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In this episode of Deconstructing Data, hosts David Finkelstein and Jessie Lizak sit down with Kristin Wozniak, Chief Data and Growth Officer of Cosmo5, to explore the limitations of data-driven decision-making and why businesses need to look beyond dashboards and KPIs to understand what is really happening. Drawing from her experience in audience research, advertising, measurement, and strategy, Kristin explains why data can help organizations learn and understand their customers but cannot determine whether a decision is ultimately the right one. She also explores the importance of intuition, experience, experimentation, and human judgment in a world increasingly focused on data and AI.
The conversation examines why performance metrics often fail to capture the full complexity of human behavior, how optimizing for clicks and ROAS can distract from the customer experience, and why qualitative research still has an important role in modern marketing. Kristin also explains how an obsession with measurable outcomes can turn data into a liability by limiting curiosity, creativity, experimentation, and innovation. Finally, she shares her perspective on building an effective technology stack, arguing that even the best tools and data are only as valuable as the team using them.
Main Topics Covered
What Your Data Is Not Telling You
Data Does Not Capture Human Behavior
When Data Becomes a Liability
Tech Stack
Connect with Kristin Wozniak
Website: https://cosmo5.com
LinkedIn: https://www.linkedin.com/in/kristin-wozniak-5b64602a/
Cosmo5 LinkedIn: https://www.linkedin.com/company/cosmo5/
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Website: https://www.bdex.com
LinkedIn: https://www.linkedin.com/company/bdex/
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Connect with David Finkelstein
Connect with Jessie Lizak
