Data doesn’t care that we’re three days from launch and need to make a decision. When data says jump, it also tells you how high.

This spot shows what happens when marketers follow data blindly, without synthesizing and analyzing. In the spot a group of engineers is preparing for the launch of a SpaceX-style rocket. Just as the countdown nears zero, a red phone rings—data says the logo is too small. This sets off a chain of minor to major tweaks that in the end ground the project—something we are all familiar with.