How a former neuroscientist built a smarter way to think about email targeting ft. Daniel Brady

In this episode, we dig into how Daniel Brady applies machine learning and neuroscience to a problem most email marketers underestimate: not what to say, but who is actually ready to hear it. He shares how Orita helped a brand make more money by emailing 40% fewer people, why deliverability is a high-stakes risk channel and not a cheap one, and why personalization only moves the needle in the middle of your CRM list. Along the way, Daniel makes the case that surprise and habituation are more useful marketing frameworks than most people realize, and shares where he wants to take ML next: data-driven decisions about billboards and sponsorships.About the guest:Daniel Brady is the co-CEO of Orita, an ML-powered platform that helps e-commerce brands get more out of their existing customer lists through smarter targeting and experimentation. Before Orita, he trained as a neuroscientist at Harvard and went on to work as a machine learning engineer in routing and logistics. He brings a hard science lens to lifecycle marketing, making sophisticated experimentation accessible to brands with no data science team.