Digital Marketing: More Science Than Art?

Welcome to the CanadianSME Small Business Podcast, hosted by Maheen Bari. In this episode, we explore how digital marketing, MarTech, and technical discipline help businesses scale revenue with consistency and control.Our guest is Sheldon Poon, Founder and CEO of Drive Marketing, a Montreal-based agency focused on driving predictable profit through Google and Meta Ads. Known for cutting through hype, Sheldon shares why clean data, systems thinking, and grounded decision-making matter more than flashy tools.Key HighlightsPredictive vs. Generative AI: How the two differ and where each delivers real value in daily business operations. AI on Google and Meta: The benefits and risks of increased automation and how advertisers retain strategic control. Clean Data Advantage: Why treating marketing like an engineering problem led to a 63 to 1 ROAS. Analytics and Tracking: The critical data and conversion issues that must be fixed for platform AI to perform properly. GEO and the Future of Search: What GEO tactics signal about evolving search visibility and advertiser strategy.Special Thanks to Our Partners:UPS: https://solutions.ups.com/ca-beunstoppable.html?WT.mc_id=BUSMEWAGoogle: https://www.google.ca/A1 Global College: https://a1globalcollege.ca/ADP Canada: https://www.adp.ca/en.aspxFor more expert insights, visit www.canadiansme.ca and subscribe to the CanadianSME Small Business Magazine. Stay innovative, stay informed, and thrive in the digital age!Disclaimer: The information shared in this podcast is for general informational purposes only and should not be considered as direct financial or business advice. Always consult with a qualified professional for advice specific to your situation.