A consulting & writing practice for marketing measurement.
Twenty-plus years inside media analytics. An independent shop that takes on the measurement work most agencies aren't built for — and a newsletter about everything else.
Named for a garage & a middle name.
I started Wayne Street in 2026 after more than twenty years in media analytics. Most recently I was SVP of Data, Analytics & Technology at NOVUS Media Intelligence. Before that, SVP of Data and Analytics at Razorfish. And before that — for eleven years — EVP of Analytics & Insights at Spark Foundry, where I built the analytics practice from five people to more than a hundred across eighty-plus client engagements.
The name comes from two places. The street my garage sits on — I'm a sucker for the American myth of the business that started in a garage. And my middle name. It felt right.
What I've spent those years learning is that most marketing measurement isn't really measurement at all. It's reporting in a costume. The interesting work — the work that actually changes what a company does — happens in the gap between what gets reported and what actually gets decided. That gap is what Wayne Street is for.
One other thing, since it tends to come up: I have an MFA in theatre performance. I thought I'd be telling stories with words. Turns out I tell them with numbers.
I take on a small number of consulting engagements a year. I write a newsletter when I have something worth saying. And I'm always open to a conversation if you think we should be talking.
Most measurement isn't measurement. It's reporting in a costume — dashboards that describe what already happened, decks that summarize what everyone already knew, KPIs picked by committee that don't point anywhere in particular.
That's not a measurement problem. It's a decision-making problem dressed up as one. The numbers are usually answering the wrong question because nobody had the fight about the question before the build started.
Measurement should help somebody decide something. If it can't, it's something else. We should call it something else.
Wayne Street, the newsletter
Subscribe on Substack →Which came first? The fruit or the seed?
A musing on the role of time in performance marketing. We've gotten very good at squeezing the lowest-hanging fruit. But cultivation is about more than the harvest — and the rest of the tree is where the real yield lives.
Read the essay →Politics and tech, when local laws mess with global plans.
If all politics are local, then how does tech scale? On the patchwork of regulation and the growing gap between what's possible and what's permitted.
Read →Too many monkeys jumping on the bed.
A long look at the agency landscape, the consolidation cycle, and what happens when there are more players than the room can hold.
Read →The newsletter is back after a short break. A weekly-ish reading of what's happening in marketing, media, and measurement — plus a rabbit hole into something tangentially related and almost certainly weirder.
Subscribe →How I work.
Three ways to engage. None of them involve a hundred-slide deck.
6–12 months
Fractional Measurement Leadership
An SVP-caliber measurement brain without the SVP line on the org chart. Two to four days a week, for teams that need their measurement function to stop reporting and start steering.
4–12 weeks
Sprint Engagements
One specific problem, one clear deliverable, one fixed price. Measurement audits, MMM vendor selection, learning agenda design — productized engagements with a defined start and end.
On invitation
Speaking & Workshops
Keynotes, executive offsites, and team workshops on marketing measurement, MMM, the post-cookie data landscape, and the uncomfortable truths most in-house teams already suspect.