Background
I work on the part of marketing technology people notice only when it breaks: whether the analytics recorded what someone actually did, whether two systems agree on who a customer is, and whether the stack a company bought matches the way it actually operates.
I'm a marketing technology consultant at Munvo, working with large enterprises across financial services, telecommunications, and e-commerce. Most engagements sit between the strategy and the implementation — close enough to the business to know what a number is for, close enough to the code to know why it's wrong.
What I work on
Measurement and analytics
Adobe Analytics, Google Analytics, Google Tag Manager, and the consent layer underneath them. For one e-commerce client I built more than fifty performance alerts and the dashboards that gave them context, then worked with marketing and sales to trace what those alerts surfaced back to the site itself, and ran the A/B tests that followed. Much of this work is diagnostic — finding out why a report is wrong before someone builds a decision on top of it.
Campaign and customer data systems
Unica, SAS, Redpoint, Adobe Campaign, and Adobe Experience Platform, plus the integration work between them and the systems feeding them. On a telecom pilot that meant building responsive email and SMS templates and configuring event handling against third-party data. On a financial services program it meant automating managed file transfers and getting data architects, DBAs, developers, and external vendors to agree on the shape of the data before any of it moved.
Building and deploying
I also build software outside the marketing stack. The largest is an event ticketing marketplace I designed and built end to end — React and TypeScript on the front end, Node and PostgreSQL behind it, Stripe for payments and organizer payouts, spatial search over PostGIS, real-time seat selection over WebSockets, and the whole thing deployed on Google Cloud Run. That project is why I write about web architecture and SEO as engineering problems rather than marketing ones: URL structure, consent and retention rules, deletion and anonymization paths, and bot filtering stopped being slide topics once I had to implement them and live with the consequences.
Teaching it
I designed Munvo's Adobe Analytics certification course. Writing training material is the fastest way I know to find the gaps in your own understanding.
How I think about it
A few positions that show up in most of my work, and in most of what I write:
- The tool is the last decision, not the first. How to plan a MarTech stack before buying tools
- Analytics implementations fail upstream of the dashboard, not in it. Why analytics implementations fail
- Most teams asking whether they need a CDP don't need one yet. CDP vs. CRM vs. marketing automation
- Four systems measure AI search traffic, and their numbers cannot be added together. How to measure AI search traffic
- Headless is not automatically better for SEO; it moves eleven responsibilities onto your team. WordPress vs. a headless CMS
I write these up with the reasoning and the sources attached, partly as a record for myself, and partly because most of what gets published on these topics is vendor marketing.
Credentials
Certifications
- Generative AI LeaderGoogle Cloud Skills Boost · 2025
- Google Cloud AI AgentsGoogle · 2025
- Solution Planning Fundamentals: Verified Skill BadgeShopify · 2025
- HCLSoftware Certified Designer – Unica Campaign 12.1HCLSoftware · 2025
- Certified ScrumMaster (CSM)Scrum Alliance · 2024
- Adobe Analytics Business PractitionerAdobe · 2023
- Project Management Professional (PMP)Project Management Institute · 2022
- SAS Marketing Automation: Advanced Campaign DesignSAS · 2022
- SAS Certified Base Programmer for SAS 9 (CBP)SAS · 2022
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- amir [at] amirmousavi [dot] com