EP162: The Measurement Trap: Why More Data Doesn’t Mean Better Marketing Decisions

Ever feel overwhelmed by all the data and metrics coming your way? You're not alone. In this episode of Leader Generation, Tessa Burg talks with Scott Sutton about one of marketing's biggest challenges: figuring out what's actually worth measuring.

Scott shares real-world insights from his experience managing media for major restaurant brands like Hardee's and Carl's Jr. You'll discover why measuring everything can actually hurt your marketing efforts, how to identify the metrics that truly matter to your business and practical strategies for getting leadership buy-in on your measurement approach. 

This conversation is packed with actionable advice for anyone trying to cut through the noise and focus on outcomes that drive real business growth.

Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 

About Scott Sutton:

Scott Sutton helps brands cut through complexity and focus on what truly moves the needle. With a deep belief in practical measurement and cross-channel accountability, he ensures media decisions are grounded in business impact—not just impressions or trends. Scott’s career spans iconic brands including Bridgestone, Nissan, Mars Petcare and AT&T. He is known for building integrated measurement frameworks that align media investments with real business outcomes—whether that’s driving app downloads, loyalty sign-ups or in-store traffic. His recent work includes orchestrating the Alix Earle “Hangover Burger” campaign, which generated over 4 billion paid and earned media impressions—without a Super Bowl buy. At Mars Petcare, he helped establish Pedigree as a founding partner of Animal Planet’s Puppy Bowl, creating breakthrough engagement through content-led partnerships. Scott brings practical, tested insights on driving results in today’s fragmented media environment—where focus, flexibility, and accountability matter more than ever. Scott can be reached at s.sutton@ckr.com.

About Tessa Burg:

Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at Tessa.Burg@ModOp.com.