Chester Scott

speaker

356 appearances 4 recordings 1 series first heard Aug 2026 last heard 16 Aug

Chester Scott’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 4 in all, peaking in Aug 2026 with 4.

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I'm Jordan Cooney, and joining me today is Chester Scott, Chief Strategy Officer at Unio.

What is a major marketing signal that digital marketers should be paying more attention to?

I would say marginal ROAS and incrementality.

I think that we need to try and do more as an industry to get closer to that answer in order to be able to drive overall effectiveness.

And I think the overall effectiveness ultimately is what will drive growth and market share wins over time.

And so I think, yeah, marginal ROAS and an incremental contribution.

That the human is no longer needed.

I think that couldn't be further away from the truth.

AI is absolutely incredible at delivering on against the objective that you give it.

But if you're optimizing towards a compromised outcome because your measurement is not right in the first place.

Or it's being fed information that is fundamentally flawed in the first instance, then it's it's useless.

The data input, the prompt, whatever it might be, but the the input is critical.

And that's where the human comes in.

That is the role of the human moving forward is how do we fine-tune

the input in order for AI to give us a better output.

But human oversight and augmentation for me is still business critical.

So I'm actually gonna give you two.

I'm gonna give you a really obvious one, which would be clicks.

Optimizing for click that is not a marker of what's good and what's bad.

It's a leading indicator, but one that is fundamentally compromised.

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