Data is everywhere. But making sense of it? That’s where the real work begins. In episode 99 of Brand Story, Laura Grover, Senior Vice President and Head of Client Solutions at EDO, Inc., shares why traditional metrics like reach and clicks don’t always tell the full story. She also discusses how AI is reshaping search and measurement, what marketers can learn from sports audiences, and why curiosity is still the most valuable skill in a data-driven world.

This is Brand Story, a podcast celebrating the stories of real people who are making an impact on brands, business, and the world around them. Episodes feature guests from a variety of backgrounds who bring their own unique perspectives to the conversation.

Brand Story is created and produced by Gravity Group, a full-service brand and marketing agency, and is hosted by Gravity Group President, Steve Gilman.

Links and Information From the Episode Here: https://www.gravitygroup.com/podcast/marketings-measurement-reset/

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(00:00) Introduction to Laura Grover, EDO, and Marketing Measurement

(03:06) The Importance of Meeting Clients Where They Are

(05:57) Evolution of Advertising Metrics

(09:01) The Role of AI in Search and Measurement

(11:55) Measuring NFL Advertising Effectiveness

(15:08) The Impact of Women's Sports on Advertising

(18:00) Programmatic Advertising and Client Success Stories

(20:25) Maximizing Creative and Media Efficiency

(24:12) The Evolution of Measurement in Advertising

(27:40) Confidence in Analytics and Asking Questions

(29:08) Advice for Newcomers in Measurement

(32:44) The Importance of Generalist Skills in Measurement

(34:56) Harnessing AI for Creative Analysis

(36:12) Outcomes as a New Standard of Measurement