In this episode of Deconstructing Data, host Jessie Lizak and guest co-host David Welborn, CTO at BDEX, sit down with Andrea Lechner-Becker, Chief Strategy Officer at GNW Consulting, to explore how AI is transforming marketing measurement, attribution, and customer discovery. Drawing on her experience in marketing technology and strategic marketing operations, Andrea explains how generative engine optimization (GEO) and answer engine optimization (AEO) are changing how brands reach potential customers. She shares why marketers need to rethink traditional attribution models, embrace transparency, and focus on delivering accurate, actionable data to make better marketing and revenue decisions.
The conversation explores how AI search is reshaping the buyer journey, why identity resolution and data enrichment are becoming more complex as customer interactions spread across multiple platforms, and how marketers can turn quality data into meaningful action. Andrea also discusses practical ways to measure AI visibility, understand how large language models represent a brand, and prioritize experimentation over perfect attribution. To wrap up, she shares her favorite marketing and AI tools, including Marketo, Salesforce, SEMrush, Profound, AirOps, Claude, and GitHub, offering a look at the technology and data practices that support her work.
Main Topics Covered
How AI Search Is Changing Marketing Measurement and Attribution
Where Identity Resolution and Data Enrichment Fit Into Fragmented Customer Journeys
Turning Quality Data Into Confident Marketing and Revenue Decisions
Podden och tillhörande omslagsbild på den här sidan tillhör
BDEX. Innehållet i podden är skapat av BDEX och inte av,
eller tillsammans med, Poddtoppen.
