Webinar Details

Every marketer knows the loop. You have a campaign goal and a hunch about who to target, but the answer (and the data points for the audience) is in the data warehouse.

So you file a ticket, wait, go a few rounds with an analyst, then get a spreadsheet you have to upload to Meta, Google, and Braze one tool at a time. Weeks later, your campaign goes live on a list that’s already stale.

In this session, Phil Gamache and Darrell Alfonso, hosts of Humans of Martech, dive into this broken process and how different companies approach it.

You’ll get perspective and pro tips from PrizePicks’ RevOps and lifecycle marketing leader, Meghan Hilton. Plus, RudderStack’s Dom Benton, will go “behind the build,” sharing the lessons he’s learned building Rudder Lookout, an agentic audience builder that turns the weeks-long, fragmented process into a unified workflow you can drive yourself in a matter of minutes.

We'll also cover:

What the ticket-and-wait cycle really costs, from slower launches to the campaigns that never run
Where each workaround breaks, and why building the audience was never the hard part
How the work splits between marketers, ops and the data team when audiences become self-serve
Why context matters: dbt models, semantic layers, plus the marketing knowledge that lives outside of the data itself
Why activation is where audiences live or die, from consistent definitions across channels to suppression lists that don’t go stale
How PrizePicks is empowering everyone to be curious and transforming the way their team analyzes and builds audiences for campaigns