Navigating the Future of AdTech & Measurement with Andrew Covato, Founder & Managing Director of Growth by Science

Episode notes

This episode features an interview with Andrew Covato, Founder and Managing Director of Growth by Science. Andrew has over fifteen years of Ad and MarTech experience at eBay, Google, Meta, Netflix, and Snap. He has worked in product, strategy, growth, and go-to-market across several verticals and has advised companies of all sizes since 2012. In this episode, Kailey and Andrew discuss the resurgence of media mix modeling, AI-driven advertising platforms, and the importance of scientific analysis in marketing strategies. - Key Takeaways: How to effectively implement AI with the right data and humans Applying incrementality to drive successful marketing efforts The advantage of building scientifically-backed measurement strategies - “If you're doing the right type of experimentation that is specifically design experiment, test and control, and you're understanding the incremental impact on high LTV user acquisition, then you can find and seek out those kind of users, just doing it in a different way.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• Lessons from Building LiftLab Media Mix Modeling and Experimentation Platform | John WallaceThe Efficient Spend Podcast · on Media mix modeling95 / 100
• How Marketing Attribution Fails on Subscription ModelsMarketing Analytics with Fexingo · on Media mix modeling82 / 100
• Episode 46 - from Tashkent to Termsheet with Victor OrlovskyThe GoingVC Podcast · on MarTech77 / 100
• Web Analytics x Marketing, with Joshua Lauer | Sponsored by SearchMasterMarketing x Analytics · on Media mix modeling77 / 100
• UserEvidence: MarTech Category Creation and Mountain Town Sales Teams with Evan Huck of UserEvidenceFounder-Led Sales Stories with Pete Kazanjy · on MarTech76 / 100
• How Misaligned Software Metrics Ruined B2B Sales and How to Fix It with MK MarsdenThe CRO Spotlight Podcast · on MarTech67 / 100

• Designing at the Edge: How Adobe Builds for Creativity, Scale, and Trust with Ann Rich
• Scaling Commerce: How Commerce’s CMO Builds Growth in a Connected World with Michelle Suzuki
• What’s Next in 2026: Rikki Singh on the Future of Customer Engagement
• Building Intelligence: How Teradata’s CPO Is Shaping the Future of Data and AI with Sumeet Arora
• Trust by Design: Rewriting Authentication in the Age of GenAI Fraud with Filip Verley, Chief Innovation Officer at Liminal