Alexi Hatch — Chief Marketing Officer, Acoustic
Published:
Intent also, I believe, has a half-life, right? It decays immediately, essentially. As soon as that intent shows up, it starts decaying, and it starts going away and becoming less important. So when you think about third-party data, how far away is that from when the actual first signal of intent came to fruition… The person that has this intent likely has already made the decision.
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-intent-also-i-believe-has-a-half-life-right-it-decays-im