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61: Has our ability to measure outpaced our ability to explain? (Emily Zertuche)
It’s a festive Destination Discourse that turns into a full-on industry thought exercise. Stuart Butler and Adam Stoker welcome back Emily Zertuche (record-setting past guest) for a Christmas episode that starts with meta-glasses and “Stu’s News” lyrics finally appearing on YouTube… then quickly escalates into a serious conversation about “data hangovers,” measurement overload, and why DMOs struggle to answer the simplest question in the boardroom: Did it work?
Emily argues the problem isn’t a lack of data. It’s a lack of narrative coherence and governance across an increasingly messy data…
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