Kevin Clancy, Chairman, Copernicus Marketing Consulting and Research
To more effectively use digital communications channels and integrate online and offline marketing efforts, marketers often do research to better understand the habits, behaviors, and activities of their most profitable targets. The big challenge comes not from getting good, comprehensive information, but taking it the next step and using it to guide strategy and planning.
In this webcast, Kevin Clancy will describe how to study these targets in terms of their digital behavior, investigating the extent to which they use the web to better inform their buying decisions and to communicate with like-minded people everywhere.
He will focus in particular on guidelines marketers can follow to ensure digital insights will not only drive strategy, but also the successful execution of that strategy.