Advancing Women in Research: An Interview with Kristin Luck

Luck launched Women in Research known as WIRe as an informal industry group in 2007 It has evolved into a global enterprise hosting events twice annually in 10 cities and supporting a one to one mentoring program a monthly online business QampampA and a webinar series Luck is the leading keynote at the May 14 conference at Crossroads Technology Xchange Big Data 2015amp8220I believe that women play a more important role than ever in our growing global economy with 85 of all brand purchases today made by womenamp8221 she says amp8220Yet incredibly only 3 of advertising agency creative directors are women The future of successful brands and successful research is female informed Women are key drivers of economic success both in the board room female led companies are 15 more likely to be profitable and in the home but routinely remain an afterthought to both marketers and researchersamp8221The statistics she relays are staggering amp8220Although women provide the muscle behind more than half of all research conducted today less than 10 of Honomichlamp8217s 25 largest research firms have a woman at the helmamp8221 Luck notesCharlene Weisler What advice can you give to women who are currently working in the research fieldKristin Luck Donamp8217t overanalyze the future Dig in work on what excites and energizes you and stay that course I didnamp8217t spend much time in my career thinking amp8220I want to make VP by age 30amp8221 or amp8220I really want to start this business but Iamp8217m not sure itamp8217s going to workamp8221 oramp160 amp8220I want to have kids by 35 so maybe I shouldnamp8217t ask for that promotionamp8221 As it turns out I made VP at 26 built and ran and sold several super successful companies and still havenamp8217t managed to find the time to have kids But Iamp8217ve had an amazing ride because I just dug in and made it happenCW Let39s talk about your philosophy regarding data How do you decide which data is good for correct decisionmaking and which data is superfluous or even misleadingKL If you pay close attention data is literally everywhere Whatamp8217s amp8220goodamp8221 data and whatamp8217s amp8220badamp8221 is the subject of much debate in the research industry today A few weeks ago Networked Insights one of the featured participants at the Crossroads Big Data event highlighted its research which attached a movie studio box office value on Twitter posts I posted the article online and it prompted a fierce debate among some of the best known theatrical researchers in the business There are a lot of differing opinions on the value of certain types of data and the utilization of primary versus secondary dataCW Tell me about the Big Data conferenceKL The Crossroads Big Data event is on May 14 2015 in Manhattan Iamp8217m thrilled to serve as conference chair and Iamp8217m honored to have been able to collaborate with industry leaders and innovators in the Big Data space including LG AOL and Pandora As conference chair I was also really committed to making sure we have a diverse speaker lineup I think weamp8217re the first Big Data conference in history to feature two female keynotes Leslie Bradshaw of Made by Many and Inmar Givoni of Kobo and nearly a 5050 gender split across all presenters In one day weamp8217ll be covering Big Data topics including machine learning text analytics mobile virtual reality the quantified self and social media predictive analytics We also have the marketing measurement industry thought leaders including Gian Fulgoni comScore text analytics guru Tom Anderson Anderson Analytics Lauren Moores dstillery and Pranav Yadav of NeuroInsight Itamp8217s an unparalleled line up of brands and data wonks making Crossroads the Big Data event of the yearThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of Media Village management or associated bloggersamp160

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Advancing Women in Research: An Interview with Kristin Luck

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Charlene Weisler

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