Michael Kaminsky is the Co-founder and Co-CEO of Recast, a marketing measurement platform that helps brands optimize their ad spend. As a trained econometrician, he led the marketing science team at Harry’s, where he developed data-driven strategies to enhance customer acquisition and retention. Michael also held analytics positions at Case Commons and Analysis Group.

Marketers often struggle to measure tangible results from their advertising strategies. As brands scale and expand across multiple channels, traditional attribution models like last-click fall short, leading to inaccurate ROI estimates and poor budget decisions. How can marketing leaders measure what works to make informed, data-driven decisions at scale?

According to marketing measurement expert Michael Kaminsky, brands can measure marketing performance by adopting a causal, experiment-backed approach to media mix modeling (MMM). Each MMM should uncover incrementality, the true causal impact of media spend. Michael recommends starting with simple triangulation using first-touch, last-touch, and post-checkout surveys, then layering in lift tests to validate assumptions. These assumptions should be validated consistently using experimentation to align MMMs with real-world results.

In today’s episode of Chief Advertiser, Samir Balwani hosts Michael Kaminsky, Co-founder and Co-CEO of Recast, to discuss employing media mix modeling to measure marketing performance. Michael talks about performing incrementality testing, utilizing first-touch, last-touch, and post-checkout survey data for attribution, and the difference between causal and inferred MMM.

Louis Monoyudis is the Global Chief Marketing Officer at Bokksu, a company delivering authentic Japanese snacks and home goods worldwide. He is also a judge at Effie Worldwide, where he evaluates top-performing marketing campaigns for the Commerce and Shopper Effie Awards. As a brand strategist, designer, and DTC e-commerce executive, Louis has worked for brands like Sprite, Morgan Stanley, Calvin Klein, Tommy Hilfiger, and LĒVO.

Many DTC-only brands start strong by building a loyal early customer base but eventually hit a wall when trying to scale. High customer acquisition costs and limited exposure outside a single channel restrict long-term growth. How can these brands evolve beyond the limitations of DTC to compete with omnichannel brands?

According to luxury brand marketer and omnichannel growth specialist Louis Monoyudis, native DTC brands can expand into wholesale, retail, and marketplace channels through authentic storytelling and narrative. Growth arises from meeting customers where they already shop — whether it’s Amazon, TikTok Shop, or physical retailers — and brands must adapt their messaging, pricing, and logistics accordingly. Louis emphasizes the importance of aligning marketing with operations and using performance data, surveys, and AI-generated creative campaign testing to guide expansion with less risk.

Join Samir Balwani in today’s Chief Advertiser episode as he welcomes Louis Monoyudis, the Global Chief Marketing Officer at Bokksu, to discuss expanding into omnichannel retail. Louis explains how to structure performance metrics like MER, how to facilitate communication between CFOs and CMOs, and how to leverage AI effectively.

Olivia Morley is the Founder and Content Consultant at FusionFront Media, which offers consulting and freelance services in advertising, media, and entertainment. She also co-hosts the Agency Business and Screen & Sponsor: The New Era of Filmmaking podcasts, which explores the collaboration between brands and the entertainment world. Before founding FusionFront Media, Olivia was a Senior Reporter at Adweek, where she reported on agencies, advertising, marketing, and media trends.

For brands looking to break through the noise, traditional advertising no longer guarantees cultural relevance. As consumers grow savvier, product placements and celebrity endorsements aren’t enough to build lasting emotional connections. How can brands tap into storytelling through authentic, culturally resonant, and creatively engaging mediums?

According to journalist-turned-podcast host and media strategist Olivia Morley, brands are evolving their marketing strategies by delving into film production. Companies are partnering with filmmakers, funding independent films, and even launching studios to create emotionally compelling content that transcends standard ad forms. By empowering directors and producers to lead with stories rather than products, brands can earn cultural relevance organically.

In today’s episode of Chief Advertiser, Samir Balwani talks with Olivia Morley, the Founder and Content Consultant at FusionFront Media, about the intersection of film and brand marketing. Olivia shares the rewards of producing brand-funded indie films, the evolution of brand integrations, and how to develop film partnerships.