Humans of Martech By cover art

Humans of Martech

By: Jon Taylor Phil Gamache
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  • Summary

  • Future-proofing the humans behind the tech. Follow Jon and Phil on their mission to help marketers level up and have successful careers in the constantly evolving world of martech.
    ©2024 Humans of Martech Inc.
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Episodes
  • 116: Kevin Hu: How data observability and anomaly detection can enhance MOps

    116: Kevin Hu: How data observability and anomaly detection can enhance MOps
    Apr 23 2024
    What’s up everyone, today we have the pleasure of sitting down with Kevin Hu (Hoo), Co-founder and CEO at Metaplane. Summary: Dr. Kevin Hu gives us a masterclass on everything data. Data analysis, data storytelling, data quality, data observability and data anomaly detection. We unpack the power of inquisitive data analysis and a hypothesis-driven approach, emphasizing the importance of balancing data perfection with actually doing the work of activating that data. He highlights data observability and anomaly detection as a key to preempting errors, ensuring data integrity for a seamless user experience. Amid the rise of AI in martech, he champions marketing ops' role in safeguarding data quality, making clear that success hinges on our ability to manage data with precision, creativity, and proactive vigilance. About KevinKevin did his undergrad in Physics at MITHe later collaborated with his biologist sister, assisting in analyzing five years of fish behavior data. This experience inspired him to further his research and earn a master's degree in Data Visualization and Machine LearningHe also completed a PhD in Philosophy at MIT where he led research on automated data visualization and semantic type detection His research was published at several conferences like CHI (pronounced Kai) (human-computer interaction), SIGMOD (database) and KDD (data mining) and featured in the Economist, NYT and WiredIn 2019, Kevin teamed up with former Hubspot and Appcues engineers to launch Metaplane, initially set out to be a product focused on customer success, designed to analyze company data for churn preventionBut after going through Y Combinator, the company pivoted slightly to build data analytics-focused toolsToday Metaplane is a data observability platform powered by ML-based anomaly detection that helps teams prevent and detect data issues — before the CEO pings them about weird revenue numbers.How to Ask the Right Questions in Data AnalysisWhen Kevin shared the profound impact César Hidalgo, his mentor at MIT, had on his journey into the data world, it wasn't just about learning to analyze data; it was about asking the right questions. César put together one of our favorite TED talks ever – Why we should automate politicians with AI agents – this was back in 2018, long before ChatGPT was popular. Hidalgo, recognized not only for AI and ML applications but also developing innovative methods to visualize complex data and making it understandable to a broader audience, was the most important teacher in Kevin’s life. He helped Kevin understand that the bottleneck in data analysis wasn't necessarily a lack of coding skills but a gap in understanding what to ask of the data. This revelation came at a pivotal moment as Kevin navigated his path through grad school, influenced by his sister's work in animal behavior and his own struggles with coding tools like R and MATLAB.Under Hidalgo's guidance, Kevin was introduced to a broader perspective on data analysis. This wasn't just about running numbers through a program; it was about diffusing those numbers with context and meaning. Hidalgo's approach to mentorship, characterized by personalized attention and encouragement to delve into complex ideas, like those presented in Steven Pinker's "The Blank Slate," opened up a new world of inquiry for Kevin. It was a world where the questions one asked were as critical as the data one analyzed.This mentorship experience highlights the importance of curiosity and critical thinking in the field of data science. Kevin's reflection on his journey reveals a key insight: mastering coding languages is only one piece of the puzzle. The ability to question, to seek out the stories data tells, and to understand the broader implications of those stories is equally, if not more, important.Kevin's gratitude towards Hidalgo for his investment in students' growth serves as a reminder of the value of mentorship. It’s a testament to the idea that the best mentors don't just teach you how to execute tasks; they inspire you to see beyond the immediate horizon. They challenge you to think deeply about your work and its impact on the world.Key takeaway: For marketers delving into data-informed strategies, Kevin's story is a powerful reminder that beyond the technical skills, the ability to ask compelling, insightful questions of your data can dramatically amplify its value. Focus on nurturing a deep, inquisitive approach to understanding consumer behavior and market trends.Bridging Academic Rigor with Startup AgilityDuring his career in academia working alongside Olympian-caliber scientists and researchers, Kevin garnered insights that have since influenced his approach to running a startup. The parallels between academia and startups are striking, with both realms embodying a journey of perseverance and unpredictability. This analogy provides a foundational mindset for entrepreneurs who must navigate the uncertain waters of ...
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    51 mins
  • 115: Amrita Mathur: ClickUp’s VP of Marketing on Optimizing for velocity of learning and balancing analytics with intuition

    115: Amrita Mathur: ClickUp’s VP of Marketing on Optimizing for velocity of learning and balancing analytics with intuition
    Apr 16 2024
    What’s up everyone, today we have the pleasure of sitting down with Amrita Mathur, VP of Marketing at ClickUp.Summary: Building a brand from zero is all about diving deep into what makes your audience tick and tailoring your messages to hit just right. Amrita digs into this, stressing the gold in blending hard data with your gut in order to spot what truly connects. It’s not about the immediate wins; it’s hunting for those less obvious cues that hint you’re on to something. When it comes to team-building, she’s clear: bring on board folks who are curious, the ones who ask all of the questions and are unafraid of constructive criticism. For Amrita, the secret sauce to thriving in marketing, beyond all the strategy and insights, boils down to enjoying the ride and the people you’re with, transforming work from a mere grind to an adventure worth every second.About AmritaAmrita kicked off her career at a startup in Toronto that was later acquired by OpenText, there she wore many different marketing hats, and later progressed to Redknee as Product Marketing ManagerShe briefly shifted to customer success at Jonas Software, concentrating on customer growth and retention and later returned to product marketing at Toronto Region Board of TradeShe then became Director of Marketing at PriceMetrix/McKinsey, where she led marketing planning and team hiringShe also led Demand Marketing at Vision Critical where she focused on go-to-market strategies, demand generation, and martechAmrita then moved over to Top Hat as Vice President overseeing Demand Generation, Marketing Operations & GrowthShen then joined a startup called Konsus founded by two Norwegian entrepreneurs who secured seed funding from Sam Altman and the Slack Fund. There she led the rebrand of the company to Superside and built a team that helped the startup grow from 0 to $4M in year 1 and reach $60M by year 4Finally, Amrita has recently joined San Diego-based ClickUp, the popular productivity platform valued at over $4B, known best for their SuperBowl ad or their music albumThe Myth of the Ivory Tower in Tech LeadershipAmrita’s journey at ClickUp shatters the common myth of the ‘ivory tower’ often associated with leadership roles in substantial tech enterprises. Despite the company’s impressive valuation and extensive team, she emphasizes a hands-on approach that defies traditional expectations. At ClickUp, there’s no detachment between the upper management and the operational workforce; instead, the organization champions a flat hierarchy. This structure not only promotes visibility across all levels but also encourages direct involvement in operational tasks, regardless of one’s title.The ethos at ClickUp, as Amrita describes, mirrors what’s often referred to as the ‘Stripe model’—a reference to Stripe’s renowned flat organizational structure. This approach ensures that despite rapid growth, the company maintains an environment where every individual, from interns to VPs, is expected to dive deep into the minutiae of their work. It’s a testament to the belief that understanding and engaging with the details are paramount to effectiveness. ClickUp’s CEO reinforces this by advocating for a culture where being ‘in the details’ is not just encouraged but required.This philosophy stands in stark contrast to what Amrita experienced towards the end of her tenure at Superside, where she could afford to step back, confident in her team’s ability to manage without her direct oversight. At ClickUp, the scenario is vastly different. The expectation to remain operationally involved means leadership roles are as much about rolling up your sleeves and getting your hands dirty as they are about strategic oversight.The ClickUp model demonstrates a pivotal shift in how companies view leadership and organizational structure. It challenges the notion that senior positions are synonymous with distance from the day-to-day operations, highlighting the importance of a collaborative and transparent work environment. This approach not only ensures that leaders remain grounded and connected to their team’s work but also fosters a culture of accountability and shared responsibility.Key takeaway: At ClickUp, success is found not in the isolation of leadership roles but in their integration within the operational fabric of the company. This model serves as a compelling blueprint for marketers: to stay relevant and effective, immerse yourself in the granular aspects of your work, foster transparency, and maintain a willingness to engage across all levels of the organization.Choosing Between Testing and Informed Decision-MakingAmrita sheds light on a prevalent misconception in the marketing world: the notion that every decision should be subjected to testing. This idea, while rooted in the desire to make data-driven decisions, often becomes a stumbling block, delaying action and fostering indecision. With ClickUp’s significant web ...
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    52 mins
  • 114: Mauro Figueiredo: Interview tips for finding martech talent and the risks of adopting AI as a learning substitute

    114: Mauro Figueiredo: Interview tips for finding martech talent and the risks of adopting AI as a learning substitute
    Apr 9 2024
    What’s up everyone, today we have the pleasure of sitting down with Mauro Figueiredo, a global Digital Transformation and MarTech leader (and Innovator). Summary: Mauro walked us through his blueprint for building multifaceted teams equipped with technical, emotional, and strategic competencies. We emphasized the significance of identifying martech talent through self-awareness and curiosity, and how these traits play a crucial role in navigating the integration of martech with analytics and AI. We also focused on leveraging AI in marketing and the dangerous messaging of Co-Pilot’s Superbowl ad. By fostering a culture of continuous learning and cross-functional collaboration, marketers can unlock new opportunities in AI and ensure their strategies align with business goals for impactful outcomes.About MauroMauro spent the first 6 years of his career focusing on CRM and marketing automation for various gambling and casino companies across the UK and MaltaHe worked as a Senior CRM Manager at Sony Computer Entertainment focused on growing PlayStation game launches including Uncharted 4, Playstation VR and several live eventsHe later had short advisory stints at a business aviation company and a booking marketplace startupHe then joined Europe’s largest gaming publisher – Gameforge as their Head of CRM where he led multichannel campaigns that spanned across 400M+ usersHe then made the mage move to JPMorgan Chase as Executive Director of CRM where he built the CRM department from the ground upMost recently he’s moved to APAC Vietnam to be Director of Martech and Center of Excellence at a regional financial institutionA Blueprint for Building Effective Martech TeamsWhen constructing a Martech team, the approach should be tailored, recognizing that the company's size and the team's maturity significantly influence the team's structure and dynamics. Mauro's method begins with a clear understanding of the project's scope, the technologies required to address the business challenge, and the delivery of tangible business value. Identifying the necessary hard skills is just the initial step; the blend of technological prowess and customer-centric focus forms the foundation of a capable team.Equally crucial to hard skills, however, is the team members' attitude and characteristics. Mauro emphasizes the importance of adaptability and resilience, qualities that enable team members to navigate through the inevitable changes in project scope, technology, and industry trends. The ability to shift modes from discovery to definition and then to implementation, all while remaining open to adjustments, is essential. This flexibility is not just about coping with changes but thriving amidst them, ensuring the team's effectiveness and the project's success.The journey from the inception of a Martech project to its completion involves various phases, each demanding a different mindset and set of capabilities. The selection of team members who possess a well-rounded skill set, blending technical knowledge with a customer and experience obsession, is vital. Moreover, prioritizing soft skills and personality traits such as resilience and adaptability ensures the team can withstand and adapt to unforeseen challenges.Key takeaway: Building a winning Martech team requires more than just technical expertise. Invest in cross-training within your Martech team to ensure every member can handle multiple aspects of projects. This not only enhances team flexibility but also prepares each marketer for future roles in an ever-changing landscape.Interview Tips for Identifying Future Martech StarsSpotting the next Martech superstar hinges not just on evaluating their resume but on assessing their emotional intelligence (EQ) and problem-solving capabilities. Mauro shares that beyond the standard assessment of a candidate's career achievements, he delves into how they've navigated specific situations, tasks, actions, and results, adhering to the STAR model. This method uncovers not just what the candidate has done but how they've approached challenges and contributed to their team's success.After vetting a candidate's professional skills and understanding their career trajectory, Mauro shifts the focus towards EQ. He employs a unique set of questions designed to reveal how candidates perceive themselves and how they believe others perceive them. Asking candidates to describe themselves in four words and then to reflect on how their friends might describe them serves a dual purpose. It not only provides insights into the candidate's self-awareness but also opens a window into their personality and motivations.This approach to interviewing goes beyond traditional methods, allowing leaders to gain a deeper understanding of a candidate's interpersonal skills and how they relate to others. Such questions can surprise candidates, prompting them to think more deeply about themselves and how they interact with the world around them. The ...
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    58 mins
Marketing Career Success Economics
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