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, IT-marketing partnerships, and multiple types of operating models, across industries and types of organizations.

Previous experience

I've been a data scientist, a customer experience strategist and a management consultant. I've led great teams in all three disciplines to drive company transformations - becoming data-driven, customer-centric, product-oriented, and digitally mature. And I've worked extensively in financial services, pharmaceuticals, CPG, transportation, manufacturing, retail, publishing and digital media.

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


B.A., International Relations, Dartmouth College

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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 in marketing?

5How can I improve my B2B marketing organization's use of data?