Brook Shepard is the founder of Mason Interactive, a performance-driven marketing agency that has guided brands for over 17 years. With a background in data-based advertising, Brook has helped clients ranging from emerging direct-to-consumer brands to global companies harness analytics to drive smarter marketing decisions. A self-described data enthusiast with a designer’s touch, he specializes in turning complex data into actionable growth strategies.
Here’s a glimpse of what you’ll learn:
- [04:40] Why brand search volume can reveal the real reason revenue rises or falls.
- [06:30] Why focusing only on ROAS can quietly stall long-term growth.
- [08:40] The critical difference between the value of a new customer and an existing one.
- [11:20] Why not every marketing channel is meant to close the sale.
- [20:50] How documented processes create consistency—even in remote teams
In this episode:
Marketing doesn’t fail because of creativity—it fails when decisions are made without understanding the data behind them.
In this episode, Adi Klevit interviews Brook Shepard about how data should drive both marketing strategy and internal processes. Brook shares a powerful example of a brand whose revenue dropped in direct correlation with a decline in branded search volume. The insight was simple but overlooked: fewer people were searching for the brand, meaning awareness—not efficiency—was the growth problem.
Adi and Brook dive into one of the biggest misconceptions in marketing: over-optimizing for return on ad spend. Brook explains why relentless focus on efficiency often leads businesses to market only to existing customers, limiting long-term growth. Understanding the lifetime value of a new customer versus the short-term return of remarketing can completely change budget allocation decisions.
The conversation expands to AI, evolving search behavior, and the importance of documented internal systems. Brook emphasizes that while AI accelerates execution, taste and judgment remain human responsibilities. He also shares how Mason Interactive relies on clearly defined weekly processes to ensure consistency across remote teams. The takeaway is clear: whether in marketing or operations, growth requires structured systems supported by thoughtful analysis.
Resources mentioned in this episode:
- Adi Klevit on LinkedIn
- Business Success Consulting Group
- Brook Shepard on LinkedIn
- Mason Interactive
Quotable Moments:
- “If fewer people search for your brand, revenue will follow.”
- “ROAS alone doesn’t tell the full growth story.”
- “Not every channel is supposed to close the sale.”
- “AI doesn’t replace judgment—it requires it.”
Action Steps:
- Analyze branded search trends to identify awareness gaps.
- Calculate the lifetime value of a new customer—not just short-term ROI.
- Separate acquisition strategy from remarketing strategy.
- Define which marketing channels open doors and which ones close sales.
- Document weekly processes so performance doesn’t rely on individual instinct
Sponsor for this episode:
This episode is brought to you by Business Success Consulting Group.
At Business Success Consulting Group, we create custom processes and tailor-made management systems so businesses can thrive.
Businesses simply can’t survive without workable systems and well-documented processes. That’s why our team of experienced professionals takes care of it for you.
We provide business owners, entrepreneurs, and key executives with six phases to success, along with the long-lasting systems necessary to support business expansion.
So, what are you waiting for? Do yourself a favor and cut the chaos out of your business.
Visit bizsuccesscg.com today or email info@bizsuccesscg.com to schedule a free consultation.
