š¬š§ From Brand to Revenue: measuring impact with simple attribution
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About this episode
How do you actually prove that brand drives revenue, without overcomplicating attribution or falling back on āitās long term, trust usā?
In this episode of Beyond Revenue ā Narratives of Revenue Leaders, Michael JƤger sits down with Guta Tolmasquim, Founder & CEO of Purple Metrics, a machine learning platform that connects brand, media, and organic signals directly to revenue outcomes.
In this conversation, we talk about:
Why brand is so notoriously hard to connect to revenue
The most common mistakes companies make when trying to āmeasure brandā
How Purple Metrics uses machine learning to connect podcasts, billboards, TV, YouTube, performance marketing and more into one simple view
Real examples of how shifting spend and timing transformed results
Why RevOps should treat brand as a core part of their toolkit
The shift from an engineering mindset (āwe know the machineā) to a scientific mindset (āwe test, learn, and adaptā) in marketing
What the future of marketing measurement looks like in a world of AI, fragmented media, and audience-of-one experiences
If youāre a RevOps, marketing, or revenue leader trying to bridge the gap between brand and pipeline, this episode will give you a more practical, measurable way to think about brandās role in revenue.
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