Companies must think differently about insights to do more with less and prove ROI
One of the AMA’s Seven Big Problems facing marketing leaders is “generating and using insights to shape marketing practice.”
InsightsCentral, Inc. recently spoke with Sylvia Buxton, a strategic global marketing executive with more than 25 years of experience in fast-moving consumer goods, shepherding high-profile brands such as Mentos, Hershey’s and Airwick. Buxton’s career spans the U.S. and Canada, as well as global and regional roles. She currently leads U.S. marketing for Perfetti Van Melle, the third-largest global candy and chewing gum manufacturer.
Q: The AMA says that generating and using insights to shape marketing strategy is a big problem facing marketers. As the marketing leader in your organization, what are some of the issues you see related to this topic?