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Artificial intelligence is rapidly reshaping everyday life, powering everything from automated hiring tools to medical diagnostics. Last week, we exposed the structural flaws of utilitarianism, demonstrating how Meta’s pursuit of optimization uses aggregate averages and sterile statistics to numb the reality of severe individual harms. To counter the trap of viewing human beings as mere […]

AI Ethics Part 3: Deontology And The AI Safety Crisis

AI

July 29, 2026

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Part I: Introduction to Ethical Frameworks “Even if you know nothing about digital marketing analytics, digital marketing analytics knows plenty about you.” When I started my book, Digital Marketing Analytics: In Theory and in Practice, with that line in 2020, the silent and invisible harvesting of consumer data was already reaching unprecedented levels. At the […]

The Most Important Moral Issue of Our Time: Ethical AI Governance (Part 1)

AI

July 15, 2026

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Last week, in Part 3 of this series, we mapped out the four distinct customer types inside our behavioral segmentation matrix. We showed that this 2×2 framework is incredibly flexible—you can build it using sales speed, profit margins, digital clicks, or any relevant metric that offers insight into your customers’ behaviors. In our sales pipeline […]

Segmentation Part IV: Operationalizing Behavioral Segments

Analysis, Marketing, Measurement

July 1, 2026

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Last week, in Part 1 of this segmentation series, we established that traditional market segmentation relies too heavily on static demographic and firmographic data. This reliance creates rigid strategies that leave businesses out of touch with true (and constantly shifting) consumer preferences. We concluded by advocating for a flexible 2×2 matrix built on active behavioral […]

Segmentation Part II: Building a 2×2 Behavioral Data Matrix

Analysis, Marketing, Measurement

June 17, 2026

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Earlier this week, I shared a quick post on LinkedIn about a new book by my friend Nicolas Darveau-Garneau called Be a Sequoia, Not a Bonsai. The post picked up a lot of attention, but social media only lets you scratch the surface of deep business strategies. I wanted to use this newsletter to go much […]

Stop Managing A Bonsai And Build A Sequoia

Marketing, Measurement

June 3, 2026

Kevin is a highly regarded Associate Teaching Professor at the University of Notre Dame and brings years of experience in industry leadership as Google’s Chief Analytics Strategist and FCB’s SVP Director of Strategic Analytics. His unique background allows him to effectively guide students in honing their analytical abilities, utilizing a blend of creative thinking and data-focused analysis. Kevin is a six-time winner of the Advertising Research Foundation Ogilvy Award and author of the best-selling book 'Digital Marketing Analytics: In Theory And In Practice'.

Meet your instructor, Kevin Hartman

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