[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. [Music]
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. [Music]