Visa presented a case study at this year’s ESOMAR Edinburgh. Robert Adams, Vice President of Global Consumer Insights took to the stage with Market Logic’s very own Elizabeth P. Morgan, Co-Founder and CMO for their session ‘Global insights transformation the high-tech way’.
Visa is one of the world’s most well-known brands, but until very recently they were actually a federation of fragmented organizations that came together under one infrastructure. A key component to drive insights through the previously fragmented business was to launch a platform, called the Global Insights Exchange (powered by Market Logic), to leverage insights across countries and business lines. Rather than adopting a high-risk “technology first“ approach, Visa developed a new concept of integrating behavioural change, governance and technology to deliver transformation, the high-tech way.
In this session, Bob described the foundations for transforming their organization the high-tech way and identified key practices that can be leveraged by others. Elizabeth shared the technological underpinnings for the strategy and an outlook for the quarters ahead. They also showed how change management can be flipped on its head, and how the interplay of behaviour, governance and technology can create lasting structural benefits for the research organization and beyond.REGISTER WITH ESOMAR Edinburgh
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