The conversation highlights the need for brands to understand the true impact of their efforts, while also advocating for skepticism in marketing measurement.We also have valuable tips on optimizing channels through testing and relying on a brilliant team for successful scaling.

In this episode, Jordan West interviews Michael Kaminsky who shares his insights on measuring incrementality in branded search spending, conducting geo holdout tests, and the importance of building a testing muscle to inform marketing strategies.

Listen and learn in this episode!