2015 Marketing and Research Conference

Looking to enhance your current approaches with a new perspective on the emotional whys behind consumer behavior? This session will provide a guide to navigating the exciting and innovative area of neuroscience-based consumer research.

• Learn how to choose the right neuro tool for your research objective.
• Through case studies and practical examples, gain insight into how companies are applying these techniques to better understand the drivers behind consumer behavior and to inform business decisions.

Come discover two approaches to applying predictive analytics in the financial services industry: 

• Learn how LIMRA and the University of Connecticut created a process to collaborate on predictive modeling and forecasting projects. Walk away with a roadmap for how to approach an academic institution, expectations, obstacles, and the benefits of partnering. In addition, be introduced to a project just completed by UConn students in partnership with LIMRA. 
• Hear how LIMRA has been using predictive analytics for over 75 years to make predictions regarding the success potential of candidates for financial services sales positions. We will outline the process involved in developing our predictive assessments and the impact they have had on the industry.

Do you want to reach the most influential American generation? Then it’s time to get into the heads of Millennials. With 80 million in their ranks, Millennials (aka Generation Y) are unlike other generations. Coauthor of a best-selling new book, Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever, Jeff Fromm, President of FutureCast, and his colleague Greg Vodicka, share new research and best practices in creating engagement with Millennials. FutureCast will cover:

• Major millennial trends and strategies that win with this audience 
• Brands that are winning and losing and why 
• Best practices you can apply to your business When you leave, you will have leading ways to connect with Millennials.

Understanding how to positively transform your customer’s journey involves many moving parts. Customers have different needs, preferences, and behaviors, and it is critical that we understand how they make decisions and interact with us. In this session, we will: 

• Identify best practices for defining customer segments 
• Review the channels and approaches insurers take to impact customer experience, including digital 
• Explore challenges insurers face when attempting to transform customer experience

Do you find yourself using the same methodologies time and time again? Discover innovative methodologies — Gamification and Facial Coding — and their practical application. 

• Explore these nontraditional research techniques infrequently used within the insurance space; and 
• Learn about the potential for different insights gained from utilizing these uncommon methodologies.

Now that you have a CRM and marketing platform in place, how will you generate an ROI? In this session, you will receive invaluable insight from managers who recently implemented a successful marketing platform. You will walk away with: 

• Insight from marketing and sales managers regarding platform selection, implementation, and utilization 
• The keys to generating ROI from a marketing platform 
• Handouts include suggested performance measures and a “must-do items” checklist

Is the motivation to shop for life insurance the result of careful deliberation of the pros and cons and a rational consideration of risk? The field of behavioral economics suggests otherwise. Instead, like most human behavior, consumer receptivity to life insurance is likely driven by quick, automatic responses. Come hear the results of new research in which LIMRA turned to the subconscious for some answers: 

• How do consumers really feel about life insurance ownership? 
• What emotional benefits do people want from life insurance? 
• What type of messaging might increase their likelihood to purchase the product?

Over the years, many have studied the military strategies employed by the Union and Confederate armies in the days leading up to, during, and following Gettysburg. What can marketers and market researchers learn from this storied event? We will explore such lessons as: 

• What is strategy, and how can a better understanding of strategy lead to more-insightful research results? 
• How can military strategies be applied to the battle for the hearts and minds of customers?