Shift Happens

DAC
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Welcome to Shift Happens, a podcast that dives into the art, science, and chaos of modern marketing. Each episode will unpack the forces reshaping marketing—from AI and data to privacy, creative, and performance—and asks experts from DAC how they transform disruption into an advantage. https://www.dacgroup.com (www.dacgroup.com)

  1. FA 13 H

    Bridging Brand and Performance Media: Shifting Up-Funnel for Measurable, Enduring Growth

    If performance media is so measurable, why invest in brand at all?  In this episode of Shift Happens, host Nasser Sahlool, SVP of Client Strategy at DAC, is joined by Robert Cooney, VP of Client Strategy, to examine how an overreliance on last-click performance has pushed media strategies out of balance — and why many brands are now paying the price.  They unpack how underinvestment in brand erodes long-term growth, why mid-sized brands feel this most acutely, and how modern measurement frameworks like media mix modeling and incrementality testing allow brands to shift up-funnel without sacrificing accountability. The core message: performance works best when brand demand is doing the heavy lifting.  https://www.dacgroup.com/en-ca/insights/blog/paid-media/bridging-brand-and-performance-media/

    18 min

  2. 30 DE GEN.

    Agility Under Pressure: Rethinking Media Planning

    Are tight budgets, rising expectations, and AI hype making marketing planning harder than ever?  In this episode of Shift Happens, DAC’s SVP of Client Strategy, Nasser Sahlool, sits down with Luke Regan, VP and Managing Partner, DAC UK, to explore how brands can build real agility in a disrupted landscape. They unpack why AI is only effective when paired with strong data foundations, how cross-functional alignment unlocks performance, and what it really takes to connect media planning to measurable business outcomes.  Read more in Forward in Media Strategy: When Agility Becomes Advantage.  https://www.dacgroup.com/en-ca/insights/blog/paid-media/forward-in-media-strategy-when-agility-becomes-advantage/

    14 min

  3. 16/12/2025

    Local Search in the Age of AI: Smarter Strategies for Brick-and-Mortar Brands

    Is AI changing local search as dramatically as everyone claims — or are the fundamentals still what matter most? In this episode of Shift Happens, DAC’s SVP of Client Strategy, Nasser Sahlool, sits down with Kyle Harris, Director of Local Optimization, to break down how AI is reshaping local discovery — and what’s actually driving results for brick-and-mortar brands.

    20 min

  4. 16/12/2025

    Smarter Search Marketing: Insights from Google’s AI Max and the New SEO Reality

    Is AI actually making your media more efficient — or just driving more empty traffic?  In this episode of Shift Happens, DAC’s SVP of Client Strategy, Nasser Sahlool, joins Jenna Watson, SVP of Media, to unpack what AI Max really delivers, where it falls short, and how to balance automation with human strategy. They also explore the emerging keyword less future of SEO — and why AI-driven search requires a complete rethink of how brands measure visibility and discoverability.

    16 min

  5. 15/12/2025

    Search-First Storytelling: Strategies to Get Your Content Found

    Is your content getting harder to find — even as you create more of it?  In this episode of Shift Happens, DAC’s SVP of Client Strategy, Nasser Sahlool, joins Orli Milstein, Director of Content Strategy, to explore how AI is reshaping discovery and why traditional SEO tactics no longer cut it. They unpack what it means to structure content for both humans and machines — and how brands can build clarity, authority, and true findability in an AI-driven search world.

    11 min

  6. 15/12/2025

    From Vanity Metrics to Value: Analytics that Actually Drive Sales

    Are your dashboards full of data that looks great but doesn’t actually drive business?  In this episode of Shift Happens, DAC’s SVP of Client Strategy, Nasser Sahlool, sits down with Dan Temby, SVP of Technology & Analytics, to unpack why marketers chase vanity metrics, and what to measure instead.  0:00: Intro 0:50: How do we know which metrics on our dashboard drive sales, and aren’t just vanity metrics? 3:25: If clicks don’t equal customers, what should marketers measure instead? 6:18: How do we help clients move from dashboards to decisions? 8:50: How is the analytics space evolving, and what should marketers prepare for? 10:42: How did you apply semantic descriptions with AI to build DAC’s operating system IRIS? 12:55: AI amplifies strategy, but only if the data is speaking the same language 13:40: Vanity metrics may make dashboards look busy, but value metrics prove impact

    14 min

  7. TRÀILER DE LA TEMPORADA 1

    Welcome to Shift Happens!

    Welcome to Shift Happens: The art, science, (and chaos) of modern marketing .     Each episode unpacks the forces reshaping marketing—from AI and data to privacy, creative, and performance—and asks experts how they transform disruption into an advantage.  Listen to all our episodes here: https://www.dacgroup.com/insights/podcasts/

    2 min
  8. Looking back to look forward

    07/12/2023

    Looking back to look forward

    Oh man, the future! Dan, Jenna, and Nasser are back to make sense of a year in which everything changed in digital... again. Grab yourself a frothy coffee and join our future-proofed trio as they dissect 2023, speculate what 2024 may have in store, and make questionable attempts at Australian and Welsh accents. The year in review: Excitement, frustration, jamónAI, AI, Oh! New possibilities in 2024What lies ahead for paid search practitioners?Goodnight, sweet AI startupsGPTs: Bad name, revolutionary function LINKS: DAC: "Predictions 2024" | ATTRIBUTIONS: "radio band.wav" by Paper Jam of Freesound.org

    50 min
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Tràiler

Informació

Welcome to Shift Happens, a podcast that dives into the art, science, and chaos of modern marketing. Each episode will unpack the forces reshaping marketing—from AI and data to privacy, creative, and performance—and asks experts from DAC how they transform disruption into an advantage. https://www.dacgroup.com (www.dacgroup.com)

Fitxa tècnica

  • Creació
    DAC
  • Anys en actiu
    2020 - 2026
  • Episodis
    25
  • Qualificació
    Apte
  • Copyright
    © Copyright 2025 DAC
  • Lloc web del programa
    Shift Happens