AMA: Audible Former Senior Director, Head of Product Marketing, Jameelah Calhoun on Market Research
March 9 @ 10:00AM PT
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Eventbrite VP, Global Head of Product Marketing | Formerly Amazon, Ex-Amex • 5y
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,...
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Eventbrite VP, Global Head of Product Marketing | Formerly Amazon, Ex-Amex • 5y
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 poten...
1343 Views
3 requests
Eventbrite VP, Global Head of Product Marketing | Formerly Amazon, Ex-Amex • 5y
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 cost...
767 Views
1 request
Eventbrite VP, Global Head of Product Marketing | Formerly Amazon, Ex-Amex • 5y
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...
1199 Views
1 request
What constitutes a competitor, and what is the goal you have in mind when you conduct competitor analysis?
What is your philosophy when it comes to competitors?
Eventbrite VP, Global Head of Product Marketing | Formerly Amazon, Ex-Amex • 5y
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...
1195 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?
Eventbrite VP, Global Head of Product Marketing | Formerly Amazon, Ex-Amex • 5y
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 p...
1643 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
Eventbrite VP, Global Head of Product Marketing | Formerly Amazon, Ex-Amex • 5y
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 hypoth...
1939 Views
5 requests