The Dave Gerhardt Show (from Exit Five) Inside Ramp's Marketing: Creative Bets, Measurement, and AI Agents (with Drew Pinta)
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Apr 13, 2026 Drew Pinta, Director of Growth Data at Ramp and analytics leader who pairs data with marketing, joins to discuss measurement and creative risk. He explains incrementality testing and event studies, how Ramp splits 70/30 between proven channels and experiments, and how AI scanning of Gong calls upended their attribution models. He also explores using AI agents to scale verticalized marketing and the necessary guardrails.
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Glass Box Stunt Drove Measurable Awareness
- Ramp staged a glass box stunt in Madison Square Park where an actor filed paper expenses for 12 hours and even hosted a real wedding inside the box.
- Drew ran an event study and used Gong call transcripts to count hundreds of customer mentions, proving the stunt drove awareness and sales conversations.
Measurement Should Meet The Marketing
- Trying to measure brand or creative marketing like direct response kills creative ideas because those channels work on different timelines and signals.
- Drew: measurement should meet the marketing, not the other way around, so pick tests and metrics appropriate to the creative play.
Form Hypotheses And Run Simple Tests First
- Form hypotheses about channels and test them with simple experiments before over-investing; not every test needs a data scientist.
- Use basic tools like 'how did you hear about us' surveys and small holdouts to gather signals on podcasts or brand plays.