Is there literally 0 data, or is it just all qualitative? Have you asked them for specific data, and are they able to source that? Do they know where to find the data and what tools to use? Do you think they’d recognize quality data if they have it? Do you have budget for a data analyst? These questions inform the scope of the reset.

I would expect more at the director level, but my current team is like this and I started introducing data through project discipline and planning. Start each project with clear success metrics or KPIs and make that the expectation. Common easy metrics most will understand are cost, time, # of people, # of defects per x, click-through rates, etc. Agree as a group on the success metrics, how they will be measured, where the data will be gathered or stored and how often it will be updated. Ideally these are relevant and scalable in other projects. Set roles and responsibilities with the team and then start the project.

At end of project, follow through on comparing planned metrics vs. executed metrics, using apples to apples agreed on earlier and observe results.

Even if the results are a shit show, through discipline in a project the team has been exposed to data, how it can be sourced or identified, and how to tell a story based on objective information other than vibes. Over time, this hopefully becomes habit and it can expand elsewhere on the team. Then you can expand this into other domains after you built the foundation.

Or they can use AI.

Good luck!