MSIX returns in 2020 to unpack marketing sciences: Call for submissions open

MSIX, or Marketing Sciences Ideas Xchange, will return in 2020 for its sixth year of unpacking data, AI, analytics, behavioural science, and its relation to marketing and creativity.

Thinkerbell’s Ferrier will curate MSIX for the sixth time

Curated by Thinkerbell’s chief creative thinker, Adam Ferrier, the call for submissions is now open, and the first two sessions already confirmed.

Set to take place on February 20 in Sydney, the day interrogates the state of the market around us through an unflinching, evidence-based lens.

It asserts that there is a right way to do marketing and that it’s completely evidence-based.

The first speakers confirmed to join Ferrier at MSIX include Hardhat Digital’s co-founder and strategy director Dan Monheit, and Centre for Business Analytics founding director Ujwal Kayande.

Monheit will bring back an updated version of his acclaimed session from Mumbrella360, ‘How brands can win according to my therapist’ and explore how playing to biases and heuristics can pay major dividends.

He’ll draw on seminal research from Nobel Laureates and illustrate how initiatives that fly in the face of conventional wisdom could be just what the doctor ordered.

Kayande will assert that data science lacks cause and effect

Kayande, meanwhile, will assert that while data science is a popular bandwagon for marketers to jump on, it is anything but real science, lacking in cause and effect.

Without cause and effect, it is not possible to develop good and reliable policy, and therefore marketing strategies can’t be maximised.

To submit a session of your own for consideration, click here and scroll down to ‘Submit your ideas’. 

This year’s conference will aim to cover the key areas of data science and its complicated relationship with causality, the rise of the social experiment as mass entertainment and an exploration of why the ad industry is so reticent to change its approach to finding ‘the big idea’.

MSIX will take place on February 20 at the Powerhouse Museum, Sydney. Tickets for MSIX are on sale now at earlybird pricing and can be purchased here.


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