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A Brilliant Collection of Marketing Analytics & Data Science Insights

ConstellationsPhoto by Pixabay

“When a collection of brilliant minds, hearts and talents come together . . . expect a masterpiece.” – inspirational quote (Successories.com)

I’m fortunate for the opportunity to feature a collection of profiles about many brilliant industry experts in my May and June Brilliance@Work posts.

I’m also grateful to these individuals for sharing their insights on how to deploy marketing analytics and data science to drive our businesses and organizations forward.

This week, these experts and many others will be presenting at the Marketing Analytics & Data Science Conference (MADS) in San Francisco, California. Watch for my MADS conference posts on LinkedIn, Twitter, Google+ , Starry Blue Brilliance , and The Market Research Blog,

In the meantime, here’s a summary of all the Brilliance@Work MADS conference presenter profiles:

R&D Informatics Expert Laura Aguiar. Learn how Laura and her data science team support R&D informatics innovation at Roche.

Laura Aguiar

Laura Aguiar

Data Storytelling Expert Earl Taylor. Learn how Earl and MSI use quantitative and qualitative data to help their members stay on the forefront of marketing thought and practice.

Earl Taylor

Earl Taylor

Industrial Internet Expert Beena Ammanath. Learn how GE is leading the Industrial Internet.

Beena Ammanath

Beena Ammanath

Marketing Measurement Expert Eric Callahan. Learn how to implement successful measurement programs.

Eric Callahan

Eric Callahan

Mobile Analytics Expert Danfeng Li. Learn Alibaba’s strategy in the mobile marketplace.

Danfeng Li

Danfeng Li

Technology Researcher Wayne Huang. Learn how social media is transforming the way consumers interact with brands.

Wayne Huang

Wayne Huang

Data Detective Camille P. Schuster, Ph.D. Learn how the questions you ask while analyzing the data are critical for successful business outcomes.

Camille P. Schuster, Ph.D.

Camille P. Schuster, Ph.D.

Generational Marketing Expert Jane Buckingham. Learn about the importance of understanding generations for business success.

Jane Buckingham

Jane Buckingham

Marketing Metrics Expert Don Sexton. Learn about the importance of Customer Surplus Factor (CSF) for business success.

Don Sexton

Don Sexton

Business Storytelling Expert Nancy Kazdan. Learn why the real goal of communication is human connection.

Nancy Kazdan

Nancy Kazdan

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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.