Bridging The Gap Between Data and Human Understanding

Welcome to a special clips edition of What Gets Measured, the NinjaCat podcast where we explore marketing performance management, metrics, and effectiveness. Host Jake Sanders dives into a central theme that resonated throughout this year’s top episodes: Bridging the Gap Between Data and Human Understanding.

In this year-end edition, we unpack five standout episodes from 2024 that illustrate how to align endless streams of data with the human understanding needed to drive meaningful action.

The Data-Driven Mindset with Brent Dykes

In his episode, Brent Dykes, a data storytelling expert and founder of Analytics Hero, emphasizes moving beyond data collection to fostering curiosity and critical thinking. He advocates for asking questions and challenging assumptions without dismissing data.

"Always ask yourself: What does the data say? We shouldn’t be controlled by numbers. Instead, we need to lean into the data—whether or not it aligns with our agenda—and use it to inform decisions,” Brent explains.

For those skeptical of being “data-driven,” Brent suggests an alternative: data-influenced. “It’s about using data as a sensory mechanism for informed intuition,” he shares. “By being data-influenced, we can bridge the gap between numbers and human decision-making.”

Listen to the full episode: The Data-Driven Mindset: Leaning Into Numbers to Build Better Instincts 

The Crumbling Cookie Parties of Marketing with Shiv Gupta

Our conversation with Shiv Gupta, founder of U of Digital, explores the evolving landscape of digital advertising in a post-cookie world. Originally designed to enhance browser memory, cookies were later co-opted by advertisers for cross-site tracking. Now, privacy regulations and tech giants like Apple and Google are dismantling this system.

Shiv reframes the challenge as an opportunity: “TV doesn’t have cookies, and we know it works. Removing cookies forces marketers to focus on the big picture and strategic measurement rather than hyper-tactical tracking.”

Shiv’s perspective underscores the importance of pivoting to first-party data and consent-based frameworks to improve analytics accountability.

Listen to the full episode: The Crumbling Cookie Parties of Marketing

Modern Data Leadership with Malcolm Hawker

Malcolm Hawker, CDO at Profisee, champions a paradigm shift in data leadership in his brilliant episode, advocating for human connection and collaboration over a sole focus on technology. His mantra? “Data quality is an opportunity, not a burden.”

“We need to stop treating data as garbage. Imagine if the COO of a brewery complained about the quality of water in their beer. Data is the raw material of our work—it’s invaluable,” he asserts.

Malcolm stresses embracing the probabilistic nature of AI-based systems while ditching outdated deterministic patterns. “Effective data leadership doesn’t require technical mastery—it requires a mindset that puts people first,” he says.

Listen to the full episode: Modern Data Leadership

Turning Data into Actionable Stories with Kudzayi Chakhawata

Kudzayi Chakahwata, Audiences and Technology Solutions Director at Publicis, highlights the power of collaboration and context in data analysis in her interview.

“Analysts shouldn’t be hidden in a coding cupboard,” Kudzayi explains. “Embedding analysts into day-to-day operations fosters collaboration and ensures data insights are connected to real business outcomes.”

Kudzayi also warns against the trap of treating data as a panacea. “More data doesn’t equal better insights,” she says. “It’s about connectivity between people, processes, and outcomes.”

Listen to the full episode: Turning Data Into Actionable Stories

Marketing Data Literacy with Dale Harrison

In a world dominated by marketing jargon, Dale Harrison calls for clarity and rigor in how marketers approach data. He stresses the importance of distinguishing between past performance metrics and future forecasts.

“Data literacy doesn’t mean knowing how to calculate equations. It’s about having a BS detector in your head to ask: Does this make a lick of sense?”

Dale encourages marketers to adopt a logical mindset, asking critical questions about data origins and implications. “You don’t need advanced math. You need to think critically and challenge assumptions attached to numbers,” he adds.

Listen to the full episode: Marketing Data Literacy

Key Takeaways

From embracing a data-influenced mindset to navigating a post-cookie world, 2024’s top episodes spotlight the importance of humanizing data strategies. As we head into 2025—a year poised for innovation with the rise of AI—the lessons from this podcast remain clear.

• Stay Curious: Challenge assumptions and foster a culture of inquiry.
  
  
• Focus on Collaboration: Embed data teams into business processes for meaningful impact.
  
  
• Prioritize Data Literacy: Equip teams to think critically about data, no advanced math required.
  
  
• Put People at the Center: The most powerful breakthroughs come from aligning data with human creativity and critical thinking.

Let’s carry these lessons into 2025, embracing the change and leading it. After all, bridging the gap between data and human understanding is not just a strategy—it’s the future of impactful marketing.

LISTEN TO THE FULL SHOW -> Stay tuned, stay curious and subscribe to What Gets Measured on Apple Podcasts, Spotify, YouTube or add it as a Favorite on your podcast player of choice.
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