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Jun 16, 2016 · 23m · mad

Why Marketing is All About Data // Nitay Joffe, ActionIQ [FirstMark's Data Driven]

Nitay Joffe · 16m spoken Matt Turck · 40s spoken
0:00 / 0:00
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gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this presentation at FirstMark's Data Driven NYC, ActionIQ Founder and CTO Nitay Joffe outlines the technical and architectural barriers preventing enterprise marketers from utilizing big data, presenting ActionIQ's novel database platform built to bridge the gap between data analytics and campaign execution.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Matt holds 3.4% of the talking time here. How this is scored →

Matt as informed peer 0.8 Guest teaching 2.8 Guest disagreement 0.2 Matt pushing back 0.7
05100:0010:0020:000:09–2:48 · Matt as informed peer 0/10 Speaker Background and ActionIQ Stealth Mode Announcement Nitay Joffe delivers an introductory presentation monologue outlining his background creating HBase at PowerSet and Apache Giraffe at Facebook. Host participation is non-existent during this talk, so host-side metrics are zero.2:48–5:45 · Matt as informed peer 0/10 Consumer Expectations and the Acquisition vs. Retention Dilemma Nitay presents the leaky bucket metaphor to illustrate customer acquisition versus retention problems in marketing data. As a monologue segment, the host does not engage, keeping host scores at zero.5:45–8:35 · Matt as informed peer 0/10 Technical Hurdles of SQL and Data Analyst Bottlenecks Nitay explains the friction between business users and complex SQL database models, illustrating how data analysts become list pull monkeys. The segment is a solo presentation with no host interaction.8:35–13:43 · Matt as informed peer 0/10 Bridging Data Capabilities and Execution Systems Nitay contrasts rich BI backend systems with front-end execution tools and details why traditional OLAP cubes fail for flexible querying. Host metrics remain zero due to the monologue format.13:43–16:48 · Matt as informed peer 0/10 ActionIQ Architectural Paradigm and Lego-Like Component Model Nitay highlights ActionIQ's architecture inspired by Michael Stonebraker's End of an Era paper, explaining runtime schema binding and zero ETL. The host does not speak during this presentation section.16:48–23:14 · Matt as informed peer 5/10 Conclusion, Hiring Call, and Audience Q&A Matt Turck steps in to host the Q&A session, pressing Nitay to clarify ActionIQ's target customer profile beyond broad generalities. The interaction is supportive and collaborative, though Matt actively reframes vague responses.0:09–2:48 · Guest teaching 3/10 Speaker Background and ActionIQ Stealth Mode Announcement Nitay Joffe delivers an introductory presentation monologue outlining his background creating HBase at PowerSet and Apache Giraffe at Facebook. Host participation is non-existent during this talk, so host-side metrics are zero.2:48–5:45 · Guest teaching 2/10 Consumer Expectations and the Acquisition vs. Retention Dilemma Nitay presents the leaky bucket metaphor to illustrate customer acquisition versus retention problems in marketing data. As a monologue segment, the host does not engage, keeping host scores at zero.5:45–8:35 · Guest teaching 4/10 Technical Hurdles of SQL and Data Analyst Bottlenecks Nitay explains the friction between business users and complex SQL database models, illustrating how data analysts become list pull monkeys. The segment is a solo presentation with no host interaction.8:35–13:43 · Guest teaching 3/10 Bridging Data Capabilities and Execution Systems Nitay contrasts rich BI backend systems with front-end execution tools and details why traditional OLAP cubes fail for flexible querying. Host metrics remain zero due to the monologue format.13:43–16:48 · Guest teaching 3/10 ActionIQ Architectural Paradigm and Lego-Like Component Model Nitay highlights ActionIQ's architecture inspired by Michael Stonebraker's End of an Era paper, explaining runtime schema binding and zero ETL. The host does not speak during this presentation section.16:48–23:14 · Guest teaching 2/10 Conclusion, Hiring Call, and Audience Q&A Matt Turck steps in to host the Q&A session, pressing Nitay to clarify ActionIQ's target customer profile beyond broad generalities. The interaction is supportive and collaborative, though Matt actively reframes vague responses.0:09–2:48 · Guest disagreement 0/10 Speaker Background and ActionIQ Stealth Mode Announcement Nitay Joffe delivers an introductory presentation monologue outlining his background creating HBase at PowerSet and Apache Giraffe at Facebook. Host participation is non-existent during this talk, so host-side metrics are zero.2:48–5:45 · Guest disagreement 0/10 Consumer Expectations and the Acquisition vs. Retention Dilemma Nitay presents the leaky bucket metaphor to illustrate customer acquisition versus retention problems in marketing data. As a monologue segment, the host does not engage, keeping host scores at zero.5:45–8:35 · Guest disagreement 0/10 Technical Hurdles of SQL and Data Analyst Bottlenecks Nitay explains the friction between business users and complex SQL database models, illustrating how data analysts become list pull monkeys. The segment is a solo presentation with no host interaction.8:35–13:43 · Guest disagreement 0/10 Bridging Data Capabilities and Execution Systems Nitay contrasts rich BI backend systems with front-end execution tools and details why traditional OLAP cubes fail for flexible querying. Host metrics remain zero due to the monologue format.13:43–16:48 · Guest disagreement 0/10 ActionIQ Architectural Paradigm and Lego-Like Component Model Nitay highlights ActionIQ's architecture inspired by Michael Stonebraker's End of an Era paper, explaining runtime schema binding and zero ETL. The host does not speak during this presentation section.16:48–23:14 · Guest disagreement 1/10 Conclusion, Hiring Call, and Audience Q&A Matt Turck steps in to host the Q&A session, pressing Nitay to clarify ActionIQ's target customer profile beyond broad generalities. The interaction is supportive and collaborative, though Matt actively reframes vague responses.0:09–2:48 · Matt pushing back 0/10 Speaker Background and ActionIQ Stealth Mode Announcement Nitay Joffe delivers an introductory presentation monologue outlining his background creating HBase at PowerSet and Apache Giraffe at Facebook. Host participation is non-existent during this talk, so host-side metrics are zero.2:48–5:45 · Matt pushing back 0/10 Consumer Expectations and the Acquisition vs. Retention Dilemma Nitay presents the leaky bucket metaphor to illustrate customer acquisition versus retention problems in marketing data. As a monologue segment, the host does not engage, keeping host scores at zero.5:45–8:35 · Matt pushing back 0/10 Technical Hurdles of SQL and Data Analyst Bottlenecks Nitay explains the friction between business users and complex SQL database models, illustrating how data analysts become list pull monkeys. The segment is a solo presentation with no host interaction.8:35–13:43 · Matt pushing back 0/10 Bridging Data Capabilities and Execution Systems Nitay contrasts rich BI backend systems with front-end execution tools and details why traditional OLAP cubes fail for flexible querying. Host metrics remain zero due to the monologue format.13:43–16:48 · Matt pushing back 0/10 ActionIQ Architectural Paradigm and Lego-Like Component Model Nitay highlights ActionIQ's architecture inspired by Michael Stonebraker's End of an Era paper, explaining runtime schema binding and zero ETL. The host does not speak during this presentation section.16:48–23:14 · Matt pushing back 4/10 Conclusion, Hiring Call, and Audience Q&A Matt Turck steps in to host the Q&A session, pressing Nitay to clarify ActionIQ's target customer profile beyond broad generalities. The interaction is supportive and collaborative, though Matt actively reframes vague responses.

speaking balance: gold is Matt, purple is the guest (3 minute bins)

0:00 · Matt 0% · guest 100%0:00 · Matt 0% · guest 100%3:00 · Matt 0% · guest 100%3:00 · Matt 0% · guest 100%6:00 · Matt 0% · guest 100%6:00 · Matt 0% · guest 100%9:00 · Matt 0% · guest 100%9:00 · Matt 0% · guest 100%12:00 · Matt 0% · guest 100%12:00 · Matt 0% · guest 100%15:00 · Matt 2.4% · guest 97.6%15:00 · Matt 2.4% · guest 97.6%18:00 · Matt 27.3% · guest 72.7%18:00 · Matt 27.3% · guest 72.7%21:00 · Matt 0.9% · guest 99.1%21:00 · Matt 0.9% · guest 99.1%
Sharpest disagreement ▶ 19:48 Nitay requests audience clarification

When an audience member asks a broad question about agency usage, Nitay halts the premise by asking 'What do you mean specifically? Can you elaborate?' before answering.

 Hardest push from Matt ▶ 20:37 Matt reframes target buyer customer type

Matt intervenes after Nitay gives a broad answer to clarify that ActionIQ targets direct enterprise brands rather than advertising agencies.

 Biggest teaching moment ▶ 7:15 Nitay explains data analyst operational bottleneck

Nitay educates the room on how high-caliber machine learning PhDs end up wasted on basic query pulls due to fragmented marketing schema architectures.

 Matt holds his own ▶ 20:37 Matt demonstrates investor positioning insight

Matt displays clear domain and product understanding by stepping in to explicitly define the company's ideal customer profile during audience Q&A.
the scores for every segment, with the reasoning behind each
ChapterTopicMatt as informed peerGuest teachingGuest disagreementMatt pushing backWhy
Speaker Background and ActionIQ Stealth Mode Announcement 0300 Nitay Joffe delivers an introductory presentation monologue outlining his background creating HBase at PowerSet and Apache Giraffe at Facebook. Host participation is non-existent during this talk, so host-side metrics are zero.
Consumer Expectations and the Acquisition vs. Retention Dilemma 0200 Nitay presents the leaky bucket metaphor to illustrate customer acquisition versus retention problems in marketing data. As a monologue segment, the host does not engage, keeping host scores at zero.
Technical Hurdles of SQL and Data Analyst Bottlenecks 0400 Nitay explains the friction between business users and complex SQL database models, illustrating how data analysts become list pull monkeys. The segment is a solo presentation with no host interaction.
Bridging Data Capabilities and Execution Systems 0300 Nitay contrasts rich BI backend systems with front-end execution tools and details why traditional OLAP cubes fail for flexible querying. Host metrics remain zero due to the monologue format.
ActionIQ Architectural Paradigm and Lego-Like Component Model 0300 Nitay highlights ActionIQ's architecture inspired by Michael Stonebraker's End of an Era paper, explaining runtime schema binding and zero ETL. The host does not speak during this presentation section.
Conclusion, Hiring Call, and Audience Q&A 5214 Matt Turck steps in to host the Q&A session, pressing Nitay to clarify ActionIQ's target customer profile beyond broad generalities. The interaction is supportive and collaborative, though Matt actively reframes vague responses.

Statements from this episode (7)

Assertion Partly supported
Nitay Joffe's team at PowerSet built the NoSQL store that became HBase
“Several years ago I was at a company called PowerSet, and we built this linguistic search engine, and the main thing that, that you guys have probably heard of that came out of that is we created this NoSQL data store to store our crawl data, and that is what …”
Nitay Joffe Jun 16, 2016 ▶ 0:34
Insight
Joffe: Accessing complete customer data requires reaching the first-party data warehouse
“So the only way to really get all the underlying wealth of data that they, your business probably already has is really to dive in deep and get access to the first party data warehouse.”
Nitay Joffe Jun 16, 2016 ▶ 5:45
Opinion
Data science PhDs are often wasted pulling lists for marketers
“Data analysts are very sophisticated, you know, ML, statistics, PhDs, and so on, and they've been hired to, you know, move the needle for the business by developing very complex models, but instead they're being utilized today basically to be list pull monkeys…”
Nitay Joffe Jun 16, 2016 ▶ 8:07
Disclosure
ActionIQ's CTO splits recruiting time equally between database PhDs and UX designers
“I spend just as much time recruiting database PhDs as I do product and UX designers.”
Nitay Joffe Jun 16, 2016 ▶ 10:06
Insight
Joffe: Modifying pre-aggregated data cube pipelines takes weeks to months
“You have to go and change the pipeline. For those of you that have been there, done that, know that this is something you stay away from as much as you can, because this takes on the order of weeks to months.”
Nitay Joffe Jun 16, 2016 ▶ 12:56
Disclosure
ActionIQ built a marketing database architecture with zero ETL
“There's no ETL anywhere in, in our system”
Nitay Joffe Jun 16, 2016 ▶ 14:20
Disclosure
ActionIQ built a specialized marketing database using Michael Stonebraker's principles
“We've basically taken a page out of Stonebreaker's book, and we've built a database that is highly specialized for the particular marketing use case”
Nitay Joffe Jun 16, 2016 ▶ 17:00
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