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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

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Connect with Alex Melen

• Website: https://www.smartsites.com/
• LinkedIn: https://www.linkedin.com/in/alexmelen/
• 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/⁠