NIMA Marketing Day 2019

Wiemer Snijders I Eat Your Greens 

Mijn sessie in the Data & Analytics: Marketing Is Out of Touch with Reality, How Can We Fix It? 🇬🇧

There is now an abundance of data and technology available to better understand the people to whom we are selling our products and services. However, they are rendered useless if we don’t know how to use them effectively. Unfortunately, this is all too often the case.

Increasingly, the marketing industry relies on short-term measurement, as it provides instant feedback. We also seem infatuated with metrics and tactics that have little relation to our actual buying behaviour. In other words: we are out of touch with reality.

And here in lies the objective of this talk: not only to counter some of the hype and nonsense in the industry, but also to provide perspectives on how marketing can better itself, inspired by the advances in marketing science; to fix our collective disconnect.

After digesting the insights provided, you might experience the uncomfortable tension we feel when we encounter conflicting thoughts or beliefs. If we can bring ourselves to notice and accept it, and be more open to the message it brings, we can get a clearer sense of what needs to change – and our role in that process.

Biografie Wiemer Snijders

Wiemer Snijders is the managing editor of the highly praised book Eat Your Greens and frequently speaks and writes about marketing science and buyer behaviour. He is a partner at The Commercial Works, where he offers research and advisory services centred on using the fundamentals of buyer behaviour to make marketing simpler – and his clients more successful. He works for clients in various countries from a broad range of industries in business-to-consumer and business-to-business markets.

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