November 2008 speaker

Click below to register for the November 20th luncheon:
For Luncheon Reservations call (206) 283-6148 or Register Online

Chris Robson and Scott Laing
Parametric Marketing

Presentation: “From Data to Dollars: Presenting Research Results in the Language of Business”

Historically, professional researchers have been consulted by marketing departments for their methodological and statistical expertise. However, continuing pressure on marketing budgets and headcount, coupled with the rise of DIY research capabilities are forcing researchers to take a hard look at the nature of their offerings. Increasingly, research users are in need of substantial help both justifying a project and participating in financially-focused discussions about what action to take based on research findings.  It's no longer sufficient to simply offer descriptive charts and coaching on statistically robust interpretations. Instead, clients want to know why they're spending money on research, and how to translate research results into company business results.
 
In this discussion, Chris Robson and Scott Laing will highlight how they've approached thorny questions about the value of research, and how they've helped clients translate respondent choices into decisions and, ultimately, dollars.  They’ll provide a number of real-life examples as illustrations and show several tools and techniques for making research more business-relevant.

About the Speaker

Chris Robson and Scott Laing founded Parametric Marketing in 2003 to help businesses more clearly understand the financial implications of product, brand and promotional decisions.  Parametric’s research and tools are used within leading consumer electronics and technology companies, as well as a number of regional banks and hospitals.  We also license our technology and provide analytics consulting to marketing research firms with expertise in other industries.
 
Chris is a seasoned business executive with extensive experience in both marketing and technology.  Prior to co-founding Parametric, Chris was Vice President of Engineering for WebCriteria, Inc. (acquired by Coremetrics, Inc.), and was responsible for the development of Site Analyst, described by Forrester as "a smart - and unique - choice for Web Managers struggling to define success metrics". Prior to that, he spent thirteen years with Hewlett-Packard in a variety of senior management roles in R&D, Marketing, Business Development and Advanced Research.  He started his career as a mathematician building complex statistical models of radar systems. Chris is a native of England and holds an honours degree in Mathematics from Brunel University of West London.
 
Scott has substantial experience in all areas of Marketing.  He has developed and led well over 100 executive workshops to help clients define financially-focused Marketing objectives and measurement strategy.  Prior to co-founding Parametric, Scott served as Director of Market Development at WebCriteria.  He also spent eight years with Hewlett-Packard in a variety of analytical Marketing roles at HP's Corvallis, OR, Vancouver, WA and Böblingen, Germany sites.  While at HP, Scott led an exhaustive investigation of growth opportunities for HP print technologies that resulted in the creation of several business operations.  In addition, Scott led influential benchmarking programs to model best practices in consumer segmentation and product customization.  Scott earned a BA from the University of Pennsylvania and MSIA from Carnegie Mellon University.

Luncheon Details
Topic: “From Data to Dollars: Presenting Research Results in the Language of Business”
Speaker: Chris Robson and Scott Laing
Date/Time: November 20, 2008 11:30am - 1:30pm
Location: The Lake Union Café; 3119 Eastlake Avenue East
http://www.pugetsoundresearchforum.org/new_luncheon_location.asp

Click below to register for the November 20th luncheon:
For Luncheon Reservations call (206) 283-6148 or Register Online

 

 

 

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