Austin Hay

Guest: Austin Hay - Head of Marketing Technology at Ramp. Austin is a leading expert in MarTech, having advised major companies like Notion, Airbnb, and Walmart on their marketing technology strategies. He is also a teacher at Reforge and has held senior roles at Runway and mParticle. Key Takeaways: MarTech Role and Importance: MarTech professionals are crucial for managing complex marketing tools and systems, especially as companies grow. They ensure efficient data flow and tool integration, often acting as a bridge between marketing, product, and engineering teams. Hiring MarTech Professionals: Look for candidates with strong technical skills, intellectual curiosity, and the ability to manage cross-functional relationships. Key interview questions include how they prepared for the interview and their approach to problem-solving. Tool Stack Recommendations: For B2C, consider using Amplitude for CDP, Customer IO for email, Snowflake for data warehousing, and Hightouch for reverse ETL. For B2B, similar tools apply with adjustments for CRM needs. Attribution Challenges: With the decline of deterministic matching, focus on probabilistic data and mixed media modeling (MMM) for more accurate attribution. Ensure robust data collection from the start to facilitate future analysis. Emerging Platforms: Keep an eye on new advertising opportunities on platforms like Threads and Reddit, which are evolving their ad capabilities. Topics Covered: MarTech roles, hiring and team structure, tool stack recommendations, attribution strategies, emerging platforms, frameworks for decision-making.