Marketing’s Measurement Reset

featuring Laura Grover

Senior Vice President and Head of Client Solutions at EDO, Inc.

Laura Grover, Senior Vice President and Head of Client Solutions at EDO, Inc., shares insights on using marketing data to measure engagement with our president, Steve Gilman.

Data is everywhere. But making sense of it? That’s where the real work begins.

In this episode, Laura shares how EDO, Inc. measures what truly drives engagement — tracking when and why people take action after seeing an ad — and why traditional metrics like reach and clicks don’t always tell the full story. She also discusses how AI is reshaping search and measurement, what marketers can learn from sports audiences (like the NFL and women’s basketball), and why curiosity is still the most valuable skill in a data-driven world.

Whether you’re deep in analytics or just trying to make smarter marketing decisions, this episode explores how to connect the dots between data and human behavior.

About the Guest

Laura Grover

Senior Vice President and Head of Client Solutions at EDO, Inc.

Laura is a veteran market researcher with more than 20 years of experience helping brands understand how audiences think, act, and respond. She’s held leadership roles at Nielsen, Symphony Advanced Media, and Initiative, and today serves as Senior Vice President and Head of Client Solutions at EDO, Inc. — a company that measures how TV advertising drives real consumer behavior through data-driven insights on engagement and outcomes.

Quickfire Q&A

What's the best advice you've received about marketing measurement?

Laura: Always meet a client where they are. Make sure they’re well educated, really know their internal office dynamics and politics as well as they do, and build that relationship so that you truly become a partner.

What makes EDO unique when it comes to television measurement?

Laura: Linear TV historically has been the broad reach channel, and then digital has more real-time metrics and targeting capabilities. We’ve brought that ability of real-time metrics and immediate consumer response to linear TV. We’re passively collecting viewer behaviors and understanding what that ad experience and media environment is that changes someone from just passively watching an ad to picking up their device to search and learn more.

What's something that you used to think was a weakness and now you think of as a strength?

Laura: One area is around confidence and asking questions. I was concerned I was going to be judged as not smart or not up to the challenge if I had a lot of questions. Now I’m probably one of the more vocal people asking a lot in meetings, where 20-plus years ago I was terrified of asking a question in a room.

Marketing’s Measurement Reset

About the Guest

Quickfire Q&A

Related Links

Steve Gilman