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Dialogue: 0,0:00:00.00,0:00:06.54,Default,,0000,0000,0000,,[Music] Marketing Analytics and Insights is \Nall about understanding consumer behavior.
Dialogue: 0,0:00:06.54,0:00:09.12,Default,,0000,0000,0000,,Why someone does what they do, buy what they buy,
Dialogue: 0,0:00:09.12,0:00:13.02,Default,,0000,0000,0000,,all to help companies make better \Ndecisions, launch better products,
Dialogue: 0,0:00:13.02,0:00:16.92,Default,,0000,0000,0000,,communicate more effectively, to help \Nthat company win with the consumer.
Dialogue: 0,0:00:16.92,0:00:22.86,Default,,0000,0000,0000,,As an insights professional you represent \Nthe consumer. You're the one that has that
Dialogue: 0,0:00:22.86,0:00:26.88,Default,,0000,0000,0000,,voice of what do they want, what are \Nthey thinking, what are they feeling.
Dialogue: 0,0:00:26.88,0:00:31.02,Default,,0000,0000,0000,,I'm Jessica Viesselman, I got my MBA \Nat the Wisconsin School of Business,
Dialogue: 0,0:00:31.02,0:00:34.62,Default,,0000,0000,0000,,and now I lead the marketing insights \Nteam at American Family Insurance.
Dialogue: 0,0:00:34.62,0:00:42.30,Default,,0000,0000,0000,,From chewing gum, to higher education, to garden \Nproducts, to financial services and insurance.
Dialogue: 0,0:00:42.96,0:00:46.50,Default,,0000,0000,0000,,So I've been doing consumer insights, \Nbut on a wealth of different categories
Dialogue: 0,0:00:46.50,0:00:52.98,Default,,0000,0000,0000,,and different areas as well: from new \Nproduct innovation to marketing insights.
Dialogue: 0,0:00:52.98,0:00:57.84,Default,,0000,0000,0000,,So I've really been able to spread my wings \Nand try all sorts of different things after
Dialogue: 0,0:00:57.84,0:00:59.62,Default,,0000,0000,0000,,the MBA program.\N[Music]
Dialogue: 0,0:01:01.86,0:01:07.26,Default,,0000,0000,0000,,The differentiation of the Marketing \NMBA at Wisconsin is that specialization.
Dialogue: 0,0:01:07.26,0:01:09.72,Default,,0000,0000,0000,,I could go off and running \Nand add value right away,
Dialogue: 0,0:01:09.72,0:01:11.64,Default,,0000,0000,0000,,and I think that's what really sets it apart.
Dialogue: 0,0:01:13.68,0:01:19.62,Default,,0000,0000,0000,,I'm in a lot of different project teams, \Nso consumer insights has that seat at the
Dialogue: 0,0:01:19.62,0:01:22.98,Default,,0000,0000,0000,,table in a cross-functional team \Nas we help to set our strategy,
Dialogue: 0,0:01:22.98,0:01:27.00,Default,,0000,0000,0000,,and it's really your job to make \Nsure all the products we create,
Dialogue: 0,0:01:27.00,0:01:32.16,Default,,0000,0000,0000,,the advertising we put out, that it's \Nrelevant and meaningful to that end consumer.
Dialogue: 0,0:01:32.16,0:01:35.52,Default,,0000,0000,0000,,And that's why I love consumer insights.
Dialogue: 0,0:01:35.52,0:01:41.28,Default,,0000,0000,0000,,I am that voice.\N[Music]