Neil will explain why data direction trumps measurement perfection in a world of eroding cookie signals and ever-changing measurement. With data teams spending up to 80% of their time trying to achieve perfect measurement, Neil suggests trading a complex measurement GPS for a simple, directional compass. Neil will showcase how showing disparate, "messy" data in a single view unlocks the pattern recognition and storytelling needed to drive meaningful business change.

Most board reporting fails because it is written for marketers rather than decision-makers. Boards do not need more dashboards. They need a clear view of what is working, what is compounding, where the risk sits, and what should happen next.

In this talk Ollie will show how to structure reporting so it supports smarter decisions, stronger internal confidence, and better investment conversations.

The session will cover how to move beyond channel metrics and present performance through a commercial lens: demand trends, efficiency, marginal returns, evidence for scale, and the difference between short-term wins and long-term value. It will also show how to report uncertainty honestly and how to avoid cluttering board reports with metrics that add volume but not clarity.