Why I’m building Vendo.

I’ve been running Growth Analytics Marketing since 2016. The consulting work exposed the same data and reporting problems across early-stage companies, established brands, and agencies.

Here’s what I kept seeing.

Marketing teams often had capable analytics, advertising, commerce, payment, and messaging tools, but the records, identifiers, definitions, and schedules between them did not agree. Important reports and destination jobs depended on repeated manual work.

We saw analytics tools with only basic tracking, paid campaigns measured against incomplete conversion records, and messaging tools missing the customer or order fields needed for the intended workflow.

The repeated problem was not buying software. It was defining, moving, and checking the data required to use it.

Without explicit source contracts, identity rules, metric definitions, and delivery checks, adding another tool creates another place for the same disagreement to appear.

As consultants, we lived inside this problem. We built custom integrations, set up warehouses, transformed attribution data, connected tools to each other — over and over, for client after client. Eventually, we started turning the repetitive parts into repeatable software.

In 2023, we began turning that repeatable work into Vendo: a product that imports your data, keeps shared definitions, builds reports, puts an Agent to work, and delivers data back to your tools.

One thing that matters to me personally: I want to leave things better than I found them. I appreciate that I’ve been lucky — born into a good family, given opportunities that many people don’t get. I’m determined to pass that on.

Beyond tools and donations, I value practical work with founders and operators: defining the decision, making the data path explainable, and leaving the team able to maintain it.