As part of its ongoing commitment to helping association, event and corporate clients evolve from legacy-based to data-driven operating models, mdg, A Freeman Company, has launched a new division dedicated to research, data and insights. 

Consisting of data strategists, scientists, analysts and experts specializing in collecting and evaluating market research and intelligence, this newly-formed department’s mission is to help clients capitalize on technological advances to reach new audiences and create more personal and human customer journeys, from marketing campaigns to meaningful experiences and engagement opportunities. 

“Most professionals in our industry are excited about what data is making possible—the ability to achieve personalization at scale, accurately predict performance, lower acquisition costs, increase conversion rates, expand reach and more,” explained Kimberly Hardcastle, president of mdg. “Unfortunately, their enthusiasm is often dampened with the realization that their organizations are under-equipped to fully seize the opportunities and maximize the power of personalization. That’s the gap this team will fill.”

The agency’s new department will be led by organizational strategy expert Annie Malone and overseen by mdg Vice President Shauna Peters, who will work in close collaboration with Erin Lee, vice president of digital strategy, and Ken Holsinger, senior vice president of strategy at leading live event and brand experience company Freeman.

Industry veteran Ian Sequeira, a former executive at Exhibit Surveys, and his team of research and measurement experts will integrate into the new division, providing benchmarking data, quantitative knowledge and program-specific research and analytics expertise while continuing to support ongoing, Freeman-backed industry research.

“Prior to the pandemic, executives within our industry considered data-driven transformation as an aspirational goal,” Peters said. “In this new business environment, there is a heightened sense of urgency to accelerate the pace of change and get serious about using data to increase revenue, engagement and profitability. I’m excited to serve in a role where I can help position our clients to win.”

Peters added that the team has already developed a proven data gap analysis product and market share and sizing model that will serve as the foundation for customized audience development.

A strategy-driven agency with a 45-year track record of delivering results, mdg and its 90-person team comprises marketing researchers and strategists, digital and interactive media experts, event and association management specialists, data analysts and a robust creative team offering complete marketing solutions to association, event and corporate clients.

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