Creating a Data-Driven Marketing Organization in a Data-Poor Environment

Jen Geddy

Head of Marketing Communications , Sony Electronics

Challenged to transform Sony Electronics’ marketing into a data-driven organization, Jen will share lessons learned on how Sony Electronics, as a Consumer Electronics manufacturer without a direct-to-consumer business, turned its campaign planning approach upside down, squeezing value out of limited data, and finding new and innovative ways to understand the most effective mix of marketing channels and tactics.