SXSW 2012 - Is Too Much Math Killing Marketing?

Is Too Much Math Killing Marketing?
Event	Interactive 2010
Format	Panel
Organizer	Mike Teasdale – Harvest Digital
Description	Breakthrough marketing used to come from creative genius, from big ideas, from empathy with customers. But now all the attention goes to rigorous testing and algorithmic approaches to customer insight. So is the science driving out creativity - or are we focused on the wrong kind of maths?
Questions Answered	What kind of ideas really drive marketing forwards? What kind of data and analysis is happening in marketing today? Can data analysis help creativity rather than hindering it? What are the shortcomings of data gathering online? Can we build convincing customer profiles from analytic techniques alone? Is the algorithmic model of Google the future of agencies? What are agencies for? What is the value of disruption? Does testing make marketing techniques more and more similar? What kind of marketing do customers really want?
Level	Intermediate
Category	Advertising, Branding / Marketing / Publicity, Content, Information Architecture, User Experience

Is Too Much Math Killing Marketing?