When the AMP (Association of Marketing Professionals) executive team got together at the beginning of the school year, we outlined some of the important topics that we wanted to be a part of our AMP Engagement Series. As we all discussed our internship experiences, one common challenge we all faced was leveraging large amounts of consumer data (whether it’s IRI/Nielsen or other secondary research) to help shape our projects and recommendations. As a result, the AMP executive team organized a “Working with Data” engagement series lunch for AMP members. We were very fortunate to have the privilege of welcoming Sarah Bader and John Lewis from the Scotts Miracle-Gro Team to speak about key market research/data terminology and to talk about ways to leverage data in order to find consumer insights and/or help direct business decisions.
My favorite part of the lunch discussion was the mini case study we did at the end. The objective of the case study was to look at secondary data and make recommendations on what markets Scotts Outdoor Cleaner should advertise in. The data outlined important geographical areas and multiple metrics that we needed to analyze in order to provide our recommendations. Everybody had a great discussion on what markets they thought Scotts should advertise in and supported those recommendations through the data provided!
As an executive leader in AMP, I wanted to thank Sarah and John for all the work they put into this presentation and case study! We are extremely lucky to have such great relationships with companies like Scotts who are always willing to come in and talk with current Fisher MBA students!