-Shawn Utke, Vice President, Brand Insights & Research, Panera Shawn Utke, Panera's VP of Brand Research and Insights, will share his top 10 guidelines for using data and analytics to drive success with customers. From practical tips learned in the trenches to experiences with innovative tools and experiments, he'll show top brand practitioners how to tap into the power of the data they have and the data they need. With over 15 years' experience in CPG and retail marketing, Shawn's perspective provides a great overview and some watch outs for brand executives excited to use modern tools for better targeting, refined messaging and business improvements that can change the game.

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A U G U S T 2 0 1 3
Baking the Best
Customer Relationships
Guidelines for Using Data & Analytics To Drive Successful Customer Relationships

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1. Understand Your Role
2. Earn The Right To Have A Voice
3. Create A Freedom Within A Framework
4. Simplify Your Strategy
5. Plan Your Work, Work Your Plan
6. Tell The Story
7. Enable Action Through Enrollment
8. Look For Opportunities To Learn
9. Avoid Research Traps
10. People Are The Thing