About David Ray

An Analytical Architect's Approach to the Next Era of Marketing

For over 15 years, I've been an "analytical architect" operating at the intersection of data systems and performance marketing. My career has focused on building and scaling the data-driven systems that power performance marketing for companies ranging from scrappy startups to the Fortune 500. This deep experience in both analytics and the practical application of performance marketing (SEO, SEM, Programmatic) has taken me inside some of the world's most complex digital ecosystems, including Google and Amazon. There, my work involved not just internal strategy but also empowering a full spectrum of advertisers—from emerging brands to global leaders—to succeed on those platforms. My focus is always on finding the signal in the noise and turning it into measurable growth.

That front-row seat showed me that in digital marketing, change is the only constant. The ecosystem is a complex and dynamic environment where advancements in technology and policy create a continuous stream of new opportunities and challenges. This is precisely where experience matters. Navigating this evolution effectively requires a deep understanding of the industry's past and a clear vision for what's next. This is exactly why I love it!

On this blog, I apply my passion for system optimization to the next evolution of digital marketing. Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) are the next chapter, building on the foundation of SEO. As the advertising ecosystem evolves, I share my perspective on emerging opportunities and how to maximize performance in these new channels.

My Core Philosophy: Clarity, Optimization, Evolution

My approach is built on a simple premise: marketing shouldn't be a gamble. I transform ambiguous challenges into data-driven systems through a three-part process:

1. Clarity: It starts with measurement. I unify inputs (spend) and outputs (outcomes) into a single, clear dashboard. If you can't measure it, you can't manage it.
2. Optimization: I turn that data into action. By identifying what works and what doesn't, I eliminate waste, reallocate investment to high-return activities, and systematically improve performance.
3. Evolution (Test & Learn): Optimization is never 'done.' I apply learnings across channels and strategically test emerging frontiers, like AEO and GEO, to ensure you are always investing in what's next.

Core Areas of Expertise

• Performance Marketing & Growth: 15+ years of hands-on-keyboard and leadership experience developing strategy, executing keyword research, analyzing audiences, and managing campaigns across SEM, SEO, Programmatic, and Paid Social.
• Digital Analytics & Measurement: Expert in multi-channel attribution, KPI framework development, A/B testing, and unifying complex data sources into clear, actionable dashboards.
• System Architecture & Automation: Specialization in analytical architecture, workflow re-engineering, and architecting the AI-driven optimization engines for leading global advertising platforms.

Proven Impact: At Scale and From the Ground Up

I don't just talk theory. I build systems and execute strategies that deliver real-world results across the entire business spectrum.

Enterprise & Global Scale

• At Google (AppSheet), I personally architected the B2B SaaS platform's demand generation systems from scratch, driving a 7x year-over-year increase in user acquisition and a 52% decrease in Cost Per Acquisition (CPA).
• During my time at Amazon, I architected a prescriptive analytics engine that automated performance best practices for advertisers, increasing global platform-wide ROAS by 35% and re-engineering global workflows to reduce required headcount by 87%.
• At General Mills, I established the core digital analytics and A/B testing function from the ground up for a consumer-facing mobile application and loyalty program, driving a 6x increase in user growth and reducing CPA by 53%.

Startup & SMB Operations

• Established the complete digital presence for dozens of organizations, from web design and content creation to foundational keyword research.
• Built and managed multi-channel advertising (SEM, Display, Remarketing) and email marketing programs from scratch, including onboarding all supporting martech.
• Managed large-scale campaign operations for one of Google's largest search advertising resellers, overseeing execution and optimization for a vast portfolio of clients.
• Oversaw programmatic performance on Amazon's demand-side platform (DSP), driving results for advertisers of all sizes.

Connect with Me

The insights shared on this blog are a synthesis of 15 years of hands-on optimization. My goal is to demystify the new landscape of AEO and GEO and provide a clear, actionable playbook for growth.

To see my full professional history and connect directly, please visit my LinkedIn profile.