Ep160: Rethinking Marketing Measurement In A Fragmented World

Marketing used to feel more predictable. You picked your channels, launched a campaign and tracked performance in a fairly linear way. Today? Consumers are bouncing between social, search, streaming, AI tools, connected devices and more—all before making a decision. In this episode, Matt Fanelli joins Tessa Burg to unpack what’s actually broken in marketing measurement and how leaders can rethink performance in a fragmented world.

Matt breaks down why platform-led measurement often misses the mark, how attribution gets messy when multiple touchpoints influence a purchase and why defining “what success really looks like” is the first step most marketers skip. The conversation explores real-world examples—from healthcare to retail—and explains how better attribution, smarter use of AI and stronger human oversight can help teams build trust in their numbers again.

If you’re responsible for performance, budget allocation or defending marketing results to leadership, this episode will give you a clearer framework for measuring what matters. It’s a practical conversation about cutting through the noise, focusing on quality over volume and building measurement strategies that actually reflect how people buy today.

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

About Matt Fanelli:

Matthew Fanelli is Chief Revenue Officer at Digital Remedy, where he leads commercial strategy, revenue operations, and go-to-market execution as the company scales its performance-driven media platform. With more than 20 years of experience in digital advertising, Matt brings deep expertise across programmatic media, data strategy, and performance marketing. Prior to Digital Remedy, he served as SVP of Sales at Media Now Interactive, leading data-driven revenue initiatives. Matt focuses on helping brands and agencies drive measurable outcomes through unified, cross-channel performance intelligence.

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.