The Undiscovered Metric

Amar Vyas, Chief Data and Technology Officer at Fluency, M+C Saatchi's award-winning data and technology consultancy, discusses what it takes to build data systems that marketers can actually trust, and how to stop treating data quality as a one-time fix.

In this episode of The Undiscovered Metric, author and two-time Ernst & Young Entrepreneur of the Year, Barry LaBov, shares why differentiation is the most important idea in marketing today, and how data can either strengthen or weaken it.

In this episode of The Undiscovered Metric, Madalina shared the red flags to watch for, the mistakes she’s learned from, and why communication is the skill that matters most as companies scale. Watch the full episode below, or read on for key insights.

In this episode of The Undiscovered Metric, Simme Volkers, Head of SEO at DPG, shares how the team kept their strategy unified as they scaled, explains how marketing teams can keep their data foundations strong under pressure, and explores why impression share might soon matter more than clicks.

In this episode, Vincent Spruyt, Global Chief Product Officer at KINESSO (IPG Mediabrands), joins The Undiscovered Metric to share how AI is really being used in large-scale marketing operations, and what teams need to have in place before they scale it.

As data privacy rules tighten and attribution becomes harder to trust, MMM is gaining fresh relevance as a strategic tool for understanding what’s really driving performance. To make it work, marketers need more than just a model. They need alignment, accessibility, and strong data foundations.Jonathan Sweeney is the Senior Director of Data at Gain Theory, a marketing effectiveness consultancy that’s been pioneering MMM since the 1970s. In this episode of The Undiscovered Metric, he joins host Mark Debenham to explore how MMM is being applied today, how MMM complements attribution, and what marketers need to do behind the scenes to get real insight.

Marketers have never had more data—or more confusion about what it means. Data democratization promises a fix: shared access, better visibility, and smarter decisions. But without strategy and structure, it’s just another buzzword in a stack of unread dashboards.Laura Erdem, Sales Manager at Dreamdata, joined The Undiscovered Metric to unpack what real data democratization looks like in B2B and how marketers can make it work across departments, not just within their own teams.

Marketing teams talk a lot about growth. More leads, more conversions, more revenue. But without solid data foundations, scaling your business can feel more like stacking cards in a windstorm than building something sustainable. Diana Gonzalez, Director of Revenue Operations at Riverside, has seen what happens when businesses overlook data quality early on. In our latest conversation on The Undiscovered Metric, she laid out why strong data foundations are critical and what marketers can do to get them right.

Marketing teams are eager to scale. More channels, more markets, more automation. But jumping into expansion without a solid data foundation? That’s like building a skyscraper on quicksand. In this episode of The Undiscovered Metric, Ira Prevalova (Growth Marketing Director, Adverity) and David von Hilchen (Sales Director DACH & France, StackAdapt) dive into what it really takes to scale marketing effectively—and why aligning data, KPIs, and automation is non-negotiable. Read on for key insights, or watch the full episode below.