"This talk will help marketers use data as a launchpad, not a safety net."

Growth marketers and performance teams are under constant pressure to prove what works. But when every decision is judged by short-term data, it is easy to stay close to what already feels safe.

This talk explores the performance marketing comfort zone: the place where metrics are useful, but ambition starts to shrink. It will show how data can unintentionally encourage smaller tests, safer ideas and slower growth, and how marketers can use measurement to take smarter, more human risks.