Why Marketing Analytics & Insights Is Important | Marketing MBA | Wisconsin School of Business

[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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