Mark Deruyter

Mark Deruyter, a seasoned digital marketing leader with experience at Columbia Sportswear and Guitar Center, discusses the pitfalls of relying on ROAS as a key metric. He emphasizes the need to measure MER, CAC, and LTV for true profitability insights. Mark highlights how AI can revolutionize customer retention by predicting churn and automating outreach. He advocates for collaboration in marketing teams and underscores the importance of first-party data over platform dashboards, advocating for technology that offers speed and impact.