"I think the age of being an expert in one package is going away" a chat with Hightouch's Adam Greco

Adam's career is basically a walking museum of digital analytics failures and accidental victories. He was customer #5 at Omniture back when Web Trends was the undisputed king of telling you absolutely nothing useful about your website visitors. He got hired by Omniture because—and I cannot stress this enough—he understood their product better than their own account managers. Which, honestly, explains a lot about the early 2000s. We covered his evolution from accidentally discovering his company was being sold (casual Tuesday stuff, apparently) to his current mission of convincing everyone that composable CDPs are the future. His theory is that we keep building the same data silos, just with more expensive cloud infrastructure this time. The man has a gift for explaining why your martech stack resembles a house of cards built by caffeinated consultants, and why data teams and marketing teams communicate about as well as divorced parents at a school play. His take on "micro composability" made me realize I've been thinking about client architectures all wrong. Also, his prediction that we'll eventually have AI choosing not just the message but the entire channel strategy? Either brilliant or terrifying. Possibly both. We ended with nostalgia for the days when our biggest problem was figuring out eVars and sProps. Simpler times, when vendors overpromised by maybe 30% instead of 300%. #martech #cdp #digitalanalytics #composable #datawarehouse