Host: Tessa Burg

In this episode of Leader Generation, Tessa Burg, and Matz Lukmani continue their conversation about Google Performance Max and its benefits for marketers. 
Matz assures listeners that Performance Max isn't just for businesses with short sales cycles; it's also adaptable for longer cycles. He emphasizes the need to map out the entire lead-to-conversion journey for effective tracking.
Throughout the discussion, Matz shares practical tips for boosting lead conversion rates. But it's not all technical talk. Tessa and Matz also explore strategies for campaign optimization, including ways to prevent ad fatigue and protect brand reputation.
Matz wraps up the episode by suggesting additional resources and training to help listeners learn more about capturing leads with Performance Max.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
 
About Matz Lukmani:
Matz Lukmani (EMEA Product Lead, Google Performance Max), based in London (UK), has been with Google for more than nine years, working on products like Google Analytics 360, Google Ads, Search Ads 360 and Firebase Analytics. He currently leads Performance Max Campaigns and Attribution offerings within Google Ads, Search Ads 360 and Google Analytics in EMEA. He has worked over 15 years in the USA in various leadership roles at SAP, Bristol-Myers Squibb, Toys R Us, MediaCom, Triad Retail Media and PwC, to name a few. He offers analytics consulting services in web analytics, predictive analytics and advanced marketing AI across a wide range of industries. Be sure to follow Matz on LinkedIn.
 
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.

Evan Shapiro shares how big tech companies are redrawing the boundaries of the media sector. This episode covers today's seismic shifts, from the rise and impact of tech giants to the strategic use of data in marketing. 
The episode explores how brands must adjust to changing consumer behaviors, highlighting the essential shift from reach to meaningful engagement. They discuss using first-party data and machine learning to craft personalized messages that hit home. Plus, insist on measuring marketing success through actual sales, not just exposure. 
With a wealth of knowledge on impact over impressions and investing in data-driven decision-making, this is an episode that marketers, media professionals, and tech leaders won't want to miss.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
 
About Evan Shapiro:
Many know Evan Shapiro as the official, unofficial cartographer of the Media Universe. Using a very specific point of view, Shapiro has mapped the tech and entertainment ecosystem, and, through his essays on the Media War & Peace Newsletter, he helps chart Media's future. 
Shapiro is also an Emmy and Peabody Award winning producer of many funny things, including Portlandia, This Film Is Not Yet Rated, Please Like Me, Comedy Bang Bang, Brick City, and Harmonquest. 
He is also a professor at NYU and Fordham schools of business, as well as the co-host of the Cancel Culture Podcast. Shapiro uses his insights to power his change agency, ESHAP, which offers partners and consumers media insight as a service. Be sure to follow Evan on LinkedIn.
 
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.

Discover key strategies for navigating the post-cookie marketing landscape on this episode of the Leader Generation podcast.
Host Tessa Burg and veteran strategist Shannon Sullivan discuss the implications of cookie deprecation. With over two decades of expertise, Shannon clarifies the shift towards first-party data and how marketers can turn these changes into opportunities for deeper customer engagement. 
This episode is perfect for professionals looking to refine their digital marketing tactics with actionable advice for today’s privacy-centric online world.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Shannon Sullivan:
Shannon Sullivan is a go-to leader for engaging audiences online. As the Executive Vice President of Audience Strategy at Mod Op, she has a knack for developing the best marketing strategies for the digital world. She uses her extensive knowledge and expertise to help businesses—big and small—get noticed. From global tech companies to smaller up-and-comers, Shannon helps businesses successfully connect with people and grow their online presence.
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.
 

Get ready for some real talk about marketing in the age of automation. Mark Simon joins Tessa Burg on our latest episode of the Leader Generation podcast.
They get into why strong leadership and a straightforward plan matter more than ever in digital transformation. They break down how clear communication and getting everyone on the same page are key to making automation work for your business.
In this episode, you’ll hear why it’s smart to get your data house in order before bringing AI into the mix and why running fast into automation without a plan can lead you to more mess than success.
This episode is filled with practical advice for marketers who want to use AI and automation strategically to grow their businesses successfully.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
 
About Mark Simon:
Mark Simon is the Vice President of Strategy at Celigo. He’s spent more than 20 years in technology roles such as software developer CTO, consultant and EVP of Services & Technology. Mark has with clients across several industries. His experience includes designing and developing automated processes for tasks like handing sales orders, managing subscriptions and provisioning.
 
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.
 

Step into the future of branding with Steve Red and Tessa Burg. They unravel how your company can forge deeper connections with your audience through authentic storytelling. Discover the secrets to transforming data points into compelling stories that do more than sell—they create authentic brand experiences.
Creativity and analytics come together as we discuss how to harness AI and ML not just to streamline operations but to infuse marketing with insights that drive growth and resonate on a human level. Learn how to make data your ally in the creative process, and shape campaigns that speak directly to the hearts and minds of your ideal customers.
You’ll hear ideas on how to combine AI with the human touch to tell stories that are as data-driven as they are emotionally charged. Join us to redefine what branding means in the age of technology, and discover a new era of customer engagement.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
 About Steve Red:Steve is the Co-Chief Creative Officer at Mod Op. The founder of Red Tettemer O'Connell + Partners, recently acquired by Mod Op, Steve touches virtually everything that goes out of the agency door from a creative and strategic perspective. He believes people are smart and advertising should be too, and that the only real martini is made with gin. Someday … long afterhis teenagers aren’t teenagers anymore, he’ll settle down and start painting again, which is what his dad says he should have done all along. Steve can be reached at Steve.Red@ModOp.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 hasheld 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.

In this episode, Len Gilbert and Tessa Burg discuss the human side of digital transformation. They highlight the importance of using technology to improve customer experience.
Len opens up with a personal story about his father's recent health emergency and how it shed light on the positive impact of technology in healthcare. He introduces us to the 'hospital at home' program, which not only helped his father recover faster but also illustrates the potential of tech-driven care. This story isn't just interesting; it offers a practical guide for any industry looking to succeed with digital transformation.
As the conversation shifts from Len’s story to broader business strategies, the focus remains on customer experience as the key to getting digital transformation right. Marketing leaders will find this episode rich with practical tips on choosing the right technology to meet customer needs.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Len Gilbert:
Len Gilbert is the EVP and Head of Strategic Consulting at Mod Op. With more than 25 years of experience, he helps companies strategically use data and technology to innovate, grow, launch new products, stay competitive, and future-proof their businesses against the risks of digital disruption. Len can be reached at len.gilbert@modop.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.

Gareth Cunningham joins Tessa Burg on the Leader Generation podcast to challenge the notion that SEO is dead due to AI advancements.
Gareth, a search expert, argues that the integration of AI into SEO is not entirely new. Google already uses AI and machine learning to optimize search results, detect spam and match content with search intent. He views AI as an enhancement to SEO rather than its replacement.
Here are a few topics Gareth and Tessa cover in this episode:
Impact of Generative AI on SEO
Evolution of search strategies
Shifts in SEO practices 
UX/UI integration with SEO
Semantic web and authority
Future directions in search technology
Role of Google in shaping search trends
Don't miss this exchange. It promises forward-thinking ideas about search and optimization that you can apply to your own digital marketing.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Gareth Cunningham:
Gareth stands at the intersection of creativity and analytics in his role as the Director of SEO at Mod Op. He leverages his experience in digital marketing to shape the online presence of national and international brands. Gareth consistently delivers strategies that increase organic traffic and improve search rankings for clients. His innovative approaches and dedication to measurable results have cemented his reputation as a dynamic leader in search engine optimization. Gareth can be reached at gareth.cunningham@modop.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.
 

Grab your earbuds and settle in for a conversation with Sharon Toerek, an expert in intellectual property and marketing law. She talks about legal and compliance issues with emerging technologies, with a special focus on generative AI.
Host Tessa Burg joins Sharon to discuss how AI is reshaping the services agencies can offer. Together, they explore how to set up the right policies, use AI responsibly, and have transparent conversations with clients to manage risks.
While legal topics might not usually grab your attention, Sharon makes them interesting while delivering important information for anyone in the marketing field. Visit the AI + Your Agency Resource Center for helpful downloads from Legal+Creative.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Sharon Toerek:
Sharon Toerek is the Owner & Founder of Legal+Creative | Toerek Law. She’s an intellectual property and marketing law attorney who devotes her legal practice to clients in the advertising, marketing, and creative services industries. Sharon helps clients protect, enforce, and monetize their creative assets and manage the legal implications of their marketing and advertising work. Sharon also writes and lectures frequently on the legal issues marketers face every day, such as intellectual property protection, social media marketing compliance, and more.
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.

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.

Join Tessa Burg and Tom Madrilejos as they share their enthusiasm for AI on this episode of the Leader Generation podcast. Tune in for an interesting discussion about the potential of AI and machine learning and their impact on marketing and communications.
Explore the landscape of AI adoption, ranging from novices to experts. Gain insights into the common concerns plaguing colleagues and clients, including plagiarism, data leaks, IP issues, and AI's sustainability in content marketing and SEO.
Uncover key pillars of successful AI integration in marketing: transparency, communication, and risk management. Discover how to drive innovation within your organization by establishing an AI Council complete with cross-functional teams.
Don't miss this engaging conversation that sheds light on the future of marketing with AI. Stay tuned for upcoming episodes covering AI, marketing channels, measurement, risk management, and more.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op.
Related episodes:
https://tenloradio.com/e/how-to-drive-business-growth-with-an-ai-council/
https://tenloradio.com/e/unscripted-bonus-episode-on-ai-machine-learning/ 
About Tom Madrilejos:
Tom Madrilejos is an accomplished Associate Director of Audience Strategy with a proven track record of driving digital marketing success. With a wealth of experience, he leads alongside client teams in developing cutting-edge digital marketing and go-to-market strategies. Tom specializes in harnessing the power of AI and machine learning to optimize marketing campaigns, enhance customer engagement and achieve superior results. His passion for innovation and commitment to delivering exceptional value make him a vital asset in digital marketing.
 
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.