From the Political War Room to the Board Room: How to Evolve Your Traditional Tracking Program
Editor's Note: Benenson Strategy Group gave a webinar on how to evolve traditional tracking programs on June 26, 2019. Duration 58:37.
Politics are a 24/7, 365 game with the highest stakes. Every speech, stance and new issue can shift voter sentiment and spark the rise and fall of campaigns. Behind the scenes, war rooms built on research is where voter attitudes are monitored, new insights are gleaned and strategies created – and modified.
In this Webinar, Joel Benenson, President Obama’s lead pollster and Hillary Clinton’s chief strategist, will share how his experiences on the campaign trail and in Obama’s White House have shaped his views on traditional tracking.
In this new era, the overall horse race number has taken a back seat to more forward-looking, attitudinal insights gathered using a variety of research techniques. Benenson, along with Mitch Markel, a corporate research leader at Benenson Strategy Group, will focus on key lessons from the political world that have helped corporate marketers and insight professionals revamp traditional tracking programs to better understand the health of their brand, and what is driving sentiment. Benenson and Markel will detail this evolution and provide examples of how leading organizations have taken a page from this political advancement to keep their fingers on the pulse of consumers and their brands in a more meaningful and effective way.
Key takeaways:
- Learn the difference between traditional tracking and dynamic brand health monitoring.
- Realize how and why political campaigns are shifting their insight and data strategies.
- Understand how to supplement big data.
- Discover how you can implement better ways to monitor your brand and stay ahead of the curve.
Presenters:
- Joel Benenson, CEO of Benenson Strategy Group, President Obama’s Chief Pollster, chief strategist to Hillary Clinton.
- Mitch Markel, partner, Benenson Strategy Group.