DATA DRIVEN DECISION MAKING

Who am I

Growing up in Levittown, a post-war American suburb that had long passed its “prime,” I was always searching for more. My first job out of college—a door-to-door 720×90 ad salesman—was my introduction to the fast-moving world of digital advertising. At 22, I stumbled into Ad Tech at Operative Media in New York City, an experience I often describe as earning a Master’s degree in Ad Tech while getting paid. The skills I gained at Operative gave me a competitive edge when I joined Krux, where I initially focused on implementing Data Management Platforms for publishers.

Through hard work, time, and an incredible Product Marketing team, Krux was acquired by Salesforce in 2016. Joining Salesforce at a time of rapid growth was an exciting challenge, but after two years, I found myself wondering: What if I applied everything I’d learned to just one customer?

That question led me to the West Coast and Activision Publishing, where I immersed myself in the gaming industry. As Director of Marketing Analytics and Audience Development, I played a pivotal role in launching Call of Duty: Warzone, which surpassed 100 million downloads. By leveraging best-in-class audience strategies, we transformed Warzone into a pipeline for premium title sales. While the success was massive, I also saw firsthand the toxic side of gaming communities, which sparked a deeper interest in solving industry-wide challenges.

That thinking led me to Spectrum Labs, where, as Head of Solutions & Analytics, I had the opportunity to merge technical expertise with a deep understanding of customer needs, driving growth and innovation in the rapidly evolving field of digital safety.

Now, I’ve come full circle, returning to Salesforce as a Principal Technical Architect at a time when the company is evolving to create an agentic future. In this role, I’m leveraging my experience to shape how businesses harness data, AI, and automation to drive meaningful customer engagement and innovation.

01

LEADERSHIP

My philosophy is to empower and unblock my teams to allow them to do their best work. I promote growth through curiosity and calculated risk-taking.

02

CREATIVITY

Creative decision-making and problem-solving balances data-driven insights with imaginative strategies, fostering innovation and driving exceptional results in complex, dynamic environments.

03

RESULTS

 Setting realistic goals and expectations with a  focused approach consistently drives outstanding results, highlighted by significant achievements

LET'S WORK TOGETHER

What I do

AUDIENCES & DATA

Effectively managing audiences is essential in today’s business landscape, where data privacy regulations, audience fragmentation, and the demand for personalized engagement create both challenges and opportunities. As Director of Marketing Analytics and Audience Development at Activision Publishing, I built an Audience Development Team, a dynamic segmentation strategy, and a robust identity graph, enabling personalized engagement at key strategic touchpoints throughout the player’s journey.

Joining Krux in 2014 gave me a front-row seat to the evolution of Data Cloud. Understanding the fundamental benefits of a DMP for marketers and publishers provided a strong foundation for navigating data privacy shifts and the industry’s transition to CDPs.

Now, at Salesforce as a Principal Technical Architect, I’m working with Data Cloud to help businesses unify, activate, and maximize the value of their data—empowering them to deliver privacy-first, personalized experiences at scale in an increasingly complex landscape.

MARKETING INFRASTRUCTURE

Marketing infrastructure plays a critical role in the automation, efficiency, and success of a modern marketing team. Leveraging conversion exclusion by itself could save millions in wasted marketing dollars. Throughout my career, I’ve played instrumental roles in developing and implementing marketing infrastructure at renowned organizations, leveraging advanced technologies and data-driven strategies.
At Activision, I developed blueprints for a multi-channel attribution model and an in-house “composable” CDP using Databricks and the data cleanroom Habu.

I have hands-on experience evaluating, implementing and driving adoption for the following technology: Adobe Audience Manager, Adobe Campaign, Ads Data Hub, AWS (S3, Redshift), Bash, Braze, ChatGPT API, Databricks, Datorama, GCP (BigQuery), Google Analytics, Habu, LiveRamp, Looker, Snowflake, Spectrum Labs (Guardian), Stable Diffusion, StatSocia, Tableau, Audience Studio (Krux), Adobe Test & Target, AppsFlyer, FlashTalking, FreeWheel, Google Ad Manager, Google Campaign Manager, Optimizely.

ADVANCED ANALYTICS

In today’s landscape, advanced analytics are no longer a luxury—they’re a necessity for driving informed decision-making and achieving strategic goals. I’ve led Marketing Analytics teams and spearheaded product analytics initiatives, building advanced dashboards that translate complex data into actionable insights. To power these efforts, I’ve leveraged industry-leading tools like Databricks, Looker, Snowflake, and Tableau, enabling teams to make smarter, data-driven decisions at scale.

Launching Call of Duty: Warzone at Activision Publishing—which surpassed 100 million player downloads—demanded a sophisticated analytics strategy to optimize performance and drive engagement. This approach incorporated incrementality testing (test and control groups), DMA testing, a robust attribution model, and a marketing mix model, ensuring data-driven decision-making at every stage of the launch.

LIVE OPERATIONS

Live Operations (Live Ops) in the gaming industry requires continuously refining and updating games based on player behavior and feedback—a complex process that involves balancing player retention, timely updates, and monetization while maintaining an engaging experience.

At Activision Publishing, I navigated the intricate world of Live Ops during the launch of Call of Duty: Warzone, contributing to 100 million player downloads. Leveraging advanced analytics and audience data, I gained deep insights into player behavior, enabling the team to deliver targeted updates, personalized experiences, and optimized engagement strategies.

I regularly partnered with C-level executives to strategize and communicate Live Ops progress, challenges, and key insights—demonstrating my ability to manage the multifaceted dynamics of Live Ops in a fast-paced, evolving industry.

Trust & Safety

Trust and Safety in the digital space has become increasingly complex, requiring the protection of user privacy, enforcement of community standards, and mitigation of risks such as toxic behavior, harassment, and data breaches.

As Head of Solutions & Analytics at Spectrum Labs, I led efforts to address Trust and Safety challenges, equipping customers with the necessary tools to implement SaaS NLP solutions for real-time content moderation and risk detection. My role involved working closely with organizations to deploy AI-driven solutions, ensuring safer digital environments while balancing compliance, user engagement, and platform integrity.

This approach enabled the effective identification and mitigation of toxic behavior, enhancing the user experience and fostering safer digital environments. Additionally, I led efforts to analyze toxicity prevalence and measure solution effectiveness, further solidifying my role in advancing Trust and Safety initiatives.

In an era of strict data protection regulations and rising cybersecurity threats, my experience highlights the critical need for innovative, resilient, and adaptable Trust and Safety strategies to safeguard users and uphold their trust.

Everything needed
to propel your data driven marketing

BACK END DATA STRATEGY

BACK END DATA STRATEGY

Back-end data tools form the backbone of data architecture, enabling effective data storage, management, and processing.

FRONT END DATA TOOLS

FRONT END DATA TOOLS

Front-end data tools play a crucial role in visualizing and interacting with data, turning complex data sets into user-friendly insights and dashboards.

MARKETING TECHNOLOGY

MARKETING TECHNOLOGY

This allows organizations to automate processes, gain valuable insights, personalize customer experiences, and optimize marketing efforts.

LIVE OPERATIONS

LIVE OPERATIONS

Keep your game interesting and its players active over time, regular updates, new features, and in-game events.

LET'S WORK TOGETHER

Get in touch

    Your Name (required)

    Your Email (required)

    Subject

    Service Desired

    Your Message

    Santa Monica , CA 90405

    tcook719@gmail.com
    (516) 233-5309