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Brilliance@Work: Breanne Abo Aims to Provide Accessible Digital Experiences for All

Welcome to Brilliance@Work, a series of profiles about stellar marketing professionals and their best practices at work. During the next couple of months, we’ll feature market research experts.

Help your organization transform the value they create for customers, employees and other key stakeholders by providing accessible digital experiences for everyone, like they aim to do at United Airlines. Breanne Abo is Senior UX Researcher at United Airlines. She’s also a presenter at The Market Research Event (TMRE) on Nov. 5-7, 2019 at The Mirage Hotel in Las Vegas, Nevada.

Breanne Abo

Breanne Abo

As a preview to her presentation, Breanne shares her perspectives on “The Role of UX in Creating Digital Experiences for All.”

Peggy L. Bieniek, ABC: How can digital accessibility help shape an organization’s future success?

Breanne Abo: As digital experiences become more and more focused on allowing people to engage with an organization or brand in a personal way, it is critical for companies to ensure these experiences reach as many customers as possible. I believe there is no better way to build trust and loyalty in a customer base than to make people feel heard, seen and acknowledged. In order to serve and reach the greatest amount of customers, you have to ensure your products and services are accessible to all customers.

PB: How did the Digital Accessibility Task Force help transform or contribute to United Airlines’ culture?

BA: When we began the Digital Accessibility Task Force at United Airlines we already had passionate employees, working hard to provide digitally and physically accessible experiences to our customers. Since forming the task force, we have been able to come together to learn from our experiences working in the space and working together on additional ways to continue to serve all customers. One of the most important aspects of the task force has been to bring heightened awareness to the importance of this work and creating new advocates within our teams. In order for digital accessibility to be successful, it has to be integrated in the daily work of everyone.

PB: How does this transformation help tell a compelling marketing story?

BA: Making meaningful personal connections with customers is critical for companies and organizations. Making accessible products is one of many ways that you can say to our customers of all abilities that we understand you are an important contributor to our company’s story and success.

PB: What will people gain from your conference presentation?

BA: At our presentation, my co-worker and I will be sharing our experience as part of the Digital Accessibility Task Force at United Airlines. We hope to provide tips for how you can bring more awareness to accessibility work in your organization, no matter how far along you are in your efforts, as well as provide examples from recent success stories from United. Most importantly we will share the sentiment that accessibility is not an end point or a check box to complete; it is an ongoing journey that we invite you and your organization to take in order to provide meaningful experiences to all users.

Want to hear more from Breanne? Join us at The Market Research Event (TMRE). Learn, network and share best practices with the most influential leaders in market research. Stay connected at #TMREVENT.


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Brilliance@Work: Lindsey Clawson Transforms Information into Insight at USP

Welcome to Brilliance@Work, a series of profiles about stellar marketing professionals and their best practices at work.  During the next couple of months, we’ll feature market research experts.

Analyzing data is only part of conducting marketing research. Putting that data into context is what creates new knowledge and insights to support your organization’s success in the marketplace. Lindsey Clawson is Director of Knowledge Strategy at USP. She’s also a presenter at The Market Research Event (TMRE) on Nov. 5-7, 2019 at The Mirage Hotel in Las Vegas, Nevada.

Lindsey Clawson

Lindsey Clawson

As a preview to her presentation, Lindsey shares her perspectives on “Scanning the Horizon with Secondary Research.”

Peggy L. Bieniek, ABC: How is USP’s Secondary Research team helping to shape the organization’s future success?

Lindsey Clawson: The Secondary Research team helps USP see trends in context. For example, we may be on top of the opioids crisis in terms of knowing the latest statistics and interventions, but what is the scale of that versus pollution-related illnesses? We need to be responsive to hot-button, pressing public health needs, without losing sight of the global landscape. The secondary research discipline maintains that awareness, surveying the global health environment and placing new findings in relation to others. This approach empowers informed, proactive decision making at USP.

PB: What role does USP’s Secondary Research team play in helping to measure brand performance?

LC: Brand performance is something many teams at USP investigate and support. The unique approach from secondary research is tracking down additional, sometimes surprising, outlets which offer unique insights. In the past we’ve looked at citations of USP’s work in academic literature as one measure of performance, search engine results and where USP ranks compared to other standards providers, mentions of USP in trade press, and even comments made by relevant stakeholders such as regulators, public health organizations, or aid organizations. At a high level this might play out in an overall balance of positive versus negative mentions, but also pinpoints recent changes in the context of long-term brand recognition and performance.

Follow-up secondary research then investigates what factors may have led to a performance surge or decline. By understanding USP’s history, its major milestones and interventions, we can piece together the context surrounding that performance in order to paint a complete picture and thus inform our leadership and staff.

PB: How does USP’s Secondary Research team help tell a compelling marketing story?

LC: We’ve found that time and again, evidence and quotes from those impacted make a story stick. The team works to find credible data as well as expert quotes from news outlets or their own works, and weaves those into the research reports. Our primary research teammates are great counterparts in this regard, as both thought partners and sources of original survey findings with qualitative and quantitative content. With both the primary and secondary teams, we can look at prior survey results and secondary materials and piece together new takeaways. Once we develop these insights, the secondary research group finds different ways to highlight compelling points. We’ve studied layout and design, and taken tips from our marketing group to use elements such as pull quotes or enlarged, high impact data points to drive a point home. For example, in past work we anchored a slide on the number of people prematurely killed by pollution each year (7 million globally).

The data also needs to be pulled into a story that connects a trend or problem to stories about people. Dry data and complex charts are great for backup Appendix documentation, but within the report we try a more narrative format. The team will use headers that advance the narrative, which is then fleshed out with slide text and charts. Together these elements present the secondary sources in a way which leads to a novel insight. We take the reader along on this path of discovery.

PB: What will people gain from your conference presentation?
LC: They will learn about what a strong, nimble secondary research team can accomplish. I’ll be sharing approaches we take, from methodologies to collaboration and internal consulting, to how we overcome common challenges in the B2B space where information is not as consistent or comprehensive as in B2C. Attendees will learn about the approaches and takeaways which resonate best with different audiences – C-suite executives down to front line staff –with a sharp eye to the end benefit of such work when it resonates with those stakeholders.

There will also be a discussion about what the way forward may be, integrating different resources such as contract or temp-to-hire and globally dispersed researchers, refining our skills and reflecting on opportunities to improve, and utilizing new digital capabilities to amplify the impact of our work within the organization such as through Knowledge Management and Communities of Practice.

Want to hear more from Lindsey? Join us at The Market Research Event (TMRE). Learn, network and share best practices with the most influential leaders in market research. Stay connected at #TMREVENT.


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Brilliance@Work: Laura Eddy Shares Her Insights Journey from Packaged Goods to Technology

Welcome to Brilliance@Work, a series of profiles about stellar marketing professionals and their best practices at work. During the next couple of months, we’ll feature market research experts.

Creating an effective customer story starts with empathy. Help your organization transform the value they create for customers, employees and other key stakeholders by understanding your audiences’ key emotional drivers, like they do at Zillow.

Laura Eddy is Senior Director, Consumer & Customer Insights at Zillow. She’s also a presenter at The Market Research Event (TMRE) on Nov. 5-7, 2019 at The Mirage Hotel in Las Vegas, Nevada.

Laura Eddy

Laura Eddy

As a preview to her presentation, Laura shares her perspectives on “My Insights Journey from Packaged Goods to Technology.”

Peggy L. Bieniek, ABC: How did your experiences in consumer insights shape your character and career?

Laura Eddy: Working in Consumer Insights over time makes you empathetic to the people around you. You begin to really internalize that everyone has a unique story and it is likely not just the story that they may present on the surface. That leads to listening more closely to what people tell you, and almost more importantly, what they don’t say.

I like to think this skill set has been applied to my job and career in a way where I can hear the deeper questions and needs that leaders have when facing critical decisions to drive business forward, even if they can’t always fully articulate them. This leads to stronger solutions that address the underlying issues and can significantly change the strategic direction of the organization.

PB: What role does technology play in the performance of a brand?

LE: Technology works on many different levels. First, we use technology to gain insight. It should be no secret that new technology is enabling us to understand our customers in new and interesting ways. For example, we listen to social chatter to learn about topics that we did not think to ask consumers about, and we leverage new tools like AI to determine consumer needs and wants without having to constantly ask. Second, we use technology to better access our customer and every bit as importantly, let them access and interact with us. We need to be where the customer is and as they get deeper into new technologies, we need to be there to deliver the very best context appropriate content. Third, we use technology to create better communication. New technology is allowing our marketing teams to create new and stimulating communication with improved media devices, enhanced graphics, and new voice technology.

Finally, we use technology to build better products and services to meet our customer’s ever-changing needs.

Zillow was built on the idea of data transparency and giving people the power of that data to make decisions for themselves in the real estate space. Keep in mind, as recently as 15 years ago, if you wanted to know what your house was worth, you were dependent on a real estate agent or your city’s tax department telling you that information. With technology, people now have that kind of information easily accessible. We continue to push the envelope in helping people stay informed.

PB: What are some of your most notable projects?

LE: There have been a few projects over several employers that I have been very proud of:

In 2010, Walmart became one of the first major companies to leverage Facebook to make social and local connections with customers – while there is a lot of value to this from a brand building perspective, the question came up of whether this drove actual business revenue. My team developed one of the first analyses for determining the value of a Facebook fan, even before Facebook themselves did this kind of analysis. I remember presenting that work to Sheryl Sandberg in a converted warehouse office at Walmart. Once Facebook developed their protocols, we went back and checked the results – it turns out we were off on our estimates by less than 10% of actuals, which felt pretty awesome.

At Amazon, one of the really cool insights we produced was around the idea that Alexa was seen by customers as a beloved member of the family (in fact, at the time, one of the top questions asked was “Alexa, will you marry me?”), which drove a step-change in how Amazon marketed some devices. Rather than focus on the hardware or on the device and ancillary features directly, the Marketing team pivoted its attention to Alexa and the AI. This idea helped create the idea of a device ecosystem all connected via customer-favorite Alexa for Amazon to interact with consumers.

Zillow, though, has been the place where I think I have had the greatest impact on the brand and business. We have delivered foundational work that showed just how painful the home selling process is for consumers, which led to the creation of a new business called Zillow Offers – this business now accounts for over 40% of Zillow’s revenue and is growing by leaps and bounds. Some of our new projects include envisioning the future landscape of the real estate marketplace – we are combining a series of methodologies like customer journey mapping, futuring and war gaming to construct an ideal customer experience. We are incredibly fortunate that hunger and willingness to embrace the needs and wants of the customer are the guiding principle at Zillow.

PB: What will people gain from your conference presentation?

LE: Insight, of course! Great insight is often generated by real emotion, and making a major career change from one industry that you are familiar/comfortable with, to an industry that is new, different and constantly changing can create many meaningful emotions. We want to shine a light on the process of transitioning from one industry to another, and share what you might expect and how to prepare for it.

We want to try and answer the questions that might be keeping you up at night about making this kind of move – the risks, the reward, the effort. It is no secret, companies are not as loyal to their employees as they once were, you must be prepared for an ever changing future.

If you have been wondering if you should make this type of move and just want to learn more, please join us.

Want to hear more from Laura? Join us at The Market Research Event (TMRE). Learn, network and share best practices with the most influential leaders in market research. Stay connected at #TMREVENT.


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Brilliance@Work: Emily Higgins and Amy Shea Create Brand Memories

Welcome to Brilliance@Work, a series of profiles about stellar marketing professionals and their best practices at work. In September and October, we’ll feature market research experts.

Emily HIggins

Emily Higgins

Memories are the key to who we are. Marketers, like Emily Higgins, VP Client Services and Amy Shea, Director of Brand Experience at Ameritest, use the latest research on the brain to help create experiences that evoke positive memories of their brands.

Amy Shea

Amy Shea

They are also presenters at The Market Research Event (TMRE) on October 16-18 at the Westin Kierland Resort & Spa in Scottsdale, Arizona.

As a preview to their presentation, Emily and Amy shared insights on how memory and emotion create stronger brand connections.

Peggy L. Bieniek, ABC: What is the science behind the brain’s three major memory systems?

Emily Higgins and Amy Shea: As scientists focus on the study of memory in relation to work on devastating diseases like Alzheimer’s, we are learning more every day about the link between our memories and our self-identity, present-day choices and thus our future.

Scientists have known for some time that memory is three-dimensional. Academics call the three types of memory semantic, episodic and procedural memory; advertisers long ago have translated this into a communications philosophy, calling these three dimensions think, feel and do.

At Ameritest, as we collaborate with our clients on branded communications designed to solve business challenges, we use Head, Heart and Hand—a much better model to diagnose the visual and verbal narratives brands use to create branded memories. The most successful brands create memories across all three systems. And these memories drive choices at decision time.

PB: How does this relate to emotion?

EH and AS: Episodic memories, or what we call heart memories, are our social memories. They are the autobiographical memories that create your sense of self—including the brands your ‘self’ has chosen. A brand story that emotionally engages you forges a heart memory link.  This connection can be quite strong, as emotion drives behavior more powerfully than does logic. We will be talking about how emotion drives behavior specifically in the Casual Dining Category in our presentation, “Are Consumers Eating Their Feelings?”

PB: What will people gain from attending your conference presentation?

EH and AS: We will share a case study of our own research—so, no data is blinded or embargoed in any way—to demonstrate three core aspects of creating brand memories: how the head searches for and embraces attribute, benefit and value equations that deliver their ideal experience; how the heart seeks the emotional satisfactions of their brand choice; and how the hand part of memory wants to see that rehearsed in a visual storytelling that is powerful and category-relevant. This is the work we do on a daily basis, focusing on the importance of creating brand memories and the role of a visual language in creating those memories that drive choice.

Want to hear more from Emily and Amy? Join us at The Market Research Event (TMRE). Learn, network and share best practices with the most influential leaders in market research. Stay connected at #TMREVENT.


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Brilliance@Work: Brian Robinson Tells a Great Story at Universal Pictures

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Welcome to Brilliance@Work, a series of profiles about stellar people and their best practices at work. We’re kicking off 2017 by featuring brand, design and marketing strategy experts to help you “thrive in the new brand reality.”

Brian Robinson

Brian Robinson

FUSE 2017 presenter, Brian Robinson, Executive Vice President of Creative, Design and Development at Universal Pictures, spent 10 years in retail, leading brand strategy and new partnership ventures. Over the last four years, he’s been a brand leader in the entertainment world, building and cultivating brand and creative teams at DreamWorks Animation and now Universal Pictures.

As a preview to his presentation “DO NOT OPEN: A Tale of Resiliency, Imagination, and the Power of Curiosity,” Brian shares his insights on how unbridled imagination is at the heart of innovation.

Peggy L. Bieniek, ABC: How did your previous work in retail and brand strategy translate into success in the entertainment world?
Brian Robinson:
Have a seat and let me tell you a story, a great, grand story. But first, tell me yours.

Listen to the rhythm of culture, hear the dreams, ideas and aspirations of your fans and build an undeniable empathy for those that love what you do. This understanding, this empathy, will allow you to tell great stories, and great stories are the great connector. Whether campaigns, design, product development or innovation, the combination of empathy and great storytelling will always deliver success.

PB: How do your leadership values support your creative work and the work of your team?
BR:
The culmination of my leadership values – courage, authenticity, resiliency, respect –are intended to unlock the most exciting and purest forms of creativity, while encouraging individuality.

PB: What is the creative process you follow to bring your ideas to life?
BR:
The most unadulterated form of my personal creativity is free-form writing and is always the beginning of my creative process. Followed by editing, challenging, story-arching, and ultimately, pitching the idea.

PB: How do resiliency, courage and imagination drive your quest for innovation?
BR:
Life is a quest and trying to innovate within my own life journey means I’m living. I’m failing, I’m learning, I’m living, I’m failing, and in this cycle, it is my own personal resiliency, courage and imagination that continually drive me forward.

PB: What do you see as the next phase in the movie entertainment industry?
BR:
Phases no longer exist. The speed at which change takes hold is breathtaking. In the great renaissance of storytelling, one’s relevancy is the single most important idea in the entertainment industry and dare I say all industries. You must have compelling, empathetic stories that connect to culture, but unless you can make your stories relevant, they don’t exist.

PB: What will people gain from attending your conference presentation?
BR:
They’ll experience the amazing, courageous art of getting knocked out and the resiliency and determination to get back up and keep on fighting.

Want to hear more from Brian? Join us at FUSE 2017. Learn, network and share best practices with the most influential leaders in brand, design and marketing. Stay connected at #FUSEdesign.


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Master Your Life’s Presentations

Boardwalk onto oceanPhoto: Skitterphoto.com

Is life a series of presentations to be mastered?

My friend and communication expert Paul Barton, ABC of Paul Barton Communications LLC, says that “all the world is a stage, and life is a series of presentations – networking, job interviews, pitching an idea to a client, even trying to get your colleague to try a new place for lunch – they are all persuasive presentations.”

As I started helping Paul to promote his upcoming July workshops, “How to Speak Up and Stand Out from the Crowd,” I’m learning more about public speaking and how it can improve not only your presentation skills, but also your networking and interpersonal skills.

Here are some great articles that discuss some of the same techniques that Paul teaches in his workshop:

Paul’s highly interactive workshop is about more than traditional public speaking. It’s geared toward everyday business situations with easy to remember tips, tricks and formulas to stand out from the crowd. Topics include:

  • Persuasive presentations to turn heads and win hearts.
  • Meaningful introductions to make a great first impression.
  • Powerful storytelling techniques to make a lasting impact.
  • Effective networking to be remembered.
  • Improved collaboration with co-workers and clients using active listening skills.

Put your public speaking fears in the rear-view mirror! Join me at Paul’s workshop on Wednesday, July 13 in Las Vegas, Nevada. Register here.

Paul will also present this workshop in Arizona next month:

To ensure personal attention, each workshop is limited to 12 people.

Learn a unique and fun approach to “owning the room” while mastering your life’s presentations. Register today!


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Marketing Analytics & Data Science Insights from San Francisco

Golden Gate BridgeGolden Gate Bridge photo by Pixabay

As I reported last month and confirmed in person this month, learning opportunities are blooming in Marketing Analytics & Data Science.

Here’s a brilliant collection of marketing analytics and data science insights from the Marketing Analytics & Data Science Conference in San Francisco.

Please read and share these stories so we can all learn how to deploy marketing analytics and data science to drive our businesses and organizations forward.

All of these stories are featured on The Market Research Blog.

Thanks to Edmund Balogun, Conference Producer; his fabulous team; and Amanda Ciccatelli, Content Marketing & Social Media Strategist, for inviting me and for producing and promoting an outstanding conference!

Special thanks to Carl Bieniek @sqltigger, for helping to keep the #MADSCONF socialsphere active! 🙂


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How to Speak Up and Stand Out from the Crowd

Paul Barton Stand Up and Speak Out“My view is that all the world is a stage, and life is a series of presentations – networking, job interviews, pitching an idea to a client, even something like trying to get your colleague to try a new place for lunch – they are all persuasive presentations.” – Paul Barton, ABC, business communication expert, instructor, author

For many of us, persuading others through public speaking is a big challenge to overcome. But once you do, you’re on the road to success in your personal and professional life. Improving your public speaking skills also improves your presentation, networking and interpersonal skills.

I’m taking this advice to heart by supporting my friend and fellow collaborator, Paul Barton, ABC, in his efforts to help everyone, “put the fear of public speaking in your rear-view mirror!”

I encourage you to join me in attending Paul’s workshop, “Speak Up and Stand Out: 5 Powerful Ways to Present Yourself with Presence and Poise” on Wednesday, July 13, in Las Vegas, Nevada.

During this highly interactive workshop, you’ll discover how to:

  • Deliver persuasive presentations that turn heads and win hearts
  • Introduce yourself and make a great first impression
  • Use storytelling techniques to make a lasting impact
  • Network effectively and be remembered
  • Collaborate more effectively with co-workers and clients using active listening skills

Be better prepared for your next presentation or networking opportunity. Register today!

In the meantime, read on to learn more about Paul and how his workshop can help you stand out from the crowd as an effective presenter and connector:

Peggy L. Bieniek, ABC: How is this workshop unique from other public speaking workshops?
Paul Barton, ABC: This workshop is about much more than traditional public speaking. My view is that all the world is a stage, and life is a series of presentations – networking, job interviews, pitching an idea to a client, even something like trying to get your colleague to try a new place for lunch – they are all persuasive presentations. So this workshop is geared to everyday business situations, and it provides attendees with skills they can use on the job and in their daily lives to stand out from the crowd.

Most people have never been taught how to:

  • Introduce themselves to stand out from the crowd
  • Tell a succinct story that is memorable
  • Listen to really understand and ensure people feel heard
  • Properly exchange a business card
  • Shake hands to make a lasting impression

This workshop is not a PowerPoint lecture. It’s highly interactive. I present simple, common sense tips, tricks and formulas, and then we put them into practice. Attendees are up out of their chairs and on their feet, working in groups, role-playing and receiving personal coaching much of the time. It’s really a lot of fun!

PLB: What are the biggest challenges people face in public speaking?
PB: The single biggest challenge for most people is overcoming the nervous jitters. The other major challenge many people face is organizing a presentation coherently so they don’t sound like they are just rambling.

PLB: How does your workshop help people overcome these challenges?
PB: In the workshop I provide simple, but strong techniques attendees can use to redirect nervous energy and overcome their fear. I teach them how to “own the room” so they are the host and the audience are the guests, instead of the other way around.

Regarding the organization of a talk, I present several techniques to add “verbal signposts” to a presentation and a great template that can be adapted to give a clear structure to any topic resulting in a powerful persuasive presentation.

PLB: Do people need to change who they are to become better speakers?
PB: We don’t try to change people into being someone they aren’t. That doesn’t work for in the long run. We don’t count “ahs” and “ums.” Instead, we focus on who they really are and then help them become more of it.

People don’t stand awkwardly and show nervous twitches when they are talking with their friends or family. I help them discover how to be comfortable in all situations and develop habits that will allow them to be effective speakers.

PLB: What was the inspiration for the creation of this workshop?
PB: I teach college courses in business communication and public speaking as an adjunct instructor. I developed a curriculum aimed at helping people tackle real world experiences, and I saw how the students responded to the coaching and role-playing exercises. Many have told me months later that they still remember and use the formulas I taught them.

Every student has left my class with more confidence than when they came in, and in some cases the skills the students have learned have changed their lives. Some of the students I’ve taught have had speech impediments, but discovered they can still be effective presenters.

The students amaze and inspire me every day, so I decided to offer some of the techniques I’ve developed for my classes into a six-hour course to help others discover how to be more effective presenters.

PLB: What will people gain from attending this workshop?
PB: Attendees will acquire greater self-confidence, expand their comfort zones and discover how to deliver with presence and poise. They will come away with easy-to-remember tips, tricks and formulas to tackle real world situations. They will become better listeners and more persuasive presenters. Everyone communicates, but not everyone connects. With a little training, everyone can learn how to speak up and stand out from the crowd.

About the presenter:

Paul Barton, ABC

Paul Barton, ABC

Paul Barton, ABC is Principal Consultant, Paul Barton Communications LLC. He’s been passionate about connecting the minds of organizational leaders with the hearts of employees for more than 20 years.

After a successful career at six fast-growing brands including PetSmart and Hawaiian Airlines, Paul authored a book entitled Maximizing Internal Communication: Strategies to Turn Heads, Win Hearts, Engage Employees and Get Resultsand he launched his own consulting firm.

He’s a frequent speaker and workshop presenter on the topics of crisis communication, internal communication, and HR communication strategies. Paul also teaches courses in public speaking and business communication as an adjunct faculty member.

Paul is a long-time member of the International Association of Business Communicators (IABC) and has earned the association’s Accredited Business Communicator (ABC) designation.


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Brilliance@Work: Business Storytelling Expert Nancy Kazdan

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Welcome to Brilliance@Work, a series of profiles about stellar collaboration professionals and their best practices at work. This month, we’re continuing to feature Marketing Analytics & Data Science experts.

Nancy Kazdan is Founder and CEO of Market Share International. She’s also a presenter at the Marketing Analytics & Data Science Conference on June 8-10, 2016 in San Francisco, California.

Nancy Kazdan

Nancy Kazdan

As a preview to her presentation “Your Data Doesn’t Always Tell the Story,” Nancy shares insights on why the real goal of communication is human connection.

Peggy L. Bieniek, ABC: What is business storytelling?
Nancy Kazdan: People tell business stories to communicate and connect with employees, customers, colleagues, partners, suppliers and the media. Business stories differ from regular stories, in that you tell them with an objective, goal or desired outcome in mind, rather than for entertainment.

When you tell a story well, it can create an intense, personal connection between your audience and your message. Effective stories can change our opinions, they can inspire us to achieve goals that we didn’t think were possible, and they can show us how we can change things for the better.

PB: How can big data benefit from storytelling?
NK: We are often the bridge between the data and the audience of decision makers we want to encourage to take the desired action. Effective storytelling in business must be focused on tailoring the story to the audience and choosing the right data visualizations to complement the narrative.

PB: How is behavioral marketing and storytelling critical in your work?
NK: I’ve seen a lot of products yield mediocre results. Integers do not evoke emotion, but their interpretation into a powerful story can. We wouldn’t be able to get stellar results without stories that touch emotions that create action.

PB: What role does communication and building relationships play in supporting the data story?
NK: If you want your data to affect change, then you need to have a relationship with your audience and communicate the way they understand.

PB: What will people gain from attending your conference presentation?
NK: Harnessing the power of data doesn’t have to be boring. In this session, I’ve incorporated my knowledge and experience of big data and talent for storytelling. I’ll help you take away your own tools for effective storytelling.

Want to hear more from Nancy? Join us at the Marketing Analytics & Data Science Conference. Learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.