Speakers:
Nadya Kohl, Vice President-Consulting, Experian Business Strategies
Andrew Pierce, Senior Partner, Prophet
Melissa Jazmines, Moderator, American Marketing Association
Please join us for the second installment of this 3-part Brandweek webcast series, "Using Brands to Drive Growth." In this session, Nadya Kohl, Vice President-Consulting at Experian Business Strategies and Andrew Pierce, Senior Partner at Prophet, will discuss how to optimize the uses of data mining to further brand relevance.
There are different forms (and benefits) of segmentation designed to answer different questions for marketers (Which consumers do I target? vs. Which consumers can I reach?). Segmentation methods are getting more sophisticated—it is vital that marketers use the right methods for the right reasons. In targeted marketing, having the best, most comprehensive consumer information is important, but how that data is used and interpreted is just as critical. You need to use consumer data to identify insights and trends that can direct the development of effective messages — and point toward communication and media channels most likely to generate the greatest return.
Consumers are increasingly establishing direct contact with the brand. CPG marketers should be ready to treat this interaction with an engaged consumer as a data mining opportunity, to increase brand relevance and to "prove" the payback on marketing investments.
What you will learn:
- Data mining can be used to enable better and more cost effective "mass" communication.
- Data mining can be used to improve promotional programs.
- How data mining can be used for strategic value target programs.
Gain insight into how use your data to create more effective messages and determine which channels will resonate most strongly with your target market.
Click for copies of the PowerPoint slides or email: moreinfo@experian.com
