Sep 25, 2019
Analytics and Harnessing Customer Intelligence: with Drinkaware
by Sheena Horgan
Posted on Sep 25, 2019
" ... when you say analytics to me, I'm thinking of data and charts. If you say analysis to me, everything I do is analysis... it's a different mindset. I think, from a digital perspective, we almost need a digital renaissance man. "
Drinkaware is an organization with an audacious mission - to have an Ireland where alcohol is not misused.
In this second of three interviews with CEO Sheena Horgan, she and Cathal discuss marketing in the area of social change. By its nature, social change is measurable - so how does Drinkaware really manage (and learn from) its data?
She mentions how they applied the Theory of Change to their three-year strategy; because it is so well suited to behavioural change they have used it as the driver to help keep their focus on the organization's end goal. Combined with their carefully-throught-through messaging, that is where they see an impact.
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Analytics and Harnessing Customer Intelligence with Drinkaware
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