The Efficient Spend Podcast

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!In this episode of The Efficient Spend Podcast, Talgat Mussin, founder of Incrementality Insider and former measurement lead at Google, Amazon, and TikTok, talks about the complexities of marketing measurement and budget optimization. He shares his journey from contractor to industry expert, explains why attribution models are broken, and reveals how to uncover waste in ad spend using frameworks like geo-experimentation and MMM.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven $250M + in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Talgat Mussin is a marketing measurement and incrementality strategist with nearly 10 years of experience leading performance for brands at Google, Amazon, and TikTok. As founder of Incrementality Insider, he helps companies cut waste and scale smarter by turning complex causal measurement and experimentation into clear, actionable strategies.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH TALGAT: https://www.linkedin.com/in/talgatmussin/EPISODE LINKS:https://www.incrementality.net/abouthttps://www.marketingevolution.com/marketing-essentials/media-mix-modelinghttps://advertising.amazon.com/en/learning-consolehttps://www.tiktok.com/business/en-US/solutions/measurementhttps://www.facebook.com/business/help

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!In this episode of The Efficient Spend Podcast, James Donner, founder of Adology, shares how AI is transforming creative analytics and competitive intelligence in marketing. James explains why unlocking insights from ad creatives is the next frontier, how to balance automation with strategy, and where AI still breaks down. He also highlights opportunities in white space detection, consumer sentiment analysis, and building smarter workflows for the future of marketing.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven $250M + in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: James Donner is the founder and CEO of Adology, an AI-driven creative analytics and marketing intelligence company. With over a decade leading media investment at Media.Monks and helping build Decoded Advertising into a 200-person agency, he specializes in unlocking growth by combining performance marketing expertise with cutting-edge AI insights.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH JAMES: https://www.linkedin.com/in/james-donner-8430b555/EPISODE LINKS:https://www.getadology.ai/abouthttps://www.monks.com/what-we-dohttps://mailchimp.com/resources/ai-predictions/?https://squareholes.com/blog/2021/04/29/how-the-creative-and-creativity-can-help-drive-your-advertising-effectiveness/

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!In this episode of The Efficient Spend Podcast, Colin Belyea, growth marketer and Reddit strategist, explores how Reddit is becoming a high-leverage growth channel. Colin breaks down the shift toward zero-click search, why Reddit content ranks so well in AI and Google, and how to balance paid and organic efforts for long-term brand trust. He also shares tactical advice for measuring impact, building reputation, and avoiding common Reddit pitfalls.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven $250M + in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Colin Belyea is a growth marketer and Reddit strategist with over 20 years of experience, leading performance for 15+ VC-backed startups through his work at No Growth, Karmic, and Telescope Digital. He helps brands turn Reddit into a scalable acquisition and trust-building channel by blending paid media expertise with deep community-driven strategy.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH COLIN: https://www.linkedin.com/in/colinjamesbelyea/EPISODE LINKS:https://www.nogrowth.ca/our-workhttps://ads.reddit.com/https://blog.google/products/search/generative-ai-google-search-may-2024/https://news.ycombinator.com/https://platform.openai.com/docs/gptbot

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!In this episode of The Efficient Spend Podcast, John Wallace, founder of LiftLab, explores how combining media mix modeling with experimentation leads to more reliable marketing decisions. John shares lessons from building attribution systems, why marginal ROAS should be every marketer’s north star, and how to balance model outputs with human instinct. He also unpacks the role of AI in media planning and what marketers often get wrong when testing new channels.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven $250M + in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: John Wallace is a marketing measurement expert and founder with 24 years of experience in econometrics, attribution, and experimentation. He previously founded DataSong and now leads LiftLab, where he helps brands like Sephora, Thrive, and Skims optimize media spend with science-driven insights. John is passionate about building tools that bring clarity, trust, and economic discipline to marketing decisions.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH JOHN: https://www.linkedin.com/in/johnwallace-EPISODE LINKS:https://liftlab.com/about/https://www.amazon.com/Market-Response-Models-International-Monographs/dp/0792381585https://liftlab.com/blog/maximizing-marketing-with-the-ana/https://www.invoca.com/blog/media-mix-modeling

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!In this episode of The Efficient Spend Podcast, Andrei Vlasov, growth leader and hybrid marketer, explores how blending paid marketing with product strategy creates sustainable growth. Andrei shares lessons from scaling acquisition across multiple channels, the importance of cross-functional collaboration, and aligning teams around ROI-driven metrics. He also dives into building effective YouTube influencer programs and why sharing insights across teams unlocks greater performance.About the Host: Paul is a paid marketing leader with over a decade of experience optimizing marketing spend at venture-backed startups. He's driven $250M + in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Andrei Vlasov is a growth and marketing leader with over 15 years of experience across paid acquisition, product, and lifecycle. He’s led full-funnel growth at companies like Hover, Jam.dev, and Goodwall, driving millions of users and scaling cross-functional teams. Andrei now helps startups blend performance marketing with product strategy to unlock sustainable, ROI-driven growth.VISIT OUR WEBSITE:  https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH ANDREI: https://www.linkedin.com/in/andrei-vlasov08/EPISODE LINKS:https://hover.to/about/https://jonahberger.com/books/contagious/https://blog.hubspot.com/marketing/youtube-statshttps://influencermarketinghub.com/cpm-calculator/

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!In this episode of The Efficient Spend Podcast, Sundar Swaminathan, Head of Data at Bounce and former Uber data science leader, explores the intersection of data analytics, AI, and growth marketing. Sundar shares insights from managing $1B in ad spend at Uber, the role of brand awareness in scaling businesses, and the evolving skill set for modern analysts. He also discusses decision-making frameworks, the future of AI-driven analytics, and strategies for optimizing media budgets effectively.About the Host: Paul is a paid marketing leader with over a decade of experience optimizing marketing spend at venture-backed startups. He's driven $250M + in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Sundar Swaminathan is a data and marketing leader with over 15 years of experience in B2C growth, analytics, and data science. As the Head of Data at Bounce, a commoditized business in luggage storage, and former Uber data science leader, he has analyzed $1B in marketing spend, built high-impact analytics teams, and now helps startups scale through data-driven decision-making.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH SUNDAR: https://www.linkedin.com/in/sswamina3/EPISODE LINKS:https://bounce.com/bloghttps://experimental.substack.com/https://www.uber.com/https://www.marketingevolution.com/marketing-essentials/data-driven-marketing

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!In this episode of The Efficient Spend Podcast, growth and marketing analytics consultant Barbara Galiza shares insights on marketing data audits, triangulation, and optimizing paid versus organic strategies. Barbara discusses key challenges that startups face, such as data discrepancies, budget allocation, and balancing short-term performance with long-term brand-building goals.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Barbara Galiza is a growth and marketing analytics consultant with over 10 years of experience helping startups optimize their media spend and measurement strategies. Passionate about simplifying complex marketing data, she has worked with diverse clients to improve performance through methodologies like marketing mix modeling and attribution.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH BARBARA: https://www.linkedin.com/in/barbara-galiza/EPISODE LINKS:https://www.barbaragaliza.com/#about-mehttps://021newsletter.comhttps://blog.adroll.com/marketing-incrementality-testing/https://www.marketingevolution.com/knowledge-centerhttps://paramark.com/bloghttps://www.getdbt.com/blog

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!In this episode of The Efficient Spend Podcast, Constantine Yurevich, Founder and Chief Storyteller of SegmentStream shares the challenges in marketing measurement and innovative approaches to attribution and optimization. Constantine discusses insights into overcoming legacy systems, leveraging AI-powered visitor scoring, and navigating the evolving digital marketing landscape to maximize ROI and business growth.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Constantine Yurevich is the Founder and Chief Storyteller at SegmentStream, an AI-powered platform helping fast-growing startups and DTC brands optimize marketing analytics for rapid growth. With over six years of experience building innovative solutions, he is passionate about transforming digital marketing strategies through advanced machine learning and data-driven insights.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH CONSTANTINE: https://www.linkedin.com/in/yurevichcv/EPISODE LINKS:https://segmentstream.com/abouthttps://segmentstream.com/resources/success-storieshttps://martech.org/martech-topics/https://www.marketingevolution.com/knowledge-centerhttps://www.adroll.com/bloghttps://www.adroll.com/features/digital-advertising-platform\

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!In this episode of the Efficient Spend Podcast, Laura Erdem, Sales Manager at Dreamdata, discusses the art of social selling and its impact on aligning sales and marketing efforts. Laura delves into building brand trust through authentic engagement, the role of content consistency across touchpoints, and the balance of organic versus paid strategies, offering actionable insights for developing long-term business relationships.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Laura Erdem is a sales manager with over four years of experience driving growth for Dreamdata, where she leads the US sales team in outbound strategy, sales excellence, and team development. With a proven track record of closing major enterprise deals and building sales practices from scratch, she is passionate about aligning marketing and sales to drive measurable impact.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH LAURA: https://www.linkedin.com/in/lerdem/EPISODE LINKS:https://dreamdata.io/bloghttps://www.salesforce.com/blog-hub/https://buffer.com/resources/https://www.socialmediatoday.comhttps://sproutsocial.com/insights/social-strategy/https://contentmarketinginstitute.com

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!In this episode of the Efficient Spend Podcast, Michael True, CEO of Prescient AI, shares his approach to Media Mix Modeling (MMM) and how Prescient AI is reshaping the landscape of ad spend optimization. Michael delves into the nuances of rapid onboarding, campaign-level granularity, and leveraging triangulation for effective budget allocation, while also reflecting on the evolution of MMM in response to post-iOS 14.5 privacy shifts.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Michael True is the co-founder and CEO of Prescient AI, an innovator in Media Mix Modeling and measurement technology. With a background in machine learning and analytics from roles at IBM, Oracle, and Opera Solutions, Michael is dedicated to empowering brands with rapid, campaign-level insights to optimize their paid media strategies.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH MICHAEL: https://www.linkedin.com/in/michaeljtrue/EPISODE LINKS:https://prescientai.com/blog/https://support.apple.com/en-us/HT212023https://www.facebook.com/business/help/974558639546165?helpref=search&sr=1&query=incrementalityhttps://hexclad.com/pages/about-ushttps://www.applovin.com/blog/https://www.shopify.com/blog/roas

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!In this episode of the Efficient Spend Podcast, Pan Katsukis, CEO of Remerge, dives deep into the intricacies of incrementality testing and its critical role in modern marketing. Pan shares insights on optimizing media mixes, avoiding cannibalized spend, and navigating the evolving challenges of privacy regulations in the ad tech space.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Pan Katsukis is the CEO and co-founder of Remerge, with over a decade of experience leading programmatic advertising and app re-engagement initiatives. He is passionate about leveraging data-driven strategies and incrementality testing to help global brands optimize their ad spend and drive scalable growth.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH PAN: https://www.linkedin.com/in/katsukis/EPISODE LINKS:https://www.remerge.io/incrementalityhttps://www.remerge.io/methodshttps://developer.apple.com/app-store/user-privacy-and-data-use/https://www.google.com/ads/data-driven-attribution/https://developers.google.com/ads-data-hubhttps://support.google.com/analytics/answer/1008015https://www.adjust.com/resources/insights/ios14-idfa-privacy-report/

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!In this episode of the Efficient Spend Podcast, Pranav Piyush, Co-Founder of Paramark, shares his journey from consulting and product management to becoming a founder, with a focus on optimizing media mix and marketing spend. He discusses key lessons from his time at PayPal, Dropbox, and Invoice2go, touching on topics like conversion rate optimization, attribution challenges, and incrementality.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Pranav Piyush is the Co-Founder of Paramark, a leading media mix optimization platform. As an expert in performance marketing and data-driven growth strategies, he has helped companies like Dropbox, PayPal, and Invoice2go scale through innovative experimentation and manage multi-million-dollar marketing budgets.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH PRANAV: https://www.linkedin.com/in/pranavp/EPISODE LINKS:https://www.groupm.com/about/https://marketingplatform.google.com/about/search-ads-360/https://www.google.com/partners/https://about.rogers.com/?icid=R_COR_JOR_OB4PMAhttps://www.marketme.co/https://themindfulsteward.com/categories/https://www.healthline.com/nutrition/omega-3-supplement-guidehttps://www.healthline.com/nutrition/magnesium-supplements

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!In this episode of the Efficient Spend Podcast, Sean Bacastow, a tech marketing veteran and founder of PeerFunnel, shares the intricacies of influencer marketing and the real value behind social media metrics. He also discusses how his experience with celebrities like Arnold Schwarzenegger shaped his advertising approach.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Sean Bacastow is a seasoned marketer with a decade of experience in tech marketing, including leadership roles at companies like Represent and Cameo. He's now the founder of PureFunnel, where he helps tech startups grow through strategic advertising across platforms like Facebook, Instagram, Google, and more.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH SEAN: https://www.linkedin.com/in/seanbacastow/EPISODE LINKS:https://purefunnel.com/#calendlyhttps://www.cameo.com/abouthttps://www.diewithzerobook.com/welcomehttps://ads.google.com/intl/en_PH/home/?pli=1https://www.coca-colacompany.com/https://garyvaynerchuk.com/

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔  The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!In this episode of the Efficient Spend Podcast, Gabriele Franco, CEO and co-founder of Cassandra, discusses the evolving landscape of Marketing Mix Modeling (MMM). He shares insights from his journey in developing tools that democratize complex marketing analysis for non-technical marketers. Gabriele explains the impact of iOS 14, the challenges of media allocation, and how modern MMM tools can guide strategic decision-making for brands, enabling them to optimize their marketing spend with precision and confidence.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Gabriele Franco is the CEO and co-founder of Cassandra, with extensive experience in performance marketing, managing over €12 million in advertising investments. He is passionate about making advanced marketing mix modeling accessible to non-technical marketers, helping businesses optimize their media spend.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH GABRIELE: https://it.linkedin.com/in/gabriele-franco-hybridaEPISODE LINKS:https://mmm.cassandra.app/#howitworkshttps://www.meta.com/businesshttps://www.nielsen.com/news-center/https://www.kantar.com/expertise/advertising-media-prhttps://github.com/facebook/prophet

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔  The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   In this episode of The Efficient Spend Podcast, Sean Grabowski, founder of Keepers Digital Marketing, shares his journey from managing large enterprise accounts at top agencies to running a specialized PPC agency focused on SMBs. Sean discusses the nuances of media mix optimization, the challenges of scaling ad spend while maintaining ROI, and the importance of setting clear client expectations in both corporate and small business environments.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: Sean Grabowski is a digital marketing expert with 8 years of experience in paid media, having managed major accounts for top agencies before founding Keepers Digital Marketing. He specializes in Google and Facebook ads, helping SMBs optimize their ad spend and achieve growth through data-driven strategies.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH SEAN: https://ca.linkedin.com/in/sean-grabowski-6646056bEPISODE LINKS: https://keepersdigital.com/digital-marketing-blog/https://themindfulsteward.com/categories/https://www2.deloitte.com/ph/en/pages/about-deloitte/articles/about-deloitte.htmlhttps://www.groupm.com/what-we-do/https://www.mindshareworld.com/news

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔  The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   In this episode of the Efficient Spend Podcast, Simon Mills, Founder of George St Growth, talks about how to make the most of your marketing budget using affiliate marketing and out-of-home advertising strategies. He also shares tips on how startups can grow their campaigns effectively, balancing brand awareness with direct sales tactics.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: Simon Mills is a media mix optimization expert with extensive experience in digital and offline marketing, having successfully scaled growth at multiple B2C and fintech companies. He is passionate about leveraging data-driven strategies to maximize ROI and drive impactful results across various channels.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH SIMON: https://www.linkedin.com/in/simonmills3/EPISODE LINKS:https://www.perkopolis.com/about?page=1https://www.nerdwallet.com/security?trk=nw_gf_5.0https://www.rocked.us/platformhttps://www.outbrain.com/blog/https://www.taboola.com/blog/

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!In this episode of the Efficient Spend Podcast, Zachary Epstein, founder of Haus and a former Google Product Manager, discusses the alignment of incentives between ad networks and advertisers, the complexities of performance measurement, and the importance of quickly testing and learning from marketing experiments. He shares his insights on the evolution of ad platforms and democratizing access to sophisticated marketing tools.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Zachary Epstein is a marketing analytics expert with over a decade of experience, former product manager at Google and founder of Haus, a company specializing in causal inference analytics and data infrastructure,  helping companies optimize their marketing spend through sophisticated experimentation and measurement tools.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH ZACHARY: https://www.linkedin.com/in/zach-epstein-b7b10525/EPISODE LINKS:https://www.haus.io/abouthttps://ads.google.com/intl/en_PH/home/https://www.facebook.com/business/adshttps://www.marketingevolution.com/knowledge-center/incrementality-in-marketinghttps://bookdown.org/mike/data_analysis/causal-inference.htmlhttps://support.google.com/google-ads/answer/https://www.youtube.com/ads/

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔  The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   In this episode of the Efficient Spend Podcast, Kristian Kletke, Director of Growth and Integrated Media Marketing at Nesto, shares her journey from agency life to in-house performance marketing, managing a $50 million media budget, and scaling Nesto from a startup to a major player in the fintech space. She discusses media mix optimization, creative testing, and the challenges and strategies of integrating both online and offline marketing channels.   About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: Kristian Kletke is a growth and media marketing leader with 8+ years of experience in performance marketing, managing over $50 million in media spend. As the Director of Growth at Nesto, she has successfully scaled the digital mortgage lender from a startup to a leading fintech company, leveraging her expertise in media mix optimization and creative testing.  VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/ CONNECT WITH KRISTIAN: https://www.linkedin.com/in/kristian-kletke  EPISODE LINKS: https://www.nesto.ca/about-us/ https://www.junglemedia.ca/contact/ https://ads.google.com/home/tools/ https://www.facebook.com/business/ads https://www.typeform.com/templates/ https://www.youtube.com/c/AlexHormozi/videos

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔  The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   In this episode of the Efficient Spend Podcast, Yulia Derdemezis, Founding Marketing Lead of Treet, shares her insights on optimizing marketing spend and driving revenue growth for tech startups. She discusses the importance of co-marketing and partner marketing strategies, detailing her experiences at Afterpay and Treet.   About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: Yulia Derdemezis is the Founding Marketing Lead of Treet, with over a decade of experience in both B2B and B2C sectors, focusing on tech startups. She has driven significant growth at companies like Afterpay, built the marketing function from the ground up, and helped secure Series A funding​​.  VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/ CONNECT WITH YULIA:https://www.linkedin.com/in/yuliaderdemezis/  EPISODE LINKS:  https://www.afterpay.com/en-US/how-it-works https://www.treet.co/post/a-guide-to-earth-month-12-ways-to-leverage-resale https://www.shopify.com/solutions/b2c/enterprisehttps://www.shopify.com/solutions/b2b/enterprise https://www.salesforce.com/products/marketing-cloud/overview/

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!In this episode of the Efficient Spend Podcast, Ron Jacobson, co-founder and CEO of Rockerbox discusses the evolution of the company, their approach to optimizing media spend, and the importance of accurate measurement in marketing. He also shares his insights on the challenges and the methodologies of multi-touch attribution and the impact of privacy regulations on data sharing in the advertising industry.About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Ron Jacobson is the Co-Founder and CEO of Rockerbox, a premier marketing measurement and attribution platform. As a technologist and marketing measurement expert, he has transformed how companies approach marketing attribution and data-driven decision-making.VISIT OUR WEBSITE:https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH RON:https://www.linkedin.com/in/rjjacobson/EPISODE LINKS:https://www.rockerbox.com/bloghttps://www.strava.com/https://zapier.com/https://www.amazon.com/Ogilvy-Advertising-David/dp/039472903Xhttps://www.reforge.com/https://gdpr.eu/https://www.apple.com/privacy/https://ai.stanford.edu/https://www.csail.mit.edu/

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔  The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   In this episode of the Efficient Spend Podcast, Kalle Mobeck and Eric Qvennerstedt of Twigeo share their insights on optimizing marketing spend through Geo lift testing. They discuss the challenges and benefits of this method, especially after recent privacy changes. They provide real-world examples of how it has helped clients improve their advertising strategies and insights on the importance of client trust and the impact of accurate measurement on driving revenue growth.  About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guests: Kalle Mobeck is a marketing expert with over 10 years of experience in optimizing marketing spend at Twigeo. He has successfully driven substantial revenue growth for clients through innovative strategies and precise measurement techniques like Geo lift testing.  Eric Qvennerstedt is a seasoned marketing professional with over 7 years of experience in optimizing digital marketing strategies at Twigeo. He has a strong track record of enhancing client growth through data-driven approaches and advanced measurement techniques like Geo lift testing.  VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/ CONNECT WITH KALLE: https://www.linkedin.com/in/kallemobeck/ CONNECT WITH ERIC: https://www.linkedin.com/in/eric-qvennerstedt-93612787/EPISODE LINKS: https://twigeo.com/  https://www.invoca.com/blog/media-mix-modeling https://facebookincubator.github.io/GeoLift/ https://research.google/pubs/measuring-ad-effectiveness-using-geo-experiments/

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: Neal is the founder of Demand Curve, Bell Curve, and Un-ignorable. He has over a decade of experience as a serial entrepreneur and writes a weekly newsletter to nearly 96,000 founders and marketers.VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH NEAL: https://www.linkedin.com/in/nealogrady/

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔  The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: Jim Kingsbury is a Fractional CMO and E-commerce executive with deep expertise in customer acquisition, LTV growth, and digital product management. With a career spanning various high-profile brands, including a significant tenure at Allbirds during its hyper-growth phase, he has demonstrated a keen ability to drive growth through innovative marketing practices.   VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/ CONNECT WITH JIM: https://www.linkedin.com/in/jimkingsbury/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Sarah is a behavior strategist and expert in consumer psychology. Voted as a Top 20 E-commerce Expert to follow in 2023, she works as a paid creative consultant leveraging psychological principles to grow E-commerce brands. She also runs the wildly popular newsletter "The Best Brands Do This" where she shares advanced neuromarketing secrets that billion-dollar brands use to convert customers.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH SARAH: https://www.linkedin.com/in/sarahlevinger/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: Nick Lafferty is a growth consultant and the founder of Early Exit Club- a resource where he demystifies the journey of quitting his job to work as a Solopreneur. With stints at Loom, Modernize, and a plethora of high-growth B2B SaaS brands, Nick has a unique set of experiences in paid media, affiliate marketing, and B2B SaaS growth.    VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/ CONNECT WITH NICK: https://www.linkedin.com/in/nicklafferty/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers manage their media mix to drive growth!   About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: Jon is a marketing science expert with a rich background in leveraging data analytics to optimize ad spend across major tech platforms. With experience at Google, Facebook, and Snap, he specializes in incrementality testing and media spend efficiency. At LiftLab, Jon has been pivotal in pioneering advanced testing methodologies to drive significant revenue impact.  VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/ CONNECT WITH JON: https://www.linkedin.com/in/jonathanlorenzini/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: John is the CEO and co-founder of Ready Set, a performance creative agency serving brands like Coinbase, Hims and Hers, and Smile Direct Club. With 15 years of creative strategy experience and a previous stint as a global product marketing lead for Airbnb, he brings a wealth of experience to understanding creative production at scale.  VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/ CONNECT WITH JOHN: https://www.linkedin.com/in/john-gargiulo/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Alvin Ding is a seasoned marketing expert with a proven track record of optimizing marketing spend and driving revenue growth across various industries. Having held pivotal roles at companies like Upwork and Airbnb, and consulting for brands such as Spotify, Alvin's expertise spans strategic planning, client acquisition, and leveraging technological advancements in marketing.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH ALVIN: https://www.linkedin.com/in/alvinding/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.About the Guest: Jake is a DTC marketing leader focused on growing 7 & 8 figure Ecomm brands. He currently runs Odyssey- a lean agency focused on revenue & ROAS growth through media buying, creative, conversion rate optimization, and email/SMS.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH JAKE: https://www.linkedin.com/in/abramsjake/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: Evan is the Head of Partnership and Business Development at Motion App. Motion App is a creative analytics platform that combines visual content with performance metrics to help growth teams improve their creative strategy.  VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/ CONNECT WITH EVAN: https://www.linkedin.com/in/evanlee14/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: Shamanth is the CEO of RocketShip HQ and host of the Mobile User Acquisition Show. His agency specializes in mobile app growth in a post-identifier world and works with brands such as Zynga, BetterMe, and MobilityWare.     VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/ CONNECT WITH SHAMANTH: https://www.linkedin.com/in/shamanthrao/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: Michael is a trained econometrician with a background in healthcare and environmental economics. He previously built the marketing science team at men’s grooming brand Harry’s before co-founding Recast.VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/ CONNECT WITH MICHAEL: https://www.linkedin.com/in/michael-the-data-guy-kaminsky/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!   About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.  About the Guest: Manson is a creative strategist with a decade of experience in growth marketing and creative testing. He is the founder of Parabolica: a creative agency focused on AI ads for health and wellness brands. He's also spent valuable time at brands such as Calm and Cash App.  VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH MANSON: https://www.linkedin.com/in/manson-chen/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth.   VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH SONJA: https://www.linkedin.com/in/sonjasierra/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth.VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH MAOR: https://www.linkedin.com/in/maorsadra/

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth.   VISIT OUR WEBSITE: https://www.efficientspend.com/CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/CONNECT WITH SEAN: https://www.linkedin.com/in/seanhurley/