Number one thing I see with brands that come to us is they're overspending on their existing and engaged customers.

So they don't have their audience segments set up or they don't have proper prospecting, retargeting, and retention set up in their account.

I'm not talking top, middle bottom, top, middle bottom insinuates that we're trying to lead a consumer down a funnel.

That's not the case.

We're just trying to say, hey, all the people that we've never targeted before, let's target

those people.

All the people that have purchased from us before, let's target those people.

Step into the world of success with your brand amplified, the ultimate podcast designed to

unravel the intricacies of thriving businesses.

I'm your host, Onika Jackson, and I'm on a mission to uncover the stories, strategies,

and secrets that have propelled entrepreneurs and business leaders to success.

Thank you. that have propelled entrepreneurs and business leaders to success. I realize that before I keep talking about pets from Sam's previous job at Bark,

which I am a big fan of, that I needed to start the interview so we don't take up all the time

talking about our beloved animals.

So Sam Pillaro, thank you so much for coming on the podcast today. What you do in performance

marketing is something that really is a skill set. And especially with everything that's changing,

and I know you have some great strategies, tactics, things that you've tested. Because everything I teach

in digital content at USC now has to revolve around, well, how is AI affecting this? Or what part has

AI been helping with that we haven't even realized and how much further can we go? And still keep,

you know, people are concerned about keeping brand authenticity and being true

and credible, but also understanding how to use AI correctly. So your agency now is the

Moonlighters, your direct response advertising agency. So I'd love for you to talk a little bit

...