"Data is like a universal solvent. It dissolves all of the distinctions between the different departments and it breaks down all the silos, because everyone is looking at the same numbers. There’s not that much room for interpretation. The numbers are what they are, and either your program is effective or it isn’t.
"You can talk about having strong integration across channels, having a consistent brand experience, and making sure all your touch points feel united, but at the end of the day, there has to be a good story and an idea."