Rebecca Zhu currently as Vice President - E-Commerce and Data Intelligence of Moët Hennessy Diageo (China). Before she joined spirits and wine industry, she also had nearly 10 years E-Commerce working experience from FMCG, cosmetics and sports outdoor categories, with rich management cases of setting up online omni channel ecosystem, online integrated marketing, and consumer & category analytics system.
International Plenary Hall - Level 2 of North Lobby west
In the past, people were represented as numbers derived from attitude surveys in marketing. However, with the advancement of digital tools, individuals are now perceived as multifaceted entities with attributes encompassing attitudes, behaviors, and social factors.
Brands were abstract concepts that were difficult to define and measure. However, now they have evolved into tangible assets that can be measured and accumulated through a series of actions.
In this topic, we would like to discuss the transition from a one-dimensional perspective of people to a multidimensional one, as well as the transformation of brands from ambiguity to measurability.