Turning Data Exhaust into Busi presentation video

Описание: The pioneer of direct marketing predicted this moment — he just didn't have the technology.

Early in my career, I had the privilege of working for Bob Kestnbaum, the father of modern direct marketing and the architect of longitudinal contact strategy. Bob understood something decades ahead of his time: that every customer interaction generates data, and that data — sequenced over time — tells you exactly what to do next.

He called it longitudinal contact strategy. The idea that you don't just blast messages — you orchestrate a sequence of touches informed by everything you know about a customer's behavior, preferences, and trajectory.

Bob's vision was brilliant. But the execution was constrained by the technology of the era — batch processing, limited compute, and manual segmentation.

Fast forward to today, we are finally able to deliver on what Bob envisioned.

Every organization is sitting on a goldmine of data exhaust — the logs, metadata, clickstreams, and behavioral signals your systems generate daily that most teams treat as waste. When you combine that exhaust with Generative AI and autonomous agents, you can build what Bob always dreamed of: truly intelligent, continuously learning contact strategies that adapt in real time.

I recently put together a talk on exactly this — how to turn data exhaust into trained AI agents that drive business outcomes. The key ideas:
→ Data exhaust isn't waste — it's the fuel for intelligent systems
→ AI agents don't just automate rules — they learn patterns and optimize continuously
→ Campaign intelligence becomes a living system, not a quarterly report
→ Success requires shared accountability across data, engineering, and business teams
→ A phased roadmap builds confidence as you scale

The shift from "archive and forget" to "capture and learn" is one of the highest-ROI transformations available to enterprises right now. And it's the fulfillment of a vision that started with a direct marketing pioneer who understood that the relationship between data and customer strategy was everything.

Bob saw the future. GenAI is how we build it.