My first job was working on the digital products that power the USPS's Online Change of Address experience. 

These 5 stats behind mover marketing in the US will blow your mind. 

Lets dive in ⬇️ 

1. 13% of Americans move each year. 

Yes, that’s over 40 million of us dealing with the pain in the --s that is moving.

2. The average person moves 11.7 times in their lifetime.

Every one of these moves is an opportunity for brands to come in and disrupt shopping loyalty/patterns to capture new customers. 

3. $410B in retail spending occurs within a year of moving. 

That’s a lot of consumer dollars up for grabs @ retailers. 

4. $240B of that spend occurs within the eight weeks around move day.

The mover hyper-spend curve is an absolute game changer for brands who can find and capitalize on it. 


5. 40% of all moves in the United States take place during the summer months of June, July and, August.

Even without the tools or data to segment campaigns for recent movers, it may be time to add some mover messaging into the mix during this time of the year. 

America's Most Valuable Retail Audience

PSA: You don’t need to be in SF, NYC or Austin to find and meet with like-minded peers in data and product. 

Do you have to try a little bit harder to find them? Yes, 💯.

But, I’d bet to say that you’ll be more than surprised once you do 👍 


Example: Amazing 🧠’s from @Spotify @coda_hq @HightouchData @themansion_life @mosdotcom @MyWorkChoice + more all came together in Charlotte last night thanks to @lennysan ‘s product community.


Interesting in joining our CLT meetups? 

DM me and I’ll give you some more details on how to join. 

Building a CLT Data & Product Community

Build or Buy? A question as old as time. And one that modern orgs continually ask when it comes to Martech. 

Over the course of my early career, I've helped architect the MarTech stacks behind some of the largest US digital brands... 

My thoughts on "Build vs Buy" in a 🧵 

1. Answering Build vs. Buy is a Balancing Act. 

There are pros and cons to both sides of the argument that you must take into account to determine what's best for your organization. 

2. At the end of the day though, "Build or Buy?" isn't the question you should be asking. 

What you should be asking is "What gets us to where we need to be?"

To answer that question, you need to take into account 4 key considerations...

3. First, Martech's Law.

Technology Changes at an Exponential Rate. 

MarTech innovation specifically moves at a rapid clip and it’s incredibly hard for organizations to keep up.

4. Yes, agile organizations move quicker than the majority. 

But they likely still aren't at the forefront of technological change.

5. Adopting new technologies enables organizations to reset their trajectory to get them to where they need to be. 

From there, they can build on top of those leading technologies and continue on a new trajectory.

6. Second, only Build when you can Create Valuable Differentiation.

Don't reinvent the wheel - speed to market is critical and building technology that is readily available on the market will only hold you back. 

7. Third, Opportunity Cost is Expensive.

Your people are your most important resource. 

Having those resources reinvent the wheel for minute gains = lost opportunity to create NEW value elsewhere.

8. Lastly, the MarTech Landscape is Mature.

We are late to a (never-ending) game.

The features you are looking for are likely* already entire companies with 100+ engineers working on them daily.

9. So what should you do? 

I can't tell you exactly what that answer is. But I can tell you the stance I take 9/10 times. 

License World-Class Products, Build Differentiated Capabilities on top of them and Invest in the Connective Tissues.

10. Licensing World-Class Products allows you to leverage the best-in-class capabilities of market leading products - without wasting resources on undifferentiated builds. 

ex. You don't need to build an ESP from scratch (see @braze or @hubspot)

11. Building Differentiated Capabilities on top enables your team to create experiences that allow you to stand out from the crowd. 

ex. Proprietary product recommendation engines can be fed into your stack to drive omnichannel personalization.

12. Investing in the connective tissue allows you to create a seamlessly integrated Martech stack that remains as agile as your organization.

ex. Data activation platforms allow you to send your customer data anywhere it needs to go in minutes (see @HightouchData)


Huge s/o to @chiefmartec whose content I referenced in some of the tweets as guiding principals.

Want to challenge my thinking or jam out on Martech in general? My DMs are always open. 



The Great MarTech Debate

So excited for this one....

Today, @HightouchData is launching Traits 🚀

Traits enables users of any technical level to create computed or calculated fields that can then be used to hyper-personalize marketing campaigns.

Previously, Marketers needed to wait on data teams to create and store computed fields like Lifetime Value or Last Product Viewed in the warehouse to leverage the data points in audience building and syncs. 

Now, anyone can create computed fields or "Traits" - with no-code. 

Traits can then be used to:

Build Audiences ➡️ Sync a High LTV audience to your ESP like @Braze or @Iterable for remarketing 
Enrich Audiences ➡️ Sync the Last ProductId that customers in your High LTV audience purchased to personalize cart abandon campaigns  🤯 

With the new feature, Hightouch is yet again breaking down barriers to enable marketing teams to move faster while driving new personalization capabilities - all leveraging the data warehouse as a single source of truth.

You can find the full writeup on the feature here https://hightouch.io/blog/introducing-hightouch-traits/

Feel free to DM me with any questions and stay tuned for more updates

Supercharging Marketers Everywhere

While you're here: http://cdpsaredead.com

Cloud CDPs are Dead

A couple days ago I posted a poll in a LinkedIn group full of some of the best email marketers out there.

I wanted to learn about how their teams handled getting customer data to their CRMs/ESPs. 

160 results later and we folks, have some interesting findings:

16% of respondents said that they have all the data points they need in their ESP. 

Yes, less than 1/5th feel like they have what they need to do their job to their fullest potential. 

Imagine if they had every data point they wanted… 

40% ask their data or dev team for support getting new data points to their ESP. 

Ok, so we are getting better… but why wait on other teams to just sync data from one system to another? 

23% use CSV uploads to get data to their ESP. 

No waiting on dev or data teams, but downloading, then uploading customer data with excel can’t be efficient… 🤦‍♂️ 

20% use their CDP to get new customer data points to their ESP. 

I love that CDPs enable marketers to do their job without waiting on data teams. That said, what happens if the data points are fields calculated in the warehouse? Or from offline sources not being streamed in? 

This is why I work at @HightouchData and it’s why im so excited about the marketer-first data activation platform that we are building. 

Fully-enabled marketing teams. No more CSVs, no more waiting on data teams &amp; no more CDP limitations. 

Thanks for coming to my TED talk.

Email Marketers are Strapped for Data.

1/6 I could not be more excited to share that after five years at @RedVentures, I will be joining @HightouchData next week as the team continues on their mission to enable organizations everywhere to take action on their warehouse data

2/6 Over the course of the last six months, as my previous team worked to introduce a modern data stack for businesses across Red Ventures, I had the opportunity to witness first-hand the power that @HightouchData offers to both marketing &amp; data teams alike.

3/6 By enabling teams to activate their most valuable customer data that was previously siloed in their warehouse, @HightouchData gives any organization the ability to move faster while unlocking the full potential of each of their downstream MarTech &amp; AdTech products.

4/6 Use-cases range from enabling best-in-class paid media integrations, to entirely replacing traditional CDPs with a more flexible + secure solution, to even powering custom slack alerts for key customer updates ➡️ the possibilities are truly endless.

5/6 So why did I leave what I once thought was my dream job? B/c I saw the transformational value that @HightouchData can provide to any organization and with the amazing team in place already (s/o @kashgupta_ @tejasmanohar &amp; @joshwget), I know that we are just getting started.

6/6 Interested in trying out Hightouch or joining the team? Check out the site below and don’t be afraid to reach out with any questions!

https://hightouch.io/blog/the-data-activation-company/

A New Chapter

1/4 Our team was recently featured on The Data Engineering Podcast talking through how we’ve built a scalable &amp; flexible data platform at @RedVentures to meet the needs of various clients across @RedDigitalGBL

2/4 7 months into our MDS journey, we’ve implemented best-in-class tools like @getdbt @ApacheAirflow @montecarlodata @HightouchData &amp; @fivetran that have transformed the way our teams think about, trust &amp; leverage data.

3/4 While we are still (very) early in our transformational data journey, we’ve seen tremendous wins across the board and would love to share our learnings with the 🌍

4/4 Give it a listen here and let me know your thoughts! https://podcasts.apple.com/us/podcast/repeatable-patterns-for-designing-data-platforms-and/id1193040557