Tag Archives: data activation

227: The Correlation masquerade (The Dungeon of martech architecture, part 3)

Your warehouse is clean, your agents are running, everything looks like it’s working, and that’s the trap. This floor is where AI mistakes correlation for causation and scales the mistake at machine speed, eroding revenue behind a green dashboard. We unpack the fix: holdouts, guardrails, and a causal context graph that proves what actually works.More

225: The Fall of CRM gravity (The Dungeon of martech architecture, part 1)

At some point in the last decade, the CRM became a shared apartment with 19 roommates, each adding their own version of the source of truth. This episode argues for a cleaner path: raw data into the warehouse, transformation with tools like dbt, then activation through reverse ETL so definitions stay centralized and audiences stay portable. More

222: Ashley Langford: How senior MOps practitioners are navigating the 2026 job search

Jason breaks down the 5 non-negotiables of minimum viable readiness before you deploy any AI agent, explains why the marketing ops function is becoming more critical as AI takes over execution, and argues that unbounded AI autonomy creates more risk than warehouse data ever will. He also defends GTM engineering as a real discipline rather than a rebrand, and closes with a Dune analogy.More

219: Elizabeth Dobbs: Inside Databricks’ stack with 3 AI agents, 1 lakehouse, and 6 years of data work

Liz spent 6 years at Databricks building the data infrastructure before deploying any AI on top of it. She’s shipped 3 production agents (Marge, Tagatha, and Atlas) and she’ll tell you exactly what broke first and why the team kept going anyway. You’ll hear how a marketing lakehouse becomes the foundation that makes every agent actually work, why the agent label debate is a distraction.More

212: Tobias Konitzer: The Causal AI revolution and the boomerang effect in marketing decision science

Tobi challenged marketing’s fixation on prediction. He has built highly accurate LTV models, but accuracy alone does not move revenue. Marketing is intervention. Correlation shows patterns; causality tells you what happens when you pull a lever. That shift reshapes experimentation, explains why dynamic allocation can outperform static A B tests, and highlights how self learning systems can backfire or get stuck in local maxima.More

183: Kevin White: Building a super IC role to escape management burnout and fixing the broken promise of AI SDRs

Kevin rebuilt his career around the work that fuels him. After years leading teams at Segment, Retool and Common Room, he walked away from politics and board decks to create a “super IC” role focused on experiments, product evangelism, and hands‑on growth. He applies that same mindset to go‑to‑market: strip out the bloat, ditch templated outreach, and use real buyer behavior to build small, personal campaigns.More

161: Angela Rueda: Meta’s Director of Martech on build vs buy, vendor selection and hybrid stacks

Angela walked into Meta’s engineering-first culture, discovering a sprawling mess of DIY custom martech solutions, and leading the organization through a fundamental mindset shift about build vs. buy decisions. She brings us through the technical and emotional journey of aligning more than 150 stakeholders ultimately forcing them to embrace a hybrid build-and-buy approach during a pivotal merger. More