Mylène Guilonard

Mylène is Insights Consultant bij Validators. In haar rol vertaalt zij data naar concrete en toepasbare inzichten, zodat merken beter onderbouwde strategische keuzes kunnen maken en merkgroei kunnen realiseren. Van creatieve vraagstukken tot strategische beslissingen op basis van brand tracker data: Mylène helpt merken om écht ‘in the know’ te zijn.

Winning starts with knowing: how FrieslandCampina connected strategy to measurement

Playing to Win gives you the strategic choices. But without the right measurement, you’re flying blind. FrieslandCampina discovered that Mind, Heart and Wallet – measuring rational, emotional and behavioural brand strength – was the framework that made their strategy visible. In this session, they share what they learned.

Amy Ly, Global Insights Strategy Manager at FrieslandCampina, knows what it takes to turn consumer data into commercial advantage across global markets. Guido Weisfelt, Media Manager Europe, brings the perspective of someone who has to make it work in practice, across campaigns and markets. Together with Mylène Guilonard, Insights Consultant at Validators, they show how brand tracker data stops being a report and starts being a decision-making tool helping brands stay truly in the know.