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Session Description:
How can you get more value out of your research? How can research
impact your strategies? How can you use research to measure
your success? When segmentation becomes your common
denominator, research becomes the instrument that completes
the equation with insights into behaviors and attitudes. Learn
the process essentials for using segmentation in conjunction
with primary research to help you uncover new opportunities
with customers, prospects and service territories.
Included
will be in-depth descriptions of certain Affluent Segments
- as defined by IPA, income, age, urbanicity and homeownership
- across their financial product preferences, channel usage,
demographics and lifestyles.
Attendance
Fee:
$275.00 plus $50.00 per telephone line used.
About
Candace Curls
Mrs. Curls is Senior Consultant of Practice Management for
Claritas’ Financial Services Group. Her responsibilities include
developing Cross-sell, Acquisition and Customer Retention
marketing strategies, training Claritas’ account teams and
providing consultation on best practices solutions to Claritas’
Financial Services industry clients.
Before assuming her current position, Mrs. Curls managed Claritas'
accounts of top insurance companies such as AAA, Aid Association
for Lutherans, American General Life and Accident, Reliastar
and Zurich.
Prior to joining Claritas in January 1998, Mrs. Curls worked
at California Federal Bank as Project Manager where she utilized
Claritas’ products for site evaluation projects and engaged
in primary research and custom segmentation activities.
Mrs. Curls is based in Claritas' Los Angeles office.
She holds a BSBA in marketing from the University of
Florida, Gainesville, FL.
Her minor is anthropology and is an Alpha Kappa Psi
Business Fraternity alumni.
Spreading her wealth of financial services marketing knowledge,
Mrs. Curls most recently spoke at the Bank Marketing Association
(BMA) 2001 Colloquium and the 2001 SIR Annual Conference on
best practices of target marketing.
Mrs. Curls most recently spoke at the 2002 SIR Workshop
Series and 2002 LIMRA International Conferences.
Mrs. Curls’ other association memberships include the
Direct Marketing Association (DMA), American Marketing Association
(AMA), Bank Administration Institute (BAI) and the Mutual
Fund Education Alliance (MFEA).
About
Kristen Borgman
Kristen Borgman is Claritas’ Consultant for Primary Research.
In this position, Ms. Borgman applies her extensive background
and expertise in primary and syndicated research to the development
and application of Claritas' research endeavors.
Her career with Claritas began in 1997 in Claritas’
Retail, Restaurant, and Real Estate Group where she managed
key client accounts such as ACE Hardware and Wendy’s.
Prior to joining Claritas, Ms. Borgman
was a Merchandise and Consumer Research Analyst at
Walgreens where she conducted research to test the feasibility
of merchandise mix, store layout changes and new product introductions.
She also performed customer satisfaction studies and new market
planning analyses. Prior to Walgreens, Ms. Borgman worked
at Willard Bishop Consulting as a Marketing Analyst where
she conducted category management research for leading consumer
packaged goods manufacturers and retailers.
Ms. Borgman is located in Claritas' Chicago office. She holds
a Bachelor of Advertising from
the University of Illinois at Champaign-Urbana
and is a member of the Cable & Telecommunications
Association for Marketing (CTAM).
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