#160 SVP, at Zartico, Josh Derouin joins the pod. And in this episode, we break down how advanced analytics, attribution, and AI are transforming destination marketing—making data the real MVP of campaign success. 

We dig into the tension between short-term wins and long-term brand building, why most marketers still fumble with analytics, and how agencies can get ahead (without losing their creative edge).

Here are the highlights: 

Intro & Josh's Background
Josh shares how he pivoted from Flash development to marketing, with early roles at Sportsman Channel and more.

02:00 – Agency vs. Client-side Marketing Roles
Josh discusses key differences, benefits, and what he brought from one side to the other.

5:00 – What Zartico Does & the Tech Behind It
Overview of Zartico's role in place-based marketing and its proprietary tech platform.

8:00 – Place-Based Marketing & Attribution
How Zartico uses aggregated data to track behavior, spending, and destination value.

11:00 – Josh's Role at Zartico
His work with agencies, product licensing, and media optimization.

13:00 – Beyond Travel: Broader Applications
Application in hotels, theme parks, and understanding visitor behavior beyond POS data.

15:00 – State of the Travel Industry (April 2025)
Josh's take on post-COVID recovery, economic caution, and the need for efficiency.

18:00 – Why Marketers Struggle with Analytics
Misalignment across tools and departments, and the need for a "data discipline plan."

22:00 – Short-Termism vs. Brand Building
The Southwest Airlines brand pullback example and what brands get wrong.

26:00 – Mental vs. Physical Availability in Marketing
Explains the balance between long-term branding and short-term performance marketing.

30:00 – Can Small Companies Leverage Marketing Mix Modeling?
Thoughts on B2B applicability and lessons from the consumer space.

33:00 – AI in Marketing: Current Use & Strategy
How Josh uses AI for analysis, content, and why agencies need a policy.

37:00 – Impact of AI on Agencies & Jobs
The coming shift in roles, AI's limits in strategy, and what skills will matter most.

40:00 – Staying Current in Marketing & Travel Trends
Josh's sources for ongoing learning and why data-backed methods matter.

42:00 – Josh's Day-to-Day at Zartico
Client consults, product feedback, campaign awareness—his role in a nutshell.

Connect with Josh;: https://www.linkedin.com/in/joshderouin/

Connect with Pat at: pmcgovern@ascedia.com

 

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This podcast is sponsored by Ascedia. A web development and digital strategy agency helping clients win in the digital space.