New mdg Department Targets Meaningful Client Outreach Using Data and Analytics

MARLENE GOLDMAN, EXECUTIVE EDITOR
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WASHINGTON, D.C. — In line with the trade show industry’s emphasis on data analysis to drive the decision-making process, mdg A Freeman Company recently launched a new division dedicated to research, data and insights.

The new department features data strategists, scientists and analysts as well as experts specializing in the collection and evaluation of market research and intelligence. According to mdg, the department was formed as part of its ongoing commitment to helping association and event clients evolve from legacy-based to data-driven operating models and is geared toward helping clients benefit from advances in technology.

“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,” mdg President Kimberly Hardcastle said. “Unfortunately, their enthusiasm is often dampened with the realization that their organizations are underequipped to fully seize the opportunities and maximize the power of personalization. That’s the gap this team will fill.”

Some of the goals of the new department include helping clients reach new audiences, creating more meaningful experiences and enhancing engagement opportunities.

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The new department will be led by organizational strategy expert Annie Malone and operate under mdg Vice President Shauna Peters, who will work in close collaboration with Erin Lee, Vice President of Digital Strategy, and Ken Holsinger, Freeman’s Senior Vice President of Strategy.

“We are encouraged by the impact we’ve already realized through our data gap analysis and market share and sizing products,” Peters said. “Helping associations to identify gaps in market penetration has led to a solid strategy consisting of firmographic segmentation analysis and key market opportunities. By further expanding our data team and capabilities, we look forward to continuing to support our clients to capitalize on data-driven success.”

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

Other industry veterans joining the new division include former Exhibit Surveys, Inc. executive Ian Sequeira and his team of research and measurement experts who will provide benchmarking data, quantitative knowledge, and program-specific research and analytics expertise. They will also continue supporting the ongoing industry research backed by Freeman.

Reach Shauna Peters at shauna@mdg.agency; Kimberly Hardcastle at kimberly@mdg.agency