Many marketing leaders are deep into their 2024 planning, poring over data from the past year. But are there more effective ways to use data to fuel marketing growth? As part of our SuperSummit virtual event, we led a marketing leader roundtable to talk about the different ways we can harness data, including using it to tell stories, collaborate, and open up new opportunities for growth.  Supermetrics CMO Gabrielle Stafford introduces our panel of experts, including Josh Cottrell-Schloemer, Consultant for Cottrell Consulting, Jessica Moore, Digital Marketing Director at Graduation Alliance, and Dorothy Ann Advincula, the Global Head of Audience, Insights & Measurement for Uber Advertising.  Together, they share their insights into marketing measurement trends, challenges, and opportunities in 2024.   Watch our SuperSummit sessions in full for more.  Learning points from the episode include: 00:00 – 04:06 Introducing our marketing leaders roundtable 04:07 – 09:46 What keeps marketing leaders up at night? 09:46 – 13:31 How to use data effectively 13:31 – 15:43 Balancing the use of big and small data 15:43 – 19:56 Why should you use a centralized approach to data? 19:56 – 23:02 How to tell a story of how data impacts different metrics 23:02 – 25:25 The use of online and offline channels  25:25 – 30:07 The benefits of using AI and what it means for marketing teams 30:07 – 32:09 What can’t be replaced by AI 32:09 – 34:40 How to use AI more effectively 34:40 – 37:18 How to deal with GA4 challenges  37:18 – 40:56 How to measure attribution signals 40:56 – 42:47 What marketing leaders wish they had known earlier  Important links and mentions: Josh Cottrell-Schloemer / Supermetrics affiliateJessica Moore / Graduation AllianceDorothy Ann Advincula / UberGabrielle Stafford / Supermetrics