Activation: Tactics
"What cannot be settled by experiment is not worth debating." - Alder's razor
Land all that value that's been built up in the stack by working with the channels and activation platforms to ensure data-led tactics maximise the opportunities and engagements. Add more by feeding back learnings from tests. Leaning on the value built up from the stack can really shift the needle and is far more influential than creative tinkering.

Value: Tactical
"A complex system that works is invariably found to have evolved from a simple system that worked." - Gall's law
Marketing facing models and tactics really moves the needle by doing what computing and big data does well and humans do poorly. Some of the models that work well are very simple as they do that one important thing very well, can be understood and don't trip over themselves. Data represents people, so a humanistic approach will succeed over a black box 1-size-fits-all solutions sold to whoever will buy it.

Insight: Strategic and Tactical
"The amount of energy needed to refute misinformation is an order of magnitude bigger than to produce it." - Brandolini's law
Multi-dimensional pan-country reports for the Exec, Product, Channel teams create value by supporting/guiding key business decisions. All based on the same filtered and usable dataset available to all. Not something that can be magicked up overnight, needs to be planned in and run well as an end-to-end contextual investigation.

Knowledge: Tactical Self Serve
"A man with a watch knows what time it is. A man with two watches is never sure." - Segal's law
One version of the truth for all stakeholders, e.g. Campaign, Customer Journey, Product dashboard automatically reporting daily updated KPIs across key functions - and as everyone 's numbers align, less chat about the veracity of the numbers and more discussion around the context and making value-adding decisions quicker with more confidence.

Data
"Data is like garbage. You’d better know what you are going to do with it before you collect it." - Mark Twain
Cleaning and combining a large number of datasets, potentially over 50 – refining 1st Party data enhanced with curated 2nd and selected 3rd Party data sets. The most useful data is always less available than desired, so working hard to understand what you do have really means and its limitations, eg upstream collection and in-filling practices.

Environment
"The only way of discovering the limits of the possible is to venture a little way past them into the impossible." - Clarke’s 2nd law
Use the agility that cloud platforms provide to handle big data that moves closer towards real-time: AWS, GCP, Azure - great security and adding more and more tools every year, but different costs/uses.

Governance
"The time spent on any agenda item will be in inverse proportion to the sum of money involved." - Parkinson's law of triviality
Built-in compliance of global data laws and company data standards. Link the operating model across the market’s variant and channel’s needs. Don't be fined.

People
"Confidence is the prize given to the mediocre." - Dunning-Kruger effect
Resource is always scarcer than demand. Data work needs experience and specialisms to understand data, maths, coding whilst retaining the humanistics and keeping the stakeholders well informed.