We need information to make good marketing decisions, but sometimes there’s so much that it feels like we’re drinking from a firehose. Less can be more, if we know how to take existing customer data and turn it into profit-making insights.
Jennifer Rothenberg – Social Business Manager for IBM in Tampa – will be sharing her tricks of the research trade at our June 27th Keynote Luncheon. Jennifer has a BS in PR and a Masters in Applied Social Research Methods from FSU, but she says that logic, goal alignment and stakeholder management are more important than a degree in statistics and expensive specialty software.
Jennifer will be sharing commonly available low-cost and free tools, as well as the latest benefits of artificial intelligence and machine learning in understanding how our customers think, and ultimately what decisions they will make.
- Real world data is messy and we can all benefit from the inconsistencies. Learn how to combine demographic and behavioral data from disparate sources for campaign planning, drill down on the right variables to answer specific questions and leverage communication networks to access individuals outside your channels.
- Talking to people is key, even if you have data. Learn how to interview stakeholders prior to research, use ethnography to build research constructs and build a chorus to validate research results. (Bonus: they will help you reach your goal faster!)
- Be a concierge of data, so your audience feels understood instead of watched. Learn how many variables to consider in campaign planning, how to prioritize variables when there is a conflict and how to test targeted communication before launch.
When | Tuesday, June 27, 2017
Time | 11:30 a.m. – 12:00 p.m. is Registration and Networking
12:00 p.m. to 1:30 p.m. is Lunch and the Main Program
Location | TBD
Price | Members $30 | Non-members $50 | Students $25
*Online registration closes Monday, June 26 at 5 pm Eastern. Event day walk-up registrations incur an additional $5 charge.