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.
Organizations that put customers’ needs at the center of their brand marketing and advertising strategy will strengthen their overall business performance. Danny Blatt knows this first hand as Director of Market Research at Prudential. He’s also a presenter at The Market Research Event (TMRE) on Nov. 5-7, 2019 at The Mirage Hotel in Las Vegas, Nevada.
As a preview to his presentation, Danny shares his perspectives on “Redirecting a Big Ship: How an Enterprise Segmentation Can Drive Brand Marketing and Advertising Strategy.”
Peggy L. Bieniek, ABC: How can leveraging an enterprise wide needs-based taxonomy help shape an organization’s future success?
Danny Blatt: We use the enterprise wide taxonomy and segmentation to enable the organization to move faster and be more focused. This data-driven approach to customers allows us to use a common language internally and focus on customer challenges in both development and communication.
PB: What are some examples of how you leverage an enterprise wide needs-based taxonomy at Prudential?
DB: We are using the segmentation in a variety of ways. First of all, we made tough decisions on which segments to focus on for each business, based upon market size and attainability, among other factors. We then mapped our solutions to the segments allowing us to understand from the individual’s perspective how our solutions help them achieve their financial wellness. We are now developing customized messaging based on solutions and need to appeal to our audience. We will then target our customized needs based messaging to our target customers.
PB: How does this approach help tell a compelling marketing story?
DB: We are using personas to bring the needs to life for our marketers, product developers and customer experience professionals to truly understand the challenges and needs of our customers. When they understand this, it builds empathy and real connections. This understanding is key to helping us be customer-focused and consumer-centric.
PB: What will people gain from your conference presentation?
DB: People will see how a using a data-driven, customer-centric approach as opposed to a top-down company based approach can help to align efforts across a huge organization.
Want to hear more from Danny? 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.