Traps & Treasures with Crys Kelly

Vanity metrics like follower counts and impressions might make your digital dashboards sizzle, but do they actually move your brand forward? In this episode of Cover Brand, host Ethan Decker and guest Crys Kelly dive deep into the challenges marketers face when clients get fixated on the wrong data. Learn how to distinguish between “traps” (easy but useless metrics) and “treasures” (harder-to-measure, game-changing insights). Discover Ethan’s psychologically savvy “Data Grid” framework, proven tactics for gently persuading stakeholders, and creative ways to make the shift stick. Whether you’re a brand manager, marketer, or agency partner, this episode will help you cut through the noise and champion data that truly makes a difference.

Main Topics Covered:

• Brian Justin Crumb’s cover of Alanis Morissette’s “Uninvited” and what makes musical crossovers magical
• Crys Kelly’s experience connecting brand data and strategy in the agency world
• Why brands often chase vanity metrics—and the pitfalls of focusing on impressions or follower counts
• The “Data Grid” framework: Tools, Treasures, Traps, and Teases
• How to persuade clients and colleagues to value meaningful metrics over vanity stats
• Psychological approaches and playful tactics (like the “Fabio of Metrics”) to reframe conversations around data
• The power of relatable brand role models in shifting KPI focus
• Advice for agency and brand teams to align on what really matters

Links to Additional Resources:

• Who Gives a Crap – The Brand Mentioned in This Episode
• Read more about Stephen Covey’s 2x2 Matrix
• Rory Sutherland on Behavioral Science in Marketing
• Cover Brand Playlist on Spotify
• Traps & Treasures Matrix

Ready to move your brand (or your clients) beyond vanity metrics and into growth that matters? Listen in for practical frameworks and real-world examples you can start using today! Want a copy of Ethan’s Data Grid? Go to appliedbrandscience.com for resources, visuals, and tools to guide your strategy meetings.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

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