Jameelah Calhoun

AMA: Audible Former Senior Director, Head of Product Marketing, Jameelah Calhoun on Market Research

March 9 @ 10:00AM PST
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Audible Former Senior Director, Head of Product Marketing, Jameelah Calhoun on Market Research
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Jameelah Calhoun
Jameelah Calhoun
Eventbrite VP, Global Head of Product MarketingMarch 10
Your leadership will be focused on the ROI of the budget and time spent developing personas. The most salient metric for these exercises will be customer acquisition costs. I would look at trends in customer acquisition costs over time, across segments, and across channels. This helps illuminate ......Read More
706 Views
1 request
Can you share your experience about segmentation and personas definition?
I'm so sure it is so important for good products being focus on an addecuate segmentation or undestand personas, but what do you consider are the steps or the best process for getting a good segmentation?
Jameelah Calhoun
Jameelah Calhoun
Eventbrite VP, Global Head of Product MarketingMarch 10
Segmentations and personas both have a role to play in informing product strategy and targeting for marketing. Defining segments is more of quantitative exercise with a primary goal of optimizing your business and operating model. Typically, I couple an external prospect survey with internal dat......Read More
1451 Views
3 requests
Jameelah Calhoun
Jameelah Calhoun
Eventbrite VP, Global Head of Product MarketingMarch 10
I focus on creating a collaborative environment with market research, user research, and analytics teams as they provide critical inputs for product marketing to function. PMM owns defining the research objectives and the business questions, while the research and analytics teams are the subject ......Read More
1025 Views
1 request
Jameelah Calhoun
Jameelah Calhoun
Eventbrite VP, Global Head of Product MarketingMarch 10
Thanks for asking this question. The exercise of defining your competitive set is a critical, but at times under-emphasized aspect of conducting research. There are three primary modes for competitive research: 1) optimization, 2) growth and 3) exploration. 1) Optimization is the most narrow mod......Read More
877 Views
1 request
Jameelah Calhoun
Jameelah Calhoun
Eventbrite VP, Global Head of Product MarketingMarch 10
Thanks for this awesome question! The great news is that there are many pathways and many skillsets that can lead to a successful career in product marketing. In my case, I started my career as a financial analyst and consultant. These skills have been invaluable for me as product marketing requi......Read More
1155 Views
2 requests
Jameelah Calhoun
Jameelah Calhoun
Eventbrite VP, Global Head of Product MarketingMarch 10
It's important to take an iterative approach to customer research that spans the product development cycle. No single research study can anticipate and answer every potential customer challenge or angle, so it is important to build iteration into your plans. I follow 4 main stages of research: 1)......Read More
777 Views
3 requests
How do you conduct Marketing Research?
Walk us through the process you use to gain customers insights at Audible and in other organizations
Jameelah Calhoun
Jameelah Calhoun
Eventbrite VP, Global Head of Product MarketingMarch 9
Customer insights are the bedrock of any product marketing function. There are 4 key steps when planning research: 1) knowing your objectives, 2) establishing your hypotheses, 3) discerning which methodology will deliver the right inputs to drive your decisions, and 4) articulating the 'so what'.......Read More
1195 Views
5 requests