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In a time when analytics teams are being questioned or cut altogether, Jason Thompson offers a sharp perspective on what separates data strategy from analytics theater. In this interview, he outlines how companies can rethink their approach to campaign data, behavioral insights, and long-term value creation.
In a time when digital analytics teams face shrinking budgets and increased scrutiny, Jason Thompson, Co-founder of 33 Sticks and long-time analyst, offers a candid view into what separates lasting data strategies from short-term fixes.
In our latest interview, Jason discusses why many analytics programs fall flat, how to create sustainable value from data, and why companies that act now will outperform those waiting on the sidelines.
Too often, data is used as a presentation layer. Dashboards are treated as decoration, insights are filtered to confirm existing beliefs, and the opportunity to challenge assumptions is ignored. According to Jason, when data is not connected to action, it becomes an entertainment expense rather than a strategic function.
Many organizations pause their analytics during times of volatility, believing that non-standard data is not useful. Jason challenges this directly. This is precisely when digital behavioral data matters most. Teams that lean in now gain a deeper understanding of how customers are changing, how preferences shift and where communication can be adapted to meet real-time needs.
To move beyond theater and toward impact, Jason offers three practical steps:
Optimization and personalization are the culmination of years of data work. Not investing in them is like designing a custom home and deciding not to live in it. Without testing, the strategy never turns into measurable results.
Analytics professionals are not always seen as indispensable. During economic downturns, analytics and MarTech teams are often the first to go. That should not be the case. But to earn a seat at the table, data professionals need to deliver value beyond reports—value that changes how the organization sees and serves its customers.
Looking ahead, Jason believes companies will pull back from bloated MarTech stacks and redirect investment into people. For every dollar spent on software, nine should be spent on experts who know how to use it. The future of analytics belongs to organizations who prioritize expertise over excess.
About Jason Thompson
Jason Thompson is the co-founder of 33 Sticks, a boutique analytics consultancy advising both Fortune 500 brands and early-stage startups. He has served in strategic roles at Omniture and Keystone Solutions, and is widely known for challenging traditional approaches to analytics and experience strategy.
Because most companies pause when conditions change, those that continue to use and optimize their data gain a significant edge. Behavioral insights are most valuable when they help adapt to shifting customer expectations in real time.
Analytics theater refers to using data only for show—creating dashboards, reports or visuals that do not inform real decisions or challenge assumptions.
Jason Thompson suggests three key steps: elevate analytics to the executive level, build a sustainable campaign data architecture, and shift focus from reporting to behavioral analysis.
Optimization is the culmination of your entire data practice. Without it, all the work in strategy and implementation remains theoretical and unused.
Many teams fail to use behavioral data to challenge their internal assumptions about customers. The smartest companies use data to question what they think they know and discover unexpected insights.