Positioning Your Company for Growth Using Emotional Data

The next Big Thing is already here.  Do you know the difference between emotional data and big data?  

There is a data set that leaders and decision makers can use to help them understand the emotions, motivations and preferences of customers. It is called “Emotional Data.”  It is easy to get frustrated with "big data" when it comes to problem solving or understanding customers because it only measures the who, what, when, where and how.  What big data analytics can’t answer is WHY.

  • WHY are customers doing business with us?
  • WHY are they going to our competitors?
  • WHY is our new product not selling the way we thought?


Grant will demonstrate how the brain works to gather, store and recall Emotional Data and how to use the brain’s natural processes to provide you and your organization with a psychological competitive advantage over others in your industry. 

Grant Gooding

Meet Your Speaker:  Grant Gooding, Founder PROOF

Grant got his start in mergers and acquisitions first on the legal side then buy-side analysis, valuations and transition management.  Later he gravitated towards evaluation of marketing and advertising expenses – the one line item in a P&L that he found most businesses struggle to understand and measure. Grant started PROOF in 2012 with the idea of creating a way to bring clarity and understanding to marketing and advertising by combining statistics with emotional measurement.  PROOF has performed over 200 research projects for organizations helping them understand the emotions of their customers and identify the most effective messages and mediums to generate sales.  Grant holds a Bachelor’s degree in Business Administration from William Jewell College/UMKC and graduated with honors from The Bloch School of Business with an MBA in qualitative marketing at UMKC.

This session is Council-member only.  Only register if you are a current CUNA Council member

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