Research & Measurement
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NETWORKING BREAKFAST (9:00 – 9:45)
I. HOW CUSTOMER INSIGHTS HELPED THE USPS' MARKETING FOCUS (10:00-11:00AM)
The United States Postal Service, established in 1775, is in the midst of a transformation to become more competitive in today's business climate. What role does Customer Insights have in the transformation? How does it fit into the organization and how is it partnering with the business to lead the transformation? And, how is the Customer Insights group itself transforming to become part of the new customer centric, business and marketing focused culture? John Huffman of the United Stated Postal Services will discuss how the USPS used insights to build on a solid foundation of service and operational excellence.
John Huffman, Customer Insights and Marketing Services- United States Postal Service
II. HOW REAL EMOTIONAL ENGAGEMENT CAN BE MEASURED AND HOW YOUR BRAND CAN LEVERAGE THESE PREDICTIVE INSIGHTS (11:10AM-12:00PM)
Today marketers focus on innovation, the digital world, and social networks, but the bottom line... when it comes to differentiation and engagement... Brand still matters!
Today B2B and B2C consumers interact with brands via a new brand relationship paradigm, one more emotional than rational. And real emotional brand engagement, the degree to which a brand is seen to meet the expectations consumers hold for brands competing in the category, is a view governed by what really drives engagement in a category and consumer expectations. Independently validated, predictive emotional brand engagement assessments have been proven to correlate very highly with positive consumer behavior in the marketplace, sales, and brand profitability.
Dr. Robert Passikoff of Brand Keys will present how real emotional engagement can be measured, and examples of in-market applications showing how your brand can leverage these predictive insights.
Dr. Robert Passikoff, Founder and President - Brand Keys, Inc.
III. FROM PROMOTION TO EMOTION...BOOSTING B2B PREFERENCE (1:00-2:00PM)
Marketers are always exploring what connects cuistomers to brands and the touch points that drive business forward. The real questions are: How effective are current B2B strategies? What is the best way to use B2B branding to boost preference and willingness to pay? What should we do next? In this presentation, Google will discuss the B2B brand propositions and how the evolution is moving toward a value-focused platform... from connecting emotionally, which connections drive purchase intent, and the power of digital touch points in driving emotional commections.
Meredith Cherwony, Senior Account Planner - Google
IV. MILLENNIALS & THEIR MUSIC (2:00-2:50PM)
Many marketers are trying to figure out how to talk to the millennial consumer. One of their passion points is music. Sony Music conducted a study of 31,000 consumers to study the music fan, and in this particular presentation, we are aiming to deconstruct the millennial consumer by trying to address issues such as:
- How to talk to this consumer more effectively
- How different kinds of music talks to different segments within the millennial population
- How different segments of music fans (fanatics versus casuals) respond to brand messages
Elliot Lum, Vice President - Columbia Records