How to turn data and research into useful insight that improves relevance, decisions and campaign performanceAudience understanding sits at the heart of effective marketing, but data alone is not insight. Gartner describes the role of data and analytics as helping businesses make better decisions and improve decision outcomes. McKinsey’s insights and analytics work similarly focuses on translating consumer insights and big data into concrete initiatives that drive growth. The job is not to collect more information. It is to turn information into better choices. By the end of this session, you should be able to:- Understand the difference between data, research and insight- Use practical models to build audience understanding- Turn research into clearer decisions and better campaigns- Avoid shallow personas and weak assumptions- Improve relevance by focusing on needs, motivations and behaviourMore content like this at http://marketingcollege.com/events