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 d