WEBVTT

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[Music] Marketing Analytics and Insights is 
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 
decisions, launch better products,

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

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

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voice of what do they want, what are 
they thinking, what are they feeling.

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

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

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

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

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

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

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the MBA program.
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The differentiation of the Marketing 
MBA at Wisconsin is that specialization.

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I could go off and running 
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, 
so consumer insights has that seat at the

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

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

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the advertising we put out, that it's 
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.
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