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Doubtless you’re using LLMs like ChatGPT, Gemini, and Claude. But you probably have a nagging feeling that you’re not using them to their full potential. When you use an LLM for a real analytical task, I’ll bet the results are frustrating. You ask for an in-depth analysis; you get a generic summary. You ask for […]
November 5, 2025

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Last week, we buried the False Hierarchy. We exposed the myth that presenting the story of our analytical journey is persuasive—our data sources, our methodology, our “kitchen tour.” It is not. It is a slow, dull, confusing narrative that quickly and inevitably kills our stakeholders’ attention. We replaced it with a simple framework: the SCQM—Situation, […]
October 22, 2025

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The most dangerous assumption in data analytics is that rigor equals value. We’re taught that the more complex our model, the cleaner our data, and the more comprehensive our dashboard, the more valuable our work becomes. We’ve been trained to show our work meticulously as we build our unassailable case of proof. This is a […]
October 8, 2025

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We have established a hard rule. You will no longer deliver a complex, interactive dashboard and expect your stakeholder to find their own insight. That approach is an abdication of your core responsibility. It makes you a tool provider, not a strategic partner. Your job is to deliver the story: a focused, opinionated narrative that […]
September 17, 2025

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Last time, we outlined the strategy for reacting to rejection. We gave you a framework for decoding the “no” when a stakeholder dismisses your work. It is a critical skill for surviving in this field. But survival is not the goal. Leadership is the goal. The reactive strategy outlined last week is your defense. This […]
September 3, 2025
Kevin is a highly regarded Associate Teaching Professor at the University of Notre Dame and brings years of experience in industry leadership as Google’s Chief Analytics Strategist and FCB’s SVP Director of Strategic Analytics. His unique background allows him to effectively guide students in honing their analytical abilities, utilizing a blend of creative thinking and data-focused analysis. Kevin is a six-time winner of the Advertising Research Foundation Ogilvy Award and author of the best-selling book 'Digital Marketing Analytics: In Theory And In Practice'.
Meet your instructor, Kevin Hartman
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