WASHINGTON, DC — In line with the trade show industry’s emphasis on data analytics to drive decision-making, mdg A Freeman Company recently launched a new division dedicated to research, data and insights.
The new department includes data strategists, scientists and analysts as well as experts specializing in the collection and evaluation of market research and intelligence. According to mdg, the department was created as part of its ongoing commitment to helping association and event clients move from legacy to data-driven operating models and aims to help clients benefit from technological advances.
“Most professionals in our industry are excited about the possibilities of data: the ability to personalize at scale, accurately predict performance, reduce acquisition costs, increase conversion rates, extend reach and more,” said Kimberly Hardcastle, president of mdg. “Unfortunately, their enthusiasm is often tempered by the realization that their organizations are not equipped to fully seize the opportunities and maximize the power of personalization. That’s the gap this team will fill.”
Some of the goals of the new department include helping clients reach new audiences, creating more meaningful experiences and improving engagement opportunities.
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The new department will be led by organizational strategy expert Annie Malone and will operate under the direction of MDG Vice President Shauna Peters, who will work closely with Erin Lee, Freeman’s Vice President of Digital Strategy, and Ken Holsinger, Freeman’s Senior Vice President of Strategy.
“We are encouraged by the impact we have already achieved through our data gap analysis and market share and sizing products,” said Peters. “Helping associations identify gaps in market penetration has led to a robust strategy consisting of firmographic segmentation analysis and key market opportunities. As we further expand our team and data capabilities, we look forward to continuing to help our clients capitalize on data-driven success.”
Peters also noted that the team has already developed a proven data gap analysis product and market share/sizing model that will serve as the basis for developing a custom audience.
Other industry veterans joining the new division include Ian Sequeira, formerly of Exhibit Surveys, Inc., and his team of research and measurement experts who will provide benchmarking data, quantitative insights, and program-specific research and analysis expertise. They will also continue to support Freeman’s ongoing industry research.
Contact Shauna Peters at shauna@mdg.agency; Kimberly Hardcastle at kimberly@mdg.agency