The lines between CTV, mobile, social, and gaming have officially blurred. But as platforms converge, measurement is falling apart.
In this episode of The Incremental Marketer, Andrew Wohlwend (Head of Operations, Xsolla Ads) explains how marketers can find signal in the chaos—and rebuild attribution that actually works.
We dig into why “mobile vs. gaming vs. CTV vs. social” is the wrong starting point, how accidental or low-intent clicks inflate results (and what to measure instead), and practical frameworks for deduping audiences, weighting the journey, and setting realistic learning cycles.
If you’re wrestling with walled gardens, overlapping audiences, or click metrics that don’t tell the truth—this one’s for you.
CHAPTERS
00:00 The Wild West of Mobile and Gaming Advertising 03:12 Andrew Wolin's Journey in Ad Tech
05:56 Understanding Xsolla Ads and Its Ecosystem
09:04 Navigating Blurred Lines in Advertising
11:59 The Click-Through Rate Debate
14:48 Channel Planning and Audience Targeting
18:11 Building a Better Attribution Model
20:59 Tools for Measurement in Mobile Advertising
24:01 Enabling Marketers for Future Success
27:01 The Future of AI in Advertising
CONTACT ANDREW
https://www.linkedin.com/in/andrew-wohlwend-2b5882b/
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com
If you’ve ever wondered how to use AI without losing the human side of marketing, this conversation is for you.
Greg Licciardi, VP of Sponsorships and Partner Programs at the ANA and author of The Holy Grail of Marketing, joins host Paul Boruta of Slingwave to explore how Agentic AI is reshaping marketing as we know it.
They discuss how brands can reach the right person, with the right message, in the right environment, at the right time - while keeping authenticity and brand purpose intact.
Inside the episode:
• How AI and emotion work together to drive performance
• The rise of Agentic AI and the next wave of personalization
• Lessons from e.l.f. and The Weather Company’s weather-driven campaign
• What the ANA’s programmatic study reveals about ad waste
• How Greg teaches the next generation to use AI responsibly
Listen in to discover how the “Holy Grail of Marketing” is evolving - and why the future of AI might actually make brands more human.
CHAPTERS
00:00 The Power of Personalization in AI
09:54 Navigating the Marketing Landscape with AI
20:11 Case Studies: Success and Lessons Learned
30:00 The Future of Marketing and AI
CONTACT GREG
holygrailofmarketing.com https://www.linkedin.com/in/greglicciardi/
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com
How do you turn marketing strategy into a system that drives growth?
In this episode of The Incremental Marketer, Scott Kabat (CEO & Founding Partner, 621 Consulting; ex–Flip Video, One Medical, Prezi, Clorox) explains the operator-led marketing model—how fractional CMOs and hands-on operators help companies build real marketing engines that deliver growth.
We talk about why so many businesses struggle to find the right marketing talent, how fractional teams accelerate capability building, and what it takes to balance short-term wins with long-term brand impact. Scott also shares lessons from his work across B2B and B2C, and where AI can support marketing teams without replacing the judgment and creativity that matter most.
👉 If “strategy” never turns into a working system, this one’s for you. Whether you’re scaling a startup or transforming an established company, you’ll walk away with practical ideas to build a marketing function that actually works.
TIMESTAMPS
00:00 Building Authentic Brands
06:01 The Evolution of Fractional Marketing
12:05 Lessons from Iconic Brands
17:46 Navigating Marketing Mistakes
24:05 The Role of AI in Marketing
30:07 Personal Reflections and Future Insights
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com
Still the main seller at your company? Here’s how to step back while building a growth engine that scales.
In this episode of The Incremental Marketer, I sit down with Katharine Hill Contag, Fractional Head of Growth at Klaro and seasoned marketing executive. Kat helps early-stage B2B companies nail their go-to-market strategy, build demand engines, and lay the foundation for repeatable growth.
She breaks down her 3 Ms of Go-to-Market — Message, Motion, Math — and shares the biggest mistakes founders make in early GTM planning. You’ll also hear how to run quick experiments, track results with lightweight attribution, and use AI as a thought partner for both founder marketing and sales.
👉 Watch now to learn how to move from scrappy founder-led efforts to a scalable growth engine.
TIMESTAMPS
01:33 Introducing Kat Hill-Kontag and Claro Group
03:30 The Fractional Model: Flexibility and Expertise
05:27 Assessing Go-to-Market Strategies
08:35 Common Mistakes in Go-to-Market Planning
10:26 Identifying Ideal Customer Profiles
11:30 Engaging with Agencies in Early Stages
12:41 The Role of Founders in Sales
14:38 Content Strategy for Founders
15:34 Building a Sales Team
16:30 The Impact of Founder Marketing
18:20 Tracking Marketing Impact and Attribution
20:15 Leveraging AI in Sales Coaching
22:33 AI as a Thought Partner for Founders
24:35 Navigating AI in Early Stage Companies
26:43 Experimentation in Marketing Channels
28:39 Trends in B2C Marketing
30:38 Advice for Early Stage Companies
32:26 The Future of Marketing in an AI World
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com
How can CMOs thrive when the old playbook no longer works?
The rules of marketing have changed. Flat budgets, flipped funnels, and AI disruption mean today’s CMOs are under more pressure than ever.
In this episode of The Incremental Marketer, I talk with Mike Kelly - CEO & Co-Founder of Kelly Newman Advisors, and former leader at The Weather Channel, AOL, Time Warner, Unruly, and Colspace - to explore the new rules of marketing leadership. From boardroom insights to practical advice, Mike shares what it takes to lead in today’s rapidly changing landscape.
TIMESTAMPS
00:00 - The Evolution of Digital Marketing
05:14 - Navigating Budget Constraints in Marketing
11:04- The Impact of AI on Marketing Strategies
16:47 - Trends and Future Directions in Marketing
20:12 - Advice for Modern CMOs
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com
How do great founders decide what to build — and when?
In this episode of The Incremental Marketer, I connect with Vineet Thanedar — Founder of Zip and Version One Labs, and a product + engineering leader behind Crunchbase, OnCue, and Mudflap — to break down how seasoned builders approach product decisions.
Whether you’re building your first product, scaling a startup, or leading a cross-functional team, this conversation is packed with hard-earned lessons you can apply right now.
TIMESTAMPS
00:00 The Evolution of Marketing and Product Development 01:50 Founding Version 1 Labs: A Journey of Innovation 03:52 From Engineering to Product Management
06:29 Navigating Different Stages of Product Development 09:33 Understanding Product-Market Fit vs. Solution-Market Fit
14:20 Effective Product Development Cycles and Team Collaboration
18:09 Balancing Data and Intuition in Product Development 21:02 Overcoming Analysis Paralysis in Decision Making 24:57 Speed vs. Scalability: Finding the Right Balance
28:26 Leveraging AI in Product Development
32:26 The Future of Marketing and Product Collaboration
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com
What does it really take to turn a startup idea into a scalable tech company?
In this episode, Jonathan Tushman—Co-Founder and CTO of PipeWave and driving force behind Hi Marley—unpacks the real-world strategies behind startup growth, AI integration, and building high-performing teams.
From early product decisions and prototyping tools to navigating team dynamics and choosing the right tech stack, Jonathan shares practical lessons for founders ready to scale smart. Whether you're deep in the startup trenches or dreaming up your next big idea, this episode is a must-listen.
TIMESTAMPS
00:00 The Birth of Innovative Ideas
02:55 Transformative Experiences in Startups
06:00 The Evolution of Software Development
09:03 Building Teams and Company Culture
11:55 Navigating the AI Landscape
15:03 Effective Team Structures and Dynamics
18:10 Product Market Fit and Customer Engagement
20:55 The Role of Storytelling in Software Development 24:04 Adopting AI in Organizations
27:00 Strategic Insights for Future Startups
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com
Think landing your first 50 customers proves product-market fit? Think again.
In this episode of The Incremental Marketer, I sit down with Petra Griffith — investor, advisor, and ex-Netflix/Yahoo exec — to break down early-stage marketing through a VC lens. Learn why CAC lies, how AI is reshaping marketing, and what signals investors actually care about.
Perfect for founders, marketers, and anyone building from zero to one.
TIMESTAMPS
00:00 Introduction to Early Stage Investing
04:04 Navigating the Startup Ecosystem
10:09 The Impact of AI on Marketing
17:02 Understanding Product Market Fit
23:04 Pricing Strategies for Startups
30:29 Future of Marketing Measurement
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com
What are CMOs, growth teams, and brand leaders asking us every week?
In this episode of The Incremental Marketer, I connect with Saad Abu-dagen, Sales & Business Development Lead at Slingwave, to answer the top 10 questions we hear from marketers. From AI-powered media mix modeling and agile attribution to experimentation and causal measurement, I break down what matters, what’s changing, and what actually works in today’s marketing landscape.
If you're looking to make smarter, faster decisions with your data — this episode is your marketing playbook.
QUESTIONS
1. What is the biggest problem that needs solving in marketing departments?
2. How do you recommend marketers set up and advanced analytics function?
3. What types of businesses benefit most from this type of approach?
4. What is the budget and data that you need for MMM?
5. Once we have a model in place, how soon can we expect
to see results? Is there a ‘training’ or ‘burn in’ period?
6. What percentage of my marketing budget should I allocate to testing and experimentation?
7. What level of spend is needed to maximize Slingwave’s tools in particular?
8. Can I afford the tooling? How much should my organization budget for this type of thing?
9. Are there other benefits of having a unified attribution model in your organization?
10. What excites you about the future of the world in which Slingwave operates?
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com
How do you really know if your paid media is driving results—or just taking credit?
In this episode I connect with Sam Adler, Senior Director of Media Insights & Analytics at Slingwave, to break down the real-world strategies behind incrementality, smarter attribution, and the pitfalls of platform-reported ROAS.
From untangling view-through conversions to exposing oversaturated remarketing campaigns, Sam reveals how top marketers are replacing outdated models with unified measurement frameworks that actually guide growth.
Whether you’re running performance campaigns or leading media strategy, this episode offers a practical blueprint for marketers ready to optimize with clarity.
TIMESTAMPS
00:00 Understanding Incrementality in Marketing
03:57 The Role of Attribution Models
10:00 Challenges with Last Touch Attribution
13:47 Addressing Gaps in Measurement
20:00 The Importance of Predictive Modeling
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com
🔍 Is your attribution model lying to you? You’re not alone—and you’re not stuck.
In this episode of The Incremental Marketer, I dive into the rapidly evolving world of marketing attribution. He explores how we got here—from the early days of multi-touch attribution (MTA) to the rising importance of media mix modeling (MMM)—and why a hybrid approach is now essential for marketers navigating today’s privacy-first landscape.
You'll learn:
Whether you're building your first model or refining a mature analytics setup, this conversation is packed with strategic and tactical value.
TIMESTAMPS
00:00 Introduction to Marketing Attribution Changes
02:51 The Evolution of Marketing Measurement
06:10The Shift from Multi-Touch Attribution to Media Mix Modeling
09:07 Implementing a Hybrid Approach to Marketing Measurement
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com
Want to boost your marketing impact—without overcomplicating it?
In this episode of The Incremental Marketer, we’re joined by Mandy Waldorf Graham, Executive Director of Strategy & Analytics at Drake Cooper, to talk about building smarter strategies through creativity, data, and incremental thinking. With 20+ years of experience, Mandy shares how to build trust with clients, align creative with analytics, and why not all metrics are created equal. We also dive into lightweight MMM, cultivating a testing mindset, and what really drives marketing performance.
🎧 Tune in for practical insights whether you’re brand-side, agency-side, or somewhere in between.
TIMESTAMPS
0:00 The Evolution of Strategy and Analytics
02:54 Integrating Creative and Analytical Approaches
05:59 The Role of Data in Creative Messaging
08:52 Client Case Studies: Data-Driven Success
12:03 Understanding Incrementality in Marketing
14:54 AI's Impact on Strategy and Creativity
15:45 The Future of Data-Driven Marketing
ABOUT THE CHANNEL
Join Slingwave Founder and CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
🎥 Prefer video? Watch every episode on YouTube HERE.
CONTACT PAUL on LinkedIn
🎙️ Smarter marketing starts here → slingwave.com
Is Media Mix Modeling the secret weapon for smarter marketing—or just another data headache?
Vince Scopino, Senior Director of Analytics Products at Slingwave, unpacks the evolution of Media Mix Modeling (MMM) and its current state. He explores the growing role of open-source tools, the irreplaceable value of human expertise in data interpretation, and the challenges of accurately forecasting revenue through MMM.
Tune in for actionable insights, best practices, and a candid discussion on the complexities of modern MMM.
TIMESTAMPS
00:00 - Introduction to Media Mix Modeling
02:57 - The Evolution of Media Mix Modeling
05:56 - Open Source Tools in Media Mix Modeling
09:06 - Challenges and Limitations of MMM
11:48 - The Role of Human Expertise in MMM
14:57 - Future Trends in Media Mix Modeling
18:09 - SlingWave's Unique Approach to MMM
20:59 - Best Practices for Practitioners
24:06 - Understanding the Complexity of MMM
27:05 - Conclusion and Final Thoughts
ABOUT THE CHANNEL
Join Slingwave Founder and CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
🎥 Prefer video? Watch every episode on YouTube HERE.
CONTACT PAUL on LinkedIn
🎙️ Smarter marketing starts here → slingwave.com
How do you win in the streaming wars, especially in kids' content?
Todd Steinman, marketing powerhouse at Kartoon Studios, reveals the high-stakes challenges of streaming media, from cracking the code on kids' content to leveraging data analytics for smarter decision-making. With profitability now the industry's top priority, Steinman shares insider strategies on staying competitive—even for smaller players going head-to-head with media giants. Don’t miss this deep dive into the future of digital marketing, content strategy, and the power of precision in an evolving landscape!
TIMESTAMPS
00:00 - Navigating Marketing in a Dynamic Landscape
10:11 - Challenges and Opportunities in Streaming Media 15:40 - Leveraging Data for Strategic Decision Making
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com
What separates great CMOs from the rest?
In this episode of The Incremental Marketer, Robin Zucker—seasoned CMO and fractional CMO—pulls back the curtain on what it really takes to lead marketing in today’s fast-moving world. From mastering the balance between brand and performance to harnessing AI without losing the human touch, Robin shares game-changing insights you won’t want to miss. Plus, she reveals the key to proving marketing’s value to stakeholders—something every marketer needs to hear.
TIMESTAMPS
00:00 - The Evolving Role of the CMO
02:57 - Navigating Marketing and Business Alignment
06:00 - Performance vs. Brand: Finding the Balance
08:59 - The Future of Marketing: AI and Human Intelligence
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
👉 Ways to connect & explore:
🎙️ Smarter marketing starts here →slingwave.com