Tim Wilson is the Head of Solutions at facts & feelings, a consultancy focused on helping organizations put their data to productive use through clear thinking, aligned teams, and actionable insights. A seasoned analytics leader, Tim brings over two decades of experience across enterprise BI, agency strategy, and digital analytics to help brands translate complexity into clarity.

Before co-founding facts & feelings, Tim led analytics practices at multiple agencies, advised Fortune 500 companies on digital data strategy, and built out BI infrastructure at a $500M B2B tech firm. He’s also the co-author of Analytics the Right Way: A Business Leader’s Guide to Putting Data to Productive Use and co-host of the long-running Analytics Power Hour podcast.

Whether clarifying what “success” really looks like before a new feature launch or helping teams choose the right level of analytical rigor for a given decision, Tim focuses on making data work for the business, not the other way around. He offers a practical framework for leaders overwhelmed by dashboards, and a philosophy for analysts who want to be more than just report generators.

In This Conversation We Discuss:

• [00:39] Intro
• [01:15] Shifting from in-house roles to agency work
• [02:16] Highlighting the cost of overbuilding tech stacks
• [04:36] Pushing back on data-only decision making
• [07:13] Avoiding narrow ad metrics that mislead growth
• [10:08] Using AI to scale low-effort interactions smartly
• [12:38] Translating ideas into testable hypotheses
• [19:02] Differentiating high-credibility opinions in UX
• [20:00] Using split tests to validate costly changes
• [21:14] Skipping tests for clear conversion blockers
• [23:32] Filtering user recordings for CRO opportunities
• [26:13] Using logic when data can’t prove causality
• [29:39] Measuring what actually matters in performance

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Intelligent business consultancy obsessed with less and better factsandfeelings.io/
• Data and analytics podcast analyticshour.io/
• Follow Tim Wilson linkedin.com/in/tgwilson

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