Humans of Martech · 2025-12-16 · 56 min
What’s up everyone, today we have the pleasure of sitting down with Matthew Castino, Marketing Measurement Science Lead @ Canva. (00:00) - Intro (01:10) - In This Episode (03:50) - Canva’s Prioritization System for Marketing Experiments (11:26) - What Happened When Canva Turned Off Branded Search (18:48) - Structuring Global Measurement Teams for Local Decision Making (24:32) - How Canva Integrates Marketing Measurement Into Company Forecasting (31:58) - Using MMM Scenario Tools To Align Finance And Marketing (37:05) - Why Multi Touch Attribution Still Matters at Canva (42:42) - How Canva Builds Feedback Loops Between MMM and Experiments (46:44) - Canva’s AI Workflow Automation for Geo Experiments (51:31) - Why Strong Coworker Relationships Improve Career Satisfaction Summary : Canva operates at a scale where every marketing decision carries huge weight, and Matt leads the measurement function that keeps those decisions grounded in science. He leans on experiments to challenge assumptions that models inflate.
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