Your Data is Lying to You

​Here's how it happens. ➡️ The marketing that actually grows a company is slow, hard to attribute, and nearly invisible inside a 30-day attribution window. So the most disciplined, data-driven leaders in the room defund it first. Then end up congratulating themselves on the efficiency.

Meanwhile, the tactics that look fantastic on a report are mostly harvesting demand somebody else created.

Now we're dumping that same flawed data into ChatGPT and asking it what to do next. AI won't fix bad instrumentation. It'll just deliver your wrong answer faster, and with more confidence.

This is not an anti-data talk. It's a talk about which numbers deserve your trust, when, and why, grounded in research from Binet & Field and the Ehrenberg-Bass Institute — and not just another opinion.

35 minutes of your time, then a happy hour where your welcome to tell us we're wrong (or right).