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10 & 11 NOVEMBER 2020


Gareth Dunlop: Speaking at the B2B Marketing Expo

Gareth Dunlop

CEO and Founder  -  Fathom

Never be Data Driven

Digital marketers have never had such a broad range of tools giving them such a scale of data to help them to do their jobs. While these tools are invaluable, they are no substitute for understanding the human stories behind the data. Behind every page view and session is a human, with a specific set of needs, wants and behaviours. Only by understanding the motivations of the humans behind the numbers can you build high-performing user experiences. Using 20+ years of experience, Gareth will outline how the tools, married to human stories, can unlock the highest performing digital strategies.

3 Key Takeaways:

- The danger of overreliance on guessing what data, trends and stats mean in terms of online performance
- The tools and techniques to uncover and blend the ‘what’ and the ‘why’ to gain valuable user-centred design insight
- Learning and case studies on the power and impact that understanding human needs has on improving digital performance

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