“Consumer-Centric Segmentation as a Change Agent”
Amy Modini, Chadwick Martin Bailey
October 16, 2017, Chicago, IL
Learn how American Family Insurance leveraged internal customer data and consumer insights to create and implement an attitudinally-driven consumer segmentation. Amy will share how American Family’s insights team used a multi-method approach to support a data-driven transformation of the nearly century old insurance company’s marketing, communications, and products. Learnings include avoiding the pitfalls of data integration, creating deeply useful consumer segments, and creating the organizational buy-in necessary to affect change and drive innovation.