How Data and AI Are Shaping PPC and SEO 📱

Performance marketing has always been driven by data. The difference now is how much data is available, and how quickly it can be acted on. As AI continues to reshape digital marketing, the way teams approach PPC, SEO, and campaign optimization is evolving. The challenge is not just collecting data, but knowing how to use it to improve performance, guide strategy, and stay competitive. On this episode of Deconstructing Data, Jessie and David are joined by Alex Melen, Co-Founder of SmartSites, to explore how data and AI are influencing modern performance marketing. Alex has spent nearly three decades building and scaling digital businesses, from the early days of the internet to leading a global digital marketing agency with hundreds of employees. His experience spans PPC, SEO, and large-scale digital strategy, helping organizations turn complex data into measurable growth. In this conversation, we’ll explore: 1. Using Data to Optimize PPC Performance 2. SEO Strategy Powered by Data Insights 3. Applying AI in Modern Digital Marketing 4. Tech Stack From campaign optimization to search strategy, this episode looks at how data and AI are shaping the way marketing teams operate today. Join us as we break down how organizations are using data to improve performance, scale digital efforts, and adapt to an increasingly AI-driven marketing landscape.