Marketing Research SIG
Topic: Making Content Relevant to the C-Suite: Luxottica Retail’s Story
Facilitator: Chris Grabarkiewicz-Davis PhD – President, Client Intelligence, LLC
In 2013, Luxottica Retail’s executives approached Chris with a challenge: how could the businesses get smarter about investing in activity that will deliver brand and business growth? The resulting journey included integrating marketing, insights, copy tests, operations, and external data to forecast business results. By including insights and copy test scores we were able to show that great content drove great business results. This had a dramatic impact on how they created content, they evolved from inconsistent content development processes to a consistent one with strong business results. Come hear Chris speak and learn the steps Luxottica’s insights and marketing team took to get organizational buy-in, more effective marketing, and stronger business results.
Chris is an innovative marketing executive with expertise in both insights & analytics. Her experience is diverse including leading teams responsible for web, customer, & CRM analytics; market mix modeling and traditional consumer insights. As President of Client Intelligence, she digs in to help companies act on customer feedback, optimize marketing communication (including CRM and digital), and understand what data and activities bring value to their business.
Prior to founding Client Intelligence, she led Ipsos Connect’s P&G team and the Consumer Insights and Marketing Analytics team for Luxottica Retail. She is a Past-President of the Cincinnati Chapter of the American Marketing Association and has a PhD in Political Science from The Ohio State University.
About this SIG: Forum for marketers and marketing researchers to network and discuss innovation, marketing research trends, and methodologies. Meetings are held on the 4th Wednesday of the month.
NOTE: This event is part of Content Marketing Month (#CMM2018). You will be taken to the master Eventbrite page for Content Marketing Month to register for this event. Please select this event (and any other desired events you wish to participate in for Content Marketing Month) to be added to your cart before checkout.
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