The Analytics Integrity Roadmap

Stop letting your analytics outputs lead you astray.

This week, I've discussed several aspects of the "AI ROI Mirage" – from mis-attribution and circular logic to false precision and synthetic delusions. And these issues are not new because of AI, they have long existed in interpreting and acting on analytics outputs.

The common thread?  A lack of critical oversight. Human oversight.

AI can serve as a powerful engine, but it doesn’t know how to drive.  Right now, it can only suggest based on what's already been done, it's not coming up with new ideas. And you don't know if it's right. As the old saw goes in journalism, if your mother says she loves you, check it out.  If AI tools are predicting record performance while key measures – revenue, customer count, same-store sales – stay flat, you have a problem that AI isn’t solving.  You don’t need more data, you need more truth.

How I help Fix the Misfires

I help marketing leaders strip away the noise and build measurement frameworks that actually correlate to business performance, through a skeptical lens that questions every assumption and challenges anomalous results.  No fluff, no black boxes – just clear, actionable interpretations and insights you can actually trust.

Want to find where your data is leaking?  Looking to properly align your goals and objectives with your toolset and emerging technologies?  Want to walk through something that's troubling you and discuss where there might be an analytics misfire? Send me a note, or find a convenient time here.