As an industry, we are moving towards taking marketing research, analytics, and insights into the boardroom. Data is king and we need to look at how we shift our insights to be more comprehensive as we positively impact the bottom line. The ability to do this lies fundamentally in how we connect, relate, and enrich attitudinal data with behavioral data from respondents. Paramount to all of this is first-party client data paired with primary research data and third-party data as well as behavioral data, collected passively or actively. All of this together can lead us to gain in-depth insights by building a more comprehensive view of consumers, their attitudes, their opinions, interests, behaviors and influences. What brings this all together is the ability to connect the data to influence decision making. For years as researchers and marketers, we have created segmentations to help to understand our customers… Now, we have the ability to connect that data to ad tech platforms for activation. This enables the use of the segments we have created over the years to be used more centrally by the business. Furthermore, this is a connection point to have a direct impact on revenue and sales conversion dollars aka the bottom line. Simply put, using connected data as a source for understanding, targeting ,and marketing to consumers is far more effective and a better driver of ROI than just basic demographics. As Researchers and Marketers we KNOW the value of our data and hard work… It’s having the connectivity that broadens the application of the data within organizations that is bringing a new level of value – It’s bringing market research into the boardroom!
Speaker: Rich Cohen - Director, Product Commercialization, Data Solutions at Dynata