mdg A Freeman Company has launched a new agency division dedicated to research, data and insights as part of its ongoing commitment to helping association and event clients evolve from legacy-based to data-driven operating models. This newly formed department consists of data strategists, scientists and analysts as well as experts specializing in the collection and evaluation of market research and intelligence. The mission of the team is to help clients capitalize on advances in technology to reach new audiences and create more personal and human customer journeys—from marketing campaigns to meaningful experiences and engagement opportunities.
mdg President Kimberly Hardcastle comments, “Most professionals in our industry are excited about what data is making possible–the ability to achieve personalization at scale, accurately predict performance, lower acquisition costs, increase conversion rates, expand reach and more. Unfortunately, their enthusiasm is often dampened with the realization that their organizations are underequipped to fully seize the opportunities and maximize the power of personalization. That’s the gap this team will fill.”
The new department will be led by organizational strategy expert Annie Malone and roll up under mdg Vice President Shauna Peters, who will work in close collaboration with Erin Lee, Vice President of Digital Strategy, and Ken Holsinger, Freeman’s Senior Vice President of Strategy. Industry veteran and former Exhibit Surveys, Inc. executive Ian Sequeira and his team of research and measurement experts will integrate into the new division, providing benchmarking data, quantitative knowledge and program-specific research and analytics expertise. They will also continue supporting the ongoing industry research backed by Freeman.
“Prior to the pandemic, executives within our industry considered data-driven transformation as an aspirational goal. In this new business environment, there is a heightened sense of urgency to accelerate the pace of change and get serious about using data to increase revenue, engagement and profitability. I’m excited to serve in a role where I can help position our clients to win,” states Peters.
Peters also noted that the team has already developed a proven data gap analysis product and market share/sizing model that will serve as the foundation for customized audience development.
For more information about mdg and its services, visit mdg.agency.
