The human behind the algorithm
A look at where data-driven personalization still needs a human touch.
Making sense of modern marketing
I write about how data, AI, customer decisioning, measurement and human judgment are reshaping marketing.
I write about
-
Marketing Modernization — How data, technology, decisioning, content, channels and operating models fit together.
-
AI & Customer Decisioning — How organizations move from rules and campaigns toward predictive, adaptive and increasingly intelligent decisioning.
-
Measurement & Marketing Science — Experimentation, incrementality, attribution, MMM, customer value and the discipline of understanding what actually worked.
-
Leadership & Transformation — The operating models, organizational choices and human dynamics behind successful transformation.
Writing
Why most martech stacks fail before they start
Lessons on aligning strategy, technology, and org design before chasing new tools.
Read more →Latest
On mentorship and making time to show up
Reflections on what years of mentoring have taught about leadership.
Decisions at scale
How decisioning platforms shift the unit of marketing from the campaign to the individual.