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Can Data Drive Consumer Insights?
Abstract
In this session, we propose to explore how brands create relevant experiences to attract and retain consumers. Uniquely, we will identify and debate the relevant customer-centric inputs required to create successful brand experiences and discuss examples of how data driven insights are uncovered and inform strategy.
We will debate the impact of data on the traditional function of account planning in businesses from the corporate perspectives of Big Data Marketing at AT&T, and Analytics and Insights at Wyndham Hotels & Resorts; and then bring in the agency perspectives of Experience Planning at the Integer Group, and an Independent Strategic Planner and Moderator at HumanSpeak.
Specifically, the session chair will lead a discussion spurred by very short case-studies to determine how consumer insights are being uncovered, tested, and championed within the organiztions represented by the speakers. We will leave ample time to discuss and help the audience understand the types of data informing strategic decisions, the methods used to collect needed data, the resources necessary to turn “big-data” into insight.
First & Corresponding Author
Steven Edwards, Southern Methodist University
Authors in the order to be printed.
Steven Edwards, Southern Methodist University; Marie Bos, The Integer Group: Global Commerce Agency; Ann Burke, AT&T Business Marketing; Vicki Cutwright, Wyndham Hotels & Resorts; Lisa Haayen, HumanSpeak