Gartner Expert

Matt Wakeman

Sr Director Analyst

As a Senior Director in the Gartner for Marketing Leaders practice, Matt Wakeman covers marketing and customer insight, data, and technology. He focuses on marketing data literacy, applying design thinking to data products, using machine learning to improve customer insight, and performance measurement (marketing ROI). He helps clients get answers to the questions behind their questions.

Previous experience

He brings more than twenty years of experience as an executive, marketing and analytics practitioner, and technology consultant. As an executive, he has created scaled operating models, customer experience strategies, and implementation roadmaps. His practitioner experience includes hands-on design and development of segmentation models, VOC programs, machine learning algorithms, marketing testing and optimization, and reporting. As a technology consultant, he has led strategy and implementation programs for CRM systems, CDPs, marketing orchestration/multi-channel marketing hubs, digital analytics, personalization tools, data science/machine learning platforms, business intelligence, and data platforms. He has deep experience across retail, pharma, CPG, financial services, hospitality, logistics, media & entertainment, manufacturing, and non-profit and government services.

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 and Emerging Trends

Marketing Data and Analytics

Customer Understanding and Marketing Execution


B.A., International Relations, Dartmouth College

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Top Issues That I Help Clients Address

1How can I improve data literacy in my department/organization/company?

2How can I create reporting and insights that marketing teams take action on?

3How can I use machine learning to improve customer insight?

4How can I explain the business impact of marketing?