Lifestyle, Psychographic and Other Niche Data
In this webinar, Craig Wood shares his insights into psychographic and attitudinal data. He will define these psychographic data elements, explain how to compile this information, and share how to use these data to accomplish marketing objectives.
Yankelovich MONITOR MindBase
Craig Wood, President of the MONITOR MindBase division of Yankelovich, Inc., manages the Yankelovich MONITOR® business group, including sales, service, analytics, and new product development.
The Yankelovich MONITOR is the longest-running continuous tracking of consumer values, attitudes, motivations, and lifestyle preferences, including special studies on Youth, African-Americans, and Hispanics, as well as a groundbreaking database service called MONITOR MindBase. Craig oversaw the introduction of MONITOR MindBase, and continues to lead the team responsible for the expansion and development of MindBase.
Craig oversees a talented staff of social scientists, database marketers, and consultants who leverage the power of MONITOR data and MindBase insights to produce innovative answers to today’s marketing problems. The solutions developed by the team have produced measurable improvement in sales and direct marketing performance, while providing valuable messaging and creative guidance regarding the motivations driving the response and purchasing behavior of today’s consumer.
A recognized authority on leveraging data and consumer insights, Craig is a highly requested presenter at customer relationship management, loyalty, database marketing and vertical industry conferences. He also serves on a number of industry committees, including most recently the Program Advisory Committees for both the 2003 Annual Direct Marketing Association (DMA) and National Center for Database Marketing (NCDM) conferences. Craig frequently authors articles and provides expert commentary in leading industry and national periodicals, including co-authoring a monthly column for DIRECT Magazine entitled, “DIRECT from the Consumer.”
Craig has been building and leading data-driven organizations for more than 12 years. Prior to joining Yankelovich, Craig served as President and Chief Operating Officer of Businessmodel.com, a web analytics consulting firm that was acquired by Yankelovich, Inc. in May of 2001. In addition, Craig was an Executive Vice President at KnowledgeBase Marketing (KBM), one of the nation’s leading integrated information marketing companies and part of the Y&R/WPP corporate family.
Craig holds a B.S. degree in Commerce with a dual concentration in Marketing and Management from the McIntire School of Commerce at the University of Virginia.