Unlocking Marketing Insights with Data and AI: Benjamin Filip of Merkle

In this episode of the AI & Data Driven Leadership Podcast, host Dean Guida sits down with Benjamin Filip, Director of Analytics at Merkle, to explore the evolving landscape of marketing analytics, attribution modeling, and AI integration. With over 15 years of experience in analytics and data-driven marketing, Benjamin shares actionable insights on optimizing ROI, leveraging AI responsibly, and building analytics frameworks that empower businesses to make smarter decisions. This conversation is essential listening for marketers, analysts, and business leaders looking to harness data and AI to drive measurable growth.

Modeling, Attribution, and AI in Marketing

Benjamin emphasizes that modeling and attribution are the backbone of effective marketing strategy. Modeling involves building mathematical frameworks to understand which marketing channels and tactics deliver results, while attribution assigns credit to the right touchpoints so marketers know which actions—ads, emails, social posts—actually influence customer decisions. He also underscores that AI can automate repetitive tasks and generate frameworks, but human expertise remains essential for nuanced insights.

For organizations looking to optimize campaigns, Benjamin recommends reviewing attribution models regularly and using granular data by region or customer segment to uncover hidden opportunities. This combination of data-driven modeling and AI assistance ensures marketing spend is directed efficiently and campaigns are more personalized and relevant.

AI adoption should be strategic: start with well-defined, repetitive tasks where AI can add immediate value. Whether automating data hygiene, drafting analysis briefs, or supporting internal knowledge systems, AI should act as an assistant that enhances human decision-making rather than replacing it.

Finally, companies must integrate AI incrementally. By piloting one or two high-impact use cases, measuring results, and scaling thoughtfully, organizations avoid wasted investment and maximize the benefits of AI in analytics.

About Benjamin Filip

Benjamin Filip is Director of Analytics at Merkle, specializing in marketing analytics, attribution modeling, and AI-driven insights. He has spent over 15 years helping organizations optimize marketing spend, improve customer engagement, and implement analytics frameworks that drive measurable growth.

About Merkle

Merkle is a leading data-driven marketing agency that helps businesses leverage analytics, AI, and customer insights to drive ROI. Their services span marketing strategy, technology integration, and customer experience, empowering clients to achieve measurable growth in complex digital landscapes.

Links Mentioned in this Episode

• Merkle

• Benjamin Filip LinkedIn

Key Episode Highlights

• The difference between modeling and attribution and why both are essential.

• AI is a tool for efficiency, not a replacement for human expertise.

• Practical AI applications: data hygiene, analysis briefs, and internal knowledge bots.

• How to integrate AI incrementally and strategically to avoid wasted investment.

• Continuous learning, upskilling, and cross-functional collaboration are critical for future-ready analytics teams.

Conclusion

Benjamin Filip’s insights reveal that combining human expertise with AI and analytics is key to modern marketing success. By refining attribution, strategically leveraging AI, and adopting a continuous learning mindset, businesses can optimize ROI, deliver relevant customer experiences, and stay ahead in an increasingly data-driven world.

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