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Photo Gallery: Beyond Data

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About 120 people attended the Beyond Data event on Sept. 21 to listen to speakers on the evolving use of data in serving customers.

A partnership between Bob Noble’s CultureWaves and Springfield Business Journal, the event at the Springfield Art Museum focused on the transition of data examination into the realm of predictive behaviors.

“The purpose of today is to raise data fluency to move forward,” Noble said to open the event Friday. “We’re taking data beyond the who, what and where. We’re adding why.”

Event speakers were:
    •    Gilad Barash, director of analytics at Dstillery in New York;
    •    Debra Kassarjian, operator of DKinsights LLC in California and former director of consumer insights for Taco Bell and IHOP;
    •    Jerry Henry and Jill Mowris, co-owners of H2R Market Research in Springfield; and
    •    Locke Hilderbrand, chief insights officer, CultureWaves.

CultureWaves partnered with Dstillery, an applied data science company, on a project called Voice, a marketing tool that utilizes a Springfield-designated market area report to create personas of customers in 30 counties. Early investors in the project are SBJ, Central Bank & Trust, KOLR 10 and Associated Electric Cooperative Inc.

Read more about Voice here.

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