Peter Grafe and the “What To Do Next” Engine

What if your marketing measurement didn’t just tell you what happened—but actually told you what to do next? In this episode, I’m joined by Peter Grafe, co-founder of Blue Alpha, to break down what they’re building: an action system for marketing that combines media mix modeling (MMM), incrementality testing, and AI agents to deliver real-time insights and campaign-level budget recommendations.We dig into why MMM is making a comeback (privacy, tracking limits, offline + brand spend), why deterministic attribution isn’t enough, and how Blue Alpha bridges the gap between “You should increase YouTube spend” and the real operational question: which campaigns, how much, and under what constraints? Peter also shares how their anomaly detection agents spot things like creative fatigue, how business goals get infused into “context-aware” recommendations, and why the future of search + discovery (AIO/SEO) pushes marketers up-funnel, whether they like it or not.If you care about customer experience, data-driven insights, adaptability, AI, and business growth, this one is packed with practical frameworks and a clear mental model for modern marketing measurement. Tune in and let me know what you think: are you ready for marketing analytics that actually executes?Peter Grafehttps://www.linkedin.com/in/ped-grafe/