From Siloed to Strategic: How Unified Customer Data Fuels Predictive Marketing

Marketers don't need more data—they need smarter data. When you unify your first-party customer data and layer it with predictive AI, you move from generic messaging to precise, revenue-driving actions. Whether it’s suppressing low-propensity audiences, expanding high-value segments, or optimizing media efficiency, organized data is the engine that powers real growth.That’s a quote from Matt Greitzer and a sneak peek at today’s episode. Welcome to Revenue Boost: A Marketing Podcast—the show where growth-minded business leaders learn how to turn marketing into a measurable revenue engine. I’m your host, Kerry Curran: revenue growth–obsessed, go-to-market expert, and industry analyst. Each week, I sit down with the brightest minds in marketing, sales, and customer success to unpack the real-world strategies that drive sustainable growth.If you like what you hear, please be sure to follow, rate, and review the podcast on your favorite platform. It helps us reach more leaders like you.Today’s episode is all about the power—and the promise—of unified customer data. In From Siloed to Strategic: How Unified Customer Data Fuels Predictive Marketing, I’m joined by Matt Greitzer, CEO and co-founder of Actable. Together, we explore how smart brands are turning fragmented data into actionable intelligence using AI, clean cloud infrastructure, and strategic alignment across teams.Whether you’re dealing with outdated systems or trying to scale predictive modeling, this episode walks through the foundations of better segmentation, smarter media targeting, and lifecycle personalization that drives real results.Stay tuned until the end to hear Matt’s practical advice for data readiness—and what to do if your ESP is still your database. Let’s go!Kerry Curran, RBMA (00:01.432):So welcome, Matt. Please introduce yourself and share your background and expertise.Matt Greitzer (00:06.898):Sure. Hi, Kerry. Thanks for having me. My name is Matt Greitzer and I'm the co-founder and CEO of Actable. Actable is a company that works with enterprises to organize and enhance their first-party customer data to get them ready for AI-driven scoring and segmentation.Kerry Curran, RBMA (00:30.016):Excellent. You've been in the media space, media buying, and strategy. Talk a bit about your background before you got to Actable and how you identified the need for customer data.Matt Greitzer (00:44.5):Sure, yeah. That’s right. I spent 20 years in media, ad tech, and advertising. I started my career in the dial-up era at a company called Avenue A, which became Razorfish. I had a few different roles there, but the most formative one for me was running the search engine marketing practice, where I really got into the quantitative side of marketing.I then started the programmatic media practice at Razorfish and eventually left to start a business with a former co-founder of mine called Accordant Media, one of the first programmatic trading desks in the space—again using quantitative information to make better media buying decisions.We were acquired by Dentsu in 2016. Through that acquisition, we ended up running the programmatic practice at Dentsu. Dentsu had also acquired a much larger company called Merkle that same day. That’s where I first got exposed to first-party customer data. We worked very closely with a group at Merkle that used first-party customer data to build segmentation and use it for targeting in advertising.From that experience, I realized that this would be the future—how marketers would create differentiation in the face of signal deprecation and increasing personalization needs. So I left Dentsu in 2019 and in 2020, co-founded Actable with Craig Shin, a long-time colleague. We worked together at Razorfish and Accordant.Our thesis at Actable was that enterprises would create differentiation with their own customer data—but they’d need help organizing it coherently and bridging the gap between IT (who owns the tech) and marketing (who uses it). We’ve stayed true to that ever since.Kerry Curran, RBMA (03:41.740):Yeah, thank you. You've got such a rich background across both media buying and internal data challenges. I remember in the late 2000s, "big data" became the buzzword—brands and marketers suddenly had an influx of data. But now we’re seeing how much smarter we can actually get with it.So talk about the business challenges you’re helping solve today and how the data connection applies at a strategic level.Matt Greitzer (04:39.362):Sure. The business challenges are the same ones most marketers and advertisers face: reducing customer acquisition cost, decreasing churn, and improving retention.What we see is that companies have spent a lot on tech and data collection, but have suboptimally organized that data. So we come in and say: the problem isn’t the data itself—it’s how it's structured. Most enterprises don’t have a coherent infrastructure to activate customer ...