For years, ROAS (Return on Ad Spend) was the go-to metric for performance marketers. It was simple, clear, and instantly gratifying — the higher, the better. But as Mark Deruyter points out in our latest episode of The MarTech Matrix, that once-reliable metric has quietly become one of the most misleading KPIs in modern marketing.

We cover:

• The Problem with ROAS
• The Better Stack: MER, CAC, and LTV
• Measuring What Matters
• How AI Is Changing the Game
• Speed, Fit, and Impact: A New Way to Buy Tech

Takeaways

• ROAS is overrated. It relies on platform data and third-party cookies, which makes it unreliable in today’s privacy-first world. It measures spend efficiency, not profitability, and can create a false sense of success.
• Shift to MER, CAC, and LTV.
• Trust first-party data. Platform dashboards are directional only. Real insight comes from CRM and transaction data that connect spend directly to sales and retention.
• Retention is AI’s next frontier. AI can now identify inactive customers, predict churn, and trigger personalized outreach automatically. Retention automation is becoming the biggest growth lever for established brands.
• The modern marketer’s must-have skills:
• Buy technology based on speed, fit, and impact. If a tool can’t be implemented and delivering results within 30 days, it’s probably not the right one. Focus on solutions that make your team faster and smarter, not bloated with features.
• Collaboration beats silos. The best marketing teams align brand, creative, and performance to connect storytelling with measurable growth.
• Bottom line: Move beyond vanity metrics. Build a profit stack grounded in first-party data, AI, and metrics that matter — MER, CAC, and LTV. The future belongs to marketers who measure what actually drives profit, not just performance.

Chapters

01:27 How the marketer’s job changed (real-time, cross-team)

06:30 Brand’s rising importance & authenticity

09:02 Gut vs data (keep the art, validate the inputs)

12:36 Tools that accelerate marketplace performance (Stackline, Helium 10)

14:21 First-party truth over platform dashboards

15:32 Overrated metrics: ROAS → shift to MER, CAC, LTV

17:46 How to think about LTV at earlier-stage brands

21:32 Buying tech: 30-day implementation mindset; time-to-value

24:31 What vendors miss (research, economics, CFO proof)

30:42 AI’s impact: compress data → creative → execution

32:07 Acquisition vs retention (why retention wins next)

35:10 Future skills: data fluency, AI literacy, brand authenticity

38:23 Underrated channels: Affiliate & SEO (and AEO)

40:53 BFCM tip: have backup copy/creative variants ready

Presented by

The MarTech Matrix — a Blurbs production helping marketers find clarity in the chaos of MarTech. No fluff. Just the truth.

Summary

Marketers have been “data-driven” for years—but mostly by proxies. In this conversation, Attain President & COO Ben Kartzman joins host Sean Simon to show how connecting ad exposure to permissioned, first-party purchase data changes everything: measure real sales, optimize mid-flight, and build smarter audiences with competitive switching insights. If you’ve ever asked, “Did our ads actually sell anything?”—this one’s for you.

Why this matters (fast)

• Reality check: Clicks don’t equal customers. Sales do.

• New signal: Real-time purchase data sourced from consumers (not retailers) closes the loop.

• Actionable now: Move from post-hoc reporting to in-campaign optimization.

Highlights

• Outcomes > Proxies — Ben explains how the industry defaulted to what was easy to measure (CTR, impressions) and how Attain puts sales outcomes at the center.

• Permissioned scale — Attain’s dataset is built from 10M+ opted-in consumers via a value-exchange in consumer apps (points → cash/gift cards).

• CTV that sells — Example: Amazon Prime Live Sports campaigns where Attain ties ad exposure to incremental purchases (e.g., Taco Bell).

• Mid-flight wins — Pilot Flying J and Sally Beauty optimized against real buyers during the campaign, unlocking millions in incremental revenue.

• Insights that build audiences — Identify likely buyers, basket size, Prime membership, pet ownership, region, and where shoppers switch from/to—then target precisely.

• What’s next — The path from real-time attribution to predictive and ultimately agentic media.

  
  

Three Big Takeaways

1. Stop grading on proxies. Measure what your media actually sold.

2. Optimize while it runs. With real-time purchase data, you don’t have to wait for the post-mortem.

3. Know the switchers. Competitive switching intel is fuel for smarter conquesting and retention.

Favorite Quotes

• “Clicks don’t pay the bills. Sales do.”

• “When teams see the live purchase lift, the conversation shifts from measurement to optimization.”

• “Our data originates from consumers, so we avoid retailer blind spots like Amazon or Walmart.”

Who should watch

• Performance and growth marketers tired of dashboard vanity

• Omnichannel & offline-heavy brands wrestling with retail media attribution

• Media buyers who want real-time signal to act on, not just report

Podcasting has never been more culturally relevant. Listeners are engaged, loyal, and attentive — yet the channel continues to punch below its weight when it comes to marketing budgets. Despite commanding millions of daily listeners and deep audience trust, podcast advertising still accounts for a small fraction of total media spend.

So what’s holding it back? And what will it take for audio to claim its rightful share of the marketing pie?

In this episode of The MarTech Matrix, host Sean Simon sits down with Pete Jimison, CEO and Founder of Frequency, to discuss the evolution of podcast advertising, the workflow barriers slowing its growth, and how Frequency’s new platform — Automated Direct — is reshaping the way brands plan, execute, and measure audio campaigns.

Tune into this episode…

Takeaways

1. 90% of podcast revenue is still direct, not programmatic.
2. Host-read ads are key but challenging to scale.
3. Frequency offers automated direct solutions for audio ads.
4. AI is used for quality assurance in ad reads.
5. Dynamic creative optimization is expanding in audio.
6. Location-based data is crucial for ad personalization.
7. Brands should test various audio strategies for best results.
8. Listening to podcasts helps brands understand the space.

Chapters

1. 00:00 Introduction to Pete Jimison
2. 03:00 The Rise of Podcasting
3. 09:00 Challenges in Audio Advertising
4. 15:00 Innovative Solutions by Frequency
5. 21:00 The Role of AI in Audio
6. 27:00 Future of Audio Advertising

Welcome to the Martek Matrix, where we delve into the dynamic world of Connected TV (CTV) advertising. Hosted by Sean Simon, alongside industry experts Dan Larkman, CEO of Keen’s Digital, and Rick Egan, owner of Riviera Marketing, we explore the challenges and opportunities in the rapidly evolving CTV landscape. From fragmented platforms to innovative solutions, our discussions aim to provide clarity and actionable insights for brands navigating this exciting channel. Join us as we cut through the noise and uncover the strategies that drive real results in CTV advertising.

Takeaways

1. CTV is experiencing rapid growth, but it comes with challenges.
2. Brands are increasingly investing in CTV as part of their marketing budget.
3. Data alone is not enough; understanding infrastructure is key.
4. Incrementality is essential for measuring the effectiveness of CTV campaigns.
5. Brands often struggle to identify their return on investment in CTV.
6. The CTV landscape is fragmented, leading to confusion for buyers.
7. Expertise in CTV can help brands avoid pitfalls and optimize performance.
8. Amazon’s role as a DSP raises concerns about data privacy and targeting.
9. The future of CTV will see a focus on measurement and trust-building.
10. Mid-market brands have significant opportunities in the CTV space.

Chapters

00:00 Introduction to CTV and Its Challenges

03:08 The Current State of the CTV Ecosystem

05:45 Understanding Data and Infrastructure in CTV

08:45 Brand Frustrations and Challenges in CTV

12:00 Identifying Reliable CTV Providers

14:34 Incrementality and Proving Value in CTV

17:42 Investment Strategies and Budget Allocation in CTV

20:42 Unique Advantages of Keen’s in the CTV Space

25:11 Navigating Audience Targeting in CTV

31:35 The Role of Amazon in Digital Advertising

37:18 Identifying Winners and Losers in CTV

42:39 Unlocking Opportunities for Mid-Market Brands

In this episode of the MarTech Matrix, Sean Simon interviews Arthur Root, CEO of Nostra, discussing the critical importance of site speed for e-commerce brands. Arthur explains how Nostra enhances website performance through its Edge Delivery Engine, optimizing load times and improving personalization without compromising user experience. The conversation delves into the technical aspects of site speed, the role of cookies in personalization, and how Nostra integrates seamlessly with existing tech stacks. Arthur also shares insights on measuring success with Nostra and the future of site speed in the e-commerce landscape.

Takeaways

1. Nostra helps brands improve ROI by enhancing site speed.
2. Site speed is crucial for conversion rates and user experience.
3. Technical expertise is often required to address site speed issues.
4. Cookies play a vital role in personalization and user tracking.
5. Nostra’s Edge Delivery Engine caches website content for faster loading.
6. Crawler optimization is essential for SEO and personalization.
7. Nostra integrates easily with various e-commerce platforms.
8. Success can be measured through A/B testing and site speed improvements.
9. Nostra is positioned as a leading solution in the market.
10. The future of e-commerce will increasingly rely on edge computing for performance.

Chapters

00:00 Introduction to Nostra and Site Speed Importance

02:53 The Technical Aspects of Site Speed

06:04 Overcoming Site Speed Challenges in E-commerce

09:03 The Role of Cookies in Personalization

11:57 Nostra’s Edge Delivery Engine Explained

14:55 Crawler Optimization and SEO Benefits

17:45 Integrating Nostra with Existing Tech Stacks

20:53 Measuring Success with Nostra

23:53 Nostra’s Unique Value Proposition

26:53 Future of Site Speed and E-commerce

29:44 Lightning Round and Conclusion

Takeaways

1. Pixels are broken. Nearly half of online conversions (42%) go untracked due to blockers, privacy settings, and attribution window limitations.
2. Sales aren’t just on your site. 40% of eCommerce sales happen off-site (Amazon, Walmart, marketplaces), invisible to pixel tracking.
3. Ad spend leakage. 17% of spend goes into channels like audio and TV that pixels can’t measure, leaving major blind spots.
4. Last click is lazy. It oversimplifies the customer journey, rewarding the final step and ignoring the true path to purchase.
5. Duplication is rampant. Multiple platforms often claim credit for the same conversion, inflating perceived ROI.
6. MMM is back. Once considered slow and outdated, modern MMM now runs weekly, giving marketers near real-time budget insights.
7. Unified framework matters. Combining MMM, incrementality testing, and MTA gives the clearest picture of channel performance.
8. Custom > generic. AI-powered custom models now outperform generic off-the-shelf ones—at similar cost—thanks to automation.
9. 36% of ad dollars are wasted. Bad data and poor measurement account for over a third of spend, creating a massive opportunity for optimization.
10. Experimentation wins. The best way to break through opinion vs. opinion debates is to run structured tests and let the data speak.

Chapters

Intro & Sponsor Shoutout (00:01–00:44) Sean introduces the theme: why marketers have been “flying blind” and how better measurement restores vision.

Meet Zeke Camusio (00:44–02:10) Zeke shares his background as an entrepreneur and why he founded Data Speaks after seeing marketers’ frustration with measurement.

The Problem with Pixels (02:10–03:47) Why current attribution methods fall short: off-site sales, blocked conversions, arbitrary attribution windows, and duplication.

The Measurement Framework (04:19–05:38) Zeke explains the three pillars: MMM, incrementality testing, and MTA—and why they work best together.

MMM Misconceptions (05:38–06:25) Why MMM is misunderstood, how it’s evolved, and why it’s valuable in a real-time, digital-first environment.

The Trouble with Last Click (06:25–08:30) Why simplistic attribution models distort ROI and why causal measurement matters more.

Applying MMM & Incrementality (08:30–12:23) How Data Speaks uses experiments and triangulation to reveal true performance and reallocate budgets.

Onboarding & Custom Models (14:16–17:30) What implementation looks like, why labeling data is critical, and how custom models beat generic ones.

Culture Shift: Gut vs. Data (18:25–19:34) The organizational challenge of moving from instinct-driven marketing to data-driven experimentation.

AI, Trust, and the Future (21:39–24:41) Why brands need independent measurement in the age of AI-driven media buying—and how AI enhances, not replaces, human judgment.

Case Study: From $2M to $22M (24:41–25:51) How reallocating spend and applying the framework drove double-digit ROAS gains and 10x revenue growth.

Competitor Landscape & Differentiation (27:45–30:50) Where Data Speaks sits relative to Recast, Measured, Triple Whale, and others—bringing consolidation under one roof.

Mindset Shift: Do You Even Know You Have a Problem? (30:50–32:06) Why most marketers don’t realize their measurement stack is broken until they see the alternative.

Lightning Round (32:06–34:32) Quick-fire Q&A: myths, frameworks, tools, decompression habits, and Zeke’s rugby background.

Closing Thoughts & Call to Action (34:32–end) Where to find Zeke, upcoming product enhancements, and a final reminder: let the data speak.

In this conversation, Andrew Maff and Sean Simon delve into the complexities of marketing in the e-commerce landscape, particularly focusing on the challenges and strategies surrounding Amazon selling and direct-to-consumer (D2C) approaches. They discuss the importance of balancing Amazon sales with D2C growth, the operational challenges brands face, and the significance of utilizing the right marketing tools. The conversation also touches on the nuances of 1P versus 3P selling on Amazon, revenue recovery strategies, and the evolving landscape of marketing technology.

Takeaways

Blue Tusker acts as an outsourced marketing department for e-commerce brands.

E-commerce marketing is primarily performance-driven, focusing on sales rather than brand building.

Amazon's marketplace is becoming increasingly competitive, making it hard for brands to stand out.

An omni-channel approach is essential for brands to succeed in today's market.

The importance of reviews is growing, and legislation is impacting how they are managed.

Choosing the right advertising platform is crucial for effective marketing strategies.

Automation can help streamline marketing efforts but requires careful oversight.

Brands often struggle with attribution and understanding customer journeys across platforms.

Direct-to-consumer strategies are vital for brands to increase margins and reduce reliance on Amazon.

The landscape of marketing technology is evolving, and brands must adapt to stay competitive.

Chapters

00:00 Introduction to Blue Tusker and E-commerce Marketing

03:45 The Challenges of E-commerce and Amazon Marketplace

06:25 Omni-channel Marketing Strategies

09:34 The Impact of Reviews and Legislation

12:37 Leveraging Advertising Platforms

15:12 The Role of AI in Marketing

18:21 Client Challenges and Agency Solutions

21:12 Consumer Behavior and the Buying Journey

24:19 The Future of AI in E-commerce

27:03 Conclusion and Key Takeaways

31:25 Navigating the Challenges of AI in Marketing

31:53 The Shift from Amazon to Direct-to-Consumer

33:38 Strategies for Balancing Amazon and D2C Sales

36:56 Testing and Validating D2C Market Potential

38:31 Understanding 1P vs 3P Selling on Amazon

39:49 Operational Challenges in Amazon Selling

41:32 Revenue Recovery and Amazon's Policies

43:31 The Importance of Marketing Tools

47:11 Identifying Challenges and Solutions for Brands

53:51 Finding the Right Marketing Technology Solutions

57:28 TMM Outro with Blurbs Promo 12.1.24.mp4

In this engaging conversation, Sean Simon and Robert Davidman explore their intertwined careers, starting from their early days at AudioNet and Broadcast.com to the evolution of marketing technology. They discuss the impact of the Yahoo acquisition, the rise of Fearless and LS Digital, and the importance of integrating technology into marketing strategies. The conversation also delves into the role of AI in marketing, the future of agencies, and emerging trends in advertising technology, emphasizing the need for critical thinking and adaptability in a rapidly changing landscape.

Takeaways

Chapters

00:00

The Journey into Sales

03:55

From Radio to Streaming: Rob's Story

07:05

Innovations at AudioNet

10:05

The Yahoo Acquisition: What Went Wrong?

18:51

Building Fearless: The Evolution of an Agency

26:56

The Evolution of Consultancy in North America

28:51

Adapting to a Changing Landscape

31:00

Best Practices for Technology Integration

33:37

Understanding AI's Role in Strategy

37:55

The Impact of AI on Marketing and Search

41:37

Personalization and Immersive Experiences in Advertising

In this conversation, Sean, Scott, and Garin discuss the increasing prevalence of SMS marketing, particularly in the context of political campaigns, and the challenges it presents to consumers. They explore the trends in SMS marketing, the importance of customer-centric strategies, and the differences between SMS and WhatsApp as marketing tools. The discussion highlights the need for brands to adopt effective engagement strategies that consider the frequency and relevance of their messages to avoid overwhelming customers. This conversation delves into the evolving landscape of marketing, particularly focusing on the integration of AI, SMS, and email strategies. The speakers discuss generational shifts in technology adoption, the role of AI in enhancing consumer engagement, and the importance of personalization in marketing efforts. They also explore emerging technologies like RCS in SMS and the future of marketing strategies that leverage data and consumer understanding.

Takeaways

Chapters

00:00

The Rise of Political SMS Spam

08:40

Trends in SMS Marketing

17:57

Building Effective SMS Strategies

24:10

WhatsApp vs. SMS: A Global Perspective

31:53

Generational Shifts in Technology Adoption

35:25

The Role of AI in Consumer Engagement

36:26

AI's Impact on Marketing Strategies

41:45

The Future of AI in Marketing

49:12

Personalization and Consumer Understanding

53:02

Emerging Technologies in SMS and Email Marketing

Summary

In this conversation, Luiza shares her journey with FlueVog, a unique shoe brand that has transitioned from offline to online sales. The discussion covers the importance of storytelling in marketing, the challenges faced during the pandemic, and the pros and cons of having a homegrown e-commerce system. Luiza emphasizes the significance of personalization in customer experience and the brand's efforts to build relationships beyond transactions through community engagement and events. The conversation also touches on growth strategies, essential technologies for e-commerce success, and the balance between marketing efforts and maintaining customer relationships.

takeaways

Chapters

00:00 Introduction to FlueVog and Its Unique Journey

02:50 The Importance of Storytelling in Marketing

06:03 FlueVog's E-commerce Evolution and Challenges

08:58 Technical Challenges and Solutions During the Pandemic

11:57 Pros and Cons of a Homegrown E-commerce System

15:10 Personalization in Customer Experience

18:08 Building Relationships Beyond Transactions

21:00 Community Engagement and Events

23:59 Growth Strategies and Digital Marketing

26:49 Essential Technologies for E-commerce Success

30:07 Balancing Relationships with Marketing Efforts

32:47 Future Investments in User Experience