Tim Wilson

Tim Wilson, Head of Solutions at Facts and Feelings and analytics expert, dives deep into the nuances of goal-setting and KPIs. He argues against relying solely on AI for meaningful business alignment, emphasizing the need for clear objectives. The conversation unpacks the confusion surrounding marketing metrics, stressing the importance of connecting outcomes to real business success. Tim also highlights challenges in defining success and the importance of communication between analysts and marketing teams to avoid misalignment.