In the fast-paced world of brand measurement, the focus has traditionally been on numbers, reach, and impressions. But is that enough to truly influence business decisions?

In this episode of Earning Your Seat, Evan Escobedo, founder of Measured.io and author of Reputation Intelligence: A Practitioner's Guide from Data Provider to Strategic Advisor (launching Q1 2026), takes us through the evolution of brand measurement and how communications leaders can move beyond basic metrics to drive meaningful insights. With years of experience in media analytics at Western Union, Evan shares his expertise in creating the Brand Equity Score, a revolutionary way to quantify brand reputation and impact.

Evan discusses how AI can accelerate research but emphasizes that strategic decisions still rely on human intelligence. He also dives into the importance of understanding stakeholder needs, building a center of excellence in brand measurement, and the shift from volume to valuable, actionable insights.

This episode is perfect for communications leaders and marketers looking to rethink how they measure success and use brand intelligence to shape business outcomes.

Earning Your Seat is a Meltwater podcast.

Episode Highlights:
(00:00) Welcome to Earning Your Seat
(03:00) The Shift from Volume Metrics to Brand Intelligence
(06:30) Building a Center of Excellence in Brand Measurement
(12:00) The Role of AI in Brand Measurement and Strategy
(18:00) Moving Beyond Data to Drive Business Impact
(25:00) How to Build Smarter, Actionable Insights for Stakeholders
(30:00) Evan’s Approach to Evolving Brand Measurement

Connect with Evan:

• Evan Escobedo on LinkedIn: https://www.linkedin.com/in/evan-escobedo/
• Explore Measured.io: https://measuredio.com/
  
  

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Get in Touch With Us
If you have any questions about this interview, email us at earningyourseat@meltwater.com