Across PPC, SEO, Content, UX, and Analytics, teams have more data than ever, yet many still struggle to turn insights into real decisions. Dashboards exist, reports are shared, signals are available… but behaviours don’t change.

In this session, Lucy breaks down a challenge every SMX track feels: marketing doesn’t suffer from a data shortage, but from cultural blockers that stop teams from acting on it. Drawing on 10+ years across analytics and marketing, she shows why misaligned KPIs, siloed workflows, and low data confidence quietly hurt performance, and what you can do about it.
Through practical examples and structured by a framework, you’ll learn how to build alignment across channels, raise data literacy that actually sticks, and turn insights into consistent action, without adding another tool to your stack.

If you’ve ever wondered, “We have the data… why isn’t anyone using it?”, this talk is for you.