A $700Bn data delusion
Jon Bradshaw knows marketing –as an executive, consultant, and highly respected voice for decades in the industry. Here he challenges the billion martech industry with eye-opening evidence on the limitations of data-driven advertising.
Drawing on recent research and his own expertise, Jon will discuss why broad-reaching, contextual ads often surpass targeted approaches, both in effectiveness and cost-efficiency. This session will question long-held beliefs and encourage a critical reevaluation of how we use data in marketing. And of the dominant privacy-intrusive business model of the mar-tech industries.
Jon Bradshaw
Jon has over 30 years global experience working for big brands in big markets, leading the marketing function across FMCG, beverages and telco. Jon has worked for Mars, Diageo, Virgin, Droga5 and Lion. In those roles he has built marketing teams from the ground up as well as transforming existing teams into more efficient and effective units.
Since 2021 he has led Brand Traction, a marketing effectiveness consultancy, that embeds evidence-based marketing best practice into marketing teams in Australia, New Zealand and around the world.