Conference: Oct 5-6
Workshops: Oct 7
Marketing Strategy Throwdown: The Case For and Against Insight-Driven Marketing
Robert Rose (Chief Strategy Officer, Content Marketing Institute)
Tash Walker (Founder, The Mix Global, The Mix Global)
Date: Monday, October 5
Time: 10:45 am - 11:15 am
Pass Type:
All Access, 3-Day, 2-Day, Digital -
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Session Type:
Session
Track:
Insights to Impact
Vault Recording: TBD
Marketing has, historically, run on a simple promise: the more we know, the better the work. Market intelligence sharpens the strategy, insight fuels the idea, and measurement proves it all worked. But that promise is now suspect. In a world where AI hands every brand the same research, the same segmentation, and the same "insights" at the same moment — and where marketing measurement still sells a precision it has never actually delivered — is insight-driven marketing an advantage anymore? Or has it become the most sophisticated way ever invented to make the same thing as everyone else?
Meanwhile, the creative side has stopped playing defense. In a modern market where the distinct, the unexpected — even the weird — is what breaks through, maybe market research's real job has been misunderstood all along. As the creative provocateurs would put it: keep the data coming — it's the best map ever made of what we shouldn’t do.
Two teams of industry leaders will argue three questions that decide who really deserves authority over the work:
- Before the work: When every brand holds the same market intelligence, does insight still create advantage. Or is data now most valuable read in reverse, as a map of the sameness to escape?
- After the work: Has the measurability revolution made marketing better - or has optimization quietly crowded the meaning out of it?
- The final call: When the data says no and the gut says go — who should win?
Moderated by Robert Rose
More panelists to be announced!