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Gartner Expert
Matt Wakeman
Sr Director Analyst
I help marketing leaders at the world's leading organizations succeed with data, insights, technology, and management techniques. I have a deep understanding of marketing analytics, enterprise data, customer insights, machine learning, generative AI, IT-marketing partnerships, and a variety of operating models.
With practitioner experience as a data scientist, customer experience strategist and a management consultant, I've led great teams in all three disciplines to drive company transformations. We've supported startups, dozens of the Fortune 100, and companies in-between to become data-driven, customer-centric, product-oriented, and digitally mature. During that time, I've picked up the many nuances of financial services, pharmaceuticals, CPG, transportation, supply chain, manufacturing, retail, education, non-profit, publishing and digital media (among others).
Previous experience
With practitioner experience as a data scientist, customer experience strategist and a management consultant, I've led great teams in all three disciplines to drive company transformations. We've supported startups, dozens of the Fortune 100, and companies in-between to become data-driven, customer-centric, product-oriented, and digitally mature. During that time, I've picked up the many nuances of financial services, pharmaceuticals, CPG, transportation, supply chain, manufacturing, retail, education, non-profit, publishing and digital media (among others).
Professional background
EPAM Systems
Senior Director, Business Consulting & CIO Advisory
Bounteous (The Archer Group)
Director, Marketing Science
Benefits Data Trust
Director of Data Science, Analytics and Engineering
Areas of coverage
Marketing Technology
Marketing Data and Analytics
Customer Understanding and Marketing Execution
Marketing Operations
Education
B.A., International Relations, Dartmouth College
Top Issues That I Help Clients Address
1How can I prove and improve marketing's impact on the business, including intangibles such as brand and customer experience?
2How can I improve segmentation and customer insights today?
3How can I use customer lifetime value (CLV) and/or Customer Acquisition Cost (CAC) to improve customer insight and marketing effectiveness?
4What are the opportunities and gotchas associated with machine learning and generative AI in marketing?
5How can I improve my B2B marketing organization's use of data?