What does it really take to make data matter inside complex organizations, and why do so many insights fail to drive action?

Amy Avery, Head of Analytics, Modeling & Insights at Bank of America, joins The Analytical Brand for a conversation on turning raw data into meaningful business decisions. She shares her journey from leading analytics in a creative agency to building a world-class insights function at one of the largest banks on the planet. Hear about the power of storytelling in analytics, the balance between intuition and evidence, and what it takes to embed data at the heart of decision-making at scale.

Tune into this episode as we explore:

(00:00) Storytelling data for creatives

(04:38) Uncovering what data is really needed

(09:35) Balancing insights with action

(10:36) Starting with consumer understanding

(14:07) How data impact drives engagement

(20:04) Getting closer to human behaviour

(21:22) Who controls decisions and data

(26:23) Aligning data with real truths

(29:44) The role of data in decision making

(31:04) Using data to optimise decisions

(35:17) Robot ads and experimentation

(37:28) Balancing internal and external data

What actually makes advertising work, and why do so many brands still get it wrong?

Welcome to The Analytical Brand. In this debut episode, we’re joined by advertising effectiveness expert Andrew Tindall for a sharp, insightful look at what truly drives impactful marketing. He and host Martin Schiere unpack the biggest mistakes brands make, from undervaluing distinctive brand assets to misunderstanding the emotional power of advertising, and share practical guidance on adapting creative for different channels. They also explore short-form and skippable content, the balance between emotion and effectiveness, and why radio and outdoor remain underrated.

Tune into this episode as we explore:

(00:00) Branding and advertising strategies

(06:14) Creative effectiveness across media

(07:04) The key lesson in modern marketing

(10:07) Building brands through attention channels

(15:39) Left- vs. right-brain advertising

(17:34) Aligning advertising with how the brain works

(19:49) What creativity really means in advertising

(25:22) How emotions shape brand image

(26:35) Why positive emotion drives ad success

(30:30) Charity messaging and values alignment

(34:22) Why outdoor advertising is underrated

(37:51) Gratitude and reflection