Zeke Camusio

Zeke Camusio, Founder of DataSpeaks, specializes in modern media measurement and incrementality testing. He discusses the alarming truth that nearly 42% of online conversions are untracked due to pixel limitations and reveals that 40% of eCommerce sales occur off-site, invisible to these traditional measures. Zeke highlights why a unified measurement framework combining MMM, incrementality testing, and MTA is essential for accurate analytics. He also emphasizes the importance of experimentation to optimize ad spend, revealing that a staggering 36% of ad dollars are wasted.