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[Music] Marketing Analytics and Insights is [br]all about understanding consumer behavior.

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Why someone does what they do, buy what they buy,

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all to help companies make better [br]decisions, launch better products,

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communicate more effectively, to help [br]that company win with the consumer.

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As an insights professional you represent [br]the consumer. You're the one that has that

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voice of what do they want, what are [br]they thinking, what are they feeling.

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I'm Jessica Viesselman, I got my MBA [br]at the Wisconsin School of Business,

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and now I lead the marketing insights [br]team at American Family Insurance.

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From chewing gum, to higher education, to garden [br]products, to financial services and insurance.

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So I've been doing consumer insights, [br]but on a wealth of different categories

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and different areas as well: from new [br]product innovation to marketing insights.

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So I've really been able to spread my wings [br]and try all sorts of different things after

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the MBA program.[br][Music]

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The differentiation of the Marketing [br]MBA at Wisconsin is that specialization.

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I could go off and running [br]and add value right away,

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and I think that's what really sets it apart.

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I'm in a lot of different project teams, [br]so consumer insights has that seat at the

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table in a cross-functional team [br]as we help to set our strategy,

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and it's really your job to make [br]sure all the products we create,

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the advertising we put out, that it's [br]relevant and meaningful to that end consumer.

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And that's why I love consumer insights.

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I am that voice.[br][Music]