology together to drive more effective marketing and sustainable growth.
Follow BDEX to stay updated on upcoming episodes
- Website: https://www.bdex.com
- LinkedIn: https://www.linkedin.com/company/bdex/
- YouTube: https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A
49 min - Why Great Marketing Doesn't Show Up in the Dashboard
Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/
Most marketing teams have more data than ever. Yet many are less confident in what is actually working.AI-generated content is flooding every channel. Attribution is getting harder. Personalization metrics look impressive on dashboards but often fail to predict real business outcomes.
This week on Deconstructing Data, David Finkelstein and Jessie Lizak welcome Holly Enneking, VP of Marketing at Markup AI.With nearly two decades of experience leading growth for innovative technology companies, Holly has helped build marketing programs responsible for hundreds of millions in pipeline while navigating the evolving relationship between data, AI, and human decision-making.
We'll discuss:
- Measuring Marketing Beyond Attribution
- Personalization Metrics That Matter
- Human Judgment in AI Analytics
- Tech Stack
If you're responsible for marketing performance, attribution, customer data, or AI strategy, this conversation is for you.
Follow BDEX to stay updated on upcoming episodes
- Website: https://www.bdex.com
- LinkedIn: https://www.linkedin.com/company/bdex/
- YouTube: https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A
43 min - The Attribution Illusion: Why Your Data Looks Better Than It Is
Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/
Most marketers are still making million-dollar decisions based on dashboards they’ve been trained to trust.But what happens when the data itself is flawed?
On this episode of Deconstructing Data, David Finkelstein and Jessie Lizak sit down with Cimin Ahmadi Cohen, Founder & CEO of Idea Peddler, to unpack what she calls “The Attribution Illusion” the growing gap between what platforms report and what’s actually driving performance.
Cimin has spent years challenging the assumption that more data automatically leads to better decisions. From signal loss and privacy changes to self-reported platform metrics and AI-powered media buying, this conversation digs into the structural problems quietly shaping modern advertising.
We’ll cover:
- The Attribution Illusion Explained
- AI Scaling Bad Media Decisions
- Directional vs Decision-Grade Data
- Tech Stack
Follow BDEX to stay updated on upcoming episodes
- Website: https://www.bdex.com
- LinkedIn: https://www.linkedin.com/company/bdex/
- YouTube: https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A
42 min
About Deconstructing Data
From the publisher's feed
Want to understand marketing data on a deeper level? Tune into Deconstructing Data to learn from BDEX and outside experts on how to use first-party data, target your marketing, and make your…
advertising as effective as possible.