Abstract:

Finding synergies among primary research and big data can feel like a dance of north-seeking magnets. Big data tends to focus on correlation (what, where, who), whereas market research historically focuses on causation (why). Gongos ajnd Unitedhealthcare reveal the possibilities and learnings related to the symbiotic relationship between the disciplines of data analytics and primary research. The question is, can these two approaches work together to bring about greater intelligence and consumer empathy? And if so, how? Sharing processes from explorative and collaborative learning, to attribution and path-to-purchase models, UHG aims to re-inform its marketing and conversion process. Using a vital segment of its consumer base, this collaborative work stands to alter marketing practices and data management.