Most analysts don’t have a data problem, they have an attention problem. Numbers, by nature, are boring. Brilliant insights die in meeting rooms every day, not because they’re wrong, but because they’re forgettable.

This talk is a challenge to the industry: if your work isn’t changing decisions, it’s just decoration. Laura will break down what Hollywood has mastered and most dashboards haven’t - narrative tension, emotional connection, and framing that makes people care.

Drawing on storytelling as a hardwired human instinct, we’ll explore why facts alone never win, and why the language you choose matters as much as the numbers you present. You’ll learn how to spot the insight that moves the story forward, be emotive without losing credibility, and design visuals that work with human cognition, not against it. You’ll leave with practical frameworks, real business examples, and a clear approach to turning analysis into decisions.

All of your ad platforms are taking credit for the exact same conversions, making your ROI look like a fantasy. Smart marketers look for pragmatic ways to address this, not perfect ones. This session explores why Google Analytics, despite its limitations, is the most critical weapon on your measurement toolbelt. Learn how to embrace partial data to ruthlessly deduplicate ad platform greed and finally present a reality your CMO believes.