Workshop in Two Parts - Part II: The Golden Path of Strategic Insights

4:15 - 6:00pm on Sunday, March 25 2012 in Wilder, 4th Floor

Workshop in Two Parts - Part II: The Golden Path of Strategic Insights

To maintain its relevance and value to the organization during this period of fragmentation and proliferation, marketing research departments must reorganize their activities within a conceptual framework that integrates, aggregates, and synthesizes diverse data feeds. The most promising candidates for this framework are the traditional research areas of brand and segmentation/targeting. They can serve as platforms that leverage diverse consumer data sources to create a unified buyer knowledge base, which is the needed foundation for organizational strategy.

MaPS will illustrate how CRM data, syndicated and third-party sources, social data, online communities, retail audits, scanner data, scanner panel data, and other shopper insights data can be integrated or combined with best practices brand and segmentation/targeting research methods to generate powerful insights across product development, sales, retail and merchandizing, pricing, communications, and marketing. Successful initiatives to increase acquisition, retention, and share of wallet using multiple data feeds combined with brand and segmentation/targeting research will be presented.

Noel Dunivant – VP, MaPs
Soumen Mukherjee – VP, MaPs
Todd Powers – EVP, Primary Research, ARF