The Incremental Marketer

Most marketing teams don’t fail because of bad strategy. They fail because they can’t execute.In this episode of The Incremental Marketer, Paul Boruta sits down with Fractional Marketing Executive Aaron Lee to unpack the operator mindset behind clarity, communication, and cadence - and why stacking small wins is what actually drives sustainable growth.With experience scaling companies like One Medical and QuinStreet through IPO and advising growth-stage brands through 621 Consulting, Aaron shares how to find the truth in CAC, eliminate distractions, and build marketing systems that survive leadership turnover and organizational change.In this episode, we cover:• How a fractional CMO creates impact in the first 1–2 weeks• Finding the truth in CAC + unit economics• Why velocity beats perfection in testing and optimization• Aligning teams on a single primary KPI• The hidden power of documentation, handoffs, and “marketing as a program”• Traditional + digital channel mix challenges (and the emotional side of reallocation)• AI’s impact on analyst roles and why communication skills are becoming critical• Why “stacking wins” builds momentum that compoundsIf you’re trying to move from strategy decks to measurable growth, this episode is for you.CHAPTERS00:00 The Quest for Truth in Marketing03:01 Evolution of Marketing Practices05:56 The Role of a Fractional CMO08:52 Assessing Team Dynamics for Growth12:08 Creating Impact as a Fractional CMO15:05 Understanding Key Performance Indicators17:54 The Importance of Conversion Rates19:02 The Handoff Challenge in Marketing22:13 The Future of Marketing with AI25:03 Navigating Traditional vs. Digital Marketing28:08 Measuring Conversion in a Changing Landscape31:16 Building Momentum Through Incremental WinsCONTACT AARONAaron@621Consulting621Consulting.com🔥 ABOUT THE CHANNELJoin 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 happens when marketing leaders stop waiting for perfect measurement and start building momentum?You get faster learning, stronger conviction, and teams that know how to move forward - even in uncertainty.In this episode of The Incremental Marketer, Paul Boruta sits down with Amanda Reierson, former CMO of Avant and current board member at Porch Group, to explore what marketing leadership looks like in 2026. Drawing on her experience leading brand, growth, performance, and CX at companies like Farmers Insurance, Thumbtack, Yahoo, and DIRECTV, Amanda shares how modern CMOs balance pressure for results with imperfect data.The conversation covers why progress beats perfection, how to structure marketing teams in an AI-enabled world, and why customer experience has become a core growth lever - not just a brand metric. Amanda also breaks down how brands should think about agentic search and AI-driven discovery, and why “getting points on the board” matters more than waiting for certainty.👉 If you’re navigating AI, fragmented channels, and rising expectations—and need a practical mindset for leading through it - this episode is for you.CHAPTERS00:00 The Importance of Momentum in Marketing01:58 Amanda's Marketing Journey03:18 Challenges Faced by Marketing Leaders05:16 Investing in Marketing Resources06:35 The Role of AI in Marketing09:41 Structuring Marketing Teams for AI10:41 In-Housing vs. Agency Support12:30 Hiring for AI Skills14:16 Market Trends and Opportunities15:00 Adapting to AEO and LLMs16:41 Measuring Marketing Effectiveness18:52 Data Management in Marketing20:28 Building Effective Loyalty Programs21:53 Testing Marketing Strategies23:31 Long-Term Brand Measurement26:09 Customer Experience as a Business Priority27:44 Marketing's Role in Product Market Fit31:21 Future Focus for Marketing Leaders33:04 Advice for Aspiring Marketing LeadersCONTACT AMANADAhttps://www.linkedin.com/in/amanda-reierson-5a83241🔥 ABOUT THE CHANNELJoin 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 happens when marketers stop asking “what worked” and start asking “what if?”You get faster decisions, clearer answers, and a very different future for marketing measurement.In this episode of The Incremental Marketer, Tom Newman - investor, operator, and advisor to Slingwave - breaks down how AI is reshaping marketing analytics from backward-looking reports into real-time, predictive intelligence. Drawing on his experience scaling companies at AOL, WarnerMedia, and Urban One, Tom explains why digital marketing still hasn’t delivered on its promise of transparency - and what finally changes that.We dig into why marketers are drowning in unstructured data, how AI and Bayesian models can turn that mess into insight, and why the hardest part of growth is the 1→10 transition.👉 If you want clearer answers, faster decisions, and a smarter way to measure growth, this conversation is worth your time.CHAPTERS00:00 The Exciting Future of Marketing Data02:21 Tom Newman's Journey in Media and Advertising06:15 The Role of Kelly Newman Advisors08:42 Understanding the Scale-Up Phase10:28 The Gap in Marketing Measurement12:27 AI's Impact on Marketing and Data18:49 The Future of Marketing Analytics22:45 Barriers to AI Adoption in Marketing28:24 Predictions for 2026 and BeyondCONTACT TOMhttps://www.kellynewmanadvisors.com/🔥 ABOUT THE CHANNELJoin 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 happens when brand building collides with an explosion of AI tools?Marketers face 17,000 “solutions,” endless noise, and growing confusion about what actually drives growth. In this episode, Nick Jezarian — founder of Dime House and former media leader at Kraft Heinz, Target, and Coca-Cola — shares how modern brands can find clarity in the chaos.We get into why long-term brand building still matters, how to measure what feels unmeasurable, and Nick’s simple “layer-cake” framework for connecting creativity, culture, and commercial impact. Plus: when to invest in brand, how to know it’s working, and why generalists are rising again in the age of AI.A must-listen for anyone shaping brand strategy in a rapidly changing world.CHAPTERS00:00 The Overwhelming Landscape of AI in Marketing 01:45 Nick's Journey in Media and Marketing 03:50 The Birth of Dimehouse: A Consultancy for Growth 05:42 Navigating the Brand, Agency, and Platform Ecosystem07:44 Investing in Brand: Timing and Fundamentals09:34 Understanding Brand Value and Consumer Experience11:58 The Role of Social Listening in Brand Strategy13:38 Leveraging AI for Enhanced Marketing Insights15:37 The Speed of Change in Marketing Technology17:33 The Future of Advertising: Small Agencies vs. Big Corporations19:42 The Complexity of Measurement in Marketing21:46 Layered Measurement: Balancing Short-term and Long-term Goals25:40 Tactical vs. Strategic Signals in Marketing27:42 The Importance of Measurement Culture31:13 Career Journey Through Iconic Brands35:26 Cultural Moments and Brand Impact38:27 Challenges in Measuring Brand Building46:08 The Future of Marketing Technology and StrategyCONTACT NICKnick@dimehouse.co https://www.linkedin.com/in/nickjezarian/🔥 ABOUT THE CHANNELJoin 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 happens when a creative director and a wellness entrepreneur team up to reinvent jam?They turn it into a performance product — and a category disruptor.Meet Michelle and Brian Platt, co-founders of JamPack’d Jams. They set out to rethink breakfast and ended up shaking up an $8 billion industry. In this episode, they share how JamPack’d went from a kitchen experiment to a fast-growing functional food brand — with more protein than peanut butter, more fiber than broccoli, and all the flavor of traditional jam.We dig into product validation, creative testing, scaling DTC on Shopify, and what it really takes to turn a small idea into a big brand.CHAPTERS00:00 Introduction to Jam-Packed Jams05:56 The Birth of a Health Food Brand11:47 Market Feedback and Product Development17:50 Marketing Strategies and Audience Targeting24:08 The Role of AI in Business29:59 Future Plans and Closing ThoughtsCONTACT BRIAN & MICHELLEhello@jampackdjams.com https://www.jampackdjams.com/🔥 ABOUT THE CHANNELJoin 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

The lines between CTV, mobile, social, and gaming have officially blurred. But as platforms converge, measurement is falling apart.In this episode of The Incremental Marketer, Andrew Wohlwend (Head of Operations, Xsolla Ads) explains how marketers can find signal in the chaos—and rebuild attribution that actually works.We dig into why “mobile vs. gaming vs. CTV vs. social” is the wrong starting point, how accidental or low-intent clicks inflate results (and what to measure instead), and practical frameworks for deduping audiences, weighting the journey, and setting realistic learning cycles.If you’re wrestling with walled gardens, overlapping audiences, or click metrics that don’t tell the truth—this one’s for you.CHAPTERS00:00 The Wild West of Mobile and Gaming Advertising 03:12 Andrew Wolin's Journey in Ad Tech05:56 Understanding Xsolla Ads and Its Ecosystem09:04 Navigating Blurred Lines in Advertising11:59 The Click-Through Rate Debate14:48 Channel Planning and Audience Targeting18:11 Building a Better Attribution Model20:59 Tools for Measurement in Mobile Advertising24:01 Enabling Marketers for Future Success27:01 The Future of AI in AdvertisingCONTACT ANDREWhttps://www.linkedin.com/in/andrew-wohlwend-2b5882b/🔥 ABOUT THE CHANNELJoin 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

If you’ve ever wondered how to use AI without losing the human side of marketing, this conversation is for you.Greg Licciardi, VP of Sponsorships and Partner Programs at the ANA and author of The Holy Grail of Marketing, joins host Paul Boruta of Slingwave to explore how Agentic AI is reshaping marketing as we know it.They discuss how brands can reach the right person, with the right message, in the right environment, at the right time - while keeping authenticity and brand purpose intact.Inside the episode:• How AI and emotion work together to drive performance• The rise of Agentic AI and the next wave of personalization• Lessons from e.l.f. and The Weather Company’s weather-driven campaign• What the ANA’s programmatic study reveals about ad waste• How Greg teaches the next generation to use AI responsiblyListen in to discover how the “Holy Grail of Marketing” is evolving - and why the future of AI might actually make brands more human.CHAPTERS00:00 The Power of Personalization in AI09:54 Navigating the Marketing Landscape with AI20:11 Case Studies: Success and Lessons Learned30:00 The Future of Marketing and AICONTACT GREGholygrailofmarketing.com https://www.linkedin.com/in/greglicciardi/🔥 ABOUT THE CHANNELJoin 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 turn marketing strategy into a system that drives growth?In this episode of The Incremental Marketer, Scott Kabat (CEO & Founding Partner, 621 Consulting; ex–Flip Video, One Medical, Prezi, Clorox) explains the operator-led marketing model—how fractional CMOs and hands-on operators help companies build real marketing engines that deliver growth.We talk about why so many businesses struggle to find the right marketing talent, how fractional teams accelerate capability building, and what it takes to balance short-term wins with long-term brand impact. Scott also shares lessons from his work across B2B and B2C, and where AI can support marketing teams without replacing the judgment and creativity that matter most.👉 If “strategy” never turns into a working system, this one’s for you. Whether you’re scaling a startup or transforming an established company, you’ll walk away with practical ideas to build a marketing function that actually works.TIMESTAMPS00:00 Building Authentic Brands06:01 The Evolution of Fractional Marketing12:05 Lessons from Iconic Brands17:46 Navigating Marketing Mistakes24:05 The Role of AI in Marketing30:07 Personal Reflections and Future Insights🔥 ABOUT THE CHANNELJoin 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

Still the main seller at your company? Here’s how to step back while building a growth engine that scales.In this episode of The Incremental Marketer, I sit down with Katharine Hill Contag, Fractional Head of Growth at Klaro and seasoned marketing executive. Kat helps early-stage B2B companies nail their go-to-market strategy, build demand engines, and lay the foundation for repeatable growth.She breaks down her 3 Ms of Go-to-Market — Message, Motion, Math — and shares the biggest mistakes founders make in early GTM planning. You’ll also hear how to run quick experiments, track results with lightweight attribution, and use AI as a thought partner for both founder marketing and sales.👉 Watch now to learn how to move from scrappy founder-led efforts to a scalable growth engine.TIMESTAMPS01:33 Introducing Kat Hill-Kontag and Claro Group03:30 The Fractional Model: Flexibility and Expertise05:27 Assessing Go-to-Market Strategies08:35 Common Mistakes in Go-to-Market Planning10:26 Identifying Ideal Customer Profiles11:30 Engaging with Agencies in Early Stages12:41 The Role of Founders in Sales14:38 Content Strategy for Founders15:34 Building a Sales Team16:30 The Impact of Founder Marketing18:20 Tracking Marketing Impact and Attribution20:15 Leveraging AI in Sales Coaching22:33 AI as a Thought Partner for Founders24:35 Navigating AI in Early Stage Companies26:43 Experimentation in Marketing Channels28:39 Trends in B2C Marketing30:38 Advice for Early Stage Companies32:26 The Future of Marketing in an AI World🔥 ABOUT THE CHANNELJoin 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 can CMOs thrive when the old playbook no longer works?The rules of marketing have changed. Flat budgets, flipped funnels, and AI disruption mean today’s CMOs are under more pressure than ever.In this episode of The Incremental Marketer, I talk with Mike Kelly - CEO & Co-Founder of Kelly Newman Advisors, and former leader at The Weather Channel, AOL, Time Warner, Unruly, and Colspace - to explore the new rules of marketing leadership. From boardroom insights to practical advice, Mike shares what it takes to lead in today’s rapidly changing landscape.TIMESTAMPS00:00 - The Evolution of Digital Marketing05:14 - Navigating Budget Constraints in Marketing11:04- The Impact of AI on Marketing Strategies16:47 - Trends and Future Directions in Marketing20:12 - Advice for Modern CMOs🔥 ABOUT THE CHANNELJoin 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 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.TIMESTAMPS00:00 The Evolution of Marketing and Product Development 01:50 Founding Version 1 Labs: A Journey of Innovation 03:52 From Engineering to Product Management06:29 Navigating Different Stages of Product Development 09:33 Understanding Product-Market Fit vs. Solution-Market Fit14:20 Effective Product Development Cycles and Team Collaboration18:09 Balancing Data and Intuition in Product Development 21:02 Overcoming Analysis Paralysis in Decision Making 24:57 Speed vs. Scalability: Finding the Right Balance28:26 Leveraging AI in Product Development32:26 The Future of Marketing and Product Collaboration🔥 ABOUT THE CHANNELJoin 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.TIMESTAMPS00:00 The Birth of Innovative Ideas02:55 Transformative Experiences in Startups06:00 The Evolution of Software Development09:03 Building Teams and Company Culture11:55 Navigating the AI Landscape15:03 Effective Team Structures and Dynamics18:10 Product Market Fit and Customer Engagement20:55 The Role of Storytelling in Software Development 24:04 Adopting AI in Organizations27:00 Strategic Insights for Future Startups🔥 ABOUT THE CHANNELJoin 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.TIMESTAMPS00:00 Introduction to Early Stage Investing04:04 Navigating the Startup Ecosystem10:09 The Impact of AI on Marketing17:02 Understanding Product Market Fit23:04 Pricing Strategies for Startups30:29 Future of Marketing Measurement🔥 ABOUT THE CHANNELJoin 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.QUESTIONS1. 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 expectto 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?🔥 ABOUT THE CHANNELJoin 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.TIMESTAMPS00:00 Understanding Incrementality in Marketing03:57 The Role of Attribution Models10:00 Challenges with Last Touch Attribution13:47 Addressing Gaps in Measurement20:00 The Importance of Predictive Modeling🔥 ABOUT THE CHANNELJoin 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 shortHow MMM is making a comeback in the cookieless eraPractical ways to combine methods for better, more actionable insightsWhat marketers must do to future-proof their measurement strategyWhether you're building your first model or refining a mature analytics setup, this conversation is packed with strategic and tactical value.TIMESTAMPS00:00 Introduction to Marketing Attribution Changes02:51 The Evolution of Marketing Measurement06:10The Shift from Multi-Touch Attribution to Media Mix Modeling09:07 Implementing a Hybrid Approach to Marketing Measurement🔥 ABOUT THE CHANNELJoin 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.TIMESTAMPS0:00 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 MarketingABOUT THE CHANNELJoin 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.TIMESTAMPS00:00 - 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 ThoughtsABOUT THE CHANNELJoin 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!TIMESTAMPS00:00 - Navigating Marketing in a Dynamic Landscape10:11 - Challenges and Opportunities in Streaming Media 15:40 - Leveraging Data for Strategic Decision Making🔥 ABOUT THE CHANNELJoin 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.TIMESTAMPS00:00 - The Evolving Role of the CMO02:57 - Navigating Marketing and Business Alignment06:00 - Performance vs. Brand: Finding the Balance08:59 - The Future of Marketing: AI and Human Intelligence🔥 ABOUT THE CHANNELJoin 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