Gaz Alushi of Whalar: Why creators deserve a place in the media mix
July 23, 2026
How should brands measure the impact of creator marketing? In this episode of Change Agents: Inside Modern Insights, Devora Rogers talks with Gaz Alushi, Global President of Measurement and Analytics at Whalar, about bringing measurement discipline to one of advertising’s fastest-growing channels.
Gaz explains why creator marketing should be evaluated using the same principles as any other media investment, shares the career lesson that changed how he approaches research and discusses why executives value uncomfortable truths more than reassuring data. The conversation also explores multimodal research, the limits of big data and AI, and why helping business leaders understand what data can and cannot answer is one of the most important roles insights teams play.
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