Deconstructing Data

Hosted by BDEX

Business Marketing

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189

Latest episode

Jun 2026

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About the show

Want to understand marketing data on a deeper level? Tune into Deconstructing Data to learn from BDEX and outside experts on how to use first-party data, target your marketing, and make your advertising as effective as possible.

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60 recent

June 13, 202648 min

The False Divide Between Brand and Performance Marketing

Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/Kevin Wassong 🧠 is joining us on Deconstructing Data to explore one of the biggest misconceptions in modern marketing: the belief that brand-building and performance marketing are separate disciplines. As founder and CEO of mktg.ai, Kevin helps marketing leaders connect creative performance, audience intelligence, and business outcomes. With more than three decades of experience across marketing, media, and technology, he has helped organizations navigate major industry shifts from digital transformation to today's AI-driven marketing landscape.His experience spans launching Sotheby's first online auction platform, building J. Walter Thompson's first digital organization, contributing to the launch of FOX Business Network, and developing advertising technology platforms. Today, he focuses on helping marketers move beyond fragmented dashboards and disconnected data to better understand, measure, and improve creative performance.In this episode, we'll explore how marketers can use data to bridge the gap between brand and performance, connect creative decisions to business outcomes, and build stronger customer relationships through more meaningful measurement.Topics include:Brand and Performance Marketing AlignmentCreative as a Performance DriverMeasuring Meaning Beyond ConversionsTech StackJoin us as we explore how organizations are using data, creativity, and technology together to drive more effective marketing and sustainable growth.Follow BDEX to stay updated on upcoming episodesWebsite: ⁠https://www.bdex.comLinkedIn: ⁠https://www.linkedin.com/company/bdex/YouTube: ⁠https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A

June 9, 202642 min

Why Great Marketing Doesn't Show Up in the Dashboard

Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/Most marketing teams have more data than ever. Yet many are less confident in what is actually working.AI-generated content is flooding every channel. Attribution is getting harder. Personalization metrics look impressive on dashboards but often fail to predict real business outcomes.This week on Deconstructing Data, David Finkelstein and Jessie Lizak welcome Holly Enneking, VP of Marketing at Markup AI.With nearly two decades of experience leading growth for innovative technology companies, Holly has helped build marketing programs responsible for hundreds of millions in pipeline while navigating the evolving relationship between data, AI, and human decision-making.We'll discuss:Measuring Marketing Beyond AttributionPersonalization Metrics That MatterHuman Judgment in AI AnalyticsTech StackIf you're responsible for marketing performance, attribution, customer data, or AI strategy, this conversation is for you.Follow BDEX to stay updated on upcoming episodesWebsite: ⁠⁠⁠⁠https://www.bdex.com⁠LinkedIn: ⁠⁠⁠⁠https://www.linkedin.com/company/bdex/⁠YouTube: ⁠⁠⁠⁠https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A⁠

May 29, 202641 min

The Attribution Illusion: Why Your Data Looks Better Than It Is

Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/Most marketers are still making million-dollar decisions based on dashboards they’ve been trained to trust.But what happens when the data itself is flawed?On this episode of Deconstructing Data, David Finkelstein and Jessie Lizak sit down with Cimin Ahmadi Cohen, Founder & CEO of Idea Peddler, to unpack what she calls “The Attribution Illusion” the growing gap between what platforms report and what’s actually driving performance.Cimin has spent years challenging the assumption that more data automatically leads to better decisions. From signal loss and privacy changes to self-reported platform metrics and AI-powered media buying, this conversation digs into the structural problems quietly shaping modern advertising.We’ll cover:The Attribution Illusion ExplainedAI Scaling Bad Media DecisionsDirectional vs Decision-Grade DataTech StackFollow BDEX to stay updated on upcoming episodesWebsite: ⁠https://www.bdex.comLinkedIn: ⁠https://www.linkedin.com/company/bdex/YouTube: ⁠https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A

May 26, 202648 min

How Data and AI Are Reshaping Grocery Retail

Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/Grocery retail is becoming more data-driven than ever before. The ability to personalize, innovate, and retain customers increasingly depends on how well organizations use and connect their data.On this episode of Deconstructing Data, Jessie and David are joined by Shekar Raman, CEO and Co-founder of Birdzi, to explore how AI and data are transforming the grocery retail experience.Shekar brings a unique background spanning research, telecommunications, and enterprise technology, now leading Birdzi’s work in helping supermarkets deliver one-to-one personalization at scale. His focus is on using AI and data to improve customer engagement, simplify decision-making, and drive more effective marketing strategies.In this conversation, we’ll explore:AI-Driven Personalization in Grocery RetailBreaking Data Barriers for Retail InnovationData-Driven Retail Loyalty ProgramsTech StackFrom connecting fragmented systems to enabling more personalized customer experiences, this episode looks at how grocery retailers can use data and AI to adapt to changing expectations and compete more effectively. Join us as we break down how data, personalization, and innovation are shaping the future of grocery retail.Follow BDEX to stay updated on upcoming episodesWebsite: ⁠⁠⁠⁠https://www.bdex.com⁠LinkedIn: ⁠⁠⁠⁠https://www.linkedin.com/company/bdex/⁠YouTube: ⁠⁠⁠⁠https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A⁠

May 15, 202636 min

Data Privacy and Compliance in Modern Marketing

Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/Data collection sits at the center of modern marketing. Privacy and compliance are quickly becoming just as critical.As regulations evolve and consumers become more aware of how their data is used, businesses face increasing pressure to collect, store, and activate data responsibly.What may seem like simple data collection often carries legal, operational, and reputational implications.On this episode of Deconstructing Data, Jessie and David are joined by Donata Stroink-Skillrud, Co-founder and President of Termageddon and a data privacy attorney, to explore how organizations can approach data collection with privacy and compliance in mind.Donata brings deep expertise in data privacy law, including GDPR, CCPA, and cybersecurity standards, along with hands-on experience helping businesses implement policies that adapt to changing regulations. Her work focuses on helping companies understand the real impact of data practices and how to build systems that align with both legal requirements and customer expectations.In this conversation, we’ll explore:Collecting Data with Privacy and ComplianceMarketing Tools and Data Privacy RisksUnderstanding Data Privacy Laws and RegulationsTech StackJoin us as we break down how privacy, compliance, and data strategy intersect, and what businesses need to consider as they continue to collect and use customer data.Follow BDEX to stay updated on upcoming episodesWebsite: ⁠https://www.bdex.comLinkedIn: ⁠https://www.linkedin.com/company/bdex/YouTube: ⁠https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A

May 12, 202646 min

AI in Marketing and Lessons for Founders

Power your business with BDEX! Set up a time to talk with one of our experts: https://www.bdex.com/talk-to-an-expert/Artificial intelligence is changing how marketing teams operate, how campaigns are built, and how brands connect with their audiences. At the same time, founders launching new businesses face a different set of challenges as they navigate early decisions, growth strategies, and common pitfalls.On this episode of Deconstructing Data, Jessie and David speak with Julie Matzen, Co-founder of The Boarderline, about how marketing, entrepreneurship, and technology intersect in today’s business environment.Julie brings more than 20 years of experience helping brands connect with their audiences across multiple media platforms. As the founder of Mayday Agency, she has worked closely with organizations to rethink their marketing funnels, develop brand strategies, and launch campaigns that support long-term business goals. Her experience spans rebranding initiatives, digital advertising, product launches, and guiding companies through the strategic decisions that shape their growth.In this conversation, Julie shares perspectives on how businesses are approaching AI in marketing, what founders should understand when starting a new venture, and some of the common mistakes entrepreneurs encounter along the way.Topics include:Using AI in MarketingStarting a Business What You Need to KnowBig Founder MistakesTech StackJoin us as we explore how marketing strategy, entrepreneurship, and emerging technologies continue to shape how companies build and grow.Follow BDEX to stay updated on upcoming episodesWebsite: ⁠https://www.bdex.comLinkedIn: ⁠https://www.linkedin.com/company/bdex/YouTube: ⁠https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022A

May 4, 202637 min

AI Trends, Knowledge Graphs, and Startup Data

AI is generating more insights than ever. Turning those insights into something structured, usable, and actionable remains the challenge.As organizations explore trends, experiment with AI, and build new systems, the question becomes how to move beyond scattered signals and create knowledge that actually supports decision-making.On this episode of Deconstructing Data, Jessie and David are joined by Piers Fawkes, Founder of PSFK and Fodda, to explore how trends, data, and knowledge systems intersect in the age of AI.Piers has spent over two decades helping global brands identify emerging patterns and translate them into strategy. His work now focuses on building structured knowledge systems that allow both humans and AI to better understand, organize, and act on complex information.In this conversation, we’ll explore:1. Artificial Intelligence Trends in Startups2. Knowledge Graphs in Data and AI Systems3. Using Data for Trends Research4. Tech StackFrom weak signals to structured data, this episode examines how organizations can better capture, organize, and apply knowledge in an increasingly AI-driven environment.Join us as we break down how trends, data, and knowledge systems are shaping how companies think, plan, and build for the future.

May 1, 2026Episode 18241 min

Data, AI, and the Future of Creative Advertising

Creativity has always been at the heart of advertising. Today, data and AI are reshaping how that creativity is discovered, refined, and delivered to audiences.On this episode of Deconstructing Data, Jessie and David welcome Andrew Littlewood, Chief Planning and Data Officer at Brainlabs, to discuss how data insights and emerging technologies are influencing the next generation of advertising strategy.Andrew brings more than 20 years of experience across agency disciplines, combining analytical thinking with marketing strategy to help organizations translate complex data into actionable insights that improve campaign performance and marketing effectiveness. His work focuses on connecting data, planning, and creative teams so that insights can inform smarter and more impactful campaigns.In this conversation, the discussion will explore how brands are using data and AI to support creative decision-making, how data insights can inspire innovative campaigns while maintaining creative integrity, and what emerging trends may shape the advertising industry in the years ahead.Topics include:1. How Data and AI Are Redefining Creative Advertising2. Data-Driven Creativity Using Insights to Inspire Innovative Campaigns3. Future of Advertising and Emerging Industry Trends4. Tech StackJoin us for this conversation as we examine how data, creativity, and evolving technologies are influencing the future of modern advertising.

April 24, 202641 min

Scaling Creative Agencies with Profit-Focused Models

Profitability is one of the biggest challenges creative and digital agencies face as they grow. Many scale revenue but struggle to maintain healthy margins, predictable financial models, and operational discipline.On this episode of Deconstructing Data, Jessie and David welcome Jody Grunden, Partner and Virtual CFO Practice Leader at Anders CPAs + Advisors, to discuss how agencies can build financial structures that support both growth and long-term profitability.Jody has spent more than two decades helping creative and digital agencies strengthen their financial foundations. As the co-founder of Summit CPA Group, now Anders Virtual CFO, he helped pioneer subscription-based billing in the accounting industry and built one of North America’s first fully distributed Virtual CFO practices. Through his work, he has developed frameworks that help agencies align financial strategy with operational decision-making and sustainable growth.Jody is also the author of Digital Dollars and Cents and Building the Virtual CFO Firm in the Cloud, and has been recognized by CPA.com as one of the most innovative practitioners in the accounting profession. His work focuses on helping agency leaders move beyond reactive financial management and toward clearer, data-driven financial planning.In this conversation, the discussion will explore how agencies can structure their financial models to support growth, how subscription pricing has influenced modern accounting practices, and what operational frameworks agencies can adopt to scale while maintaining profitability.Topics include:1. A Profit-Focused Maturity Model for Agencies2. How Subscription Pricing Changed Accounting Models3. How Creative Agencies Can Scale Profitably4. Tech StackJoin us for this discussion to learn how financial strategy, pricing models, and operational frameworks can help creative agencies build stronger, more profitable businesses.

April 17, 202637 min

Data Foundations and Hybrid Teams in Modern Marketing

AI is generating more insights than ever. Turning those insights into something structured, usable, and actionable remains the challenge.As organizations explore trends, experiment with AI, and build new systems, the question becomes how to move beyond scattered signals and create knowledge that actually supports decision-making.On this episode of Deconstructing Data, Jessie Lizak and David Finkelstein are joined by Piers Fawkes, Founder of PSFK and Fodda, to explore how trends, data, and knowledge systems intersect in the age of AI.Piers has spent over two decades helping global brands identify emerging patterns and translate them into strategy. His work now focuses on building structured knowledge systems that allow both humans and AI to better understand, organize, and act on complex information.In this conversation, we’ll explore:1. Artificial Intelligence Trends in Startups2. Knowledge Graphs in Data and AI Systems3. Using Data for Trends Research4. Tech StackFrom weak signals to structured data, this episode examines how organizations can better capture, organize, and apply knowledge in an increasingly AI-driven environment.Join us as we break down how trends, data, and knowledge systems are shaping how companies think, plan, and build for the future.