FMI's 2014 Midwinter Executive Conference closed with presentations that addressed consumer behavior and Big Data.
Attendees were told about new opportunities with Millennials in an address by Jason Dorsey, an author and business executive known as The Gen Y Guy. They also heard about potential challenges with using Big Data in a presentation by author and journalist Nate Silver.
That was underscored in an earlier presentation by Dina Howell, worldwide CEO, Saatchi & Saatchi X, who cautioned the audience to think not only about Big Data, but also "Big Emotion."
"Data is rational," she said. "People are not always rational. You must connect with people on the human level when you sell to them."
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