Your data is F**ked. Here is why and how to fix it.

Your data, reports, insights, and dashboards are totally F**ked. At least, it feels that way. You are not alone. Many other marketers are in your boat.

Good data = better marketing. We all get that, but by knowing our customers, we can offer more personalised communication and have better conversations. We can understand what is working in our campaigns and what isn't. With automation, communication can be scaled, highly effective, and highly profitable. With AI, it can be turbocharged, and with the right models, we can confidently predict the future.

Customers want and expect you to know them, but they also don't want to be stalked, spammed, chased, cajoled, and generally bothered without permission or reward for their attention.

The frameworks, exercises, and strategies in this book are designed for you to go back to time and time again; the concepts are easy enough to follow for anyone new to this increasingly critical and once specialist-only area.
This is a book for the frustrated, dazed, and confused containing everything you need to know as a marketer or decision-maker to hold your own and understand why your data is F**ked and how to fix it.

This is a book for digital marketers of all creeds, but if a family member or friend has casually and repeatedly assumed that you 'do SEO' – and you don't – this is probably the book for you.

The issue of F**ked data is persistent because it is a symptom of a much deeper set of challenges. Let's start by understanding the problem. Go get a coffee and pull up a chair.

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