The 7% Trap: Why Marketing Keeps Failing — and How to Fix It

What if everything we’ve been optimizing in marketing is wrong? In this keynote from the GDS CMO Summit, Sooth founder Ian Baer breaks down the true forces driving 93% of consumer decisions — and why most marketing teams can't see them. This session introduces The 7% Trap: a hundred-year-old problem in which the marketing industry has made nearly all strategic and investment decisions based on ineffective signals–such as demographics, retargeting, and past behavior–while ignoring the emotional and contextual drivers that actually move people to act.

Find out:

• Why legacy targeting frameworks fail to predict behavior
• The many faces and disguises of cognitive bias, and the dangers they pose
• The formula to regain visibility into the ways people really choose brands

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