AI Utilization for Marketing Mix Modeling | Kate O'Brien

In this episode, Kate O'Brien, CEO and Founder at Powers of Reasoning, breaks down the shift toward guaranteed performance media.

The conversation explores how leaders approach measurement transparency, what most teams misunderstand about media buying tactics, and what’s changing in the world of Marketing Mix Modeling (MMM).

Key Insights:
- The Accountability Model: Why Powers of Reasoning uses contracts that guarantee specific savings or media results, moving beyond the "esoteric" promises of traditional agencies.
- Agile MMM Evolution: How technology has reduced the barrier to entry for sophisticated measurement, turning Marketing Mix Modeling into a monthly operational tool rather than a biennial report.
- The Procurement Gap: A data-backed look at why only 1% of Fortune 100 companies procure from certified women-owned agencies despite corporate DEI initiatives.

Topics Discussed:
- Performance media guarantees and financial accountability
- The statistical reality of MWBE (Women-Owned) agency procurement
- Disclosed vs. Non-disclosed media buying transparency
- Modernizing Marketing Mix Modeling (MMM) with AI
- The current flaws and future of "Agentic AI" in media buying

Podcast Chapters & Timestamps:
0:00 - Introduction to Kate O'Brien and Powers of Reasoning
0:56 - The performance media guarantee model
1:47 - Statistics and realities of female-owned agencies
2:45 - The procurement gap for women-owned agencies in Fortune 100 companies
3:23 - Financial accountability: Lessons from a performance refund
4:25 - Disclosed versus non-disclosed media buying transparency
5:38 - How agency margins are hidden in media buying
6:38 - Modernizing Marketing Mix Modeling (MMM) with in-house technology
8:15 - AI as a consumer brand for machine learning
9:22 - The current limitations of agentic AI in media buying
10:05 - Closing remarks and where to follow Kate

Frequently Asked Questions:
What is guaranteed performance media?
It is a contract model where the agency guarantees specific results, savings, or media placements, taking on direct financial risk if those KPIs are not achieved.

What is the difference between disclosed and non-disclosed media buying?
Disclosed buying ensures the client knows the exact media cost and agency margin. Non-disclosed models often hide "backroom deals" and inventory markups that increase agency profit at the client's expense.

How has AI changed Marketing Mix Modeling (MMM)?
It has automated data processing, lowering the cost and time required for measurement, allowing brands to optimize monthly rather than every two years.

Why is there a gap in women-owned agency procurement?
While 2% of agencies are women-owned, only 1% of Fortune 100 companies procure from them, often due to friction in traditional procurement processes and a lack of true business-first alignment.

About the Guest:
Kate O’Brien is the CEO and Founder of Powers of Reasoning, an agency focused on bringing accountability and high-level measurement to performance media for growth-minded brands.

Connect with the Guest & Partners:
Kate O'Brien | CEO and Founder at Powers of Reasoning
Website: https://powersofreasoning.com/
LinkedIn: https://www.linkedin.com/in/kateobriennyc/

POSSIBLE Miami Marketing Conference & Expo Website: https://possibleevent.com/

About The AD Podcast & Strike Social

The AD Podcast is an executive-level conversation platform hosted by Dylan Conroy, focused on how leaders make decisions, operate under uncertainty, and drive growth.

Brought to you by Strike Social.

Strike Social helps the world’s leading brands and agencies drive measurable Marketing ROI through hyper-efficient paid social and YouTube ad automation. From budget allocation to channel effectiveness, we scale your performance marketing.

Scale your paid media: https://strikesocial.com/guaranteed-paid-social-media-ads-outcomes/

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Видео AI Utilization for Marketing Mix Modeling | Kate O'Brien канала Dylan Conroy