We’re awash in data. As author, statistician, and risk analysis Nassim Nicholas Taleb warns us, we’re in the midst of a calamity in the information age: the toxicity of data has increased much faster than its benefits. And this couldn't be truer than with marketing metrics. The ease of deploying elegant-looking dashboards and auto-generated reports devoid of context (only to be made worse by Generative AI, no doubt) has created a certain Data Theater in the marketing world: Something that looks like meaning and results but accomplishes little.
Learning Objectives:
Learn the kinds of questions leaders should ask and what kind of data reporting leaders should demand of their marketing departments and agencies
How and why the marketing industry itself gaslights business leaders with metrics that distract us from business results and how to spot it when it’s happening to you
Learn some key metrics every organization should measure, and how to hone in on the metrics that truly matter, like Cost Per Lead, Cost Per Sale, and Customer Lifetime Value
