The Science Behind Measurable Marketing Impact

Marketing teams measure campaigns but miss the bigger picture of systematic effectiveness. Sorin Patilinet, Global Marketing Effectiveness Executive at PepsiCo, bridges engineering precision with marketing creativity to build scalable measurement systems that actually drive business growth. He reveals the Kaizen principle for iterative testing that changes one variable at a time, explains why ad wear-out is a marketer myth that wastes budgets, and shares how to align entire organizations around a single effectiveness metric that connects every decision to measurable outcomes.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What this episode covers

Marketing teams measure campaigns but miss the bigger picture of systematic effectiveness. Sorin Patilinet, Global Marketing Effectiveness Executive at PepsiCo, bridges engineering precision with marketing creativity to build scalable measurement systems that actually drive business growth. He reveals the Kaizen principle for iterative testing that changes one variable at a time, explains why ad wear-out is a marketer myth that wastes budgets, and shares how to align entire organizations around a single effectiveness metric that connects every decision to measurable outcomes. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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This episode is 30 minutes long.

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This episode was published on March 16, 2026.

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