Building Brands & Driving Growth with Data-Driven Decision Making

Wendy Walker | Intuit

➜ Customer Empathy & Experimentation

➜ Cultural Data for Creative Effectiveness

INNOVATION

Walking in Your

Customer’s Shoes

Observe to Understand

Design for Delight

Experimentation

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“This is a great place to start”

-Eric RiesThe Lean StartUp

Think like a StartUp

‘If I had asked people what they wanted – they would have said faster horses’

Henry Ford: Founder of the Ford Motor Company

Scaling for Growth

‘You can’t win on innovation unless you have a way to communicate it to customers’

Steve Jobs

Cultural Data for Creative

Effectiveness

“People will forget what you said,

people will forget what you did, but people will never forget how you

made them feel.”

-Maya Angelou

A News Corp Company

Using emotional data to supercharge campaigns

Brands have to work harder to evoke emotions among Singaporeans

Singaporeans share ads to recommend a brand or seek opinions

Data that helps you fine tune your creative

Content Effectiveness

Progressive Creative

#SeeHer

1. Walk in your customer’s shoes2. Take data backed risks – and

experiment regularly.3. Consider cultural/emotional data

to drive creative effectiveness

Take Aways

Thankyou

Thankyou