Humans of Martech

Pranav Piyush, Co-Founder and CEO at Paramark, delves into the pitfalls of multi-touch attribution, urging marketers to focus on genuine sales impact. He advocates for early-stage startups to prioritize simple geo-based testing over complex models, enabling intuitive experiments. Pranav emphasizes understanding customer motivations and highlights the significance of holdout tests and marketing mix modeling for effective strategies. As businesses grow, he suggests balancing intuition with structured analytics to transform marketing into a valuable investment.

What’s up everyone, today we have the pleasure of sitting down with Jacqueline Freedman, CEO and Founder at Monarch Advisory Partners. Summary: Jacqueline straps on her jetpack and invites us to soar through the martech skies, teaching us how to navigate the journey of becoming an independent martech advisor. From hands-on execution tasks strategy and advisory projects and assembling a futuristic composable martech stack, we cover a lot of air miles. We navigate the build versus buy decision in martech, the realities of composable CDPs and embracing user-friendly modern marketing automation tools.About JacquelineJacqueline started her career in Account and relationship management before joining WeWork where she would eventually settle into a Global Engagement Marketing and Operations Manager role as the fifth marketing hire during the company’s hyper-growth She later joined an email and lifecycle growth agency as the 2nd team member and built out their NYC office where she worked with startups ranging from seed to series CShe then moved over to Grammarly as the founding Marketing Operations hire where she built out the B2B MOPs team and led their marketing technology stack to support their transition to a B2B2C companyAnd recently Jacqueline strapped on her jetpack and went out on her own as a solopreneur founding Monarch Advisory Partners, a full-stack Marketing Ops and Martech consultancyWhy Introspection is the Secret Weapon for Aspiring EntrepreneursJacqueline, reflecting on her transition from Grammarly to entrepreneurship, reveals the depth of her decision-making process. With a family history rooted in entrepreneurship, Jacqueline always envisioned herself running her own business. Observing her father and grandfather, she felt like she had a front-row seat to an MBA. This early exposure planted the seed of entrepreneurship, but it wasn’t until she recognized her unique skill set that she felt truly ready to take the plunge.The decision wasn’t impulsive. Jacqueline emphasized the role of introspection and reflection in her journey. She spent a year contemplating the right moment, fueled by her natural tendency to overthink. Through late nights and early mornings, she assessed her career achievements, from scaling WeWork during its prime to steering Grammarly’s shift to B2C. These experiences solidified her belief in her capabilities, leading her to recognize that she was ready for the entrepreneurial leap.Jacqueline’s courage was also bolstered by her practical approach. While at Grammarly, she had already begun advising several founders, driven by her passion for problem-solving rather than monetary gain. These conversations not only honed her skills but also provided a soft landing into entrepreneurship. By the time she officially launched her business, she had a lineup of clients ready, thanks to her reputation and the support of colleagues and partners who championed her abilities.Her journey highlights the importance of strategic preparation and the value of building a strong professional network. Jacqueline’s story is a testament to how a combination of introspection, practical experience, and a supportive community can make a significant career transition smoother and more successful.Key takeaway: Use introspection to identify your unique skills and career achievements. Reflecting on these aspects will not only boost your confidence but also clarify your readiness for major career changes, like transitioning to entrepreneurship.How TV Dramatization Barely Scratches WeWork's RealityWhen asked about the accuracy of the WeWork TV show "WeCrashed" on Apple TV, Jacqueline offered a candid perspective. Having watched all the content related to WeWork, she noted that "WeCrashed" starring Jared Leto and Anne Hathaway, came closest to capturing the essence of the events. However, she emphasized that the series only scratched the surface of what truly transpired.Jacqueline explained that while the series contained a kernel of truth, the actual events at WeWork were far more intense. Everything depicted in the show was amplified tenfold in reality. This amplification was very much in line with WeWork's brand, known for its high-energy and sometimes chaotic environment. She described her experience of watching the dramatization as somewhat PTSD-inducing due to its accuracy in portraying the underlying ethos of WeWork.Despite the dramatization, Jacqueline found it fascinating and somewhat validating to see the story unfold on screen. The series succeeded in conveying the core truth of WeWork's journey, even if it couldn't fully encapsulate the extremities of the real-life scenarios. For Jacqueline, revisiting those memories through the show was a mixed experience, balancing between validation and the resurfacing of intense memories.Her insights underscore the dramatic nature of WeWork’s history and how media adaptations, while engaging, often have to simplify or condense reality. For viewers, it’s a reminder that behind the scenes, the stories of such companies are often more complex and multifaceted than any series can fully capture.Key takeaway: Jacqueline noted that while "WeCrashed" captured the essence of WeWork, it only scratched the surface of the true events, which were far more intense. The dramatization, though somewhat accurate and PTSD-inducing, validated the chaotic environment of WeWork. However, she emphasized that media adaptations often simplify the complexities of real-life scenarios.How to Become a Martech AdvisorBalancing Hands On Execution Projects vs Strategic AdviceJacqueline addresses the nuanced demands of clients in marketing operations (MOPs). While she shares a passion for every facet of MOPs, she acknowledges a point in her career where hands-on tasks like copywriting and sending emails no longer align with her long-term vision. This shift towards focusing on advisement and strategy is something she enjoys, and it's about setting clear expectations from the start with clients.Each client’s needs vary, which Jacqueline finds exciting. However, it necessitates clear communication about what she offers. When clients require extensive lifecycle or demand generation email execution, Jacqueline is upfront about her role. If it's a short-term need, she might handle it, but for long-term commitments, she refers them to trusted partners. She mentions firms like Modular Marketing and Ragnarok, highlighting her strong relationships with these agencies. This symbiotic partnership ensures clients get top-notch service while allowing Jacqueline to concentrate on strategic advisement.By focusing on strategy, Jacqueline can provide high-level insights and direction that impact her clients' overall marketing operations. She values the ability to step back from the minutiae and look at the bigger picture, helping businesses navigate their marketing landscapes more effectively. This approach not only suits her professional growth but also ensures her clients receive specialized, high-quality execution from her partners.Jacqueline’s journey exemplifies the importance of evolving in one’s career and recognizing when to delegate tasks that no longer fit one’s vision. It’s about leveraging strengths and building a network of reliable partners to deliver comprehensive solutions. Her ability to set expectations and offer strategic guidance is a testament to her experience and foresight in the marketing operations field.Key takeaway: When transitioning to a more strategic consulting role, clearly communicate your focus and delegate hands-on tasks to trusted partners. This allows you to leverage your strengths, provi...

What’s up everyone, today we have the pleasure of sitting down with Simon Heaton, Director of Growth Marketing at Buffer. Summary: Simon helps us explore Buffer's martech journey, highlighting their shift from traditional tools to a product-led approach driven by data and server-side analytics. We unpack their use of Customer.io for automation and hold out testing, Redash for data insights, and their agile sprint model that fosters continuous innovation. Discover how Buffer's small team thrives with efficient, data-driven strategies.About SimonSimon started his career in the agency world at Banfield in Ottawa, CanadaHe later moved over to Shopify where he would spend nearly 7 years, first as a content Marketing Manager and later as the Senior Growth Lead, AcquisitionSimon’s also worn a part-time teaching hat for over 5 years, he was an Instructor with Telfer School of Management at UofO as well as a Professor at Algonquin CollegeHe’s a startup mentor for founders that are part of the Singapore-based equity fund at AntlerToday Simon is Director of Growth Marketing at Buffer, the world-renowned social media management platformBuffer’s Marketing Tech Stack and Why it Doesn’t Include a CRMBuffer’s marketing strategy is unique. They don’t use a traditional CRM like HubSpot or Salesforce. Simon explains that Buffer is a product-led company without a dedicated sales team. This means they don't need typical CRM functionalities like lead routing and scoring. Instead, Buffer relies heavily on data and product analytics to drive their marketing efforts.The core of Buffer’s operations is their data warehouse, with Segment acting as their Customer Data Platform (CDP). This setup allows Buffer to integrate various tools and centralize crucial information. Mixpanel, their product analytics tool, is pivotal in this system. It gathers both product usage and marketing data, providing a comprehensive view of user interactions.Simon highlights the importance of server-side tracking and integrating data from diverse sources such as AdWords, Customer.io, and Pendo. This integration helps Buffer understand the user lifecycle and measure the impact of marketing efforts beyond basic website metrics.Tools like Customer.io are also essential for Buffer. It manages most user communications, making it a critical component of their stack. The combination of Mixpanel, Customer.io, and other integrated tools ensures that Buffer can seamlessly track and analyze user behavior.Key takeaway: Not all B2B companies need a CRM or a sales team. A product-led approach, using robust data and product analytics tools, can effectively drive your marketing efforts and provide comprehensive insights into user behavior.The Power of a Visual and Intuitive Automation Flow InterfaceSimon loves working in a smaller team like Buffer, where he can get hands-on with their tools daily. He highlights how Buffer uses Customer.io for their marketing automation, a tool he's familiar with from his previous experience at Shopify. Unlike Shopify, which eventually switched to Salesforce Marketing Cloud for more enterprise-level needs, Buffer continues to thrive with Customer.io.Buffer relies on Customer.io to manage email marketing, push notifications for mobile apps, and various communication programs. Simon appreciates how the tool handles both marketing and transactional communications, offering a unified view of user interactions. This integration ensures consistency in messages, whether they're marketing emails or product notifications.Simon praises Customer.io's user-friendly interface, especially the journey mapping functionality and the WYSIWYG editor, which make it accessible for non-technical team members. Despite its ease of use, the platform also boasts deep technical capabilities, allowing for extensive customization through HTML and API integrations. This flexibility has been crucial for Buffer's needs.The integration with Segment, Buffer's Customer Data Platform (CDP), is particularly valuable. Simon emphasizes that having all data in Segment and seamlessly integrating it with Customer.io enables precise data handling. This setup ensures accurate and timely data flow, essential for personalized and effective marketing automation workflows.Key takeaway: Even as a small team, you can effectively manage complex marketing automation needs by choosing user-friendly tools like Customer.io that offer both simplicity and deep customization. This approach allows your non-technical team members to contribute meaningfully while ensuring your technical needs are met, enhancing overall efficiency and personalization in your communications.Experimentation and Holdout Testing at BufferExperimentation is a cornerstone of Buffer’s approach, and Simon is particularly enthusiastic about the capabilities provided by Customer.io. He explains that the platform's holdout testing functionality is essential for validating new programs and comparing campaign performance. Unlike some tools, Customer.io counts a delivery for the holdout group, simplifying the tracking process over time.The integration with Segment and Mixpanel is a game-changer for Buffer. This setup allows them to surface Customer.io data in Mixpanel, creating unique reports and dashboards to support their experiments. Tracking differences in behavior between groups becomes straightforward, thanks to the detailed delivery events logged for both test and holdout groups. This level of detail ensures that Buffer can effectively measure the impact of their campaigns.Simon also highlights the ease of A/B testing within Customer.io. Whether at the message level or within workflows, the platform’s randomization logic allows for extensive testing. Buffer can run tests on content, sequencing, and other variables, ensuring they continually optimize their marketing efforts. The ability to branch workflows and test different variants simultaneously is particularly valuable, enabling ongoing experimentation.Key takeaway: Leverage holdout testing and detailed event tracking within your marketing automation tools to gain deeper insights into your campaign effectiveness. This approach allows you to validate new programs, compare performance, and optimize your strategies based on precise, data-driven insights.Testing Journeys and Templating Language with QA Draft ModeSimon praises Customer.io's QA draft mode, a feature he finds invaluable for Buffer’s marketing automation. This functionality allows the team to build complex workflows, trigger off specific data points, and test the entire process in a production environment without actually sending emails. It’s a unique capability that Simon has not found in other tools, making it a standout feature of Customer.io.Simon highlights how QA draft mode lets them see real users qualifying for different branches of the workflow while emails remain in draft. This means they can verify that users are correctly segmented and the emails look as intended, all without prematurely sending any messages. This testing phase is crucial for catching errors that might not be evident during initial previews.Buffer has used this feature for several initiatives, such as new onboarding iterations and product notifications. Given the high frequency and volume of these emails, ensuring everything works perfectly before going live is essential. Simon appreciates that once the testing phase is complete, it only takes a click to start sending the validated emails to users.This capability saves time and reduces the risk of errors in live campaigns. It allows Buffer to maintain high st...

What’s up everyone, today we have the pleasure of sitting down with Ashleigh Johnson, Marketing Technologist at Microsoft. Summary: Ashleigh gives us a glimpse into the enterprise world of martech, and it might not be what you’re expecting. She emphasizes embracing the unexpected by seeking diverse roles and rotational programs. Building a personal network within large organizations like Microsoft is crucial for navigating corporate silos. Curiosity and people skills, including shadowing colleagues and effective communication, are paramount. Ashleigh highlights the need for robust documentation and the strategic use of AI for routine tasks to boost productivity. Finally, she advocates for marketers to lead AI deployment, ensuring flexibility and innovation by empowering tool owners to make technology-driven decisions.About AshleighAshleigh started her career at Trend Micro, a global cybersecurity company as a Sales and Marketing Associate with rotations as a Lead Qualification Rep, then a Marketing Coordinator and finally a marketing Ops and Automation associateEventually she would get promoted to Marketing Automation Manager where she was responsible for all things building, QA and campaigns across a variety of martechShe then took on the role of Senior Marketing Operations Manager at Cornerstone OnDemand, a talent experience platform where she rolled out a Content Intelligence tool and a Webinar engagement platformToday Ashleigh is Marketing Technologist at Microsoft on their Platform Operations team where she strategizes and consults on how the martech stack is used across different workstreams of the businessEmbracing Openness in Marketing CareersAshleigh highlights the significance of being open-minded in the marketing industry. She reflects on her early career, noting that she had no idea what martech was when she started. College had prepared her for traditional marketing roles—branding, PR, content management—not martech. She envisioned a straightforward path in these areas but ended up somewhere entirely different.Her entry into martech came by chance, thanks to a rotation program at Trend. This experience unveiled a whole new side of marketing she hadn’t considered. Ashleigh stresses that there’s much more to marketing than what college teaches. She urges young professionals and students to stay open to various roles and experiences.Ashleigh advises against the narrow approach of targeting only specific job types based on college education. She encourages a broader perspective, exploring different facets of marketing, and being receptive to opportunities that might initially seem outside one's defined path. This openness can lead to surprising and rewarding career paths, as it did for her.Her journey exemplifies the benefits of keeping career options open and exploring the full spectrum of the marketing industry. By stepping outside conventional boundaries, one can discover new and exciting opportunities in martech and beyond.Key takeaway: Embrace the unexpected by diversifying your job search beyond traditional roles. Actively seek out rotational programs or internships that expose you to different facets of marketing. This strategy will help you uncover hidden opportunities and potentially lead to a more fulfilling and dynamic career path.Navigating Martech Silos at Giant CorporationsWorking at a behemoth like Microsoft offers a unique perspective on martech operations. Ashleigh, who has been with the company for two and a half years, admits that the scale still overwhelms her. Coming from smaller enterprises where she handled marketing operations for the entire company, the shift to Microsoft’s segmented structure has been significant.At her previous companies, Ashleigh was part of small, global marketing ops teams, typically ranging from three to seven people. These teams managed the martech stack across the entire organization. In stark contrast, Microsoft’s martech environment is vast and compartmentalized. Multiple teams handle different aspects, and Ashleigh often finds it challenging to keep track of all the players and their roles.Ashleigh's current role focuses on supporting enterprise cloud products and services, specifically in a pre-sales capacity. There are separate teams for post-sales, gaming, hardware, and other areas, each with their own martech stacks and operations. The sheer size of the company means that even after years, she doesn’t know all the teams or their specific functions.Adjusting to this environment has required a significant mindset shift for Ashleigh. She’s accustomed to having a comprehensive view of martech operations, working closely with marketing and sales, and understanding the big picture. At Microsoft, she’s had to accept a more siloed view, focusing on her specific area and recognizing that she won't have visibility into all parts of the company. It’s a continuous learning process, and embracing this limited scope has been a significant adjustment.Key takeaway: When transitioning to a larger organization, prioritize building a personal network within your company. Regularly schedule coffee chats or brief meetings with colleagues from different teams to understand their roles and how they intersect with yours. This will help you navigate the segmented structure and foster a more collaborative and informed working environment.Why Microsoft’s Fast-Paced Culture Beats the Slow Corporate MythAshleigh values the collaborative culture at Microsoft. One of her favorite aspects is working with diverse teams and individuals. In such a large organization, there’s a role for everything, which means constantly interacting with new colleagues. This variety keeps her projects dynamic and introduces her to smart, creative minds across different domains.When addressing common criticisms of enterprise environments, Ashleigh counters the notion that things move slowly. Contrary to the stereotype, she finds Microsoft’s pace anything but sluggish. There’s always a project in motion, and new initiatives constantly arise. This fast-paced environment ensures that her work remains engaging and ever-evolving.Another positive is the breadth of experience she gains. Unlike the narrow focus some might expect, Ashleigh’s work spans various aspects of martech. Her background in events has expanded to encompass broader martech roles, offering her new perspectives and skills outside her previous specialization. This variety keeps her job interesting and allows her to grow continuously.The enterprise environment at Microsoft provides Ashleigh with both depth and breadth in her career. She appreciates the chance to collaborate with a wide range of professionals and tackle diverse projects, all while maintaining a fast-paced, stimulating work environment.Key takeaway: To maximize your growth in a large organization, actively seek out cross-functional projects that require collaboration with different teams. This approach will not only broaden your skill set but also help you build a diverse professional network, keeping your work dynamic and your career development continuous.Why Curiosity Outranks Experience in Martech CareersCuriosity has been a cornerstone of Ashleigh's career in martech. She attributes much of her success to her insatiable curiosity and willingness to figure things out on her own. Unlike traditional roles with clear guidelines, martech often lacks a roadmap. This absence of predefined instructions demands a curious mindset, constantly seeking to understand how tools and technologies work.Ashleigh enjoys shadowing senior team members, a practice she values dee...

In this conversation, Siobhan Solberg, a data privacy consultant and former classical musician, delves into the complexities of ethical marketing. She highlights how cultural differences shape privacy perceptions between the U.S. and EU, and emphasizes the need for empathy in data practices. Siobhan advocates for collaboration between marketing and legal teams for compliance, while urging marketers to focus on meaningful engagement over precise metrics. The discussion also touches on the implications of AI in marketing and the importance of transparency and trust in consumer relationships.

Sam Oh, VP of Marketing at Ahrefs and SEO expert, shares insights on navigating the digital marketing landscape. He emphasizes the importance of SEO fundamentals and understanding user intent, especially as AI tools like ChatGPT disrupt traditional search behaviors. Sam advocates for a diversified content strategy across multiple platforms and careful integration of AI in content creation. He also explores finding work-life balance, the value of product quality, and how a positive morning routine can enhance productivity and well-being.

Former CPO at Eventbrite, Casey Winters, discusses why engineers should focus on product and data, while leveraging specialized martech vendors. Building in-house martech tools is discouraged for marketers and engineers due to scalability and UI issues. The collaboration between engineers and marketers is essential for effective martech implementation, debunking the notion that martech is only for engineers. The podcast also explores the growth of martech as a category and the importance of cross-functional collaboration in the industry.

What’s up everyone, today we have the pleasure of sitting down with Vish Gupta, Marketing Operations Manager at Databricks. Summary: This episode with Vish is jam packed with advice for marketers making their way through the martech galaxy. We touch on the pitfalls of Frankenstein stacks and the perks of self-service martech. Vish explains why martech isn't just for engineers and highlights the efficiency of customized Asana intake forms. We also tackle the dangers of over-specialization for senior leaders. Additionally, we explore the intersection of martech and large language models (LLMs), providing insights on how to stay ahead in the evolving landscape.About VishVish started started her career as a Business Analyst in sales ops at Riverbed, a network management companyShe later joined Redis Labs – a real time data platform – as a Marketing Coordinator and got her first taste of analytics and reporting covering social, paid and eventsShe had a short contract at Brocade where she was Marketing Ops specialist and worked closely with their data science team to develop marketing reporting using BIShe then joined VMware, the popular virtualization software giant just before they were acquired by Broadcom. She was both a marketing analyst and later shifted to Growth Analyst where she focused more on Go to market strategyToday Vish is Marketing Operations Manager at Databricks, a leader in data and AI tech valued at more than 40BInfluences from a Tech-Infused ChildhoodVish’s upbringing in a tech-savvy household shaped her career path significantly. Her parents, immigrants from India, transitioned into tech for better opportunities, despite initial dreams of cricket and architecture. This drive for a better lifestyle through technology was a core narrative in her family.Interestingly, Vish initially rebelled against this tech-centric world. She pursued psychology, striving to carve out her unique path. However, practicality led her back to tech, aligning her career with her desired lifestyle. This shift wasn't romantic but highlighted her adaptability and strategic thinking.Her parents' relentless upskilling and enthusiasm for technology left a lasting impression. Their constant engagement with new tools and innovations inspired Vish to embrace learning and staying current with tech trends. This mindset proved invaluable in her role at Databricks, where technological adeptness is key.Growing up in Silicon Valley provided Vish with a unique network and role models in tech. This environment, combined with her parents' stories and actions, underscored the importance of tech as a vehicle for advancement and success.Key takeaway: Vish's tech-centric upbringing, driven by her immigrant parents' pursuit of better opportunities, significantly shaped her career. Despite initially rebelling by studying psychology, practicality led her back to tech, showcasing her adaptability. Her parents' continuous upskilling inspired her commitment to learning, crucial in her role at Databricks.Why Your Frankenstein Martech Stack is Sabotaging Your SuccessA Frankenstein martech stack is like a tech monster stitched together from mismatched parts, always on the brink of chaos. Avoiding the creation of a Frankenstein stack is challenging for any marketing operations team who is trying to stay on top of new tools. Vish’s mantra is that tools are not problem-solvers on their own; people and processes are the real drivers of solutions.She’s a big proponent of understanding the role each tool plays within the organization. It's crucial to ask, "What is this tool doing?" If a tool isn't effectively serving a business purpose or hasn't been adopted well, it might be time to retire it. Simplification is key before automation. An overly complex or constantly changing process isn't a good candidate for automation.Vish points out a common misconception: the belief that automating everything is the ultimate solution. In reality, automating a clunky or inefficient process can exacerbate issues rather than resolve them. The focus should be on simplifying processes first. Only after streamlining should organizations consider tools that enhance efficiency.In practice, this means critically assessing each tool's contribution to the business. If a tool no longer serves its purpose or complicates processes, it's time to reconsider its place in the stack. Automation should follow simplification, ensuring that processes are as straightforward as possible before adding layers of technology.Key takeaway: Simplification should precede automation. Marketers must critically evaluate their tools and processes, focusing on streamlining before leveraging automation. This approach prevents the creation of a cumbersome, Frankenstein-like martech stack—a tech monster stitched together from mismatched parts, always on the brink of chaos.Empowering Campaign Ops with Self-Serve ModelsSetting up self-service models for campaigns is like to an all-you-can-eat buffet, where the food is already prepared, and you simply pick and choose what you want. In the realm of campaign operations, enabling self-service means providing users with the right tools and training, allowing them to be effective without the need for constant support.One such tool, Knak, plays a pivotal role in this self-service approach for Databricks. Vish explains that Knak allows users to create emails independently without needing to delve into their automation platform. This system keeps users out of the intricate details of their MAP, reducing the burden on the marketing operations team while still enabling efficient email creation. By using Knak, the process is streamlined: users work within Knak, sync their work to their MAP, perform quality assurance, and then execute their campaigns. This seamless integration not only simplifies operations but also enhances efficiency.Vish highlights the potential pitfalls of a full self-service model, where multiple users could potentially create chaos within their MAP. Instead, she advocates for a balanced approach, where specific components of the campaign process are made self-service. This method provides a win-win situation for both the operations team and the front-end users. The key is finding tools that allow for this partial self-service model, thereby maintaining control while empowering users.Knak was introduced to replace a previous tool that failed to meet expectations. Vish was part of the decision-making process, although the team had several champions for Knak and a supportive leader confident in their ability to select the right vendor. This collective decision-making and confidence in the tool have led to a successful implementation, demonstrating the importance of team involvement and leadership support in adopting new technologies.Key takeaway: Empowering users with the right self-service tools like Knak can streamline campaign operations and reduce the burden on the marketing team. A balanced approach to self-service can prevent chaos while maximizing efficiency.Why Martech Shouldn't Cater Exclusively to EngineersWhen asked if martech is really geared towards engineers, Vish provided a nuanced perspective. She finds the notion that martech should cater exclusively to engineers rather unsettling. For Vish, her expertise lies in mastering popular systems like Marketo and HubSpot, not engineering. She raises a compelling point about the value of specialized martech knowledge, emphasizing that the real worth of a martech professional is their ability to understand and implement what marketers need, not merely to build systems from scratch...

Carmen Simon, Chief Science Officer at Corporate Visions and Brain Science Instructor at Stanford CS, discusses using brain science to create memorable content. Topics include embodied cognition, deviating from expected patterns in AI, making data impactful, and the future of neuroscience in marketing.

What’s up everyone, today we have the pleasure of sitting down with Michael Rumiantsau, Co-Founder and CEO at Narrative BI. Summary: This episode delves into the future of Business Intelligence, highlighting AI's role in democratizing data for marketers, automating insights with LLMs, and the importance of anomaly detection. Michael’s on a mission to make data insights accessible and useful for everyone, not just experts, by leveraging AI to provide tailored, easy-to-understand insights that boost decision-making. The episode also discusses how proprietary data gives companies a competitive edge in the AI market by refining models and creating tailored solutions, while well-structured data sources enhance natural language query tools. Anomaly detection is crucial for quickly identifying issues and uncovering new opportunities, with tools like Narrative BI automating alerts for unusual patterns, reducing the need for constant monitoring, and enabling more strategic decisions. Michael explains how Narrative BI, an augmented analytics platform, not only presents data but also provides context, explains trends, and suggests actionable steps, helping marketers focus on significant changes and improve performance.About MichaelMichael started his career as an electronics engineer and then a backend software engineer where he dived into web dev, db management and API integrationsHe later took on the challenge of being CTO at an IT startup called Flatlogic based in BelarusHe then moved to San Francisco and founded a web and mobile dev consultancy which he ran alongside co-founding a natural language search startup called FriendlyData with a mission of democratizing access to data He went through 500 Startups, a VC seed fund acceleration programFriendlyData was acquired by ServiceNow in less than 3 years and Michael went on to join the company in a central product role to help develop their Natural Query Language AI toolHe’s also an investor at founders.ai, a startup platform for disruptive SaaS productsHis latest entrepreneurial endeavor is Narrative BI, a generative analytics platform that helps growth teams turn raw data into actionable narrativesDeciding When to Commit Fully to Your StartupStarting a business varies greatly depending on personal circumstances. Michael explains that while it might be easier for a young, single entrepreneur to take the plunge, it's a different story for someone with a family. Despite these differences, one thing is clear: at some point, you must go all in. Without full commitment, building something substantial is unlikely.Michael highlights the need to have "skin in the game." This means demonstrating serious commitment, which can convince others to support you. Investors, for example, are more likely to back someone who has shown they are fully invested. For Michael, this commitment meant leaving a secure, high-paying job and investing his own money into his venture, Narrative BI.Michael’s story shows the kind of dedication required. He left behind a seven-figure salary to pursue his startup. This kind of personal risk can be a powerful motivator and a strong signal to potential investors and team members. Making the transition from a stable job to a startup isn’t just a career move; it's a significant life decision that requires careful thought and total commitment.Key takeaway: Aspiring founders need to move from part-time dreamers to full-time entrepreneurs. Taking this leap is crucial for success. Without it, the foundation of your startup may remain weak. It’s about believing in your vision enough to put everything on the line.Encouraging Entrepreneurial Spirit in EmployeesMichael isn’t on his first entrepreneurial venture. He believes expecting startup employees to match a founder's dedication is unrealistic. Founders often work around the clock due to their significant equity stakes, but employees with smaller shares shouldn't be pressured to do the same.Michael values his employees' time and boundaries. He doesn't track how many hours they work, focusing instead on their contributions. This approach creates a healthier work environment, where employees feel appreciated for their results, not just their hours.He also encourages side hustles. For Michael, these ventures aren't distractions; they're sources of valuable experience that can benefit the company. His small team of eight includes individuals with diverse entrepreneurial backgrounds, with many already engaged in other income-generating activities. Michael sees this diversity as an advantage, bringing fresh ideas and perspectives to the company. This is a refreshing perspective coming from a founder and not shared by everyone. Shopify CEO for example is well known for discouraging side hustles and expects unshared attention from his team.Michael takes pride in his employees' entrepreneurial efforts. If someone leaves to start their own company, he sees it as a success and supports them fully. By fostering an entrepreneurial spirit, he believes his team becomes more innovative and motivated.Key takeaway: Supporting employees' side hustles and respecting their work-life balance can lead to a more innovative and motivated team. Encouraging entrepreneurial efforts within the team benefits both the company and the individuals, fostering a culture of mutual growth.Future of Business IntelligenceBI is here to stay. Michael points out that despite its $30 billion market size and growing influence, BI tools are still primarily designed for data specialists. In even the most advanced tech companies, adoption rates hover around 20-25%, leaving a vast majority of knowledge workers without direct access to valuable data insights.Michael sees a significant opportunity in democratizing BI. He believes every knowledge worker should access data insights, regardless of their technical background. This can be achieved through automated or AI-generated insights, making data more accessible to those who make critical business decisions but lack deep data expertise.Discussing dashboards, Michael notes their static nature as a limitation. Traditional dashboards rely on predefined metrics and queries, which can miss the nuances of a constantly evolving business environment. The static approach often results in overlooked insights that could be pivotal.Michael envisions a future where BI tools are dynamic, AI-powered, and user-friendly. This would allow real-time insights tailored to specific roles and individuals, enhancing decision-making processes across all organizational levels. By enabling a broader audience to harness the power of data, the potential impact of BI could be far greater than ever imagined.Key takeaway: The future of BI lies in making data insights accessible and actionable for all employees, not just data experts. Embracing AI-powered, dynamic tools can help businesses stay ahead by providing real-time, personalized insights, fostering a culture of informed decision-making.AI's Role in Democratizing Data for Knowledge WorkersMichael acknowledges that while BI tools are a boon for data enthusiasts, their complexity often hinders wider adoption among knowledge workers. Even with advanced natural language query tools, users need to understand database structures, table names, and relationships. This level of data literacy is uncommon among marketers and executives, creating a significant barrier.AI offers a promising solution to this challenge by proactively generating insights. Instead of waiting for users to ask specific questions, AI can analyze data trends and patterns to provide pers...