Why Your Marketing Data Is Letting You Down

Dive into one of the most persistent, and costly, marketing challenges: businesses are making decisions with data that is incomplete, misunderstood, or simply wrong.

Michael Millward speaks with TJ Kelly, a digital sales and marketing practitioner who was with Tier Eleven at the time of recording, but now works with Wicked.

TJ explains, the explosion of devices, platforms, privacy rules, and competing tech ecosystems has fragmented the data marketers rely on. The result? Organisations confidently make decisions based on numbers that only tell half the story.

Michael and TJ explore:

• Why intuition-led marketing still dominates—and why it’s dangerous
• How big tech platforms limit what businesses can see
• The difference between new visitors and truly new customers
• Why attribution is outdated, and contribution is the future
• How anonymised tracking protects users while empowering businesses
• The critical importance of knowing your true cost of customer acquisition

This episode is a must‑listen for anyone involved in marketing, sales, digital strategy, or business growth. It won’t tell you what to think—but it will make you rethink what you think you know about your data.

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