Tobias "Tobi" Konitzer

But now we face the second big question, which is, okay, you have this thing that you want to build.

Maybe you just build a new product and you call it Toby's Brilliant Autonomous Marketing Decisioning Agent.

Now, as you can tell, I'm not a product marketer, obviously, because hopefully nobody calls it that.

But you build this product and you go to a dark room and you bring all the smart people, hire the PhDs, and you gravitate towards building this thing and writing the Bayesian reinforcement learning models on the whiteboard.

You feel really good about yourself.

Nobody wanted what we built.

So I've really reworked the way that I'm thinking about tackling these big problems.

My name is Toby Konitzer.

I am VP of AI for Growth Lab.

So GrowthLoop, before I joined and still, is what is called a composable customer data platform.

So essentially what that means in the marketing world, without having to pull any data out, so zero copy data, customers can use GrowthLoop, which unifies data automagically on the customer data warehouse and then serves two marketing applications on top of that.

One is audience building.

The other one is journey canvas or journey building.

So imagine you're a marketing person and you say, look, I really want to build an audience of people that have a very high transaction volume and they open my last email.

Usually that data is siloed.

The email engagement data lives over here and the transaction data lives over there.

And so the workflow would be you ask your data engineer to pull that data for you to unify it and write the SQL code to build the audience.

Essentially, what GrowthLoop does is provide a UI that does not require any of these, as one of my colleagues would say, these bread lines.

You, as a marketer, are having to wait for the data engineer to satisfy the ticket.

You can, through the UI, build these audiences directly, and it automatically merges these tables together from different parts of your data warehouse, and then also exports the audience to a destination.