Title: Unlocking business performance – the tools.

The workshop will look at the ways different types of analytics can play an increasingly significant role as a key driver of overall performance and competitive advantage. The panel will look at different ways to unlock business performance by turning data into a strategic asset including:

• Analytical approaches for Big Data that drive business performance.
• Market Mix Modeling.
• Choice modeling.
• The overlay between brand and reputation.

Moderator: David Rockland, Partner and Managing Director, Ketchum Global Research & Analytics; CEO, Ketchum Change and Chairman, AMEC.

Panel: Mark Weiner, CEO, PRIME Research; Pauline Draper Watts, Executive Vice President, Edelman Berland