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Pam Goodfellow


The Great Divide

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.

Pam GoodFellow

Pam is a Senior Market Research Analyst at Alliance Data, a leading provider of private label, co-brand, and commercial credit card programs for many of the world’s most recognizable brands. Pam leads research projects for clients as well as strategic thought leadership initiatives, including the 2019 Great Divide study of consumers and marketers.

Prior to Alliance Data, Pam was Consumer Insights Director/Principal Analyst for Prosper Insights & Analytics, conducting voice of consumer research and analysis for a broad range clients, including retailers, CPGs, trade associations, financial institutions, and agencies. She is also a former Forbes contributor and, as such, a frequently quoted authority on consumer behavior. Pam has an MBA from Capital University and a Bachelor of Science degree in Economics and Marketing from Otterbein University.