Generating and Using Marketing Insights
There is a fundamental debate that is unfolding concerning the role of Big Data and analytics. However, this data orientation (or obsession) may obscure the differences between data, knowledge and insight. An argument could be made that while our data and knowledge are rapidly growing, our actual insight is not. What does it mean to have a customer insight that can be leveraged in the marketplace? This problem could be addressed by new methods, but we are more concerned with unique, different information that leads to competitive advantage. How do organizations collect, share, store, transmit and “use” this insight? More broadly, in our knowledge-based economy that leads to competitive advantage rather than a traditional view of products, routines, capabilities and assets. At an even higher level, how do we know we know?
John N. Denker, Senior Director of Marketing at University of Arizona, will share his perspective on generating and using marketing insights.
Program begins promptly at 5:15 pm. Please arrive early for check-in beginning at 4:45 pm.