In episode four of the series, Liam Moroney and Dale W. Harrison discuss the problems with "working backwards from success."

The B2B SaaS industry has for years been obsessed with the idea of predictable revenue, but how we back into that predictability really matters.

We're going to talk about predictive models, and the mistakes that commonly come up with them from a data perspective.

In episode three of the series, Liam Moroney and Dale W. Harrison explore the impact of time lag on marketing metrics, including ROI.

If you're trying to track and report on ROI of marketing, understanding how time lag factors into it is crucial.

Failure to correctly factor it in, and you could end up judging programs as failures before they've even had time to start producing their value.

In the second episode of the series, Liam Moroney and Dale W. Harrison dive deeper into elements of data literacy, including:

- Types of Metrics – Descriptive, Diagnostics, Predictive, Prescriptive
- Causal Literacy – Correlation vs. Causation
- MTA, MMM, Incrementality & Holdouts
- Zombie Numbers & Marketing Myths

In this session, Liam and Dale discuss the principles of data literacy in marketing, as well as tackle some of the data myths that keep showing up.