👋 Hey! I'm a Marketing nerd and spent most of my career at Uber building Marketing Science teams across Brand, Perf, and Lifecycle.

During that time, I partnered with world-class marketing, data science, and martech leaders to help scale and measure the ROI of over $1Bn in Marketing Spend driving $200M+ in incremental revenue.  

After Uber, I worked at early stage consumer startups and scaleups helping founders and marketing leaders make better Marketing decisions with data and experimentation. Across my career, I've been at every stage of companies from seed to Enterprise so there's no Marketing Science challenge I haven't faced. 

Now I share those same playbooks we used to scale and measure ROI with 2,600+ Marketers from companies like Netflix, Spotify, Uber, and Google → https://experimental.beehiiv.com/subscribe

I also consult and advise for CMOs and Growth leaders helping you with complex Marketing Science challenges. 
⮑ For a quick jam session, grab some time here → https://app.hubble.social/sundarswaminathan
⮑ For longer engagements, DM me (no need to connect) to start up a conversation

Lastly, I love spending time with my 2 beautiful kids and my incredible wife. We used to love traveling and eating out but you know... kids ...  so now I love cooking and exploring all the fun things little kids can do!

Thanks for reading and for your time 😊

Sundar Swaminathan

CFO: Our CAC is too high.

New CMO: Which CAC?

CFO: …what do you mean?

CMO: Are we talking blended CAC? Paid CAC? Marginal CAC? Incremental CAC? 

CFO: Isn’t CAC just CAC?

CMO: Nope, there isn’t just one CAC. We should align because if we don't then we'll make the wrong decisions. 

CFO: Go on.

CMO: If we only optimize for the lowest CAC which is blended then we’ll keep pouring money into retargeting, brand searches, and discounts. It looks great on paper, but it doesn't necessarily grow the business. 

CFO: So which CAC should we look at?

CMO: All of them

CFO: What do you mean?

CMO: Blended to understand holistic business performance. We need to compare it to LTV to understand if our business as a whole is reasonable. We can combine that with payback period too. 

I'd ignore Paid CAC because it's based on attribution which we know is wrong.

Incremental CAC by running incrementality tests to cut inefficient spend on channels where we're not actually getting wins.

Marginal CAC to understand where the efficiency frontier is. 

CFO: Okay great. Marginal / Incremental CAC is what I care about most. 

CMO: Exactly. I figured. Let's work together to be more in sync!

CFO: Brilliant. Can't wait.

CMO: Why are we having this conversation at 12:05 AM?

CFO: Money never sleeps.

–
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CEO: CAC is up 25%. What are we doing?

CMO: I'm asking the same thing. What are WE doing?

CEO: What do you mean? You own CAC.

CMO: Yes, I do but CAC is a cross functional output metric. What are other teams doing about it?

CEO: What other teams?

CMO: My team launches 100 creatives a week, runs experiments, and is on top of budget allocation, but we're blocked. It's now on Eng to help. 

CEO: What can they do to fix CAC?

CMO: 3 things off the top of my head:
1. Product feed is broken or behind. Ads show items that are out of stock. CAC takes a hit.

2. Server-side tracking is broken. We're losing 30% of conversions in attribution. We can't feed the right data back. CAC takes a hit. 

3. Some landing pages load in 4 seconds. Customers are churning before they see a page. CAC takes a hit.

CEO: Okay, I see this. What are they prioritizing?

CMO: When I ask they always say new features or other fixes.

CEO: Why is this the first I'm hearing about this?

CMO: I've flagged it for 6 months. Product team says these aren't revenue-driving features, but they're costing us $125K/month in wasted ad spend. 

I’ve always hit CAC targets but I no longer can.

CEO: SH*T! $125K a month?! Let's fix this now. 

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CEO: I need profitable growth. Let's stop brand spend

New CMO: That's going to do the exact opposite. 

CEO: Really? How so?

CMO: It makes performance marketing more expensive short term and hurts long term growth.

CEO: How? Brand is the expensive stuff. Performance drives direct revenue.

CMO: Our MMM + testing shows brand is making performance cheaper. When brand spend is up, our CPCs drop and conversion rates improve.

CEO: Why does that happen?

CMO: Because brand builds awareness. When people already know us, they're more likely to click our ads and convert. Performance capitalizes on that equity.

CEO: So cutting brand hurts performance immediately?

CMO: Within a month to three months, yes. Our performance CAC will climb because we're competing for attention with a cold audience that hasn't been introduced to us. 

CEO: And long-term?

CMO: Six to twelve months out, you'll see volume drop too. Fewer people be searching for us and when they do look for a solution, we won't be top of mind. 

CEO: So we're stuck spending on brand?

CMO: We're not stuck. We're building a Marketing strategy based on your goals. This is the best path to reach it. 

CEO: Hmmmm true. Still a little nervous though.

CMO: Fair point. Shall we do a geo test to show you impact? We had it planned for next quarter but can move it up.

–
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Podcast

Listen here: https://www.buzzsprout.com/2508383

Watch here: https://www.youtube.com/@TheExperiMENTALPodcast

Former Head of Marketing Science at Uber who optimized $1Bn+ across Brand, Performance, and Lifecycle → Sharing weekly playbooks used by top Marketers to measure and scale ROI.

Sumitha N.

CEO: Isn't Last Click always wrong? Why use it?

New CMO: Do you have an alternative? 

CEO: What do you mean?

CMO: Do you think I should be using MTA or First Click or some other attribution? I prefer Last Click because it's consistently wrong which is an advantage.

CEO: Consistently wrong doesn't sound great.

CMO: Agree, but focus on the "consistent" part.

CEO: That's philosophical . Break it down for me. 

CMO: Of course. First, let's look at the pros of LC:
1. It's easy to set up
2. It's easy to explain

I prefer LC over Multi Touch attribution any day.

But, my marketing team is smart and knows it's not the truth.

Here's how we use it:
1. Directional signals
2. Compare within platform 
3. Use it to prioritize where to dig.

CEO: Makes sense. 

CMO: Week to week it's over / under estimating to the same degree and so I can tell at a quick glance if something we did moved the numbers in the way we expected. Also, we can use ratios from our incrementality tests to convert LC numbers to actual ones.

CEO: Got an example?

CMO: Yeah. In Google, we were testing increasing bids. 

On a LC basis we expected Google Search to go up for obvious reasons. But, it only went up X% when we were expecting Y%. That's a signal for us that we can dig deeper into.

CEO: Ohhhhh. So using last click isn't an issue?

CMO: No. Believing it's the truth is. We're too smart for that.

–
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CEO: Woah! We're cutting Google Ad spend?! 

New CMO: Yup. By 65%. It's as I feared...

CEO: Um but but but... the dashboards are showing 6X ROAS. Aren't we shooting ourselves in the foot? It's the best channel we have!

CMO: Ahhhh, welcome to the illusion of attribution. So yeah it does look good "on paper" but that's why we run tests.

CEO: Can you share more?

CMO: Yup! So we ran a geo test where we lowered spend in some markets while keeping others the same. Think of it like an A/B test but with locations instead of randomizing by users. Here's what happened:

1. Revenue was the same
2. New customers were the same
3. Profit was wayyyyy up

In summary, 65% of our spend on Google wasn't incremental. 

CEO: So we were just paying for users that would've converted?

CMO: Yes 😢 

CEO: Why do you think that was happening?

CMO: Oh the classic... we were bidding on branded search which attracts people that already know about us. This makes ROAS look great because:
1. You're bidding on less competitive Brand terms
2. People know us so conversion looks great

⬆️ Conversion ⬇️ Ad spend = 📈 ROAS

CEO: Woah. This is nuts. What's next?

CMO: Well I want to validate the incrementality of Meta. My hunch is that Meta is getting less credit than it deserves. It's a classic dynamic where Meta shows the ads to get people interested then Google converts.

CEO: Just 🤯 . So do we need to redo our attribution too?!

CMO: NOOOOOO! We need to learn to stop being so addicted to our attribution dashboards. 

CEO: Wow, I guess Marketing is more complicated than I thought...

CMO: 😵 

–
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CEO: Are we ready for an MMM?

New CMO: Are you ready to be wrong?

CEO: Wrong about what?

CMO: Wrong about "best performing" channels?

CEO: I don't know. I'm lost. Why are you asking?

CMO: So, the worst thing I can do is use $X of my budget on an MMM, run it, see that our "best performing" channel might not be incremental, propose we run a test, and then guess what happens?

CEO: We run the test and growth drops?

CMO: No! My biggest concern is that you'd block us from running the test because it might hurt growth. 

If growth falls, that's a great thing! It's a sign. It's data. It's progress.

CEO: Oooof fair. I feel like I'd be okay with that, but idk! What else do we need to do to be ready for an MMM?

CMO: Are we ready to move budgets up and down to introduce volatility so the MMM can pick it up? 

Are we ready to stop making so many decisions using Last Click? 

Are we ready for Last Click and MMM to have conflicting signals?

CEO: Idk! I've never thought of this. What do we do?

CMO: Let's first make sure we have the culture to support experimentation and more data driven decision making. What if I ramp down spend by 15% on Google Search because my hunch says it's not incremental?

CEO: I'm down to try but just need you to keep in the loop because I'm definitely nervous.

CMO: Good. Nervousness = growth.

CEO: You sound like my high school coach...

–
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CEO: What's the diff between Performance vs Brand?

CMO: Sooo glad you asked. Here it is...

CEO: Ooooh I got my notebook out...

CMO: Ready?! Drumroll please...

CEO: Omg, I'm so excited to finally understand!

CMO: THERE. IS. NONE. 

CEO: WHAT?! Why do I keep hearing about it?

CMO: I have no idea but there is no real difference especially for our customers. 

CEO: What do you mean?

CMO: When you look at ads, do you go "Woah! This is a Brand Marketing ad... now I have more mental availability" or do you go "Woah! This is a Perf Marketing ad... I need to click it!"?

CEO: Hahahah no not at all.

CMO: Exactly, but also think of it another way. You can see a "Brand" ad and then decide to purchase because you were in a buying moment. You can also see a "Perf" ad and then log it in your mind for later. 

CEO: So, how should we be thinking about this?

CMO: We have channels and we have objectives. Our goal is to deploy budget on the channels that are the best at driving the objectives we want. 

CEO: Got an example?

CMO: Youtube looks terrible on a CAC basis but the objective of Youtube is usually to build awareness and consideration at a large scale. 

But if we didn't have Youtube then our Meta lower funnel CAC would spike. 

Channel → Objective
Youtube → Increase consideration
Meta → Convert when ready 

They work together.

CEO: That is SO much simpler than we make it out to be.

CMO: Yeah, not sure why us marketers keep shooting ourseles in the foot. 

–
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Dr Dre and Eminem - but about Marketing Science. 

We're making things too complicated.

Talkin' about use this metric and that metric.

Shoulda kept it simple.

Y'all forgot about M.R.E.

The CAC Album dropping July '26. 

Inspired by Henry Hayes and Tycho Luijten who are the real OGs. Still got a long way to be even close to your level but I'll get there.

Also Cian Weeresinghe, I've never met you but I think you'll appreciate this?

CFO: Google Ads ROAS is 5X! More budget there?

New CMO: How sure are you that it's 5X?

CFO: What do you mean?! I thought ROAS was 5X?

CMO: No! You've been bamboozled! 

CFO: Bamboozled?! How?

CMO: Platform attribution is misleading. Google Ads is notorious for looking better than it really is so we paused it just to see what happened.

CFO: ... and what happened?! 

CMO: We picked up 3 signals that confirmed our suspicions. 

1. The “pause bump”
We paused it and all the other channels picked up the credit. Google Ads is notorious for being over attributed. 

2. The “too good to be true ROAS”
In-platform ROAS looked too good. It felt fishy and we confirmed our suspicion that it’s not as incremental as we'd expected. 

3. The “flatline paradox”
Our total business KPIs stayed flat even as channel performance skyrockets. That only happens if our channel was non incremental. We were confusing activity for impact.

CFO: So what do we trust instead?

CMO: Nothing blindly. We triangulate. Blended CAC and ROAS for business sanity, incrementality tests for truth, MMM for calibration, and platform numbers for steering. But, we don't confuse platform numbers for truth. 

CFO: So attribution isn’t reality?! It’s just one opinion.

CMO: Yes. And like most opinions, it gets louder the more wrong it is. Sound like someone you know? 👀

–
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CEO: Is the brand marketing campaign working yet?

CMO: What do you mean by working?

CEO: Is it driving business metrics? ROI?

CMO: No, but that doesn't mean it's not working. 

CEO: What do you mean?

CMO: Well we're in month 1 of the campaign and I told you I didn't expect to see business impact until month 3. 

CEO: Why is that? 

CMO: Because of how our customers purchase. We have a product that people really only buy once a quarter. So when we launched our brand campaign we started to introduce our product to users but most of them will only be ready to buy in the next few months.

CEO: But, I thought it was demand "Generation" 

CMO: Ugh. That is such a stupid term. Here's what's actually happening:

1. A customer wants to buy a thingamabob
2. Before, they didn't know about us or that we sold them
3. Now, they've seen us and hear about us and know we sell thingamabobs.
4. When they're ready, they'll think of us and hopefully buy thingamabobs from us. 

We can't magically make them want a thingamabob.

CEO: Oh my god. That makes total sense. So it's not really demand generation?! 

CMO: No, it's Staytopofmindforwhentheyreready-tion

CEO: We need to find a better term for that... 

CMO: Yeah, it's called Mental Availability. 

–
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CEO: What's your 90 day Marketing plan?

CMO: Become BFFs with Product and Finance.

CEO: Hmmm... not what I was expecting but explain?

CMO: Sure. Let's be honest here. The CMO role is in the hotseat from day 1 and there's two reasons for that:

1. It doesn't look like we're having an impact
2. It looks like we're too expensive

Sound accurate?

CEO: Yeah, I guess. So how does aligning with Product and Finance change that?

CMO: I can only Market what Product is building / selling. I need to undertand our vision, roadmap, and customers. I also need to know who owns pricing and likely will have some product asks so I want to build a great relationship with Product from day one. 

Finance is an obvious one but we need to build a collective understanding of how to measure impact of Marketing. I also need to sync regularly with them so we make investment decisions and keep them in loop so they're not surprised .

CEO: Okay seems fair, but I was kind of expecting a "quick" win. 

CMO: Do you care more about actions or impact? I have no doubt that I'll be able to identify a quick win but how often are the most impactful problems easily solvable? 

CEO: Basically never... 

CMO: Right... so it's no different in Marketing. I can't just "tweak" positioning here or copy there and expect huge wins. So, for me to last in this role, have the biggest impact, and deliver on what I believe I can , I need to align with Product and Finance.

–
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CEO: Can you cut our CAC by 30%? 

CMO: I love a fun challenge. By when? 

CEO: …. by next month. 

CMO: Oof I can do it but it’ll hurt growth. 

CEO: No growth must go up.

CMO: Lol what? Okay Eng can ship some asks. 

CEO: No their backlog is full. 

CMO: Okay… We’ll try a lot of new creatives.

CEO: Need to let designer go. Budget cuts. 

CMO: Okay. Will run incrementality test on Google

CEO: No! That’s our Golden Goose!!!!!

CMO: Wtf do you want me to do? 

CEO: Idk. That’s your job to figure it out. 

–
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CEO: I want us to gain 10% market share this year!

CMO: I want to be excited, but I know there's a but...

CEO: But... we are cutting your budget 50%.

CMO: Say what? 

CEO: And your headcount by 75%.

CMO: Huh?!

CEO: And I don’t like TikTok or IG. So don't advertise there. 

CMO: Okay…

CEO: Also, I will be blindfolding you. 

CMO: WTF. Why? 

CEO: When you lose one sense your others get stronger. 

CMO: This is madness…

CEO: THIS. IS. MARKETING!

–
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CMO: I'm struggling with our Data Science team

New CDO: What are you struggling with?

CMO: Idk, I can't get what I want out of them.

CDO: Sorry, but it's likely you.

CMO: Why do you say that?

CDO: It's usually strategy, comms, or skillset. 

CMO: That's pretty broad. Elaborate?

CDO: Of course. Let's start with Strategy.

Have you shared your Marketing Strategy? 

What bets are you making?
What audience are you going after? 
What audience insights are you using? 

Without context, data is just a jumble of numbers.

The team performs better when knowing what and where to look. 

CMO: Fair point. Communication?

CDO: How often do they talk to your team?

How often are they in your leadership meetings? 

If you meet 1x a month, it's weeks too late. They're operating on stale information. You need to meet with them weekly AND treat them like a part of your team. You're their partner not stakeholder.

CMO: Woah. Okay. And Skillset?

CDO: Generalist rarely succeed because there's too much business and channel knowledge required.  

Also, don't do pooled resourcing. 

Analysts should have clear lanes of scope. 

CMO: Shoot, might be a combo of all 3. What should I fix first? 

CDO: Fix comms + strategy. Then skillset. Even the best data scientist are going to stumble if they don't know where your heads at. 

CMO: Okay, this sounds promising. 

–
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CEO: We need to fix our Marketing!

New CMO: Why do you think it's not working?

CEO: We're spending too much. Our CAC is too expensive.

CMO: I hear you. What do you think we should do?

CEO: Definitely cut our Brand Marketing spend.

CMO: Got ya. What's our growth rate?

CEO: It's fantastic! 50% YoY.

CMO: Nice. And what was it before we started Brand Marketing? 

CEO: Like 40%

CMO: So we're growing more? 

CEO: Yeah but so much more expensively. 

CMO: How long has the Brand Marketing campaign been running?

CEO: Idk. Probably 1-2 months. 

CMO: And our customers buy 1x every 3 monthish?

CEO: Yeah, usually! 

CMO: Okay great. So I don't think we should change a thing yet.

CEO: What?! 

CMO: We need Brand Marketing to do it's thing. I'll dig in more but high level the impact of Brand Marketing hasn't start to hit. Our growth rates will go up even more and likely our CACs will come even further down than before. Here's what it'll look like compared to last year:

✅ Lower CAC
✅ Higher YOY growth
✅ Higher acquisition volume

CEO: So we've been doing the right thing?

CMO: Yeah. I believe so. Who was leading these efforts before me?

CEO: Jane Smith. Why?

CMO: I'd like to give her a raise.

–
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My next guest is who the world's biggest CMOs call on when they need to figure out their AI Marketing strategy. 

Nuno Leal, EY Studio+ CMO Practice Leader for the Americas, joined me to break down how the best CMOs are deploying AI and why marketing orgs are stuck in AI purgatory and.

We chat about:
⮑ Why the future of marketing needs 2 CMOs
⮑ How to show Gen AI ROI in months, not years
⮑ Why companies aren't ready for pattern changes

My favorite discussions:
⭐ The smartest CMOs are using the AI hype cycle to finally get CFO buy-in for the data infrastructure they've always needed. 

⭐ Gen AI is production-ready today in text based communications so that's where the quickest ROI is. 

Example: One of Nuno's clients saw 70–80% traffic growth from content they already had with zero ad spend by building an AI content system.

⭐ As agents take over transactions, consumers will spend more time evaluating brands emotionally. 

If you're not investing in brand, you're going to be invisible when it matters most.

If you're a CMO or growth leader trying to figure out where AI actually fits in your roadmap ( and how to prove ROI fast), this conversation is for you!

Nuno brings a rare 30,000-foot view of what's actually working across the world's largest marketing organizations right now. 

Tune in wherever you love listening to podcasts ( links in the comment).

Founder: Why do you say platform # are wrong? 

Me: Do a quick math exercise for me? 

Founder: For sure. What’s up? 

Me: Add up the acquisitions from Meta and Google. What is it? 

Founder: 350.

Me: And what does Stripe say? 

Founder: 308! Wtf?! 

Me: Haha don’t worry it’s not that bad. Meta and Google don’t always see the other channel's journey. They’re just giving credit to what they believe they drove. 

Founder: So what should we do?! 

Me: First, don’t trust any attribution blindly whether it’s platform or internal. 

Second, look at overall numbers. Are you happy with your LTV, CAC, and growth rates? 

Founder: Yes for the most part. 

Me: Okay so keep going for now. At some point you’ll want to care about incrementality but you don’t need to yet. You’re still likely incremental on these channels. 

Then, make sure you’re not making decisions purely on attribution. Use in platform numbers to optimize the platform and then overall blended numbers to steer the business.

Founder: Give me an example? 

Me: Yeah. Right now you’re spending $100 on Meta. Double it tomorrow. 

Give it a week and see what happens to your blended CAC. You can make some inferences there. Don’t purely trust platform . 

Founder: Ohhhh okay ! That makes sense. So platform for directional and blended for truth. 

Me: Yes but just remember blended doesn’t mean incremental but we’ll get there eventually.

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CEO: Got website feedback from a Marketing friend.

New CMO: Nice. Are they our target customer?

CEO: Hm... no not really. They've just got a lot of experience.

CMO: Do they work in or advise in our industry?

CEO: Well, not exactly, but broadly speaking kind of.

CMO: Have they worked with us before?

CEO: No. We were just chatting at dinner and then I asked about their thoughts so they took a quick look.

CMO: Okay. I really appreciate you sharing, but that "quick look" is not super helpful and actually it's going to hurt us.

CEO: Oh no. How so?

CMO: First, it makes me look defensive because 99% of the time I'll probably say no we're not going to do that. 

Second, our problems don't need "quick looks" . They're deeper rooted and holistic and it's my job to work through that. 

Third, everyone things they can do Marketing. Even Marketers. But there's too much context and understanding of our customers required and I need the space to just think and execute.

CEO: Oh damn. This all makes sense.

CMO: I know it's well intentioned and I'll create the space for us to have these chats and for you to share your opinions / ideas, but it's too early for that.

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CEO: You made it go viral! Let's do more.

CMO: It was awesome! But I didn't "make it go viral" 

CEO: What do you mean? We hit 3M impressions!

CMO: I know. I'm saying I specifically can't do it again.

CEO: Why? Can't you just replicate that success? 

CMO: That's the problem. You can't replicate virality.

CEO: Really? Why? We know what worked. Same creative style, same platform, same targeting.

CMO: Well, virality isn't a specific formula. It often feels like It's lightning in a bottle. I've had so many times where I thought it would go viral and it flopped and countless times when it was the opposite.

CEO: So we just got lucky?

CMO: Partially, yes, but don't make it sound like that. We can't always control timing, cultural moment, algorithm quirks. 

CEO: But we still made good creative. That has to count for something.

CMO: It does. Good creative is necessary but not sufficient for viral. You also need the perfect storm of shareability and timing.

CEO: What if we just make ten campaigns and hope one goes viral?

CMO: Then you're gambling, not marketing. And the other nine campaigns that don't go viral still cost money.

CEO: So viral is worthless?

CMO: No, it's amazing when it happens. But you can't build a marketing strategy around hoping for it.

CEO: What should we build strategy around?

CMO: A consistent content system. We study formats and ideas that have made others go viral, then show up regularly with quality content. Some will hit bigger than others. That's exactly what happened this time. 

CEO: So we're not chasing viral, we're just showing up consistently?

CMO: Exactly. Viral is the byproduct of doing good work consistently, not the goal. The companies that obsess over viral end up with spiky, unpredictable results.

CEO: That makes sense. Consistency over home runs.

CMO: Right. And when something does take off, we'll know how to capitalize on it because we have a system in place.

–
👋 I'm a former Uber Head of Marketing Science where I optimized $1Bn+ across Brand, Performance, and Lifecycle Marketing

🔔 Follow for Marketing Strategy & Science
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By 30, I was a multimillionaire .

Here's the exact blueprint:

Step 1: Inherit $2.9 Billion dollars.

Step 2. Launch a 4 sided consumer marketplace.

Easy business model. Plus 4 sides is more upside.

Pun intended.

Step 3: Hire a CMO pre PMF. 

They'll help me find it.

Step 4: Fire CMO even though they said they were underresourced, under listened to, and I kept overruling their decisions . 

All I heard was excuses. 

Step 5: Set up Last Click attribution for all sides of the marketplace.

Clicks over d*cks. 

Step 6: Steer based on platform attribution because internal attribution was broken. 

OOH campaigns weren't showing up. 

Plus, Meta and Google only share numbers in the best interest of their customers. 

I know Mark, Sergey, and Larry personally.

They'd never lie to me. 

Step 7: Bid aggressively on Branded Search. ROAS was INSANE. Like 10x+.

Gotta spend money to make money. 

Step 8: Use revenue to model out LTV and focus only on 5 year LTV because that's where LTV / CAC was 3x. 

Margins are for the marginalized.

Pay back? You need to stay back. 

Step 9: Invest more money when low on runway because LTV / CAC was too good so I just needed to wait it out.

Step 10: Focus religiously on Perf Marketing. Brand isn't measurable. Perf is. We knew EXACTLY where every dollar was going. 

Step 11: Declare Bankruptcy after investing $2 Billion Dollars + at peak 2021 valuations because somehow I was never able to become profitable even though my attribution, LTV / CAC, and ROAS were all saying I was.

Still not sure what went wrong, but who cares?

I'm about to launch my AI based crypto web 3 trader on openclaw.

I'll let you now how it goes.

↳ For sponsorship, www.amneymedia.com 
↳ For 1:1 Coaching, DM me

Amney Mounir

SQL is a muscle that you need to practice regularly.
(Even in 2026 with the rise of AI)

Here a few topics that you MUST know:
↳ Basic Queries (SELECT, WHERE)
↳ Aggregations (COUNT, AVG, MIN, MAX)
↳ Grouping (GROUP BY, HAVING)
↳ Subqueries & CTEs
↳ Joins (LEFT, SELF, CROSS)
↳ Ranking Functions (ROW_NUMBER, RANK, DENSE_RANK)
↳ String Functions (CONCATENATE, LENGTH, SUBSTRING)
↳ Date Functions (CURRENT_DATE, INTERVAL)

Get your hands dirty with these resources:
📗  SQL Winter Challenge: https://lnkd.in/g6KWXCyv
📘 SQL Module: https://lnkd.in/gijvU59S

———
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Every Data Analyst interview has a SQL round.
Every Data Scientist interview has a SQL round.
Every Data Engineer interview has a SQL round.

SQL is the one language that you need to know.

So if you’re serious about breaking into data 
SQL is non-negotiable.
(𝘌𝘷𝘦𝘯 𝘸𝘪𝘵𝘩 𝘵𝘩𝘦 𝘳𝘪𝘴𝘦 𝘰𝘧 𝘈𝘐)

Many will struggle to validate AI outputs.
That's why knowing SQL is a must.

I recommend practicing on Dataford, my favorite resource for upskilling in SQL and preparing for your next Data interview. 

Here are their most valuable features: 
📕 Modules: https://lnkd.in/gz9Cr8R3
📗 Interview Guides: https://lnkd.in/gXhBTqXs
📘 Interview Questions: https://lnkd.in/g62bfHF6

———

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Most executives talking about AI have never used it.

But the ones using it every day know the truth.

AI is powerful yes,
𝗕𝘂𝘁 𝗶𝘁 𝗶𝘀 𝗻𝗼𝘁 𝗺𝗮𝗴𝗶𝗰.

That’s the difference between:

Talking about AI vs. Working with AI.

The best Data Analysts I know are NOT replacing themselves with AI.

They are using AI to move faster.

YET, execs are pushing SO much for it. Asking to use AI as much as possible. And you get rewarded by spending more tokens than doing actual work and impact. 

This is the problem. 

Because if everyone is using AI for work,
then what will differentiate you from someone else?

The answer is not the AI.
It’s YOU!

———

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Data Analytics @ Meta | Become a 10x Analyst with AI | 60k+ Community on LinkedIn ❤️

Data Analytics is officially dead in 2026.

This is what I am hearing a lot lately, but the reality is:

The Data Analyst role is NOT dying.
It is just evolving.

AI has become a massive part of how we work.

And if you’re not learning how to use it, you’re putting yourself at a disadvantage.

In my own role at Meta, AI has helped me:
- Explore more analysis
- Communicate insights better
- Provide more value to stakeholders

I still strongly believe this:

𝗔𝗜 𝘄𝗼𝗻’𝘁 𝗿𝗲𝗽𝗹𝗮𝗰𝗲 𝗗𝗮𝘁𝗮 𝗔𝗻𝗮𝗹𝘆𝘀𝘁𝘀.
𝗗𝗮𝘁𝗮 𝗔𝗻𝗮𝗹𝘆𝘀𝘁𝘀 𝘄𝗵𝗼 𝘂𝘀𝗲 𝗔𝗜 𝘄𝗶𝗹𝗹.

So instead of fearing it…
Start learning how to work with it.

———

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8 habits that changed my career as a Data Analyst:

𝘚𝘢𝘷𝘦 𝘵𝘩𝘪𝘴, 𝘪𝘵 𝘤𝘰𝘶𝘭𝘥 𝘣𝘦 𝘢 𝘨𝘢𝘮𝘦 𝘤𝘩𝘢𝘯𝘨𝘦𝘳 𝘧𝘰𝘳 𝘺𝘰𝘶

1) Always question what you're being asked
2) Always validate the data before sharing it
3) Always communicate with extreme clarity
4) Build systems to automate repetitive tasks
5) Be proactive and don't wait for things to happen
6) Always prioritize impact over more work
7) Never stop learning and accept to unlearn
8) Don't be afraid to say “I don’t know”

With these habits I started getting:
→ More visibility
→ Bigger projects
→ More ownership
→ And Faster growth

Now it's your time to apply them.

———

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With this one trick, you won’t have to use CTEs or Subqueries anymore.

Most analysts solve “latest value per user” with:
window function → subquery or CTE → adding a filter

You don’t need any of that.

Just use 𝗠𝗔𝗫_𝗕𝗬 / 𝗠𝗜𝗡_𝗕𝗬

It will make your queries cleaner.
And less headache to be honest.

Here are few resources to get you started:
📕 SQL Module: https://lnkd.in/gijvU59S
📘 Playground: https://lnkd.in/g6KWXCyv

I'm Amney, I shared Data tips and resources
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Being a Data Analyst is more than SQL and Analysis.

A big portion of your time is spent on:

- Aligning and convincing shareholders
- Troubleshooting metric drops
- Meetings with the team
- 𝘗𝘳𝘰𝘮𝘱𝘵𝘪𝘯𝘨 𝘵𝘩𝘦 𝘓𝘓𝘔 (𝘪𝘯 2026)

That's why technical skills are equally important as soft skills to become a Great Data Analyst. 

———

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Soft skills > Hard skills for Data Analysts in 2026.

Let me explain why:

Most aspiring Data Analysts focus on hard skills:
- SQL
- Python
- Excel
- Tableau

While these skills are super important, everyone is becoming good at them (𝘢𝘯𝘥 𝘯𝘰𝘸 𝘦𝘷𝘦𝘯 𝘮𝘰𝘳𝘦 𝘸𝘪𝘵𝘩 𝘈𝘐)

𝗧𝗼 𝘀𝘁𝗮𝗻𝗱𝗼𝘂𝘁 𝗶𝗻 𝟮𝟬𝟮𝟲, 𝘁𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗻𝗲𝗲𝗱:
1) Strong business sense
2) Product thinking & ideation
3) Clear storytelling using data
4) Ability to collaborate with teams

Here are few resources to guide you:
📕 Problem Solving: https://lnkd.in/g6iFEf7B
📘 Behavioral: https://lnkd.in/gzCzvQGs
📗 Product Ideation: https://lnkd.in/gbHRs4_H

Shift your focus from technical to soft skills,
And you will def standout in this new era.

———

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Most people know 𝗼𝗻𝗲 𝘄𝗮𝘆 to remove duplicates in SQL.

During interviews, they’ll usually ask for more than one approach.

Here are 4 ways to do it:

1) Using HAVING
2) Using Ranking Functions
3) Using SELF JOIN (𝘭𝘦𝘢𝘴𝘵 𝘦𝘧𝘧𝘪𝘤𝘪𝘦𝘯𝘵)
4) Using DELETE (𝘺𝘰𝘶 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘣𝘦 100% 𝘴𝘶𝘳𝘦)

If you wanna take it to the next level, I highly recommend going to this free workshop hosted by Mark, Lead Data Scientist at Meta, on how to master your Data Scientist Interview at Big tech.

📕 FREE Workshop: https://luma.com/vsndcrlk

———

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The best Data Analysts don’t just pull numbers.

They tell great stories.

Too often I see analysis that are hard to read.
And the story doesn’t make sense.

So here are a few things to make it better:

𝟭) 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗮 𝗧𝗟𝗗𝗥
What are the 3 things they should remember?

𝟮) 𝗔𝗱𝗱 𝗮 𝗖𝗼𝗻𝘁𝗲𝘅𝘁 𝘀𝗲𝗰𝘁𝗶𝗼𝗻
What problem(s) are you trying to solve?
What is the objective of your analysis?

𝟯) 𝗦𝗵𝗮𝗿𝗲 𝘁𝗵𝗲 𝘁𝗼𝗽 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀
Keep them crisp and easy to understand.

𝟰) 𝗡𝗲𝘅𝘁 𝘀𝘁𝗲𝗽𝘀
What are we going to do with it?

This way, your audience gets it.

That’s how you drive decisions.
That’s how you create impact.
That’s how you stand out.

———
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8 things you can start automating with AI 👇

𝟭) 𝗦𝗤𝗟 𝗤𝘂𝗲𝗿𝘆 𝗪𝗿𝗶𝘁𝗶𝗻𝗴: I love SQL but writing a lot of SQL from scratch is painful. Using AI helped me move faster and tweak the query from AI if needed.

𝟮) 𝗗𝗮𝘁𝗮 𝗖𝗹𝗲𝗮𝗻𝗶𝗻𝗴
As Data Analyst, we deal with a lot of messy data, AI can help find missing values, remove duplicate and make your life easier.

𝟯) 𝗘𝘅𝗽𝗹𝗼𝗿𝗮𝘁𝗼𝗿𝘆 𝗗𝗮𝘁𝗮 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀 (𝗘𝗗𝗔)
AI can help you detect correlations, anomalies, and trends faster and accelerate your work.

𝟰) 𝗗𝗮𝘀𝗵𝗯𝗼𝗮𝗿𝗱 𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻
Generating dashboards is def something I don't enjoy doing, having AI help is a big reliever.

𝟱) 𝗪𝗿𝗶𝘁𝗶𝗻𝗴 𝗥𝗲𝗽𝗼𝗿𝘁𝘀 (𝘮𝘺 𝘮𝘰𝘴𝘵 𝘤𝘰𝘮𝘮𝘰𝘯 𝘶𝘴𝘦 𝘤𝘢𝘴𝘦)
Writing takes me so much time and AI definitely helped me to make my reports clearer.

𝟲) 𝗠𝗲𝗲𝘁𝗶𝗻𝗴 𝗡𝗼𝘁𝗲𝘀
Taking notes and dealing with action items was a pain and AI can now take notes for you and send you a report so you don't have to do it.

𝟳) 𝗗𝗮𝘁𝗮 𝗗𝗼𝗰𝘂𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻
Documenting the structure of the db is definitely something AI can take out of your plate (takes so much manual work and effort)

𝟴) 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗲𝗱 𝗪𝗼𝗿𝗸𝗳𝗹𝗼𝘄𝘀
My favorite workflow is:
𝘐 𝘰𝘯𝘭𝘺 𝘶𝘴𝘦 𝘪𝘵 𝘧𝘰𝘳 𝘴𝘪𝘮𝘱𝘭𝘦 𝘢𝘥-𝘩𝘰𝘤 𝘢𝘯𝘢𝘭𝘺𝘴𝘪𝘴.
- List action items from meeting notes
- Ask AI to start the work/analysis
- Review the work from AI

Imagine taking all of these from your plate.
You will save hours working on things that can be more impactful and help the business grow.

AI is accelerating us as Data Analysts.
Not replacing us.

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People will only show up when you get the job. 

Not when you’re stuck job hunting.
Not when you’re getting rejected.
Not when you're getting ghosted.

Job searching is lonely (𝘐'𝘷𝘦 𝘣𝘦𝘦𝘯 𝘵𝘩𝘦𝘳𝘦)

You’re trying to stay motivated.
Trying not to take it personally.
Trying so hard not to give up.

Here’s what I wish someone told me:
1) Rejection ≠ you’re not good enough
2) Ghosting ≠ you’re not capable
3) One “yes” changes everything

You don’t need 100 YES.
You only need 1 YES!

Stay consistent.
Keep improving.
Keep showing up.

𝗔𝗡𝗗 𝗬𝗢𝗨 𝗪𝗜𝗟𝗟 𝗚𝗘𝗧 𝗧𝗛𝗘𝗥𝗘.
I'm rooting for you!

———

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As you grow as a Data Analyst, your impact scales.

Here’s what that journey usually looks like:

𝗟𝘃𝗹 𝟭: 𝗝𝘂𝗻𝗶𝗼𝗿 𝗔𝗻𝗮𝗹𝘆𝘀𝘁
You are told what to do and how to do it.

𝗟𝘃𝗹 𝟮: 𝗠𝗶𝗱-𝗟𝗲𝘃𝗲𝗹 𝗔𝗻𝗮𝗹𝘆𝘀𝘁
You are told what to do
but you figure out how to do it.

𝗟𝘃𝗹 𝟯: 𝗦𝗲𝗻𝗶𝗼𝗿 𝗔𝗻𝗮𝗹𝘆𝘀𝘁
You are given a specific problem, 
and you figure it out.

𝗟𝘃𝗹 𝟰: 𝗦𝘁𝗮𝗳𝗳 𝗔𝗻𝗮𝗹𝘆𝘀𝘁
You identify the problems and solve them.

𝗟𝘃𝗹 𝟱: 𝗚𝗢𝗔𝗧 𝗔𝗻𝗮𝗹𝘆𝘀𝘁
You define the vision and multiply your impact.

As you move up:

Your scope grows.
Your influence grows.
Your impact compounds.

That’s how you become irreplaceable.

Where do you stand today?
𝘓𝘦𝘵 𝘮𝘦 𝘬𝘯𝘰𝘸 𝘪𝘯 𝘵𝘩𝘦 𝘤𝘰𝘮𝘮𝘦𝘯𝘵𝘴

———

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The future of Data Analysts is Human-AI Hybrid.

And it’s happening faster than people think.

I used to spend 70% of my time:
→ Writing SQL
→ Updating dashboards
→ Writing documentations
→ Fixing broken pipeline/queries

I am not doing that anymore. 

That’s why I've been using Count.co

Their AI agent:
→ Makes comprehensive dashboards
→ Writes transparent SQL (you see everything)
→ Lets humans + multiple agents work together
→ Keeps governance and trust

That’s the future.

Not AI replacing analysts.
AI augmenting them.

You can test Count.co for FREE
 ↳ https://lnkd.in/gHjButQH

———
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Prompting is a core skill for Data Analysts in 2026.

And most people are not ready for it.

Not because they don’t use AI.
But because they don’t know how to prompt it.

My prediction is that difference between an average analyst and a great one will increasingly be:

𝗛𝗼𝘄 𝘄𝗲𝗹𝗹 𝘁𝗵𝗲𝘆 𝗰𝗮𝗻 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗲 𝘄𝗶𝘁𝗵 𝗔𝗜.

I already spend most of my time using AI to accelerate my work and prompting has helped me:

- Identify new opportunities
- Generate analysis faster
- Fix SQL/Python code 

And accelerate my work and increase my impact.

This is why, the earlier you learn how to use it well,
the bigger your edge will be in this market.

———

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Damissah Debrah

Many people still think using AI for Analysis is cheating.

But it’s actually the biggest game-changer of our time.

I used to spend hours pulling one insight.
With AI, I do it 5x faster.

Instead of doing 3 analyses, I can now do 30.
I can be more efficient and deliver more impact.

We call engineers who outperform “10x Engineers.”
It’s time we start talking about 10x Analysts.

Because Analysts who embrace AI will outpace everyone
Not because they’re smarter,
But because they’ve learned to multiply their output.

So please — don’t fight it.

———

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The 5 AI tools I would use as a Data Analyst in 2026:

𝘚𝘢𝘷𝘦 𝘵𝘩𝘪𝘴, 𝘪𝘵 𝘤𝘰𝘶𝘭𝘥 𝘪𝘮𝘱𝘳𝘰𝘷𝘦 𝘺𝘰𝘶𝘳 𝘦𝘧𝘧𝘪𝘤𝘪𝘦𝘯𝘤𝘺 𝘣𝘺 𝘢 𝘭𝘰𝘵!

→ 𝗚𝗮𝗺𝗺𝗮 𝗳𝗼𝗿 𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻𝘀

You will use it to turn your slides into clean and better looking presentations. It does matter especially when you have good stuff to share.

→ 𝗠𝗮𝗻𝘂𝘀, 𝗳𝗼𝗿 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵

You will use it to research industries, competitors, and trends to help you identify new opportunities.

→ 𝗖𝗹𝗮𝘂𝗱𝗲 𝗳𝗼𝗿 𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀 (𝗺𝘆 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗳𝗮𝘃𝗼𝗿𝗶𝘁𝗲)

You will use it to rewrite your analysis to be clearer and more insightful (𝘵𝘩𝘪𝘴 𝘪𝘴 𝘸𝘩𝘢𝘵 𝘐 𝘶𝘴𝘦𝘥 𝘵𝘩𝘦 𝘮𝘰𝘴𝘵)

→ 𝗡𝗼𝘁𝗶𝗼𝗻 𝗔𝗜 𝗳𝗼𝗿 𝗯𝗿𝗮𝗶𝗻𝘀𝘁𝗼𝗿𝗺𝗶𝗻𝗴 𝗻𝗲𝘄 𝗶𝗱𝗲𝗮𝘀

You will use it to brainstorm analysis directions when it's still rough and you need a figure out what to do.

→ 𝗻𝟴𝗻 𝗳𝗼𝗿 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝘄𝗼𝗿𝗸𝗳𝗹𝗼𝘄𝘀

You will use it to automate repetitive like connecting tools, triggering reports, or moving data so you can spend more time on actual analysis.

———

I recommend using these tools to work faster, think better, and become way more efficient.

Because expectations for Data Analysts are just getting higher and higher and you need to build this edge as soon as possible (𝘣𝘦𝘧𝘰𝘳𝘦 𝘪𝘵'𝘴 𝘵𝘰𝘰 𝘭𝘢𝘵𝘦)

———

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Your job search doesn’t have to look like this in 2026.
(𝘚𝘢𝘷𝘦 𝘵𝘩𝘪𝘴! 𝘪𝘵 𝘤𝘰𝘶𝘭𝘥 𝘤𝘶𝘵 𝘮𝘰𝘯𝘵𝘩𝘴 𝘰𝘧𝘧 𝘺𝘰𝘶𝘳 𝘫𝘰𝘣 𝘴𝘦𝘢𝘳𝘤𝘩)

I’ve been testing a tool lately that almost feels like cheating..

𝗝𝗼𝗯𝗖𝗼𝗽𝗶𝗹𝗼𝘁 is a job-search partner working for u 24/7

𝗪𝗵𝘆 𝗶𝘁 𝘀𝘁𝗮𝗻𝗱𝘀 𝗼𝘂𝘁:
↳ Scans 500,000+ company career pages
↳ Match daily positions to your profile
↳ Handles the form-filling for you
↳ Apply to 100s of jobs for you

Not only that it:
↳ Sends a daily recap of everything it did 
↳ Access hiring manager contact details 

📕 Start using it today: https://lnkd.in/giPmXeF2

If you're stuck in being consistent at applying for jobs and tired of getting too many rejections, you should definitely give it a try as JobCopilot takes care of the heavy lifting for you.

———

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If you follow ONE Python roadmap, make it this one.

Most people don’t fail at Python because it’s hard.

They fail because they don't follow a clear path.

They jump between:
→ random Medium posts
→ random YouTube videos
→ random “advanced” tricks on LinkedIn

And hope it works.

𝗕𝘂𝘁 𝗜 𝗰𝗮𝗻 𝘁𝗲𝗹𝗹 𝘆𝗼𝘂, 𝗶𝘁 𝗱𝗼𝗲𝘀𝗻’𝘁.

What actually works is structured learning. 

And after reviewing many resources, the one that actually stand out to me is the Python Fundamentals Track: https://lnkd.in/gzPTdy_9

It teaches you all skills listed in this roadmap in one place, with hands-on learning, taking you from zero (very basics) to advanced Python skills, while working on cool projects.

If it worked for me it can certainly work for you. 
📕 Check it out: https://lnkd.in/gzPTdy_9

———

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Technical skills alone won’t get you a job in 2026.

Let me explain why: Because in these roles, the competition is too high, which means everyone applying are already great in technical skills: 

SQL, Python, Power BI etc…

The only way to stand out is by having strong product and business skills. Trust me I've been through it.

This includes:
𝗦𝘁𝗿𝗼𝗻𝗴 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 → turning data into decisions
𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 & 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗦𝗲𝗻𝘀𝗲 → knowing what matters
𝗖𝗹𝗲𝗮𝗿 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 → influencing people to act

And that will come with a lot of practice. 

Leland is hosting a FREE Product Management Week (Mar 30 - April 2), 8+ virtual sessions to help you build this muscle and I highly recommend you to join. 

Sessions will be hosted by former hiring managers and interviewers at firms like Google, Meta, Microsoft, and more.

So definitely don’t miss out!

📕 RSVP: https://lnkd.in/gQPeNhrG 

Time to take your business skills to the next level!
(𝘌𝘴𝘱𝘦𝘤𝘪𝘢𝘭𝘭𝘺 𝘪𝘯 𝘵𝘩𝘦 𝘦𝘳𝘢 𝘸𝘩𝘦𝘳𝘦 𝘈𝘐 𝘤𝘢𝘯 𝘥𝘰 𝘢𝘭𝘭 𝘵𝘩𝘦 𝘵𝘦𝘤𝘩𝘯𝘪𝘤𝘢𝘭 𝘱𝘢𝘳𝘵)

———

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