Greymatter Greylock Presents: The Intelligent Marketer
Jun 24, 2025
Eric Sufert, an analyst and writer on marketing, shares his insights on the rapid evolution of advertising in a tech-driven landscape. He discusses the shift to probabilistic measurement in marketing, advocating for more effective data strategies. Sufert delves into the impact of AI on bundle offers and the need for innovative communication systems. He also explores the future of content creation, highlighting how AI is reshaping agency dynamics and enhancing user engagement. Expect a thought-provoking conversation on modern marketing challenges!
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Shift to Probabilistic Measurement
- Measurement has fundamentally changed due to privacy restrictions like ATT.
- Probabilistic measurement offers a better, more productive approach and is here to stay.
Everyone Wins with Better Measurement
- Better measurement benefits all advertisers by enabling smarter investments.
- Fraudulent traffic sources lose out, while legitimate incremental sources gain.
Optimize High-Value Data Signals
- Focus on signal engineering by building high-value, predictive input signals for platforms.
- Implementing multiple Conversion API (CAPI) integrations requires engineering and organizational effort but is essential.