The Humans of Martech enters an exciting new chapter with Darrell Alfonso joining as co-host, bringing fresh energy and insights to the show. As a long-time listener and new dad, Darrell offers relatable stories of juggling work, family, and community while sharing bold predictions like the shift to warehouse-native architectures in martech, which promise to streamline data operations for enterprises. More
Tag Archives: data warehouse
143: Danny Lambert: A guide to data transformation and building a warehouse-first martech stack
Marketers often feel like they’re battling a dragon when it comes to integrating data. We’re overwhelmed by technical jargon, stuck with outdated methods, and facing roadblocks from data teams. Danny walks us through his journey of cautiously entering the data world and the role dbt can play for marketing teams. Here’s how to get started with a warehouse-first martech stack.More
142: Lourenço Mello: Snowflake’s Product Marketing Lead on the marketing data stack of the future
Lourenço drops us straight into the gravity well of martech, where Snowflake’s latest report pulls in the tools that really matter, letting the fluff float away. It’s all about data gravity, bringing the applications to the data instead of wasting energy shuttling data around. This shift is redefining what’s possible, streamlining operations, and giving marketers a new superpower to harness the forces of AI and analytics.More
141: Rutger Katz: Cutting through the fluff of Lean methodology and recognizing when process gets in the way of efficiency
Rutger helps us cut through the fluff of Lean methodology in marketing and how to spot when process gets in the way of efficiency. His advice is to cut out the waste—whether in your process, your tech stack, or how you measure success. Focus on what drives conversions, keep your systems lean, and use simple structures to maintain speed without sacrificing alignment.More
140: Jared DeLuca: Appcues’ Director of Ops on integrating demo bookings within your product and using AI to uncover incremental lifts
Jared takes us inside the mad but amazing world of martech at Appcues – the top product adoption SaaS on the planet. We cover his transition from demand gen to ops, how he’s integrated demo bookings within the product using RevenueHero, the difference between ops and revops. More
139: Ron Jacobson: Why multi-touch attribution excels in credit distribution but fails in causality
Multi-touch attribution is a credit system, not the full story behind conversions. Incrementality testing digs deeper, asking what would’ve happened without a campaign. Don’t get stuck with basic tools; true measurement needs first-party data and statistical models. For startups, focus on nailing one channel before using tools like MTA or MMM to refine growth strategies.More
138: Erin Foxworthy: Snowflake’s Industry Lead on the future of data warehousing, from APIs to data sharing and a unified data layer
In this episode, Erin takes us on a ride through the merging worlds of martech, adtech, AI, and privacy, giving a bold glimpse into what’s next for customer data. We cover how you can use 1st party data for seed predictions, why it’s time you move on from APIs and adopt data sharing and what the unified data layer means for marketers.More
119: Adam Greco: The Future of event-based web analytics
Adam is a leading voice in digital analytics and he unpacks event-based analytics and how it’s transformed how marketers interact with data. Data tools are complicating the martech landscape with overlapping functionality and confusing terminology so Adam breaks down the nuanced difference between product analytics, customer data infrastructure and ETL.More
108: Ezra Fishman: Wistia’s VP of Growth on healthy data skepticism and North star metric limitations
Ezra is a strategic and technical visionary at Wistia. He combines an audience-first content strategy with a data-informed approach to drive sustainable growth. His insights offer invaluable lessons on growing and engaging with audiences in meaningful ways, advocating for a blend of strategy, intuition, and data-informed decisions in marketing.More
96: Natalie Miles: Building vs. Buying Martech, the Power of Generalists and Assembling a Composable CDP
Don’t underestimate the role of generalists in martech; they’re your go-to for system-level thinking and breaking down data silos. Building vs buying your tech stack? It’s not black and white; successful setups usually mix both, and including engineers in the decision process is non-negotiable.More