11:30 am — 4:00 pm
Cintas Center
Xavier University, 1624 Herald Avenue

Cincinnati, OH 45207 United States
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Topic: It all Starts with Insights: Democratization of Market Research through Technology Enablement & Partnership

Presenters: Matt Villacarte | Strategic Partner Development Manager, Google Consumer Surveys
Rick Kieser | CEO, Ascribe

Join us for our first Signature Speaker Series of the 2016-2017 year on our recent AMA Cincinnati member survey’s #1 requested topic: INSIGHTS!

Do you have the insights that can help you improve your customer experience, outperform your competitors, or look around the corner and visualize the future? Join us to hear new ideas from Google Consumer Surveys (GCS) about the democratization of market research, enabling broader access to deeper consumer insights through technology partnerships and solutions. You’ll learn why sample size matters, and the secret to quantifying open ended comments for true voice of the customer.


speaker1About Matt: Matt Villacarte is a Strategic Partner Development Manager for Google. He has been with the company since 2003 and has worked as a Senior Account Strategist for AdWords and in Business Development for YouTube before joining Google Consumer Surveys just prior to the product’s public launch in March, 2012. Before Google, he worked in radio for Clear Channel Communications in San Francisco (now iHeartMedia).

About Google Inc.: Google is a global technology leader focused on improving the ways people connect with information. Google’s innovations in web search and advertising have made its website a top internet property and its brand one of the most recognized in the world.

speaker2About Rick: Rick Kieser, CEO, joined Ascribe in 2010, serving as COO for the first two years. Prior to joining Ascribe, Rick led growth equity investments and managed portfolio companies in the software business intelligence and technology industries. Earlier, Rick gained international management consulting experience, specializing in operational improvement initiatives at AT Kearney and Gemini Consulting.

 About Ascribe: Headquartered in Cincinnati and founded in 1999, Ascribe is the leading provider of verbatim text analytics solutions for the world’s top research firms and many recognizable brands. Clients across 57 countries depend on Ascribe to gain accurate and actionable insights into the feelings and experiences of their customers. Ascribe analyzes more than 300 million open-ended customer comments per year across a broad range of channels and languages.

Additional Opportunity:  Hands-on workshop on Google’s See-Think-Do-Care framework, featuring Google’s Jessi Kincaid, following the Signature Event.

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Workshop to follow from 2:00 pm to 4:00 pm

Topic: See-Think-Do-Care

During the hands-on workshop, Google Account Executive, Jessi Kincaid, will provide instruction and tips based on Google’s “See-Think-Do-Care” Framework, developed by Google Marketing Evangelist Avinash Kaushik.  The framework is based around the four audience intent clusters: “See”, “Think”, “Do”, and “Care”. Who are the people in these clusters and what are practical ways you can improve the way you reach these people?

This framework provides the baseline for Google’s work with clients, and can apply to all sizes and levels of sophistication of businesses.  Learn more about Kaushik’s thinking and various applications of the See-Think-Do-Care framework on his blog.


speaker3About Jessi:
 Jessi Kincaid has been with Google since early 2010.  During her tenure, she has consulted with more than 75 businesses on their digital marketing strategies.  She has spent the last 2 years focusing on the Home Services vertical and partnering closely with a few large companies to grow their businesses.  She is a graduate of the University of Michigan, and lives in Chicago with her husband and daughter. 

Thanks to our event partners!




See more on this topic from the AMA

Marketing’s Seven Big Problems

The AMA Intellectual Agenda

AMA South Carolina Chapter weighs in on data, insights

Oldie but goodie: 12 Reasons You Aren’t Making Use of Customer Insights (AMA login needed)

Friday, September 23, 2016

11:30 am – Networking
12:00 – 1:15 pm – It All Starts with Insights presentation and lunch
1:15 pm – 2:00 pm – Networking
2:00 pm – 4:00 pm – See-Think-Do-Care Workshop

Cintas Center at Xavier University
1624 Herald Avenue, Cincinnati, OH 45206


Eventbrite - Signature Speaker Series - September 23, 2016


September 23, 2016
11:30 am - 4:00 pm
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