Alexi Hatch — Chief Marketing Officer, Acoustic
Published:
I’d rather make a decision based off of 85% of the data versus wait three weeks to lose out on something that I can activate on… in the need to prove our effectiveness, we’ve gone too far and tried to get the perfect attribution model, and I just don’t think it exists, and I think it’s actually hurting us and our ability to move faster.
What does Alexi Hatch say on The Agile Brand with Greg Kihlström?
Alexi Hatch, Chief Marketing Officer, Acoustic, says: This interview with Alexi Hatch, CMO at Acoustic, examines the declining usefulness of third-party intent signals, the pitfalls of perfect attribution, and the shift from personalized content to personalized experiences. Hatch argues marketers must prioritize real-time first-party signals, speed over perfect measurement, and enterprise-wide systems that activate data to build durable customer relationships.
From: The Agile Brand with Greg Kihlström
Cite as: Alexi Hatch. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/alexi-hatch-id-rather-make-a-decision-based-off-of-85-of-the-data-vers