The Incremental Marketer

How do great founders decide what to build — and when?

In this episode of The Incremental Marketer, I connect with Vineet Thanedar — Founder of Zip and Version One Labs, and a product + engineering leader behind Crunchbase, OnCue, and Mudflap — to break down how seasoned builders approach product decisions.

Whether you’re building your first product, scaling a startup, or leading a cross-functional team, this conversation is packed with hard-earned lessons you can apply right now.

TIMESTAMPS

00:00 The Evolution of Marketing and Product Development 01:50 Founding Version 1 Labs: A Journey of Innovation 03:52 From Engineering to Product Management

06:29 Navigating Different Stages of Product Development 09:33 Understanding Product-Market Fit vs. Solution-Market Fit

14:20 Effective Product Development Cycles and Team Collaboration

18:09 Balancing Data and Intuition in Product Development 21:02 Overcoming Analysis Paralysis in Decision Making 24:57 Speed vs. Scalability: Finding the Right Balance

28:26 Leveraging AI in Product Development

32:26 The Future of Marketing and Product Collaboration

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

What does it really take to turn a startup idea into a scalable tech company?

In this episode, Jonathan Tushman—Co-Founder and CTO of PipeWave and driving force behind Hi Marley—unpacks the real-world strategies behind startup growth, AI integration, and building high-performing teams.

From early product decisions and prototyping tools to navigating team dynamics and choosing the right tech stack, Jonathan shares practical lessons for founders ready to scale smart. Whether you're deep in the startup trenches or dreaming up your next big idea, this episode is a must-listen.

TIMESTAMPS

00:00 The Birth of Innovative Ideas

02:55 Transformative Experiences in Startups

06:00 The Evolution of Software Development

09:03 Building Teams and Company Culture

11:55 Navigating the AI Landscape

15:03 Effective Team Structures and Dynamics

18:10 Product Market Fit and Customer Engagement

20:55 The Role of Storytelling in Software Development 24:04 Adopting AI in Organizations

27:00 Strategic Insights for Future Startups

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

Think landing your first 50 customers proves product-market fit? Think again.

In this episode of The Incremental Marketer, I sit down with Petra Griffith — investor, advisor, and ex-Netflix/Yahoo exec — to break down early-stage marketing through a VC lens. Learn why CAC lies, how AI is reshaping marketing, and what signals investors actually care about.

Perfect for founders, marketers, and anyone building from zero to one.

TIMESTAMPS

00:00 Introduction to Early Stage Investing

04:04 Navigating the Startup Ecosystem

10:09 The Impact of AI on Marketing

17:02 Understanding Product Market Fit

23:04 Pricing Strategies for Startups

30:29 Future of Marketing Measurement

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

What are CMOs, growth teams, and brand leaders asking us every week?

In this episode of The Incremental Marketer, I connect with Saad Abu-dagen, Sales & Business Development Lead at Slingwave, to answer the top 10 questions we hear from marketers. From AI-powered media mix modeling and agile attribution to experimentation and causal measurement, I break down what matters, what’s changing, and what actually works in today’s marketing landscape.

If you're looking to make smarter, faster decisions with your data — this episode is your marketing playbook.

QUESTIONS

1. What is the biggest problem that needs solving in marketing departments?

2. How do you recommend marketers set up and advanced analytics function?

3. What types of businesses benefit most from this type of approach?

4. What is the budget and data that you need for MMM?

5. Once we have a model in place, how soon can we expect

to see results? Is there a ‘training’ or ‘burn in’ period?

6. What percentage of my marketing budget should I allocate to testing and experimentation?

7. What level of spend is needed to maximize Slingwave’s tools in particular?

8. Can I afford the tooling? How much should my organization budget for this type of thing?

9. Are there other benefits of having a unified attribution model in your organization?

10. What excites you about the future of the world in which Slingwave operates?

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

How do you really know if your paid media is driving results—or just taking credit?

In this episode I connect with Sam Adler, Senior Director of Media Insights & Analytics at Slingwave, to break down the real-world strategies behind incrementality, smarter attribution, and the pitfalls of platform-reported ROAS.

From untangling view-through conversions to exposing oversaturated remarketing campaigns, Sam reveals how top marketers are replacing outdated models with unified measurement frameworks that actually guide growth.

Whether you’re running performance campaigns or leading media strategy, this episode offers a practical blueprint for marketers ready to optimize with clarity.

TIMESTAMPS

00:00 Understanding Incrementality in Marketing

03:57 The Role of Attribution Models

10:00 Challenges with Last Touch Attribution

13:47 Addressing Gaps in Measurement

20:00 The Importance of Predictive Modeling

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

🔍 Is your attribution model lying to you? You’re not alone—and you’re not stuck.

In this episode of The Incremental Marketer, I dive into the rapidly evolving world of marketing attribution. He explores how we got here—from the early days of multi-touch attribution (MTA) to the rising importance of media mix modeling (MMM)—and why a hybrid approach is now essential for marketers navigating today’s privacy-first landscape.

You'll learn:

• Why traditional MTA is falling short
• How MMM is making a comeback in the cookieless era
• Practical ways to combine methods for better, more actionable insights
• What marketers must do to future-proof their measurement strategy

Whether you're building your first model or refining a mature analytics setup, this conversation is packed with strategic and tactical value.

TIMESTAMPS

00:00 Introduction to Marketing Attribution Changes

02:51 The Evolution of Marketing Measurement

06:10The Shift from Multi-Touch Attribution to Media Mix Modeling

09:07 Implementing a Hybrid Approach to Marketing Measurement

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

Want to boost your marketing impact—without overcomplicating it?

In this episode of The Incremental Marketer, we’re joined by Mandy Waldorf Graham, Executive Director of Strategy & Analytics at Drake Cooper, to talk about building smarter strategies through creativity, data, and incremental thinking. With 20+ years of experience, Mandy shares how to build trust with clients, align creative with analytics, and why not all metrics are created equal. We also dive into lightweight MMM, cultivating a testing mindset, and what really drives marketing performance.

🎧 Tune in for practical insights whether you’re brand-side, agency-side, or somewhere in between.

TIMESTAMPS

0:00 The Evolution of Strategy and Analytics

02:54 Integrating Creative and Analytical Approaches

05:59 The Role of Data in Creative Messaging

08:52 Client Case Studies: Data-Driven Success

12:03 Understanding Incrementality in Marketing

14:54 AI's Impact on Strategy and Creativity

15:45 The Future of Data-Driven Marketing

ABOUT THE CHANNEL

Join Slingwave Founder and CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

🎥 Prefer video? Watch every episode on YouTube HERE.

CONTACT PAUL on LinkedIn

🎙️ Smarter marketing starts here → slingwave.com

Is Media Mix Modeling the secret weapon for smarter marketing—or just another data headache?

Vince Scopino, Senior Director of Analytics Products at Slingwave, unpacks the evolution of Media Mix Modeling (MMM) and its current state. He explores the growing role of open-source tools, the irreplaceable value of human expertise in data interpretation, and the challenges of accurately forecasting revenue through MMM.

Tune in for actionable insights, best practices, and a candid discussion on the complexities of modern MMM.

TIMESTAMPS

00:00 - Introduction to Media Mix Modeling

02:57 - The Evolution of Media Mix Modeling

05:56 - Open Source Tools in Media Mix Modeling

09:06 - Challenges and Limitations of MMM

11:48 - The Role of Human Expertise in MMM

14:57 - Future Trends in Media Mix Modeling

18:09 - SlingWave's Unique Approach to MMM

20:59 - Best Practices for Practitioners

24:06 - Understanding the Complexity of MMM

27:05 - Conclusion and Final Thoughts

ABOUT THE CHANNEL

Join Slingwave Founder and CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

🎥 Prefer video? Watch every episode on YouTube HERE.

CONTACT PAUL on LinkedIn

🎙️ Smarter marketing starts here → slingwave.com

How do you win in the streaming wars, especially in kids' content?

Todd Steinman, marketing powerhouse at Kartoon Studios, reveals the high-stakes challenges of streaming media, from cracking the code on kids' content to leveraging data analytics for smarter decision-making. With profitability now the industry's top priority, Steinman shares insider strategies on staying competitive—even for smaller players going head-to-head with media giants. Don’t miss this deep dive into the future of digital marketing, content strategy, and the power of precision in an evolving landscape!

TIMESTAMPS

00:00 - Navigating Marketing in a Dynamic Landscape

10:11 - Challenges and Opportunities in Streaming Media 15:40 - Leveraging Data for Strategic Decision Making

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

What separates great CMOs from the rest?

In this episode of The Incremental Marketer, Robin Zucker—seasoned CMO and fractional CMO—pulls back the curtain on what it really takes to lead marketing in today’s fast-moving world. From mastering the balance between brand and performance to harnessing AI without losing the human touch, Robin shares game-changing insights you won’t want to miss. Plus, she reveals the key to proving marketing’s value to stakeholders—something every marketer needs to hear.

TIMESTAMPS

00:00 - The Evolving Role of the CMO

02:57 - Navigating Marketing and Business Alignment

06:00 - Performance vs. Brand: Finding the Balance

08:59 - The Future of Marketing: AI and Human Intelligence

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com