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Being data-driven isn’t about tools, dashboards, or technology stacks.

In this episode, we talk about data culture — and why people, leadership, and shared understanding matter more than any platform. We discuss what successful data-driven organizations have in common, how teams become motivated (not just informed) by data, and why ownership and clear outcomes are the real foundations.

Technology enables.
Data informs.
But culture is what actually makes it work.

If you’ve ever wondered why great tools still don’t lead to better decisions, this episode is for you.

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Roughly half of marketing activity can’t be tracked properly — yet we still argue about attribution models.

In this episode, we talk about Adobe Mix Modeler (AMM) and why marketing mix modeling is suddenly relevant again. Not as a replacement for attribution, but as a way to answer a much more practical question:
Where should you spend your next marketing dollar?

We discuss how AMM works, why it doesn’t care about UTMs or cookies, and how combining aggregated data with real events can surface impact you’d otherwise miss.

Attribution is still useful. But when tracking breaks down, this is often where the real conversation starts.

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This episode is a K/C-asper overload — in the best way. We’re joined by Kasper Rasmussen, co-founder of Accutics, to unpack a concept that sounds fluffy… until you realize it’s the missing ingredient behind almost every “data-driven” ambition: a shared data language.

We break down what it actually means in practice (hint: it’s not just a taxonomy or a spreadsheet). A shared data language connects everything from briefing and naming conventions inside platforms, to URL tagging, reporting structures, documentation, governance, and—most importantly—ownership.

We also tackle the uncomfortable truth behind why data trust keeps collapsing in large organizations: the numbers will never match across platforms, and that’s not a bug — it’s two different truths used for two different purposes. The real problem is when companies don’t agree on which truth belongs where, and end up arguing instead of optimizing.

If you work in a multi-market setup, with agencies, hundreds of campaigns, and “data-driven” as a board-level slogan — this is your blueprint for turning it into reality.