Secrets of Activating Your Consumer Segmentation

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In this nuts-and-bolts webinar, Scott Turner, S.V.P. of Agency/Advertiser Sales at GfK MRI will be joined by Dr. Lauren Tucker, Director of Consumer Forensics and Dr. Eamon Boyle, Director of Advanced Model and Research Design at The Martin Agency.

Together, they will show how "activating" a consumer segmentation study can pay big dividends-if you go about it in the right way.

Topics include:

  • Why pricey segmentation studies often come up short in delivering on their promise.  Marketers interview a lot of people, put them in buckets and then are forced to say:"Interesting, but now what do I do?"
  • How to unlock your segmentation's hidden value and make sure your agencies can target the same consumers as your sales and marketing teams.
  • A real world example: BFGoodrich, who used the approach discussed in this Webinar to ensure their customer segmentation was in sync with how they buy media.
  • How to identify your consumer segments for online display campaigns through a unique GfK MRI/DataLogix collaboration

Drawing on their extensive experience in creating and activating consumer segmentation studies, Scott, Lauren and Dr. Boyle will provide insights you should not miss.

This session will be lively and interactive, with attendees encouraged to ask questions.

Webinars are for ANA Members Only. If you are a non-member, client-side marketer interested in attending a specific session, please email to request a one-time, complimentary guest registration.

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Start: Wednesday, November 9, 2011 at 3:00pm

End: Wednesday, November 9, 2011 at 4:00pm



Scott Turner
S.V.P. of Agency/Advertiser Sales

Dr. Lauren Tucker
Director of Consumer Forensics
The Martin Agency

Dr. Eamon Boyle
Director of Advanced Model and Research Design
The Martin Agency.