We all know that data doesn't speak for itself, but what happens when multiple instruments of measurement contain flaws or gaps that impede our ability to measure what matters on their own? Turning to our intuition and triangulation of what's happening in the broader macro sense can often help explain our understanding of our customers' ever-changing choices, opinions, and actions. Thankfully we had Erika Olson, co-founder of fwd. — which in our opinion is essentially the Freakonomics of marketing consultancies — join Tim, Moe and Val for this discussion to dive into some real-world examples of things that are inherently hard to measure and ways to overcome those challenges. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.