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Friday, April 28th, 2017 - 11:00 AM

How Nestlé Waters uses data differently to drive success in the digital age

Listening to your consumers is an essential part of being a marketer, and the amount of available data increases every day. But are we using the data we have in an effective way? Organizations today are collecting social media data, conducting studies, analyzing paid media performance, and looking at search data. But often those data sources live in isolation, rarely combined with each other to optimize the potential for success in today’s digital age.

In this session, Nestlé Waters will talk about the evolving way they are thinking about social listening, insights, and other seemingly different data sets and combining them to enrich their targets, uncover more findings, and push brands forward with innovation.  As they move from the analog to the digital space, they will give examples of how they are using data to shape creative direction and develop social media to drive business for their brands (such as Perrier, Nestle Pure Life, Ice Mountain and a dozen others).  

Whether you work on an established brand or just entering the market, we’re all being pushed to use data to make better decisions for our business.

Key takeaways:

  • Listening to your consumers in the right places and uncovering smarter findings to create actionable insights, not just data
  • Combining data from different areas of your business can enrich your consumer targets, creating a 360-view of your consumers, present and future
  • Cultivating a culture of understanding to drive actionable business decisions

 

Seona Skwara
Director Brand Digital, Media and Communications
Nestle Waters North America

About your Presenter

As the Director of Brand Digital, Media & Communications for Nestle Waters North America (NWNA), Seona is responsible for accelerating the company’s brand marketing efforts in today’s digital environment. Her scope includes developing the process for holistic consumer experiences.  This encompasses integrated communication and media planning, digital/social partnerships and best practices through to consumer engagement. Seona previously led brand activation and consumer marketing roles at NWNA and Bayer Healthcare as well as communications roles with Kraft Foods Global and in Canada.

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