Through a multi-phased research approach, The Great Divide study from Alliance Data investigated the importance of 31 marketing communications needs among consumers and evaluated those needs against how well marketers felt they were currently executing on them. This presentation will overview the research methodology utilized for the study and reveal the consumer/marketer gaps in communication that the research uncovered.
Jessica Calaway leads the Marketing & Loyalty Advancement team at Alliance Data, leading provider of private label, co-brand, and commercial credit card programs for many of the world’s most recognizable brands. She is responsible for Alliance Data’s thought leadership efforts, including forecasting retail trends, conducting analysis of key retail moments, and commissioning consumer research, including the 2019 report, The Great Divide.
Prior to Alliance Data, Jessica was a Marketing Strategist for Nationwide Financial. Jessica has a Master of Arts degree in Public Communication from The American University in Washington, D.C., and a Bachelor of Arts degree in Speech Communication from Otterbein University.