Austin Hay

From 2010–2020 we had the golden years of deterministic matching — you could run an ad and know with precision who installed your app. That's gone. Marketers now need to get comfortable making decisions with probabilistic data.

Most people think marketing technology is just third-party tools. But the real work is designing and building what sits on top of those tools. That's where you get velocity. It's not build vs. buy anymore — it's build AND buy.

My go-to framework for any tech problem: PPS — Problem, People, System. Most people jump straight to the system. Back up. What's the actual problem? Who does it involve? Then design the system. In that order.