Kellogg CMO: Forget 'Big Data,' Marketers Are Focusing On 'Human Insights'

Despite all the hype surrounding technology and "Big Data," marketers gathering at this year's Association of National Advertisers Media Leadership Conference seem to be going back to basics, according to Jon Suarez-Davis, vice president, global digital strategy and North America Media at Kellogg. "We said human insights. We got back to the simple view of what drives human behavior is at the core,” he told Chief Marketer.  “We looked back at all deliveries, and found that our best brands and best work all had actionable insights at the core; the ones that didn’t perform well, didn’t have those insights. When you spread it all on the table it all comes back to rich insights. If we stayed to that True North that will guide us."
 
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