Massive Insights

⦿ Growing a best-in-class team of data, analytics and AI experts to help clients achieve better outcomes with strategies that drive optimal decision-making.  

⦿ Implementing #EOS (Entrepreneurial Operating System) to maximize team cohesion and effectiveness.  This enables Massive Insights to deliver client solutions with greater speed and higher confidence.

Partner & Chief Strategy Officer

The Well Home

Advisor on commercial strategy, marketing, customer experience, and growth efforts.

Strategic Advisor (Fractional)

Klick

Executive level advisor on growth strategy.  Areas of focus include brand extensibility and adjacency planning, capabilities expansion, corporate development, and more.

Acted as a Swiss Army Knife to help scale Klick from an early-stage challenger to the dominant market leader in its space.  Ultimately added zeros to revenue and headcount.  I rose my hand anytime there was a problem that was new, undefined, and high impact.  Enough mistakes and triumphs to write an exciting book (or maybe a movie).  DJ'ed a party or two.  Here's where I focused most of my time:

1. Business Development 
- Revenue:  market analysis and targeting | pitch development and coaching | sales solution architecture and articulation  
- Authority:  keynote speaking | thought leadership writing 
- Differentiation:  architect of multiple award-winning marketing campaigns

2. Client Service & Strategy
- Service:  C-level & senior client relations | annual commercial planning | marketing investment allocation recommendations  
- Planning:  brand planning facilitation | market research | journey mapping | creative & program brief development  
- Activation:  digital strategy design | multichannel ecosystem strategy | tactical strategy (SEO, SEM, Social, Website, CRM, etc.) 

3. Capabilities & Market Expansion
- Pivot:  commercialization partner evolution | U.S. market expansion
- Expansion:  new craft expansion | strategy, analytics, media, CRM, brand, etc.
- Integration:  cross-functional operational improvements 
- Innovation:  innovation support | Labs & Ventures

4. Corporate Strategy 
- Positioning:  competitive analysis & differentiation | brand extensibility | value proposition evolution 
- Talent Evolution:  hiring Interviewing | case development | candidate journey/experience mapping
- Organizational Design:  new OD structures | modern architecture (holocracy / responsive orgs)

5. Leadership Development
- Manager Growth:  launched the first leadership development program
- Mentorship:  1:1 coaching | group training 
- Mental Health:  advocate | certification in mental health first aid

Partner & Executive Vice President

Executive Vice President, Interactive Services

Focus on traffic generation activities including display advertising, search engine marketing (SEM), search engine optimization (SEO), social media, email marketing, media buying/planning, etc.

Director of Audience Development

Devlin eBusiness Architects

Managing Director, Client Services

Foote Cone & Belding

Division head leading the 30+ person interactive group within an integrated marketing communications company.

Director of Interactive Services

I'm on a mission at Massive Insights to help grow an exceptional team that harnesses the power of data, analytics, and AI to make the world a better place through improved decision making at scale.

Our 10 year target is audacious, yet clear:

👉 Positively impact the lives of 1 billion people.

⦿ Energy & resource usage efficiency
⦿ Supply chain / transportation optimization
⦿ Demand forecasting to reduce over-production 
⦿ Consumer understanding to increase relevance
⦿ Improving the performance of sustainability-focused brands
⦿ And so much more

We truly believe that business success and positive impact can be achieved simultaneously.  📈 + ❤️

It all comes down to decision intelligence.

Better outcomes begin with better decisions.
And better decisions begin with Massive Insights.

Brian O'Donnell ☘️

Joe Reis 🤓

Chief Operating Officer

Best-Selling Author | Data Engineer and Architect | Recovering Data Scientist ™ | Global Keynote Speaker | Professor | Podcaster & Content Creator

I write. I build. And I’m working on something new for the data community.

More soon. ✍️📚⚡️

Ternary Data are veteran data engineers and “recovering data scientists” who have firsthand experience with the challenges of succeeding with data. We offer practical data engineering advice.

"I’ve had conversations this week with data engineers, founders, and investors. The universal vibe is that something changed in the last month or two.

I’m not talking about a gradual improvement. I mean a big change. The models got really good, seemingly overnight. What used to be a decently capable coding assistant that could write passable SQL is now producing production-quality work: pipelines, configurations, strategy documents, the works. Every new point release seems to surprise even people who use these tools daily. And I use and abuse them daily.

Multiple friends have independently told me the same thing: “I don’t know what happened, but something shifted.” The models crossed some threshold where the gap between “neat demo” and “this replaces actual work” effectively closed for a huge swath of tasks.

If you’re not feeling this shift, it’s probably because you’re not using the latest models. And if you’re not using the latest models, I hate to be that guy, but you’re woefully behind and out of step. Use the latest models ASAP."

Read more:

Joe Reis

Open article: The Reckoning Is Already Here by joereis.substack.com

"Data modeling is in trouble. But perhaps not for the reasons you might suspect.

That’s the clearest signal from the Practical Data Community 2026 State of Data Engineering Survey. We asked 1,101 data professionals about their tools, challenges, and outlook. The section on data modeling stopped me cold. 89% report at least one pain point with their modeling approach. Only 11% say modeling is going well.

Is this a technology or skills problem? Not according to the data. The top complaints are organizational: pressure to move fast (59%) and lack of clear ownership (51%). Data modeling is failing because organizations won’t give it the time and attention it requires."

TL;DR - it's your boss's fault ;)
Read more:

Open article: The Organizational Crisis in Data Modeling: Why 89% of Engineers Are Struggling by practicaldatamodeling.substack.com

The Organizational Crisis in Data Modeling: Why 89% of Engineers Are Struggling

"If the data industry has been teaching and preaching the same way for four decades and the vast majority of practitioners are still struggling, clearly the approach hasn’t worked. At this point, we cannot keep blaming the practitioners. Beating people over the head and telling them they’re stupid for not adhering to 40-year-old practices, or dogmatically blaming them for not rigidly following data modeling methodologies is unhelpful at best, and gatekeeping at worst...

Doing the same thing over and over again and expecting different results is the literal definition of insanity. Yet, the data industry keeps insisting that if we just shout louder at people, they’ll finally get it."

This weekend, I get a bit more unhinged than normal. But this needs to be said.

Read more:

Open article: The Insanity of Data Education by joereis.substack.com

One of my biggest pet peeves on LinkedIn... I can't believe I have to keep posting about this.

Is AI actually changing data engineering, or is it just all BS?

Two weeks ago, I dropped the 2026 State of Data Engineering report, which went viral. But as you know today, in this industry, a month is a lifetime. I’m preparing a keynote for March 26 for Confluent's Undercurrent, a strictly data engineering conference in SF , and I want to bring your current reality to the stage.

I’ve put together a < 1-minute "Pulse Survey" to see where we stand right now. Things change at warp speed today, and I want to know: 

- How AI is actually impacting your day-to-day (beyond the headlines). 
- Which coding productivity tools are winning the battle. 
-  Your single biggest challenge right now (unfiltered).

Take the < 1-minute survey here: https://lnkd.in/gHeS_fvY

I’ll be analyzing the open-text responses with my AI friends to find the "unknown unknowns" (the true undercurrents) and sharing the findings live at Undercurrent SF on March 26 in SF.

Answers are anonymous, btw

Polling stops March 21 at 11:59 pm PT

Open article: The State of Data Engineering — March 2026 Pulse Survey by forms.gle

The State of Data Engineering — March 2026 Pulse Survey

Utah AI/ML and data nerds! Have we got an event for YOU!

Kyle Nesbit (CEO of Credible and BigQuery OG) is traveling all the way from Colorado to talk about giving ML and AI systems meaning. What do I mean? Here's the blurb from Meetup:

Modern ML and AI systems are great at generating information — but they’re surprisingly bad at understanding what enterprise data actually means. Business logic, undocumented assumptions, and tribal knowledge are scattered across one-off SQL and people’s heads — and often never make it into models, agents, or applications at all.

This talk dives into Engineering Meaning: a new systems approach for turning business intent into a first-class, versioned, testable asset — and delivering that meaning in context to AI systems, applications, and analytics.

See what I mean? It's pretty cool. You'll learn a lot, and maybe meet some decently cool people too. Only one way to find out 👇 

When: Tuesday, Feb 24 at 6:30pm MT
Where: Weave, Lehi

Signup here:

Open article: Giving Data value to AI, Tue, Feb 24, 2026, 6:30 PM | Meetup by meetup.com

Giving Data value to AI, Tue, Feb 24, 2026, 6:30 PM | Meetup

One thing I love doing is speaking to students. Kishore Aradhya's data engineering class is always a treat.

As part of my graduate class in Data Engineering at Northeastern University this semester, we kicked off the guest lecture series with Joe Reis.
 
Joe consistently inspires my class to think differently and always from first principles. His call to adopt, lean into, and leverage AI coding tools is particularly relevant, as it's transforming the development landscape in a fundamental way and reshaping expectations for entering the workforce. He presented some very real, practical approaches, discussing specific examples of what he is seeing being played out with some very senior developers in this space.
Joe offers a unique perspective that resonates deeply with the students. Over the last six semesters, he has graciously served as a guest lecturer, fostering engaging conversations and enriching their learning experience. 
 
Our second inspiring guest last week was Veronika Durgin, VP of Data at Sack's. She recounted her journey over the years, including how she fell in love with SQL (coincidentally, it was Valentine's Day) and working with data - the continuing fundamental challenges in data governance, data management, and data quality, and how all of these are even more challenging and acute as we race to enable, adopt, and accelerate AI across the enterprise. She offered a unique perspective on how this is playing out in century-old organizations like Sacks with deep legacy footprints. Veronika's unique, down-to-earth style and approach have always resonated with my students, making her message and lessons relatable.
 
Looking forward to more great guests as I continue teaching Data Engineering, realizing how its importance has grown dramatically over just the last couple of years.
 
#Northeastern University MGEN #DataEngineering

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Joe Reis 🤓

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The Battle

Brian O'Donnell ☘️

Joe Reis 🤓

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Joe Reis 🤓's LinkedIn Performance

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