Separating Real Signals from the Noise

Phillip and Alicia welcome Merciv co-founder and CEO Shaia Erlbaum to the show to talk about how brands can read signals in real time, and verify their relevancy. Shaia argues that data itself is commoditizing, but verification is not. The most honest consumer signal lives too deep for surveys to reach, which is why our Signal Reports are looking deeper than stated behaviors and are telling completely new kinds of retail and culture stories.