Rebecca imagines a future marketing org built on three layers: leadership fluent in data and AI, a dispatch control tower staffed by engineers and privacy experts, and pods that design customer journeys while agents handle scale. More
Tag Archives: warehouse-native
185: Jonathan Kazarian: Platforms vs point solutions and the marketing operator’s dilemma
Jonathan framed point solutions as late-night distractions, while Phil argued they solve real constraints platforms can’t touch. Darrell pulled the lens to data models and warehouse-native teams lean on composability for speed and control. We also cover costs, support, documentation, integrations and more!More
180: István Mészáros: Merging web and product analytics on top of the warehouse with a zero-copy architecture
István built a warehouse-native analytics layer that lets teams define metrics once, query them directly, and skip the messy syncs across five tools trying to guess what “active user” means. Instead of fighting over numbers, teams walk through SQL together, clean up logic, and move faster.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
155: Meg Gowell: Typeform’s full stack marketer on growth experiments, brand momentum and warehouse-native stacks
Marketing leadership in 2025 is a wild time. After years of learning martech and technical concepts to become a full stack marketer, you finally land that dream director gig… only to watch your hard-earned tech skills collect dust while you drown in meetings. Megan helps us see the way forward.More
152: Sarah Krasnik Bedell: A data eng turned marketer on embedded marketing analysts and batch vs webhook pipelines
What happens when a data engineer with an obsession for truth-testing crashes into marketing’s ‘best practices’? Sarah’s journey from code to growth unfolds like a trained detective story, where she picks apart marketing myths and rebuilds them with an engineer’s first principles. Her fresh take on centralyzed vs decentralyzed data team structures favors embedding an analyst deeply in marketing and growth teams.More
151: Austin Hay: An operator’s guide to AI agents, composability, building in concert and self-designing APIs
Something extraordinary is brewing in the world of martech. In the near future, Austin thinks AI agents will turn into an omniscient digital butler, anticipating your needs with uncanny precision while vanishing into the background of your workday. But the real revolution unfolds in the seemingly mundane machinery of marketing operations, where innovative companies are transforming their spaghetti mess of data pipes and platforms into something approaching digital poetry. More
150: Welcoming Darrell Alfonso as a co-host, celebrating baby milestones and the top 2 predictions for martech by 2030
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
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