This episode features an interview with Andrew Covato, Founder and Managing Director of Growth by Science. Andrew has over fifteen years of Ad and MarTech experience at eBay, Google, Meta, Netflix, and Snap. He has worked in product, strategy, growth, and go-to-market across several verticals and has advised companies of all sizes since 2012.In this episode, Kailey and Andrew discuss the resurgence of media mix modeling, AI-driven advertising platforms, and the importance of scientific analysis in marketing strategies.-------------------Key Takeaways:How to effectively implement AI with the right data and humansApplying incrementality to drive successful marketing effortsThe advantage of building scientifically-backed measurement strategies-------------------“If you're doing the right type of experimentation that is specifically design experiment, test and control, and you're understanding the incremental impact on high LTV user acquisition, then you can find and seek out those kind of users, just doing it in a different way. A better way, in my opinion, and certainly a more scientifically sound way.” – Andrew Covato-------------------Episode Timestamps:‍*(02:50) - Andrew’s career journey*(04:27) - Trends impacting AdTech and measurement*(08:26) - Andrew’s advice for companies as they move away from third party cookies*(19:33) - The intersection of politics and AI*(29:14) - How Andrew defines “good data”*(38:02) - Andrew’s recommendations for upleveling measurement strategies-------------------Links:Connect with Andrew on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com