The SiriusDecisions Summit is just around the corner and I’m very excited to be attending for the first time. This will also mark my first dedicated marketing conference so it’s double the anticipation. I’m also looking forward to my joint session with Molly Telford, Marketing Insight Manager at Advanced Bionics, where we’ll talk about the value of customer insight data.
In today’s business world, “data-driven decisions” is essential. Often this is interpreted to mean looking at Big Data, the data gathered from behaviors such as POS transactions, Google search or clickstream data. Small data, the data gathered from asking questions through an online survey, interview or community, can be neglected.
In the Experience Economy, whether you are a B2B, B2C or a B2B2C marketer, understanding your customer truth – how they think, feel and act – is essential to deliver a brand story, messaging and overall experience that meets their needs.
Molly and I will discuss the value of Small Data and offer guidance on where to start when building your marketing foundation based on research. We are speaking on Wednesday, 5/8 at 10:45 AM in room 17A. You can also find us at FocusVision Booth #523. We hope to see you there!