TMRE 21.09.2020

Drinking in the Digital World: Activating an Alcohol Segmentation

October 5 | 2:55pm EST

Hear from Constellation Brands how they are leveraging segmentation work which crosses consumer segmentation with occasion and revenue mapping to provide an integrated consumer-centric roadmap to ground strategy at all levels of the organization.

Key take-aways: 

  1. An integrated cross-category view is imperative
  2. People are the common denominator across segmentation studies
  3. Activation takes on new meaning in the digital world


Pam Emerick, Director, Consumer Insights, Constellation Brands, Inc.

At Constellation brands Pam works in Brand Insights for the Wine and Spirits Division, helping develop foundational knowledge, lead custom research, and linking information across the Insights function to drive value for the business.  Pam has spent her career working with CPG companies where she has experience activating a number of segmentations Globally.  She lives in the San Francisco Bay area.

Colleen Hamilton, Vice President, GfK Consumer Insights

At GfK, Colleen is a senior practice leader in the North America Consumer Insights team, partnering with clients to strategically address business issues.  Colleen’s career has been split between client and supplier side roles.  As such she has broad experience creating and integrating segmentations to drive organizational impact.  She lives in the Minneapolis metro area.

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