Episode 4

Your 2026 Media Mix Playbook: What to Measure, What to Maximize

In this episode of Go Beyond by Brandience, VP, Media Director Bill Brassine and VP of Digital and Programmatic Media Danyelle Horrillo break down the truth about today’s media landscape: from digital vs. traditional, to measurement myths, retail media misconceptions, data overload, personas, and the evolving customer journey. If you want to understand what really drives performance in 2026, this episode is your roadmap. You’ll learn why “digital vs. traditional” isn't a smart strategy, how to measure only what’s actionable, why retail media isn’t just for ecommerce, and the power of good data to build real, scalable audience personas. Bill and Danyelle also explain how brands of all sizes can navigate today's non‑linear customer journey and make smarter media decisions backed by meaning—not just metrics.

In This Episode

  1. The "digital vs. traditional media" debate
  2. The one measurement rule every brand should follow
  3. Why retail media works for all brands (not just ecommerce)
  4. How small and midsized brands can measure impact with the data they do have
  5. The hidden danger of digital data overload
  6. How to measure true influence (incrementality)
  7. Building powerful personas from deep datasets
  8. Why the customer journey is now a roundabout, not a funnel

About the Guests

Bill Brassine, VP, Media Director (Brandience) A strategic media leader helping brands maximize impact through smart omnichannel planning, actionable data, and intelligent measurement frameworks.

Danyelle Horrillo, VP of Digital and Programmatic Media (Brandience) A digital strategist focused on meaningful metrics, customer behavior, innovative targeting, and building media ecosystems rooted in performance + real human insight.

Connect with Us

👉 Follow Brandience on LinkedIn: https://www.linkedin.com/company/brandience

👉 Connect with Danyelle Horrillo: https://www.linkedin.com/in/danyellehorrillo/

👉 Connect with Bill Brassine: https://www.linkedin.com/in/bill-brassine-2513947/

👉 Connect with Go Beyond host, Brian McHale: https://www.linkedin.com/in/bmchale/

🌐 Visit us at: https://www.brandience.com

📰 Subscribe to our monthly newsletter: https://www.brandience.com/#:~:text=by%20data%20intel-,Sign%20up%20for%20our%20newsletter,-Brandience%20is%20my

Next Episode All Episodes Previous Episode

About the Podcast

Show artwork for Go Beyond
Go Beyond
Conversations the move brands forward

Listen for free

About your host

Profile picture for Brian McHale

Brian McHale

Brian is the CEO and Owner of Brandience, known for his hands‑on leadership and passion for building genuine, collaborative partnerships. With decades of experience guiding regional brands to national growth, he blends strategic insight with a drive for creative, innovative solutions.

Throughout his career, Brian has worked closely with brands across industries to uncover opportunities, expand into new markets, and launch bold ideas. His leadership has shaped Brandience into an award‑winning agency built on long‑term relationships and strategic creative thinking.

A frequent speaker and sought‑after expert, Brian shares his perspectives on entrepreneurship, agency operations, Generative AI, and modern marketing at major industry events and conferences. His work has earned recognition from Ad Age, the Cincinnati Business Courier, and Miami University’s RedHawks50.