The MarTech Matrix

In this episode of The MarTech Matrix, Sean Simon sits down with Daina Burnes, CEO & Co-Founder of Bold Metrics, to explore how AI-driven fit intelligence is transforming apparel commerce.Daina shares the origin story of Bold Metrics, how the company predicts over 50 body measurements using simple customer inputs, and why fit uncertainty remains the biggest reason shoppers fail to convert — and the biggest driver of apparel returns.We dive into the economics of returns, the limitations of static size charts, and why size confidence should be considered a performance lever, not a UX enhancement. Daina also looks ahead to the next 3–5 years, where fit technology evolves into a multimodal, context-aware personalization layer that blends body data, climate, lifestyle, and purchase behavior.If you lead eCommerce, merchandising, or personalization for an apparel brand, this episode is essential listening.Top Takeaways60–70% of apparel returns are caused by fit — the #1 margin leak in the industry.Bold Metrics predicts 50+ body measurements without photos, scanners, or measuring tapes.Fit intelligence is a conversion driver, not a UX enhancement.Static size charts underperform compared to intelligent size guidance.The next era of fit tech will merge personalization, digital identity, and predictive merchandising.Fit systems will become multimodal: climate, lifestyle, body data, and style preferences.Apparel brands can significantly reduce returns by arming shoppers with pre-purchase fit clarity.The industry’s shift will move from “What size?” to “What fits me?”Chapters00:00 — Intro & Who Is Bold Metrics?02:15 — The Origin Story: FashionMetric06:40 — Master Tailoring Meets Machine Learning10:25 — How Bold Metrics Predicts Body Measurements12:30 — Why Fit Is the #1 Conversion Killer in Apparel14:15 — The Economics of Returns17:50 — Size Confidence as a Performance Lever21:05 — Why Static Size Charts Fail25:35 — The Future of Fit Intelligence (Multimodal + Context Aware)29:10 — Fit as a Core Layer of Personalized Commerce32:00 — Advice for Apparel Leaders35:00 — Closing Thoughts

In this engaging discussion, Michelle Bacharach, CEO and co-founder of FindMine, shares her insights on revolutionizing retail through AI-powered styling. She emphasizes the significance of outcome-oriented shopping, noting most consumers struggle with envisioning how to use products. Michelle breaks down the impact of social media on retail strategies and reveals how brands can tailor styling to regional trends. She also highlights the importance of reintegrating underperforming SKUs into relevant narratives to boost conversions and customer loyalty.

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.

In this insightful discussion, Ben Kartzman, the President & COO of Attain, shares his expertise in media and first-party data. He challenges the notion that clicks equate to sales, advocating for real-time purchase data instead. Ben explains how Attain connects ad exposure to actual sales, enabling marketers to optimize campaigns mid-flight. He also highlights successful examples, like Taco Bell’s partnership with Amazon, and elaborates on how to leverage purchase signals for building smarter audiences. A must-listen for data-driven marketers!

Pete Jimison, CEO and Founder of Frequency, shares insights on the growing significance of podcast advertising, which, despite its potential, still struggles for a share of marketing budgets. He delves into the challenges of scaling host-read ads, emphasizing their authenticity for brands. Pete introduces Frequency's innovative Automated Direct solution, which streamlines the ad process and enhances measurement. He stresses the importance of varied audio strategies for brands, leveraging AI for quality assurance and dynamic personalization to better engage listeners.

Join Dan Larkman, CEO of Keens Digital, and Rick Egan, owner of Riviera Marketing, as they dive into the complexities of Connected TV advertising. They discuss the challenges brands face in this fragmented space, emphasizing the importance of understanding infrastructure alongside data. The duo shares insights on measuring ROI and the risks of poorly allocated budgets, while also highlighting the burgeoning opportunities for mid-market brands. Plus, they address the role of Amazon's DSP and the future focus on measurement and trust in CTV.

Arthur Root, CEO of Nostra, shares insights on e-commerce site speed and its impact on conversions. Nostra's Edge Delivery Engine optimizes load times while enhancing personalization without sacrificing user experience. The discussion highlights the technical challenges brands face in improving site performance and the vital role of cookies in tracking users. Arthur emphasizes measuring success through A/B testing and how a focus on speed can elevate customer satisfaction. The future of e-commerce, he predicts, will increasingly rely on edge computing for performance enhancements.

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.

In this conversation, Andrew Maff, Founder of Blue Tusker, shares insights on e-commerce marketing complexities. He emphasizes the balancing act between Amazon sales and direct-to-consumer strategies. Topics like 1P vs. 3P selling, revenue recovery tactics, and the critical need for an omni-channel approach are discussed. Andrew also highlights the growing importance of consumer reviews and the evolution of marketing technology, stressing that brands must adapt to remain competitive in a rapidly changing landscape.

Robert Davidman, Vice President of Media at Fearless, shares insights from his impressive career that began with AudioNet and Broadcast.com. He highlights the pioneering role of pre-roll ads and the challenges post-Yahoo acquisition. The conversation emphasizes adapting marketing strategies to evolving tech, particularly AI's role in enhancing creativity rather than replacing it. Davidman forecasts a future focused on personalized and immersive advertising experiences, urging agencies to become strategic partners to clients and underline the importance of critical thinking in navigating today's complex landscape.