When Senior Marketing
Director Angela Brandt and Chief Data Analyst Compton Mean meet to perform a
routine analysis of the latest Q3 campaign results, they encounter something
that neither of them had ever experienced before. The raw data, exposed before them in seductive
rows of comma delineated fields, was both intimidating – and yet, beautiful and
brilliant – at the same time.
A seasoned marketer, Angela
was used to dealing with big numbers – teasing them, massaging them, coaxing
them gently into yielding their inner data flow. Now, she was startled to find that these new
response curves were driving her palm-twitchingly mad. She had a profound need to understand them in
a deeper, more satisfying way.
Unable to resist Ana’s
alluring, creative, market-dominating lead, Mean was shocked to find himself
admitting that he was ready to deviate from the standard regression analysis
foreplay. He yearned to unleash his own
creative juices – but on his terms of statistical significance.
Shocked – yet thrilled
by the KPI’s that Mean had achieved in the past, Angela was still
hesitant. For all of his success in
deploying catastrophe/bifurcation theory to study how certain subjects suddenly
spread rapidly via WOM and social media – Mean was, after all - an analyst
tormented by digital demons and consumed by an insatiable need to control
data.
Together, they embarked
on a daring, passionate, decision-tree spree through the elusive pathways of
their brand’s consumer purchase journey.
There, they discovered each other’s closely-guarded secrets – and
explored their own dark marketing desires.
Exotic, profound – and
deeply innovative - 50 Shades of CHAID
is one physical affair between marketing and data that will obsess you, possess
you – and change your marketing approach forever.
Join us at NCDM:
Where Marketing Meets Big Data, and SEE DATA DIFFERENTLY.
The National Center for
Data-Driven Marketing is now accepting ideas for presentations at the NCDM:
Where Marketing Meets Big Data conference. December 9-11, 2013, Las Vegas, NV
·
To Submit something
that you would like to speak about (or lead a panel), click here: http://ncdm.thedma.org/
