Marketers love data—but too often, they hide behind it.
In this NIO Summit session, Matt Bailey, founder of SiteLogic and a leading digital marketing educator, exposes the truth about how most marketers misuse data. He reveals why endless charts and 50-slide “report dumps” do more harm than good—and teaches how to transform raw numbers into insightful stories that actually drive decisions.
Drawing from years of training organizations worldwide, Matt shows you how to connect analytics to what stakeholders care about, craft data stories that create action, and present insights with clarity and impact. This isn’t just about reporting—it’s about earning influence.
Key Takeaways:
• Most marketing reports show copy-and-paste skills, not analysis.
• Define your purpose and audience before gathering data.
• Present fewer numbers and more narrative to engage stakeholders.
• Use stories, personas, and visual metaphors to make data memorable.
• Measure “speed to insight”—the faster the point is clear, the better.
• Always speak the language of decision-makers: impact, not impressions.