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.

Lewis Goldman is a Partner, Chief Growth Officer, and Fractional CMO at TechCXO, which provides companies with fractional and part-time executives. In his role, he specializes in scaling businesses through strategic marketing, product innovation, partnerships, new channel launches, and customer data. With experience as a CMO, Lewis led growth, digital marketing, and e-commerce efforts at companies including Citigroup, MetLife, LinkedIn, Amazon, and LendKey. He is also an Adjunct Professor at St. John’s University, where he teaches integrated advertising communications.

Many growing companies hit a pivotal stage where they need strategic marketing leadership but can’t justify hiring a full-time executive. As marketing gets more complex, business leaders often struggle to connect tactics to long-term growth. How can they unlock big-picture marketing strategies without overextending their budget?

Seasoned fractional CMO Lewis Goldman says businesses can benefit from leveraging part-time, high-level marketing leadership. Fractional CMOs assess companies’ existing marketing efforts, identify quick wins, and implement go-to-market strategies that tie directly to revenue. If you’re working with limited resources, Lewis suggests taking calculated measures like understanding customer pain points, aligning with the leadership team’s priorities, and avoiding launching into tactics without clear objectives.

Tune in to the latest episode of Chief Advertiser as Samir Balwani hosts Lewis Goldman, Partner, Chief Growth Officer, and Fractional CMO at TechCXO, about the advantages of fractional marketing leadership. Lewis shares how executive experience can elevate impact, the importance of understanding a company’s culture, and how to gain buy-in from skeptical CEOs and CFOs.

Matt Bahr is the Co-founder and CEO of Fairing, which helps e-commerce brands build sustainable customer relationships and growth models. Matt spent the last decade helping brands with attribution and analytics. He also advises and consults for various businesses, from DTC brands to public companies. Matt specializes in e-commerce, DTC startups, SEO, web development, and CR optimization.

As digital marketing evolves and new channels emerge, many brands struggle to measure advertising campaign effectiveness. With platforms like Meta and Google offering clear attribution models, expanding into newer, less trackable spaces like influencer marketing, CTV, and direct mail can feel risky. How can brands invest in these channels while ensuring their marketing dollars drive impact?

Matt Bahr, an expert in e-commerce marketing and advertising measurement, recommends using a combination of post-purchase surveys and data-driven insights. By directly asking customers where they discovered a brand and combining those insights with last-click attribution, brands can gain a clearer picture of their media performance. Matt also emphasizes the importance of brand positioning, explaining that businesses should define their products’ target audience as well as those who wouldn’t benefit from their products.

In this episode of Chief Advertiser, Samir Balwani welcomes Matt Bahr, Co-founder and CEO of Fairing, about the evolving challenges of advertising measurement. Matt discusses the shift from traditional attribution models to a more holistic measurement approach, the role of product market fit in consumer purchasing decisions, and how to leverage survey data for strategic growth.

Scott Ohsman is the Vice President of Digital Commerce at Quickfire, a digital commerce agency. With over 25 years of experience in retail and e-commerce, he drives brand growth and digital strategies for Quickfire. Throughout his career, Scott has launched over 200 brands on Amazon and owned and operated a sales and marketing agency specializing in Amazon brand management. He is also a co-host of the Always Off Brand podcast, which shares insights on e-commerce trends and strategies.

The rise of AI, Amazon’s dominance, and the growing emphasis on first-party data have made media buying more complex than ever. Businesses must now navigate new challenges like increasing ad costs, changing consumer behavior, and the ongoing disruption of traditional advertising models. How can brands leverage data to optimize their media strategies?

According to digital commerce expert and retail strategist Scott Ohsman, brands can navigate the changing landscape of media buying by focusing on first-party data and diversifying their advertising channels. This includes modifying media buying strategies to incorporate programmatic advertising, connected TV, and live sports sponsorships. To analyze advertising performance, Scott stresses adopting a data-driven approach, integrating Amazon performance metrics with DTC data for a holistic view.

In this week’s episode of Chief Advertiser, Samir Balwani chats with Scott Ohsman, Vice President of Digital Commerce at Quickfire, about the future of digital advertising and media buying. Scott also talks about the shifting inventory landscape, the challenges of leveraging affiliate marketing, influencers, and paid media, and how Amazon’s data dominance is reshaping the e-commerce industry.

Alex Gassner is the Director of Growth and Ecommerce at The Absorption Company, a highly absorbable supplement brand. In her role, she has led website optimization, overhauled email flows, and launched paid media campaigns. Before The Absorption Company, Alex was the Director of Ecommerce at Moon Juice.

Many brands struggle to stand out in a crowded market, especially when launching a new product in a competitive industry. Beyond product quality, companies must educate consumers, build trust, and create a compelling brand story to drive conversions. How can businesses balance brand awareness, performance marketing, and consumer education to fuel long-term growth?

With businesses struggling to communicate their true value to potential customers, growth and e-commerce marketer Alex Gassner emphasizes the importance of brand trust and communication. Companies should craft compelling messaging, strategically leverage organic and paid marketing, and build a long-term strategy rather than relying solely on promotional spikes. Well-crafted narratives can differentiate companies in a saturated market, and partnering with authentic influencers can build credibility, helping to reach new audiences.

In this episode of Chief Advertiser, Samir Balwani interviews Alex Gassner, Director of Growth and Ecommerce at The Absorption Company, about building a high-impact brand. Alex talks about the challenges of launching a brand with celebrity co-founders, the importance of balancing short-term revenue tactics with long-term brand building, and how to manage agency partners and external teams.

Greg Vetter is the Founder of Home Grown Brand Accelerator, which empowers emerging entrepreneurs. He is also the former CEO of Tessemae's, which he co-founded with his brothers to bring their mother’s salad dressing recipe to market. Under Greg’s leadership, Tessemae's became the #1 organic salad dressing brand in the refrigerated aisle space. He also co-founded Alta Fresh Foods, a company revolutionizing the salad dressing industry with innovative processes, and is the author of Undressed, which recounts the challenges of building Tessemae's.

Turning a homemade recipe into a national brand is a passionate entrepreneurial endeavor, but scaling it comes with unexpected challenges. From breaking into grocery stores to navigating supply chain crises and investor disputes, the path to long-term sustainability is rarely straightforward. How do you grow a business from scratch, build brand loyalty, and handle setbacks without losing everything?

Pioneering entrepreneur Greg Vetter went from cold-calling grocery stores with no formal company to building the #1 organic salad dressing brand. He emphasizes trusting your instincts, creating authentic connections with customers, and using grassroots marketing to establish a brand. Although Greg leveraged influencer partnerships and authentic, unified storytelling to build his brand, investor conflicts ultimately led to its downfall. By remaining positive and being transparent about the realities of entrepreneurship, Greg demonstrates the importance of resilience and adaptability.

In this episode of Chief Advertiser, Samir Balwani hosts Greg Vetter, Founder of Home Grown Brand Accelerator, about the highs and lows of building a business from the ground up. Greg shares his experiences with grassroots marketing, the impact of his brand’s major advertising campaigns, and lessons from scaling a product into a national brand.