Every click and conversion tells a story, but it's not the full story. Greg Silverman unpacks the hidden role your brand plays in customer decisions—and why ignoring it costs you revenue and long-term growth.

Performance marketing wins every metrics battle. But when brands invest in understanding their actual role in the buying journey, performance improves dramatically. Greg reveals the gap between what moves a deal today and what shapes preference over time—and the research framework that reveals which is which.

What you'll learn in this episode:

- Why performance marketing metrics blind you to the deeper role your brand plays in customer decisions

- Discrete choice modeling: the proven research technique to quantify whether your brand enables solutions or creates affinity (and why it matters)

- How to move from optimizing for clicks to mapping your brand's hierarchy of importance in customer buying decisions

- The shift from A/B testing individual features to understanding which perceptions of your brand move the needle against competition

- Why the best performance marketing result is when brand strength improves—because it carries more weight for campaigns

- How to pair quantitative metrics (clicks, conversions, ARR) with qualitative listening to stay ahead of customers' evolving needs

 Guest Bio

Greg Silverman is Global Director of Brand Economics at Interbrand (recently Interbrand's Global Brand Economics Leader). His career spans retail, franchising, and software, giving him decades of perspective on how brands influence customer behavior. He specializes in brand measurement, purchase driver research, and discrete choice modeling—frameworks that extract the true value brands contribute to business outcomes. Greg leads work on Interbrand's Top 100 Brands research and believes the broken watch—solving what customers actually need, not what you can build—is the foundation of any brand that lasts. Reach him on LinkedIn.

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