Tag Archives: vendor selection

178: Guta Tolmasquim: Connecting brand to revenue with attribution algorithms that reflect brand complexity

Brand measurement often feels like a polite performance nobody fully believes, and Guta learned this firsthand moving from performance marketing spreadsheets to startup rebrands that showed clear sales bumps everyone could feel. When she built Purple Metrics, she refused to pretend algorithms could explain everything, designing tools that encourage gradual shifts over sudden upheaval.More

175: Hope Barrett: SoundCloud’s Martech Leader reflects on their huge messaging platform migration and structuring martech like a product

In twelve weeks, Hope led a full messaging stack rebuild with just three people. They cut 200 legacy campaigns down to what mattered, partnered with MoEngage for execution, and shifted messaging into the product org. Now, SoundCloud ships notifications like features that are part of a core product. Governance is clean, data runs through BigQuery, and audiences sync everywhere. The migration was wild and fast, but incredibly meticulous and the ultimate gain was making the whole system make sense again.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