Paul Boruta is a two-time startup founder and advertising industry veteran with a deep passion for AI and marketing technology. In 2017, he founded Slingwave to tackle some of the most complex challenges in marketing analytics, attribution, and media optimization to empower businesses in making informed marketing investment decisions. He joins the show to break down incrementality in marketing and discuss how to set up experiments that actually work.

Along with host Mike Berberich, Paul covers why the industry is wrong to be so fixated on multi-touch attribution, how organizations can use incrementality to their advantage, and what the difference is between interesting datapoints and those that are meaningful to driving business outcomes.

On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discuss a blockbuster podcast partnership between Spotify and Netflix, speculating on what the new deal means for brands partnering with content creators and debating whether this news means every brand needs to be in the podcast space or not.

If our conversation with Paul has you itching to turn every marketing test into campaign traction, then you need to check out the ANA’s Certified ANA Marketing Professional (CAMP) program. Through a series of self-paced training modules, you’ll learn the frameworks, analytics, and real-world skills to turn your data insights into activations that drive tangible business growth. Learn more about how you can get certified by visiting www.ana.net/camp.

The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.