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Get to Know Your Customers: Connecting Market Research to Business Growth

Bill Alberti
Valerie Witt
Thu., Aug. 5, 2010, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 4 star(s)

Think market research can't have an ROI? Think again. Whether you're in the formal practice within a market research/insight department or if it's just part of your job to know the customer, you better be able to explain how what you do supports corporate strategy and the bottom line.

In this presentation, Bill Alberti shows how to transform market research from a proposition of "statistical significance" to one of "economic importance" and how you can elevate the value proposition of market research in your own organization. He offers a practical application of market research that connects it to business growth and creates a demonstrable ROI. You'll discover how to frame market research in terms of profitable impact and learn five steps (vision, alignment, design, tracking and sharing) to create an ROI framework that demonstrates the true value of market research.


Bill Alberti
Vice President of Business Strategy, Communispace
Bill helps Communispace's client services and sales teams align community activities to clients' business priorities. In this capacity, Bill is focused on the implications of what consumers are saying and how clients can translate these consumer insights into business growth. Prior to Communispace, Bill worked at Arnold Worldwide for nine years where he founded a business strategy group instrumental to Arnold's success with new business and client results. Bill's work with dozens of blue-chip clients has covered nearly every category and focused on getting to big, business-building ideas simply, quickly and often. Bill also created a consulting capability called Capital Insight designed to communicate a public company's investment story to analysts, institutional and retail investors, and the media.

Who Should Attend?

Marketers, market researchers, managers looking to better understand how to connect customer understanding to company growth

What Will You Learn?

  • How to establish the connection between understanding your customer and improved business performance
  • To see and practice market research through the lens of creating organic growth
  • How to track and measure the right metrics, those that management care about
  • Tips and techniques for sharing impact

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