In this session...
It has become commonplace for brands to make headlines for mistakes that could have easily been avoided – e.g. a sales associate makes it difficult and/or uncomfortable to cancel an account. Too often, companies use data-based insights to create blanket rules that do not consider human elements. To truly serve customers, companies need to develop strategies that combine human- and machine-centered insights to create experiences that better reflect how consumers’ develop brand loyalty. In this session, the president of IRI’s Media Center of Excellence, Nishat Mehta, will share examples of various brands' successes and failures to find balance in human- and machine-centered insights.
