Natasha Stevens is a thought leader and innovator with over 20 years experience in digital research. Her background encompasses building marketing research models that align traditional and digital techniques, incorporating passive data (digital behavior/social media) into the Market Research ecosystem and data integration. She has experience in designing methodologies across industry with extensive experience in Consumer, Retail, Technology, and Government / NGO. Her work addresses the unique requirements of clients in areas such as product development, issues management, consumer insight, marketing strategy and corporate / brand reputation. Natasha’s career includes Visible Technologies and Cymfony where she lead the professional services business and Insight Practice designing both custom and syndicated cross industry research solutions for Fortune 500 companies. She brings Public Relations experience from her time at RF|Binder Partners as the Managing Director of Research where she developed research and campaign measurement solutions that shaped and supported communications initiatives. Natasha holds a BA in Psychology from the University of Michigan and a Masters in Organizational Psychology from Columbia University. In 2013, Natasha was the recipient of the 4 Under 40 Marketing Research Emerging Leaders award from the American Marketing Association. Currently Natasha leads strategy and product innovation for GfK in North America. including the creation and accelerated roll-out of digitized, scalable solutions. She also oversees the commercialization of digital- and data partner-enabled solutions through identification of unique market opportunities to create value in the U.S. and then scale to other markets. Rolfe Swinton is currently Director, Data Assets where he leads GfK’s efforts to extract more value from our existing data assets and to forge innovative partnerships with other data providers. Prior to joining GfK, Swinton worked with GfK in a variety of capacities over the years. Beginning in 2014, RealityMine fused its cross-platform behavioral data with the GfK MRI database to provide deeper insights on media use, through what became a multimillion dollar product called USA Touchpoints.
Rolfe Swinton is an entrepreneur, business strategist and innovator. Rolfe has founded and served as CEO for a number of pioneering companies in the media, retail, insight and technology industries including EdgePictures, RealityMine, Lumi Global. He has raised over $40M in venture financing from top VCs, corporates, and industry Angels including Bill Draper, Kennet Capital, GP Bullhound, WPP, and Leon Liebman. He was also part of the management team of CPI, a $1Bn PE-backed rollup in the European publishing industry. Swinton also turned around one of the USA’s top retail design consultancies – Chute Gerdeman – which was acquired by Interpublic’s FCB. Swinton has deep experience in media and marketing measurement, including mobile, as well as building and launching new ventures in the technology and analytics markets. He co-founded RealityMine, a leader in consumer behavioral analytics and passive multi-platform measurement that counts WPP, Ipsos, Kantar and many of the world’s leading media measurement councils as clients. He founded Lumi Global, one of the world’s first mobile-centric market research, real-time consumer engagement platforms and the leading secure real-time mobile voting platforms. WPP invested in Lumi and helped the company scale globally. Lumi was acquired by billionaire Chris Morris and used as a vehicle for acquisition of complementary technology businesses. Rolfe has served as adjunct professor of Entrepreneurship at INSEAD where he has taught the Entrepreneurship elective and also co-created and co-taught one of INSEAD’s most popular courses – Your FIrst 100 Days – an immersive experiential course focused on the challenges of taking over and turning around a failing business. Rolfe started his career working for the Monitor Company where his work including advising leaders in developing countries, P&G global business unit strategy, and AT&T innovation strategy . He started his career working in advertising for Ogilvy & Mather where he worked with leading brands including Ford, Guinness, and American Express. A Canadian who has lived in Europe and the US for many years, Swinton holds degrees from Yale University, the University of Cambridge, and INSEAD.
Fueled by personalization & targeting, dark marketing is transforming the brand marketplace, making it difficult to get a coherent view of what‘s happening from the consumer‘s perspective. Marketers have few tools to measure advertising across social media platforms or assess the competitive landscape. The increasing number of data sources makes it difficult to understand how exposure & engagement are affecting brand building & market performance. Through a partnership with technology company BrandTotal, we will discuss the core analytics required for Media, Brand Measurement, Consumer Insight and Strategy teams to achieve higher ROI in social media marketing. Examples will be shared of how paid social media competitive intelligence in the current era of COVID-19 supports data-driven decision making throughout the marketing lifecycle from Planning to Execution to Measurement.