Meeting/Event Information

Market Research Insights (Virtual)

February 10, 2021
2:00 PM - 3:00 PM

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Virtual via Zoom


 Directions

These days, there is no shortage of marketers looking for “data-driven” insights that lead to informed creative ideas. The use of data helps reduce risk in our communication efforts and oftentimes optimizes the effectiveness of the media we allocate to support said efforts. What a great time to be a marketer?!

However, despite the fact that marketers have access to more data than ever before, there are very few marketers celebrating “better ideas” or “better performing marketing” as a result of it? How can that be?! Are the numbers not as accurate as we thought? Or perhaps we’re looking at the wrong data.

Marcus Collins will explore a calibrated look at data and how it might better serve the marketing function by analyzing a case study in motion. 

Log-in instructions will be sent to registered attendees ahead of the event.

PRESENTER BIO

Marcus Collins is an award-winning marketer and cultural translator. His deep understanding of brand strategy and consumer behavior has helped him bridge the academic-practitioner gap for blue-chip brands and startups alike. He is a recipient of Advertising Age's 40 Under 40 award and Crain's Business' 40 Under 40 award, and a recent inductee to the American Advertising Federation’s Advertising Hall of Achievement. Before serving as Chief Consumer Connections Officer at Doner Advertising, Marcus led Social Engagement at Steve Stoute’s New York-based advertising agency, Translation. There, Marcus developed a practice to create contagious marketing programs that extended across both the online and offline worlds of “social." His strategies and creative contributions have led to the success of Budweiser’s “Made In America” music festival, the launch of Bud Light Platinum, the launch of the Brooklyn Nets (Hello Brooklyn!), and State Farm’s “Cliff Paul” campaign – among others.

As Marcus puts it, “I’ve always been a bit of a square peg in a round hole—I grew up as a black kid in Detroit who swam competitively, loved the Monkees as much as I loved A Tribe Called Quest, and spent my summers at band camp. Among my white peers, I was the ‘blackest’ they knew. Among my black peers, I was never quite black enough.” The result of these experiences taught him how to observe cultural codes and develop an empathic muscle. His years of training and work have since strengthened these innate abilities into an actionable practice that allows him to translate culture for brands and translate brands for culture.

Learn more about Marcus and his work at http://marctothec.com.

Tickets

$20.00 Member Registration

$30.00 Non-member registration

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