What if every little thing you thought you learnt about being “data-driven” was incorrect?
In this episode of Playbook Broken, Philip Armstrong, SVP and go-to-market head of insights and analytics at Truth in Information (and previously of Nike) discusses regarding why most control panels fall short, exactly how to overcome information paralysis and why AI could be damaging even more playbooks than it’s taking care of.
Philip unpacks exactly how worry of far better options (FOBO) shapes consumer actions, why no person absolutely “owns” the customer trip and just how generative AI is changing the definition of intelligence inside organizations. Together, we discover what it takes to restore a playbook that actually aids individuals purchase.
This conversation dismantles the illusion of ideal data and subjects why “being data-driven” so frequently implies pretending to be. Philip’s practical approach– dealing with data as an informed opinion instead of a command– uses a smarter, a lot more human path onward for marketing, analytics, and AI adoption.
Episode overview
00: 00: Introduction: Meet Philip Armstrong– ex-Nike data leader redefining client intelligence at Fact in Data
02: 00: Concern of Better Options (FOBO)– How decision paralysis messes up conversions and why rewards have to target emotional reassurance
05: 00: What’s Broken– Why expending tech stacks doesn’t create adoption, and why control panels seldom motivate action
08: 00: Ownership Crisis– Who really owns the client journey (spoiler: nobody), and just how silos eliminate accountability
12: 00: AI’s Double-Edged Sword– Artificial intelligence’s untapped prospective vs. generative AI’s hallucinations, unseen areas and the risk of “ordinary” understandings
18: 00: Personalization Limits– Why 1 -to- 1 advertising still falls short, even for Netflix and Amazon
24: 00: Metrics That Lie– Open rates, acknowledgment models and other vanity KPIs that online marketers hold on to
27: 30: New Policy– Why smaller qualitative insights usually defeat large data sets and just how to locate meaning on the brink
31: 00: When Data Fulfills Creative Thinking– Inside Nike: how Philip learned to mount data as a “seat at the table,” not the only reality
36: 00: Takeaways– Redefining data-driven decision-making for the AI age and connecting with Philip on-line
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