Blowing up the Dashboard: Rethinking Data, AI and the Real Customer Journey with Philip Armstrong
Conversations with MarTech · 2025-11-12 · 37 min
Episode notes
What if everything you thought you knew about being “data-driven” was wrong? In this episode of Playbook Broken, host Marc Sirkin talks with Philip Armstrong , SVP and Go-to-Market Head of Insights & Analytics at Truth in Data (and formerly of Nike ), about why most dashboards fail, how to overcome data paralysis, and why AI might be breaking more playbooks than it’s fixing. Philip unpacks how Fear of Better Options (FOBO) shapes customer behavior, why no one truly “owns” the customer journey, and how generative AI is changing the meaning of intelligence inside organizations. Together, they explore what it takes to rebuild a playbook that actually helps people buy. This conversation dismantles the illusion of perfect data and exposes why “being data-driven” so often means pretending to be . Philip’s pragmatic approach—treating data as an informed opinion rather than a command—offers a smarter, more human path forward for marketing, analytics, and AI adoption. Timestamps 00:00 - Introduction – Meet Philip Armstrong: ex-Nike data leader redefining customer intelligence at Truth in Data.