Speaking with Beet.TV during the Beet Retreat Berkshires, Anita Patil-Sayed, managing director and head of advanced analytics and measurement at Canvas Worldwide, offered a refreshingly grounded message for marketers drowning in dashboards, AI-generated recommendations and enough measurement methodologies to make anyone nostalgic for simpler times.

Her advice? Stop obsessing over whether AI produced the answer and ask a far simpler question.

“It’s about what is the business question that we are trying to address? That is the most important,” Patil-Sayed said.

Read the full article and watch Anita's interview on BEET TV here.