Friday, June 2, 2017
1:00-1:30 pm
Hall C

Bridging the Survey vs. Sales Data Disconnect

"Data is prolific but usually poorly digested, often irrelevant, and some issues entirely lack the illumination of measurement."* This quote summarizes the tension that many businesses experience when trying to leverage insights across the many data sources available to them. But interestingly, it was written in an article back in 1970. Imagine what the author's reaction would be to the data deluge we are experiencing today! 

Clearly the needs for simplicity, accuracy, and action-ability of marketing insights are not new. However, the importance of these needs have become elevated as we wrestle with evolving from a survey-first mindset to one of connected data intelligence.

That is why the audience should attend our session, to discuss both the sources of disruption driving change in brand research as well as our philosophy and approach to building brand-guidance systems that effectively and efficiently leverage the potential of connected data.


Bill Pink, PhD
Chairman, Kantar Millward Brown – Marketing Science Council

Bill Pink leads the Brand Guidance Practice and serves as Chairman of Kantar Millward Brown's Marketing Science Council. He has worked at Kantar Millward Brown since 2002 in a variety of roles covering client consulting, scaling and delivering analytic services, and solutions.

Bill is a frequent speaker at industry forums including but not limited to the Advertising Research Foundation, the Marketing Science Institute, the Market Research Council, the American Marketing Association, and the Shopper Marketing Summit. His work is often published in industry publications. Bill holmds a PhD. and an M.A. in Politics from New York University, specializing in methodology, and a B.A. in Political Science and Spanish Language and Literature from Colgate University.


Mariangelica Rodriguez
Consumer Insights Manager, PepsiCo Beverages Canada

Mariangelica Rodriguez is a Consumer Insights Manager for PepsiCo Beverages Canada, with responsibility for the Juice and Hydration portfolios including brands such as Tropicana and Gatorade. She also oversees the Brand Health and Adverting Tracking research agenda alongside PepsiCo’s key global partner, Millward Brown. Over the past year, Mariangelica worked in a global task force revamping the way PepsiCo measures and leverages Brand Health and Equity tracking, a journey now leading her to implement a new approach in PepsiCo Canada.  

Prior to PepsiCo, Mariangelica worked for Colgate-Palmolive and Ipsos ASI, building her skills in consumer insights mostly within the CPG industry. Mariangelica has 11 years of experience in marketing research, a Bachelor of Arts in Psychology from the Universidad Central de Venezuela, a Graduate Business Management degree from the University of Witwatersrand of South Africa, and is certified in Marketing Research by the University of Georgia, USA.