Marketing often runs on opinion, instinct, and inherited belief, while the actual science gets ignored, oversimplified, or misunderstood. This provocative main-stage session brings together PhDs and marketing science experts who study the research and academic papers most marketers never take time to read. They will examine where Marketing’s assumptions break down, where measurement and effectiveness go wrong, and where the evidence actually holds. Grounded in the fundamental thesis of Marketing + Media Alliance, this session will offer an unbiased look at what marketing science really says, what the industry still gets wrong, and what it will take to close the gap.  They will also provide a series of provocative things that you will absolutely disagree with, but are being proven as fact and truth.