How-To Series
Data to Decisions: AI-Powered Measurement & Analysis
So much data, but too little insight? In this 4-part How-To Series, Zontee Hou walks you through the steps to create an AI-powered, data-driven process to uncover hidden patterns, find new opportunities, and drive growth.
March 18 & 25 + April 1 & 8
12:00pm ET | 9:00am PT
Each session is 60 minutes
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Sessions
Session 1
From Guesswork to Growth: Build a Data-Driven Marketing Framework That Drives Impact
March 18
12:00pm ET | 9:00am PT
60 minutes
Most B2B marketing teams claim to be data-driven—but still struggle with unclear priorities, misaligned metrics, and dashboards that don't inform real decisions. Enough! It's time to build a data-focused marketing framework that drives business goals.
In session 1, you'll learn...
- A clear structure for connecting business objectives to marketing metrics
- How to move beyond vanity metrics and get key stakeholder buy-in for decision-ready KPIs
- A repeatable framework you can apply across campaigns, channels, and quarters
Rather than adding more tools or dashboards, this session helps you design a practical, repeatable framework to make data usable, trustworthy, and strategically relevant.
Session 2
Clean Data, Clear Decisions: Fixing Data Hygiene and Closing the Gaps
March 25
12:00pm ET | 9:00am PT
60 minutes
Don't let your awesome new framework fail due to messy, incomplete, or siloed data! Together, we tackle the unglamorous—but essential—task of data hygiene, integration, and gap-bridging that determines whether analysis leads to clarity or confusion.
In session 2, you'll learn...
- How to diagnose common data hygiene issues across B2B marketing systems
- Practical methods for identifying and prioritizing critical data gaps—and a roadmap to improve your data quality
- Strategies for connecting siloed data without massive re-platforming or team overwhelm
This isn't about achieving "perfect" data, but about assessing the health of your marketing data, prioritizing fixes that deliver the biggest impact, and creating reliable enough data to support confident decision-making.
Session 3
Accelerate Analysis: Using AI to Surface Patterns, Trends, and Growth Opportunities
April 1
12:00pm ET | 9:00am PT
60 minutes
Make AI your powerful analytical partner! This session breaks down how AI can augment (not replace!) strategic thinking by accelerating analysis, revealing hidden correlations, and helping B2B marketing teams ask smarter questions of their data.
In session 3, you'll learn how to...
- Uncover patterns and anomalies with AI that are difficult or impossible to spot manually in your funnels, channels, and segments
- Frame better analytical questions so AI tools can identify overlooked marketing opportunities
- Install guardrails for responsible, explainable, and trustworthy AI use in your business
You'll leave with a clear understanding of where AI adds real value today, where human judgment is still critical, and how to avoid common pitfalls and over-automation.
Session 4
Scaling Insights: Turning Your Team into AI-Empowered Data Analysts
April 8
12:00pm ET | 9:00am PT
60 minutes
AI impact stalls when only one person "knows how to use it." This final session focuses on the human side of AI adoption: enabling your broader marketing team to interpret data confidently, collaborate with AI tools, and make insight-led decisions—without becoming data scientists.
In session 4, you'll learn...
- A practical model for building AI and data fluency across your marketing team
- Ways to integrate AI-assisted analysis into existing workflows and scale insight generation
- Change management strategies for increased adoption of AI on your B2B team
The goal isn't just adoption. It's a cultural change that upskills marketers and makes data-informed thinking and AI-assisted analysis the default for everyday marketing work.
