In our first From Ink to Impact conversation of 2026, we were joined by Kamila Miller, lecturer at Henley Business School and author of Data-Driven Marketing Strategy: How to apply data to achieve measurable results.
The session looked at how data can support clearer thinking, better decisions and stronger commercial performance.
Kamila draws on her new book and her work with marketing leaders to cover how to:
- Turn data into practical guidance that shapes strategy rather than simple reporting
- Build stronger segmentation and client understanding
- Use analytics to support creative judgment
- Apply data with care and transparency in the age of AI
- Show the value of marketing through meaningful business outcomes
If you want to make better use of the data you already hold, this session will help you link it to the decisions that matter.