Tashan Nicholas’ joie de vivre: Magic Numbers effectiveness expert on why people plus numbers equals change in marketing

In this episode, host Ben Norman is joined by marketing effectiveness and analytics expert Tashan Nichols who works with some of the biggest and most successful brands in the UK as a director at ⁠Magic Numbers⁠, on top of hosting ⁠Magic Works training courses⁠, coaching others, supporting Diversity, Equity and Inclusion causes and, of course, winning tonnes of awards (like The Media Leaders Future 100, Media Week’s 30 under 30 and Campaign's star player for the7stars two years in a row, 2022 and 2023).Tashan explains what’s so magic about numbers, and how to spot good numbers versus bad, or more accurately, how to pay attention to the right numbers at the right time based on what you want to do.They also dispel myths around poor analytics, including the danger of the last click attribution obsession and why we need to banish marketers seeing measurement as a bolt on or an afterthought. Tashan and Ben also discuss how to build the life you want through a blended career, rather than just settling for a 9-to-5, how to balance evidence with creative magic, and why it takes a village to raise a campaign. Plus, Tashan compares building a brand to baking a cake, tells us why advice from their grandma changed their life, and becomes the first person to say both ‘pedagogy’ and ‘coffee & walnut’ in Marketing Room 101.