From Data Overload to Smart Strategy w/ Charlie Grinnell

In this episode, Jaci and Michael Russo sit down with Charlie Grinnell, CEO of Right Metric, to unpack how marketers can stop drowning in data and start using it to make smarter decisions. Charlie shares how Right Metric helps brands cut through the noise, focusing on what people do rather than what they say. From uncovering the hidden truths in customer behavior to leveraging AI responsibly, this conversation blends strategy, creativity, and humor (yes, even about insurance ads). You’ll hear: Why too much data can be just as dangerous as not enough How to spot the gap between what customers claim and what they actually do Why research is the most overlooked step in launching products or campaigns The surprising role of creativity in making analytics actionable A candid take on advertising hits and misses (looking at you, emu) Whether you’re building a brand from scratch or leading campaigns in a noisy marketplace, Charlie’s perspective will help you move past guesswork and into informed, strategic decisions that actually connect. Guest Bio: Charlie Grinnell is the CEO of Right Metric, a strategic research company that helps marketing teams make smarter, data-driven decisions. With a background spanning digital strategy, marketing analytics, and leadership, Charlie is passionate about turning overwhelming amounts of data into actionable insights. He’s worked with brands across industries to help them see past the clutter, focus on what matters, and drive results with clarity and confidence.