# 200: Matthew Castino: How Canva measures marketing

Page: https://stenobird.com/podcast/humans-of-martech-1320163/200-matthew-castino-how-canva-measures-marketing
Text version: https://stenobird.com/podcast/humans-of-martech-1320163/200-matthew-castino-how-canva-measures-marketing.md
Podcast: [Humans of Martech](https://stenobird.com/podcast/humans-of-martech-1320163)
Published: 2025-12-16T09:00:00+00:00
Episode link: https://humansofmartech.com/2025/12/16/200-matthew-castino-how-canva-measures-marketing/
Audio file: https://media.transistor.fm/54ddbe60/9a5bd868.mp3
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JSON: https://stenobird.com/v1/public/podcasts/humans-of-martech-1320163/episodes/200-matthew-castino-how-canva-measures-marketing
Duration seconds: 3337

## Resource

What’s up everyone, today we have the pleasure of sitting down with Matthew Castino, Marketing Measurement Science Lead @ Canva. (00:00) - Intro (01:10) - In This Episode (03:50) - Canva’s Prioritization System for Marketing Experiments (11:26) - What Happened When Canva Turned Off Branded Search (18:48) - Structuring Global Measurement Teams for Local Decision Making (24:32) - How Canva Integrates Marketing Measurement Into Company Forecasting (31:58) - Using MMM Scenario Tools To Align Finance And Marketing (37:05) - Why Multi Touch Attribution Still Matters at Canva (42:42) - How Canva Builds Feedback Loops Between MMM and Experiments (46:44) - Canva’s AI Workflow Automation for Geo Experiments (51:31) - Why Strong Coworker Relationships Improve Career Satisfaction Summary : Canva operates at a scale where every marketing decision carries huge weight, and Matt leads the measurement function that keeps those decisions grounded in science. He leans on experiments to challenge assumptions that models inflate. As the company grew, he reshaped measurement so centralized models stayed steady while embedded data scientists guided decisions locally, and he built one forecasting engine that finance and marketing can trust together. He keeps multi touch attribution in play because user behavior exposes patterns MMM misses, and he treats disagreements between methods as signals worth examining. AI removes the bottlenecks around geo tests, data questions, and creative tagging, giving his team space to focus on evidence instead of logistics. About Matthew Matthew Castino blends psychology, statistics, and marketing intuition in a way that feels almost unfair. With a PhD in Psychology and a career spent building measurement systems that actually work, he’s now the Marketing Measu…

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