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In this episode of the Scope Shift Podcast, host Brian Saemann sits down with Matt Lynberg, Vice President of Technology and Data at Modern Foundation. Matt has spent his career at the intersection of data and creativity, helping brands turn bold ideas into measurable business outcomes. From his work at The Thomas Group to leading new service lines at Modern Foundation, Matt is passionate about making sure creative strategies don’t just look good—they perform.
🎯 What You'll Learn:
✅ Why creative work without measurable results falls short in today’s market.
✅ How pairing CRM data with ad platforms uncovers new audience opportunities.
✅ Real-world examples of data insights that transformed client campaigns.
✅ Why user comfort often beats “pretty” design in website performance.
✅ The challenges of attribution in long B2B sales cycles—and how to approach them.
✅ How Customer Data Platforms (CDPs) and AI create the “holy grail” of marketing insights.
✅ Why agencies need to invest in data science talent to stay competitive.
✅ How zero-click searches, AI overviews, and Google’s evolving SERPs impact visibility.
✅ Matt’s vision for building client data warehouses with LLM-powered analytics.
✅ Why every agency should analyze its own data as aggressively as it does for clients.
🧠 Guest Spotlight: Matt Lynberg – VP of Technology & Data at Modern Foundation Matt is an agency leader who bridges the gap between creative strategy and analytics. Known for his philosophy “Creative Strategy. Measurable Results.”, he helps brands integrate first-party data, ad platform insights, and AI-powered tools to discover hidden opportunities and drive growth.
🔗 Connect with Matt: Website: Modern Foundation LinkedIn: Matt Lynberg
🔍 Topics Covered:
Why data and creativity must work hand in hand for true impact.
How Modern Foundation helps clients tie marketing data to real business outcomes.
The role of user experience vs. aesthetics in conversion performance.
Attribution challenges in long, complex B2B buying cycles.
AI’s role in analyzing data warehouses and uncovering insights.
The rise of zero-click searches and what it means for agencies.
How agencies can leverage client data across industries for better results.
📌 Resources & Links:
GoBeyond SEO Digital Marketing: gobeyondseo.com
Transform your revenue generation with GoBeyond Data: gobeyondseo.com/daas
Get a free Google Maps Audit with Archer: audit.archer.gobeyondseo.com
Connect with Brian here: Brian Saemann on LinkedIn
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