The Convergence of Consumer Psychology, Data Science, Consulting and Marketing

Please join FCC's special session on February 19th with our featured speaker – Christopher Demetrakos, CEO of Manzanita.

Venue: Roppongi Hills Club

Date: February 19th, 2020

Fee: 6,000 yen for FCC members, 8,000 yen for non-FCC members

RSVP: Please RSVP by February 15th as seating is limited to 100 guests.

Schedule:

• 18:30 Door open
• 19:00 Presentations, Q&A and free discussion
• 20:15 Networking reception over food & drink
• 21:30 End of Evening

You saw 10,000 ads yesterday. Can you name even one? Those ads were made by the best creative minds, backed by the largest budgets, and built with the most sophisticated tools. Yet 97% of us don’t remember. Is the problem bad creative? Strategy? Juniorification? The encroachment of consulting firms? None of the above, the answer has to do with how the human brain is structured. And based on this, we are entering not just a new era of marketing and advertising, but a whole new era of how customer creation happens.

Consumer decision is the lifeblood of Business.

Consumers are irrational.

Decision (revenue) requires an understanding of consumer psychology.

The technology gap is widening as bold companies are leaving their analog competition far behind. From this year, the transformation will be defined by the utilization of data science, consumer psychology and behavioral economics, applied both to upstream internal processes, as well as downstream marketing to capture decision and revenue. How can we be on the sunnier side of this widening gap? How can we transform both our outbound communication as well as our internal processes and product design to leverage the rapidly advancing new standard of consumer psychology? Christopher will deliver the latest findings from his company, Manzanita, and others in this new field.

About the Speaker

Christopher Demetrakos has lived in Japan since 1993. He attended Keio University, and spent 13 years at Dentsu HQ in Tokyo, working first on M&A (Publicis, BCOM3), then handled accounts, creative, and strategy for 21st Century Fox, Louis Vuitton, Coca-Cola, and Mercedes-Benz. He started Manzanita K.K. in 2013, Japan’s first consumer psychology-based platform consultancy. Manzanita supports major advertising groups and direct clients alike by analyzing their audiences and knowing how to get consumer decision by leveraging psychology.