What if your marketing measurement didn’t just tell you what happened—but actually told you what to do next? In this episode, I’m joined by Peter Grafe, co-founder of Blue Alpha, to break down what they’re building: an action system for marketing that combines media mix modeling (MMM), incrementality testing, and AI agents to deliver real-time insights and campaign-level budget recommendations.
We dig into why MMM is making a comeback (privacy, tracking limits, offline + brand spend), why deterministic attribution isn’t enough, and how Blue Alpha bridges the gap between “You should increase YouTube spend” and the real operational question: which campaigns, how much, and under what constraints? Peter also shares how their anomaly detection agents spot things like creative fatigue, how business goals get infused into “context-aware” recommendations, and why the future of search + discovery (AIO/SEO) pushes marketers up-funnel, whether they like it or not.
If you care about customer experience, data-driven insights, adaptability, AI, and business growth, this one is packed with practical frameworks and a clear mental model for modern marketing measurement. Tune in and let me know what you think: are you ready for marketing analytics that actually executes?
Peter Grafe
https://www.linkedin.com/in/ped-grafe/
