An obsession among marketers with what can be measured is leading to a dangerous artifice of certainty and a mistaken belief that martech provides magical solutions to brands’ problems.
That’s the view of Tricia Wang, who describes herself as a global tech ethnographer and co-founder of Sudden Compass. She told Nudgestock, Ogilvy’s annual behavioural science event (Folkstone, June 2019), that organisations are deploying
