Talks: Consumer Behavior

UNLOCKING THE POWER OF NETWORKS

Today’s connected-world provides marketers unprecedented access to consumer data. We can track what people like, where they go, what they share, what they buy, and so on. The reams of passive information that people shed on a daily basis allow for more targeted messaging and measurement. However, while this intelligence has made marketers more confident, it has not made them more accurate in their efforts. This deficiency is not due to a lack of available data, rather, it is born from a lack of truly understanding people. Marketers have mistaken consumer information for consumer intimacy and, therefore, have not been able to fully leverage the power of the data and the connectivity of the ever-evolving media landscape. This talk uncovers a new and more accurate approach to segmentation so that we might improve our marketing accuracy, extract the true potential of data, and, ultimately, get closer to predictive modeling.