Josh Derouin: Brand Building v. Performance: The Need For Both

#160 SVP, at Zartico, Josh Derouin joins the pod. And in this episode, we break down how advanced analytics, attribution, and AI are transforming destination marketing—making data the real MVP of campaign success.  We dig into the tension between short-term wins and long-term brand building, why most marketers still fumble with analytics, and how agencies can get ahead (without losing their creative edge). Here are the highlights:  Intro & Josh’s Background Josh shares how he pivoted from Flash development to marketing, with early roles at Sportsman Channel and more. 02:00 – Agency vs. Client-side Marketing Roles Josh discusses key differences, benefits, and what he brought from one side to the other. 5:00 – What Zartico Does & the Tech Behind It Overview of Zartico’s role in place-based marketing and its proprietary tech platform. 8:00 – Place-Based Marketing & Attribution How Zartico uses aggregated data to track behavior, spending, and destination value. 11:00 – Josh’s Role at Zartico His work with agencies, product licensing, and media optimization. 13:00 – Beyond Travel: Broader Applications Application in hotels, theme parks, and understanding visitor behavior beyond POS data. 15:00 – State of the Travel Industry (April 2025) Josh’s take on post-COVID recovery, economic caution, and the need for efficiency. 18:00 – Why Marketers Struggle with Analytics Misalignment across tools and departments, and the need for a “data discipline plan.” 22:00 – Short-Termism vs. Brand Building The Southwest Airlines brand pullback example and what brands get wrong. 26:00 – Mental vs. Physical Availability in Marketing Explains the balance between long-term branding and short-term performance marketing. 30:00 – Can Small Companies Leverage Marketing Mix Modeling? Thoughts on B2B applicability and lessons from the consumer space. 33:00 – AI in Marketing: Current Use & Strategy How Josh uses AI for analysis, content, and why agencies need a policy. 37:00 – Impact of AI on Agencies & Jobs The coming shift in roles, AI’s limits in strategy, and what skills will matter most. 40:00 – Staying Current in Marketing & Travel Trends Josh’s sources for ongoing learning and why data-backed methods matter. 42:00 – Josh’s Day-to-Day at Zartico Client consults, product feedback, campaign awareness—his role in a nutshell. Connect with Josh;: https://www.linkedin.com/in/joshderouin/ Connect with Pat at: pmcgovern@ascedia.com   Before you go, please do us a favor. Take a minute and leave us a review. That’s the energy that powers this supertanker!  Thanks, you’re the best! Want more marketing insights? Take a look at our full lineup. This podcast is sponsored by Ascedia. A web development and digital strategy agency helping clients win in the digital space.