MARKETING UNUSUAL - THINGS WE SHOULD AND SHOULDN'T DO

Marketers have more tools, data and advice than ever, yet they don't get round to doing what they know they should. Steen Rasmussen, co-founder of the Danish agency IIH Nordic, moved his company to a four-day week on full pay in 2017. In the first year his 35 people worked 20,000 fewer hours and the company still grew its revenue. In this talk he looks at what eats marketers' and analysts' time, and why companies that call themselves data-driven are so often data-deceived.

You'll learn why digital maturity isn't a ladder you climb but a speed of change measured against your competitors, why AI can't perform better than the quality of your data, and how modelled data in Consent Mode can distort campaign performance. Steen names four dilemmas that consume time inside companies and offers four principles to win it back: business first, clear data guidelines, growth by learning from mistakes, and clear ownership of things like campaign tracking.