Marketing x Analytics

By Alexander SofronasBusiness Marketing

Marketing x Analytics episodes

August 31 The Best Attribution Model is the One People Understand, with Barbara Galiza | Sponsored by ASofronas Marketing Services
Sponsored by ASofronas Marketing Services
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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.
45 min
August 05 The Machine That Builds the Machine: AI, Agentic Automation & the Future of Marketing Analytics, with Alexander Buttler | Senior Account Manager & Adverity
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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.
36 min
July 27 Data Privacy, Monetization, and Attribution, with Matthew Kobach | VP of Marketing @ Northbeam
WE'RE BACK. SEASON 5.

DATA. MARKETING. ATTRIBUTION. PRIVACY. AI.

GUEST BIO
42 min
December 07, 2025 AI's Role in Transforming Marketing x B2B Sales, with Mobeen Khan | Sponsored by SearchMaster
This episode is sponsored by SearchMaster, the leader in AI Search Optimization and traditional paid search keyword optimization. Future-proof your SEO strategy. Sign up now for free!
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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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28 min
November 23, 2025 The Power of Industry Data x Marketing Analytics, with Charlie Grinnell | Sponsored by SearchMaster
This episode is sponsored by SearchMaster, the leader in AI Search Optimization and traditional paid search keyword optimization. Future-proof your SEO strategy. Sign up now for free!
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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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41 min
November 10, 2025 Content that Resonates in the Era of AI Slop, with David J Ebner | Sponsored by SearchMaster
This episode is sponsored by SearchMaster, the leader in AI Search Optimization and traditional paid search keyword optimization. Future-proof your SEO strategy. Sign up now for free!
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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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28 min
October 27, 2025 Web Analytics x Marketing, with Joshua Lauer | Sponsored by SearchMaster
This episode is sponsored by SearchMaster, the leader in AI Search Optimization and traditional paid search keyword optimization. Future-proof your SEO strategy. Sign up now for free!

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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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32 min
October 19, 2025 Disruptive Marketing for Scaling Businesses, with Mark Donnigan | Sponsored by SearchMaster
This episode is sponsored by SearchMaster, the leader in AI Search Engine Optimization (AEO) and traditional paid search keyword optimization. Future-proof your SEO strategy. Sign up now for free!
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Visit growthstage.marketing here!
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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45 min
October 14, 2025 GEO Optimization x Marketing Analytics, with Carlos Corredor | Sponsored by SearchMaster
This episode is sponsored by SearchMaster, the leader in traditional paid search keyword optimization and next-generation AI Engine Optimization (AEO) for Large Language Models like ChatGPT, Claude, and Gemini. Future-proof your SEO strategy. Sign up now for free!
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In this episode of the Marketing x Analytics Podcast, host Alex Sofronas interviews Carlos Corredor, a veteran in marketing analytics and founder of the digital marketing agency, Condor. Carlos discusses the nuances of B2B marketing, emphasizing the importance of CRM management, the evolving landscape of generative engine optimization (GEO), and the strategic leveraging of paid and organic content. The conversation also explores targeting personas, competitive advertising, and the impact of AI on marketing strategies.

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35 min
September 29, 2025 Bridging Employee Experience x Company Values, with Nader Safinya | Sponsored by SearchMaster
This episode is sponsored by SearchMaster, the leader in traditional paid search keyword optimization and next-generation AI Engine Optimization (AEO) for Large Language Models like ChatGPT, Claude, and Perplexity. Future-proof your SEO strategy. Sign up now for free!
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In this episode of the Marketing x Analytics Podcast, host Alex Sofronas interviews Nader Safinya, founder of Blackribbit, about the concept of culture branding. Nader discusses the disconnect between what companies say and do, the effects of the Great Resignation, and how culture branding aligns internal and external company experiences. He emphasizes the significance of treating employees well and the benefits of human-centered design. The discussion also touches on the importance of introspection for leaders and the comprehensive data analysis tools used to measure employee engagement and wellbeing for better organizational outcomes.
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26 min