The MarTech Matrix

In this episode of the MarTech Matrix, Sean Simon interviews Arthur Root, CEO of Nostra, discussing the critical importance of site speed for e-commerce brands. Arthur explains how Nostra enhances website performance through its Edge Delivery Engine, optimizing load times and improving personalization without compromising user experience. The conversation delves into the technical aspects of site speed, the role of cookies in personalization, and how Nostra integrates seamlessly with existing tech stacks. Arthur also shares insights on measuring success with Nostra and the future of site speed in the e-commerce landscape.TakeawaysNostra helps brands improve ROI by enhancing site speed.Site speed is crucial for conversion rates and user experience.Technical expertise is often required to address site speed issues.Cookies play a vital role in personalization and user tracking.Nostra’s Edge Delivery Engine caches website content for faster loading.Crawler optimization is essential for SEO and personalization.Nostra integrates easily with various e-commerce platforms.Success can be measured through A/B testing and site speed improvements.Nostra is positioned as a leading solution in the market.The future of e-commerce will increasingly rely on edge computing for performance.Chapters00:00 Introduction to Nostra and Site Speed Importance02:53 The Technical Aspects of Site Speed06:04 Overcoming Site Speed Challenges in E-commerce09:03 The Role of Cookies in Personalization11:57 Nostra’s Edge Delivery Engine Explained14:55 Crawler Optimization and SEO Benefits17:45 Integrating Nostra with Existing Tech Stacks20:53 Measuring Success with Nostra23:53 Nostra’s Unique Value Proposition26:53 Future of Site Speed and E-commerce29:44 Lightning Round and Conclusion

TakeawaysPixels are broken. Nearly half of online conversions (42%) go untracked due to blockers, privacy settings, and attribution window limitations.Sales aren’t just on your site. 40% of eCommerce sales happen off-site (Amazon, Walmart, marketplaces), invisible to pixel tracking.Ad spend leakage. 17% of spend goes into channels like audio and TV that pixels can’t measure, leaving major blind spots.Last click is lazy. It oversimplifies the customer journey, rewarding the final step and ignoring the true path to purchase.Duplication is rampant. Multiple platforms often claim credit for the same conversion, inflating perceived ROI.MMM is back. Once considered slow and outdated, modern MMM now runs weekly, giving marketers near real-time budget insights.Unified framework matters. Combining MMM, incrementality testing, and MTA gives the clearest picture of channel performance.Custom > generic. AI-powered custom models now outperform generic off-the-shelf ones—at similar cost—thanks to automation.36% of ad dollars are wasted. Bad data and poor measurement account for over a third of spend, creating a massive opportunity for optimization.Experimentation wins. The best way to break through opinion vs. opinion debates is to run structured tests and let the data speak.ChaptersIntro & Sponsor Shoutout (00:01–00:44) Sean introduces the theme: why marketers have been “flying blind” and how better measurement restores vision.Meet Zeke Camusio (00:44–02:10) Zeke shares his background as an entrepreneur and why he founded Data Speaks after seeing marketers’ frustration with measurement.The Problem with Pixels (02:10–03:47) Why current attribution methods fall short: off-site sales, blocked conversions, arbitrary attribution windows, and duplication.The Measurement Framework (04:19–05:38) Zeke explains the three pillars: MMM, incrementality testing, and MTA—and why they work best together.MMM Misconceptions (05:38–06:25) Why MMM is misunderstood, how it’s evolved, and why it’s valuable in a real-time, digital-first environment.The Trouble with Last Click (06:25–08:30) Why simplistic attribution models distort ROI and why causal measurement matters more.Applying MMM & Incrementality (08:30–12:23) How Data Speaks uses experiments and triangulation to reveal true performance and reallocate budgets.Onboarding & Custom Models (14:16–17:30) What implementation looks like, why labeling data is critical, and how custom models beat generic ones.Culture Shift: Gut vs. Data (18:25–19:34) The organizational challenge of moving from instinct-driven marketing to data-driven experimentation.AI, Trust, and the Future (21:39–24:41) Why brands need independent measurement in the age of AI-driven media buying—and how AI enhances, not replaces, human judgment.Case Study: From $2M to $22M (24:41–25:51) How reallocating spend and applying the framework drove double-digit ROAS gains and 10x revenue growth.Competitor Landscape & Differentiation (27:45–30:50) Where Data Speaks sits relative to Recast, Measured, Triple Whale, and others—bringing consolidation under one roof.Mindset Shift: Do You Even Know You Have a Problem? (30:50–32:06) Why most marketers don’t realize their measurement stack is broken until they see the alternative.Lightning Round (32:06–34:32) Quick-fire Q&A: myths, frameworks, tools, decompression habits, and Zeke’s rugby background.Closing Thoughts & Call to Action (34:32–end) Where to find Zeke, upcoming product enhancements, and a final reminder: let the data speak.

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.

Scott Cohen, CEO of Inbox Army, and Garen Hobbs, VP of Strategy at Inbox Army, discuss the surge of SMS marketing, especially in politics, and the resulting spam chaos. They highlight the necessity for brands to balance engagement with customer preferences to avoid overwhelming them. The duo contrasts SMS with newer tools like WhatsApp and explores how AI is reshaping marketing strategies. They dive into generational shifts in consumer behavior, stressing the importance of personalization and genuine connections in a rapidly evolving landscape.

Luiza Libardi, Head of e-commerce and marketing for John Fluvog Shoes, discusses the brand’s shift from offline to online sales. She highlights the vital role of storytelling in connecting with customers and shares challenges faced during the pandemic, including traffic surges and infrastructure upgrades. Luiza emphasizes the need for personalization in the customer experience while balancing marketing efforts with relationship building. Community engagement and innovative marketing strategies, such as direct mail and tailored campaigns, are showcased as key drivers for success.

Mike Cantafio, former director of e-commerce for Breeo, shares his expertise in high-end outdoor product marketing. He delves into post-pandemic challenges and stresses the importance of adapting strategies to shifting consumer behaviors. Mike discusses enhancing customer engagement through purposeful website design and user-generated content. He also tackles the complexities of measuring marketing effectiveness in a changing landscape, emphasizing the value of diverse analytics models. His insights provide invaluable guidance for e-commerce leaders in premium markets.

Aaron Zagha, CMO of Newton Baby, shares his journey from finance to innovative marketing in the baby sleep sector. He discusses the critical blend of marketing and e-commerce, emphasizing a robust tech stack and the role of AI in optimizing strategies. The conversation dives into influencer marketing's nuanced challenges and the need for data-driven personalization. Moreover, Aaron offers strategic insights for navigating Q4 marketing, especially for brands not reliant on holiday sales, highlighting the importance of effective measurement and attribution.

Explore a groundbreaking platform that centralizes and categorizes business videos for better discoverability. Discover how it creates a two-sided marketplace, connecting companies with users seeking specific content. The freemium model offers enhanced visibility options, while future plans include launching AI tools and a company video channel. Learn how leveraging educational content can engage consumers and support marketing strategies. Finally, see how improved user experience can drive corporate investment and boost audience engagement.

Explore how AppBrew is transforming mobile app development for brands, making it as accessible as e-commerce platforms like Shopify. The discussion highlights the shift towards a cookie-less world and the need for brands to directly engage customers through mobile apps. Benefits of native apps over mobile sites, including faster loading times and improved data gathering, are emphasized. Learn about the importance of integrations within existing platforms and the future of mobile shopping powered by AI innovations.