Most marketing teams can tell you what happened last quarter.
Far fewer can tell you why it happened, and almost none can tell you what would happen if they changed something.
That’s the talk. This is what came with it.
You get the full deck with the speaker notes, so the argument survives without me standing next to it. You get a VACEX diagnostic, which is five questions your team should be able to answer about visibility, acquisition, conversion, economics and the market you’re competing in. And you get an analytics foundation assessment, which looks at the plumbing underneath: what you’re collecting, what you’re allowed to use, and how far back it goes.
Run the diagnostic and you’ll know what you can answer today. Run the assessment and you’ll know whether the data underneath will still let you answer it in two years.
Most teams find the gap in about twenty minutes.
What you get
The deck, with notes
Every chart, every source, every caveat. Thirty-eight slides and the argument written out underneath them.
VACEX diagnostic
Five questions, one per lever. If your team can’t answer one of them, that’s where you start on Monday.
Analytics foundation assessment
Nine components across collection, consent, definition and history. Scored, so you can see which ones are blocking the others.
You’re Measuring the Wrong Things
The deck, plus the tool to find out how badly.