[Music] Marketing Analytics and Insights is
all about understanding consumer behavior.
Why someone does what they do, buy what they buy,
all to help companies make better
decisions, launch better products,
communicate more effectively, to help
that company win with the consumer.
As an insights professional you represent
the consumer. You're the one that has that
voice of what do they want, what are
they thinking, what are they feeling.
I'm Jessica Viesselman, I got my MBA
at the Wisconsin School of Business,
and now I lead the marketing insights
team at American Family Insurance.
From chewing gum, to higher education, to garden
products, to financial services and insurance.
So I've been doing consumer insights,
but on a wealth of different categories
and different areas as well: from new
product innovation to marketing insights.
So I've really been able to spread my wings
and try all sorts of different things after
the MBA program.
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The differentiation of the Marketing
MBA at Wisconsin is that specialization.
I could go off and running
and add value right away,
and I think that's what really sets it apart.
I'm in a lot of different project teams,
so consumer insights has that seat at the
table in a cross-functional team
as we help to set our strategy,
and it's really your job to make
sure all the products we create,
the advertising we put out, that it's
relevant and meaningful to that end consumer.
And that's why I love consumer insights.
I am that voice.
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