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How Signals
Are
Trumping
Demographic
s
Good
Morning
What Do
Women
Want?
I Have
No Idea
I Don’t Think
Any Person Or
Any Company
Does Though
We Don’t Use
The Right
Signals
The Right
Way
25
Single
60K
Dog
37
Married
100K
2 Kids
32
Engaged
80K
You Are
Becoming
Data
Insights
Come From
Signals
Insights
Inform
Decisions
It’s What You
Do With
Those Signals
That Matters
We Are
Data Rich &
Insight Poor
Not A Signal
When
Filtered
A Powerful
Signal
The Strength
Of Signals
Has Changed
Bacon
Category
Their
Share
A Change
Was
Needed
Bacon
Category
Their
Share
The Plan Your Signals
Platforms & Tools KPIs
Where Are They Finding It?
Do They Like The Packaging?
Do They Like The Product?
How Are They Using It?
Daily Action Points
Weekly Insight Reviews
Monthly KPI Analysis
Set Yourself Up For
Success
• Recognize We Are Living In A World Of
Quantified Lives
• Insights > Opinions
• Know What You’ll Do With The Insights
• Garbage In = Garbage Out
• Re-Think How You Value Signals
• Trust The Data...Let It Lead Your Gut
Don’t Forget
The Human
Element
This Is
Iterative
How Signals Are Trumping Demographics

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How Signals Are Trumping Demographics