As third-party data becomes scarcer and tracking becomes less reliable, it’s time to rethink how we understand and reach our audiences. In this session, Giulia will explore how principles of neuroscience and cognitive psychology can inform modern audience segmentation, creative testing and platform targeting, without depending on cookies or outdated tracking. You’ll learn how to leverage the R.E.M. framework to align content and campaigns with user intent, stand out in competitive environments, and drive higher ROI through smarter, human-centric targeting.

In this talk, Sharon will reveal how consumer psychology principles are hiding in plain sight within your website analytics. She'll decode seven key behavioral patterns that explain why visitors click, convert, or bounce; transforming raw data into actionable insights. Attendees will learn to spot psychological triggers in metrics like time-on-page, scroll depth, and exit rates, enabling them to make smarter, evidence-based marketing decisions that drive real results.