Dec 1, 2020
4:00 - 6:00 PM
The strongest leading indicators of what brands people choose are their interests and opinions. These attitudes provide a statistically sound model that maps the competitive and customer landscape. Data-driven approaches can create data-built frameworks that can be applied more broadly and in cases absent of data. This contemporary approach unlocks new opportunities for traditional marketing and branding strategies.
Today we are surrounded by data. Talk of data. Availability of data. Tools for data. And the promises of data.
Data is a critical component for today’s marketing leaders but its insights are a product of subjectivity. Strategy development is a creative endeavor and new, different perspectives on data sets can lead to new, differentiated opportunities.
And while data is a critical tool in the marketing toolbox, there can be many reasons that it can be elusive, thus crippling or even paralyzing strategic development. It can be expensive. It can be incomplete. It can be dated. It can be gathered for other purposes that don’t fit.
So we can also learn from data and reapply its patterns.
Developing market and customer strategies for dozens of clients big and small across many industries has created data-built diagnostic approaches that can be done with limited data sets or even collective experience and intuition.
These contemporary approaches provide new perspectives and create breakthrough opportunities for marketing to contribute to the growth of any organization.
Data can be a strategic advantage, even if it’s not there.
Doug Holroyd: Business Leader / Marketing Strategist / Team Developer / Practice Builder, The Norgay Group
Doug Holroyd is the Founder of The Norgay Group, an independent growth and marketing strategy consultancy located in Chapel Hill, North Carolina with clients in The Triangle and across the country. His experience comes from 30 years in a blend of blue-chip organizations and revered creative agencies with a formal education in journalism and business.
His strategic contributions have helped brands grow substantially in various ways, such as launching new brands including Starbucks Bottled Frappuccino, Holiday Inn Express, and Huggies Little Swimmers; introducing new products for Audi, BMW, NASDAQ, and Sony; and creating new positions for Citi, Travelocity and Nationwide Insurance.
Doug’s evolved approach to strategy grew into The Norgay Group in 2009, a stand-alone consulting offering at McKinney, where he was a partner and an equity member on the board. In 2012 it was spun off under Doug’s leadership. Since then the independent practice has helped organizations old and new develop growth strategies and new areas of practice in retail, energy, healthcare, finance, technology, hospitality, fashion, health and fitness, higher education and nonprofits.
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Non-Member Guests: $30.00
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Student Guests: $30.00
AMA Triangle Members: $32.00
Non-Member Guests: $52.00
AMA Triangle / Collegiate Student Members: $32.00
Student Guests: $52.00
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