Want to know what brands think about “Big Data?” They think that small nuggets of insight are worth a lot of heavy lifting.
Want to know what brands think about “Big Data?” They think that small nuggets of insight are worth a lot of heavy lifting. When it comes to measuring loyalty campaigns, you might be surprised how precise some companies at the vanguard have become in terms of measuring their campaign successes. Join what promises to be a provocative roundtable discussion facilitated by former Mediacom CEO and industry gadfly Jon Mandel, who now runs PrecisionDemand. Jon will be joined by Mark Keeney, VP Marketing at Rhapsody, Quinn Kilbury, Sr Brand Manager & Innovations, PepsiCo, and Robin Opie, SV for Analytics at Datalogix, to look at measurement on different platforms and within different consumer marketing environments, with an eye toward developing loyalty. This session will examine how the marrying of purchase data to media consumption data, as a practice, is being leveraged to glean insights on loyalty. Two client cases will be woven into an informal roundtable discussion -- with concrete illustrations are provided.