In this episode of Deconstructing Data, host Jessie Lizak is joined by David Welborn, Chief Technology Officer at BDEX, who fills in for David Finkelstein, for a conversation with Nick Cooper, Global Vice President of Strategy and Innovation at Landor. Nick explains why brand performance requires a different approach to measurement than traditional performance marketing, and why businesses need to look beyond easily measured metrics to understand the true financial impact of brand.
The conversation explores how brand equity can be quantified and connected to incremental revenue, why data can give creative teams the confidence to make bolder decisions, and how future-facing financial models can help businesses evaluate brand investments. Nick also explains how data enrichment can reveal persuadable audiences by combining different perspectives, from demographics and attitudes to brand equity and emotional demand spaces. He shares how AI is changing brand measurement and strategy, including the growing importance of understanding how brands are perceived by large language models and how tools like WPP Open and Claude are becoming part of the modern marketing technology landscape.
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