Web Directions Year round learning for product, design and engineering professionals

Web Directions Next may be a brand-new event from us, but its DNA goes back to our earliest days.

Imagine a super concentrated day of our most engaging keynotes and talks. Opportunities to connect meaningfully with others who get excited about this stuff as much as you do.

That’s Next which will help you chart what’s next in product, design and strategy and it features amazing talks like this.

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 $700 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.

About 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.