Using Big Data to Create Customer Connections with Aimee Irwin

“The constant today is still that the consumer is at the heart of everything.” In a career spanning big brands and early-stage companies, Aimee Irwin has been at the forefront of strategic marketing and advertising. Despite the fact that big data is bigger than ever before, it’s nothing without the ability to effectively manage it and create meaningful connections with customers. We discussed all of this and more on this week’s episode of the On Brand podcast.

About Aimee Irwin

Aimee Irwin serves as VP of Strategy at Experian Marketing Services. Aimee is a skilled strategy and corporate development executive with deep experience in digital marketing and advertising and track record of success in developing and building profitable new digital and mobile businesses at both early-stage and public companies. Aimee led strategic partnerships and strategic initiatives for Nielsen’s Marketing Cloud where she negotiated and managed strategic data and identity management partnerships supporting Nielsen’s data targeting and marketing effectiveness businesses.

Aimee also served as SVP of Strategy and Partnerships at Verve Mobile, a leading location-based mobile advertising platform. At Verve, Aimee developed and led Verve’s mobile application business and inventory partnerships with hundreds of media companies. Prior to Verve, Aimee was VP of Strategy and Corporate Development at AOL, where she was responsible for strategic planning, mergers and acquisitions, and strategic partnerships for AOL’s advertising businesses. Previously, Aimee held executive positions at several successful internet and mobile companies including: Lightningcast, an Internet video advertising company now part of AOL, Leap Wireless, a large U.S. wireless carrier and Backwire, an internet and mobile marketing company acquired by Leap. Aimee started her career in consulting with KPMG and Bain and Company. Aimee has a BS from Georgetown University and an MBA from Kellogg.

Episode Highlights

The constant in marketing today? Drawing on her experiences working for both big brands like Experian and AOL and emerging companies, Aimee shared her thoughts on the one constant in spite of all of the big data: “The consumer is at the heart of everything.” We can build on this further with the new data we have at our fingertips.

“With mobile, the opportunity is huge.” While mobile has been on the marketing checklist for decades now, the opportunities have gotten richer with the evolution of both consumer data and smartphone technology. Aimee shared examples such as loyalty and advanced tools that help enrich brands' relationships with their consumers.

What’s an example of a branding win driven by big data? As a frequent traveler, Aimee spends a lot of time on the Marriott-Bonvoy app. The data based on her travels allows them to share highly relevant mobile messages with her as she’s on the go.

What brand has made Aimee smile recently? She shared her experiences with the salad brand Sweetgreen, and how they communicate with her in an authentic, transparent way.

To learn more, go to Audiences@Experian.

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