EP76: Harnessing AI & Tech For Next-Level Marketing

In this episode, Tessa Burg and Derick Schaefer discuss the rapid evolution of AI in marketing. You’ll get an inside look at the challenges companies face when they blindly adopt AI—emphasizing the need for a solid AI strategy backed by clear business metrics.
The conversation goes deeper, covering organizational culture shifts, the pivotal role of change management, and how employees can become the catalyst for innovation. They also spotlight the importance of establishing a baseline to properly measure AI effectiveness and contribution to growth.
Whether you're a marketing leader, tech enthusiast, or a curious mind, this episode is a must-listen. Tune in to enhance your understanding and approach to AI, machine learning, and business strategy.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op.
 
About Derick Schaefer:
Derick Schaefer is the Senior Vice President of Technology at Mod Op Strategic Consulting. He focuses on using technology and processes to develop customer-focused business strategies. Previously, he was the Chief Technology Officer at Trintech Inc. and held VP roles at Digital Insight and NCR. Derick founded a successful startup named Synthesis and also spent more than ten years working at Microsoft.
 
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.

EP73: Data-Driven Marketing: Solving Problems With Science

In this episode of the Leader Generation podcast, Tessa Burg talks with Lilith Bat-Leah about the pivotal role of data science in marketing and various industries. 
They discuss the growing significance of data science and machine learning, emphasizing the importance of data quality, domain expertise, and innovation in data-centric AI applications. Lilith also shares practical advice for embracing change and the belief that AI and ML solutions don’t need to be perfect to provide value in marketing.
Expect valuable insights from Lilith's expertise, including useful guidance for marketers looking to effectively leverage AI and ML. 
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op.
 
About Lilith Bat-Leah:
Lilith Bat-Leah, Vice President of Data Services at Mod Op, is responsible for strategic consulting on use cases for data analytics, data science and machine learning. She has more than 11 years of experience managing, delivering and consulting on the identification, preservation, collection, processing, review, analysis and production of digital data. Lilith also has experience in research and development of machine learning software. She specializes in the application of statistics, analytics, machine learning and data science to natural language and other unstructured data. She is passionate about making impossible things possible and is driven by curiosity. 
 
About Tessa Burg:
Tessa Burg is the Chief Technology Officer and Host of the Leader Generation podcast at Mod Op. She’s been leading data-driven marketing and technology teams for 15+ years on both the agency and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa has deep skills in data and tech architecture, software product development and management, digital transformation and strategy. As CTO, she oversees Mod Op’s technology stack to ensure the agency is leveraging and securing the right platforms and data to deliver valuable and measurable results across physical, digital and virtual experiences. Tessa can be reached on LinkedIn or at Tessa.Burg@ModOp.com.

EP72: ChatGPT Strategies & Best Practices In PR

Welcome to another exciting episode of Leader Generation. Chris Harihar joins us for a fascinating discussion about AI—especially ChatGPT—and how it's shaking things up in the field of public relations. 
Get ready to hear about the various AI applications in public relations, from press release writing to pitch support. Plus, stick around for some insights on data security, the art of experimentation and the potential of AI tools to reshape the PR and communications industry. 
We’ll talk all about embracing higher-impact, value-driven endeavors that promise stellar results for clients. So, buckle up for this episode, packed with ideas to help you stay on the cutting edge of PR innovation.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. To provide feedback and ask marketing questions for future episodes, message Tessa on LinkedIn.
 
About Chris Harihar:
Chris Harihar is the EVP of Public Relations at Mod Op (formerly Crenshaw Communications).
With deep expertise in business and tech media relations, Chris counsels clients at a high level while maintaining hands-on involvement in media relations and content strategy. He has developed and run highly successful programs for leading B2B and tech brands, from Verizon Media/Yahoo and DoubleVerify to Signal AI, IDG (now Foundry) and WeTransfer. Chris can be reached on LinkedIn or at Chris.Harihar@ModOp.com.
 
About Tessa Burg:
Tessa Burg is the Chief Technology Officer and Host of the Leader Generation podcast at Mod Op. She’s been leading data-driven marketing and technology teams for 15+ years on both the agency and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa has deep skills in data and tech architecture, software product development and management, digital transformation and strategy. As CTO, she oversees Mod Op’s technology stack to ensure the agency is leveraging and securing the right platforms and data to deliver valuable and measurable results across physical, digital and virtual experiences. Tessa can be reached on LinkedIn or at Tessa.Burg@ModOp.com.

EP71: How To Drive Business Growth With An AI Council

Ever wondered how top companies maintain the edge in today's rapidly advancing technological landscape? Enter the AI Council. 
In this episode, Tessa Burg emphasizes how having a well-orchestrated AI Council is not just a strategic move, but a game-changer for businesses. By harnessing the power of diverse expertise and aligning it with the innovations in AI and machine learning, companies can unlock unprecedented growth opportunities. 
Dive into this podcast to discover how the right structure and focus of an AI Council can become your secret weapon to drive business growth.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. To provide feedback and ask marketing questions for future episodes, message Tessa on LinkedIn.
 
About Tessa Burg:
Tessa Burg is the Chief Technology Officer and Host of the Leader Generation podcast at Mod Op. She’s been leading data-driven marketing and technology teams for 15+ years on both the agency and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa has deep skills in data and tech architecture, software product development and management, digital transformation and strategy. As CTO, she oversees Mod Op’s technology stack to ensure the agency is leveraging and securing the right platforms and data to deliver valuable and measurable results across physical, digital and virtual experiences. Tessa can be reached on LinkedIn or at Tessa.Burg@ModOp.com.

EP69: Why Expertise Still Matters In The Era Of AI

In this episode, we dive into the evolving landscape of technology. The discussion centers on the value of expertise and the important role marketers continue to play in an age dominated by artificial intelligence and machine learning. 
You'll gain insights into the unique qualities that humans bring to the table, setting them apart from the algorithms and data-driven systems. Discover who is poised to thrive in this AI-infused world as we explore the traits and strategies that will help individuals leverage their expertise to effectively stand out.
AI isn't a magical switch that can be flipped on; it requires humans to unlock its full potential. Tune in to learn how to navigate this exciting era where expertise and AI become a powerful combination.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. For feedback and marketing questions for future episodes, message Tessa on LinkedIn.
About David C. Baker:
David C. Baker is an Advisor, Author and Speaker. He owned a marketing communications firm for six years. He then started a management consulting firm and became the leading authority on positioning, reinventing and selling firms in the creative and digital space.
David is the author of five books, three of which focus on the central elements of the business of expertise: positioning, financial management and leadership. He also speaks regularly on more than 70 topics relevant to entrepreneurial expertise and appears as a guest on podcasts every month.
About Tessa Burg:
Tessa Burg is the Chief Technology Officer and Host of the Leader Generation podcast at Mod Op. She’s been leading data-driven marketing and technology teams for 15+ years on both the agency and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa has deep skills in data and tech architecture, software product development and management, digital transformation and strategy. As CTO, she oversees Mod Op’s technology stack to ensure the agency is leveraging and securing the right platforms and data to deliver valuable and measurable results across physical, digital and virtual experiences.

EP68: The Unique Edge Marketers Have Over ChatGPT

As artificial intelligence shapes a swiftly changing landscape, marketers are grappling with uncertainties about their future roles. However, amidst this evolution, today's marketers offer unique value that AI—like ChatGPT—can't replicate. 
Join Tessa Burg for this episode as she highlights the exclusive data that businesses have that sets them apart. Learn how marketers can harness this data to excel through personalization, prediction and pattern identification, gaining a competitive edge that’s uniquely human.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. For feedback and marketing questions for future episodes, message Tessa on LinkedIn.
 
About Tessa Burg:
Tessa Burg is the Chief Technology Officer and Host of the Leader Generation podcast at Mod Op. She’s been leading data-driven marketing and technology teams for 15+ years on both the agency and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa has deep skills in data and tech architecture, software product development and management, digital transformation, and strategy. As CTO, she oversees Mod Op’s technology stack to ensure the agency is leveraging and securing the right platforms and data to deliver valuable and measurable results across physical, digital, and virtual experiences.

EP67: The Impact Of AI On SEO

In this episode, Tessa Burg from Mod Op explores the future impact of generative AI on SEO and how it could potentially decrease unbranded website traffic. With Google's development of Search Generated Experience (SGE), businesses need to prepare strategies to offset traffic loss from non-branded keywords. 
Tessa discusses the importance of building brand and community, creating non-commoditized content and capturing customer behavior data to optimize offerings and increase conversion rates. Stay ahead of the game and find out how to navigate the evolving SEO landscape in this informative discussion.
About Tessa Burg:
Tessa Burg is the Chief Technology Officer and Host of the Leader Generation podcast at Mod Op. She’s been leading data-driven marketing and technology teams for 15+ years on both the agency and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa has deep skills in data and tech architecture, software product development and management, digital transformation and strategy. As CTO, she oversees Mod Op’s technology stack to ensure the agency is leveraging and securing the right platforms and data to deliver valuable and measurable results across physical, digital and virtual experiences.

EP66: Google Performance Max: Maximizing Ad Performance with Google AI

In this episode, we dive deeper into Google Performance Max with returning guest Matz Lukmani. If you're a marketer who isn't seeing the expected results from Performance Max, we’ll cover some tips to help you turn the tide. We’ll discuss how to continue optimizing and improving performance once your campaign is up and running. Plus, Matz will share new features and enhancements on the horizon—and so much more.
Stay tuned for more exciting episodes where we'll continue to explore the ever-evolving landscape of digital marketing and uncover strategies to generate exceptional results. This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.  
About Murtaza (Matz) Lukmani:Matz Lukmani is the EMEA Product Lead, Performance Max and Attribution at Google. Based in London, UK, Matz has been with Google for 7+ years, working on products like Google Analytics 360, Google Ads, Search Ads 360 and Firebase Analytics. He leads Performance Max Campaigns and Attribution offerings within Google Ads, Search Ads 360, and Google Analytics in EMEA (Europe, Middle East, Africa).
About Tessa Burg:Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after the acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.

EP65: Google Performance Max: Maximizing Ad Performance with Google AI

Are you ready to take your ad performance to the next level? In this episode of the Leader Generation podcast, we explore Google Performance Max and how it can supercharge your advertising efforts using the power of artificial intelligence.
Google expert Matz Lukmani will give an overview of this cutting-edge solution that can help you optimize your ad campaigns like never before. If you’re wondering if Google Performance Max is right for you, we’ll discuss how businesses of different sizes and industries can use it to deliver exceptional results tailored to specific needs. Matz will also address rumors about Google using extra ad spend on low-performing placements. Plus, the incremental lift that Google Performance Max can bring to your marketing efforts.
In this episode, we only scratched the surface of what Google Performance Max can do for your business. Join us for [Part 2], where we'll dive deeper into the features and implementation strategies that will help you harness the power of this AI-driven technology.
To discover more on the topic of AI, join Tessa at the Marketing AI Conference (MAICON). She’ll join the panel discussion, “Unlocking the Power of AI for Agencies.” Use the code LEADERGEN100 when registering at maicon.ai to receive $100 off.  
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.  
About Murtaza (Matz) Lukmani:
Matz Lukmani is the EMEA Product Lead, Performance Max & Attribution at Google. Based in London, UK, Matz has been with Google for 7+ years, working on products like Google Analytics 360, Google Ads, Search Ads 360, and Firebase Analytics. He leads Performance Max Campaigns and Attribution offerings within Google Ads, Search Ads 360 and Google Analytics in EMEA (Europe, Middle East, Africa).
About Tessa Burg:
Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after the acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment, and experiences.
 

EP64: Marketing Leadership: Driving AI Adoption and Growth

Get ready to talk more about the world of AI and machine learning in marketing. We discuss the role marketing leadership plays in championing this technology and driving its adoption. We'll also explore how marketers can embrace AI tools to amplify their skills, unleash their creativity tackle complex problems and align efforts with the overarching business vision. Join us to hear more about how marketing leaders can become the driving force tor igniting change fueling growth.
To dive deeper into the topic of AI, join Tessa at the Marketing AI Conference (MAICON). She’ll be joining the panel discussion, “Unlocking the Power of AI for Agencies.” Use the code LEADERGEN100 when you register to receive $100 off.  
 
About Tessa Burg:
Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after the acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.