Friday, June 2, 2017
2:00-2:30 pm
Hall A

Integrating Primary Research & Segmentation to Understand Thrill Seekers

We live in an era of Big Data, but not every organization has access to demographic or transactional information about their customers. Without that information, it's difficult for marketers to understand their customers and develop targeted marketing campaigns to attract new ones. But as attendees will learn in this session, that challenge isn't insurmountable. By integrating different research and analytics techniques—surveys, focus groups, and segmentation—marketers can obtain the insights necessary for a successful campaign.

András Lukács, PhD
Manager of Research & Planning, Tourism & Parks Division, Government of the Northwest Territories

András is the Manager of Research and Planning for the Government of Northwest Territories' Tourism and Parks division within the Department of Industry, Tourism, and Investment. András is responsible for the development, implementation, and evaluation of tourism strategies and programming by providing strategic planning and research support. In particular, he supervises the development of tourism visitation and spending models, economic impact analysis, and industry performance tracking. Additionally, András provides market intelligence and custom research for Northwest Territories Tourism (NWTT), the destination-marketing organization of the Northwest Territories. András holds a PhD in Sociology from Loyola University Chicago, where he studied leisure networks in digital media spaces.