Post by The Quality Group

TQG @ OMR - Part 2: How do ESN and More Nutrition optimize media buying with AI? Our Teamlead for Performance Marketing Paid Social & Affiliate Marketing, Paul Keil, took the stage with Markus Repetschnig, the CEO of Admetrics. Together, they shared how performance marketing has evolved from manual execution to a scalable system. The starting point is simple: growth isn't about platform metrics; it's about acquiring customers profitably. The way decisions are made is what changes. Rather than optimizing for isolated KPIs, the focus shifts to real business impact by separating new and existing customers, understanding channel contribution, and building a setup where data reflects reality, not just platform signals. As channels, campaigns, and creatives become more complex, manual control becomes impractical. The solution is a system in which data, technology, and clear rules collaborate to enable faster, more consistent decisions at scale. Together with Admetrics, this approach connects all relevant data points into one decision layer, turning intuition into measurable, comparable, and actionable information. In practice, over the past 12 months, performance marketing has transformed into a fast-moving, professional setup, with clear improvements in new customer acquisition, revenue, and channel diversification. The level of interest during the session made one thing clear. The room was filled well before the start, discussions continued beyond the planned time, and the exchange carried on even after the session ended. This is a strong signal of how relevant this shift has become.