The End of Mediocrity at Scale: Making Marketing Feel Human Again
Dean de la Pena argued that marketing's effectiveness is declining as consumer visibility erodes — and that predictive intelligence is the key to restoring relevance at scale
At the 2026 ANA Masters of Data Conference presented by TikTok, Dean de la Pena of Resonate explained why marketing has become less effective — and less human. De la Pena outlined how predictive, person-level intelligence can restore understanding and enable more relevant, measurable growth.
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