What Cliff covers: Data as an indicator Don’t put process above purpose Data-driven culture Using analytics to frame the story Storytelling in analytics Time for the data plumbing Meet: Cliff Kim brings more than 10 years of experience to his role as Director of Insights and Analytics for Fender Musical Instruments Corporation (FMIC), one of the world’s leading musical instrument manufacturers, marketers, and distributors. A digital storyteller, Cliff is dedicated to growing Fender's physical and digital business through data-driven insights, conversion rate optimization, marketing, and product analytics, and continuous consumer research. During his tenure at Fender, Cliff helped build PlayThrough, an initiative where Fender offered a free three-month subscription of Fender Play®, the complete online learning app for guitar, bass, and ukulele, to support the community during social distancing. This initiative brought nearly one million new players to the app. He also led a study that brought insights into how the guitar business has changed because of these new players. Learnings from the data gathered helped the team launch Beginners Hub, a network of online resources that includes every tool a new player needs to start, stick with and eventually master their guitar, bass, or ukulele. Prior to joining Fender, Cliff held leadership roles at Live Nation Entertainment, ESPN, Yahoo!, among others. He is a UC Riverside alumni and currently resides in Los Angeles California. If you have any questions for Cliff, please feel free to reach out via: https://www.linkedin.com/in/cliffkim/ I hope you enjoyed the episode, the best place to connect with me is on Linkedin - https://www.linkedin.com/in/amirbormand (Amir Bormand). Please send me a message if you would like me to cover certain topics with future guests.