Customer-Centric Marketing: Aligning Insights and Analytics for the Win

Marketers need to understand not only what customers do during transactions, but also their journeys and motivation behind their actions. Mia Vallo, VP of Insights and Analytics at National Geographic Partners and Adjunct Professor at Georgetown University School of Continuing Studies, will share how leveraging both consumer insights and data analytics can give marketers a better understanding of their customers and campaign performance.

After this session, you’ll be able to:

  • Understand how to leverage both consumer insights and data analytics to plan for and measure your campaigns
  • Incorporate a measurement plan as part of your marketing campaign planning
  • Apply customer-centric measurements that are relevant to your campaigns