Research & Data: What Do You Need?
Recorded On: 09/28/2021
About the Coffee Chat
September 28th at 3:00PM ET
Research & Data: What Do You Need?
Conducting research and interpreting data to make important marketing decisions can be daunting. Increasing access to multiple sources of data – customer data bases, social media and search engine data, website data, survey data, and industry trends – can be confusing, even contradicting. How can you weed through the data you have or collect data you need for the insights required to make data-driven decisions? We’ll talk about digging deep to understand your specific marketing problem and mapping out your process to develop effective research questions, identify appropriate data sources, and select the right insights tool(s) to make informed and impactful decisions to move your organization forward.
About the Arts Marketing Coffee Chat Series
Grapeseed Media and the National Arts Marketing Project, a program of Americans for the Arts, are excited to bring you a bi-monthly series of informal discussions about arts marketing. These bi-monthly "Coffee Chats" for Marketing Directors are your opportunity to hear from arts and culture leaders who are marketing the arts in transformative and extraordinary ways to better inform your practice.
Thank you to Grapeseed Media for their support of this series.
Melissa Archpru Akaka, PhD
Associate Professor | Department of Marketing
Daniels College of Business | University of Denver
Melissa Archpru Akaka is Associate Professor of Marketing at the Daniels College of Business at the University of Denver. She is a Co-Director of the Consumer Insights and Business Innovation Center and the Faculty Advisor for Entrepreneurship @ DU. She teaches courses that focus on marketing research, qualitative research methods, and leveraging consumer insights to support innovation. Dr. Akaka’s research investigates how consumption experiences, journeys and collectives create value for both firms and consumers and explores the social drivers and consequences of innovation. Her scholarly work has been published in a variety of academic journals, including the Journal of the Academy of Marketing Science and the Journal of Service Research, and has been recognized for being “highly cited” (in the top 1%) by Thompson and Reuters.
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