Brand Connect Webcast: Beyond the Numbers – How Marketing Decisions Really Get Made | S01 EP03

Your analytics team delivered the dashboard. But what if the decision had already been made?

Organisations have more data, dashboards and analytical capabilities than ever before. Yet analytics teams are still often stuck answering requests, producing reports and explaining what happened instead of influencing what happens next.

So, is the problem really the data? Or is it how analytics is organised and how decisions are made?

In this episode of the BLC Brand Connect Webcast, Jomar Reyes brings together Matz Lukmani and Steen Rasmussen to explore what it takes to turn analytics into a genuine decision-making capability.

Building on his upcoming Analytics Operating Models: Designing Teams That Turn Data Into Decisions masterclass, Matz will explore how analytics teams can move beyond reactive reporting, organise around the decisions that matter and become strategic partners to the business.

Steen adds a more uncomfortable question through his concept of Decision Laundering: Are organisations genuinely using data to make better decisions, or simply using numbers to make decisions look more objective after the fact?

Together, they will explore:

• Why analytics teams struggle to influence business decisions

• Whether different metrics can be used to support almost any conclusion

• How analytics teams should be structured around business needs

• What it takes to move from reporting results to shaping decisions

• How AI will change analytics roles and operating models

• And whether more data actually leads to better judgement

Because having the numbers is one thing. Knowing how to organise around them, challenge them and act on them is something else entirely.