Connecting with your audience shouldn’t feel like a game of Guess Who? but for the last two decades, that’s essentially what marketing has become: filtering, scoring, and narrowing the pool until we land on a match. The industry got very good at identifying who people are, and eventually realized that was never the hard part. The hard part is understanding why: why this person, why this moment, and why a brand stands a chance against everything else competing for attention.

Today, marketers have more data than ever and arguably understand people less, because the “why” was never in the data alone. It was always in the context – the emotions, motivations, and cultural signals surrounding the decision. This session brings together brand and agency leaders who are rebuilding the playbook to understand people beyond the data points designed to define them.