Just last week I participated in a golf industry conference panel that shared best practices in the use of big data to gain greater insight into consumer behavior. Certainly, tracking fan spending coupled with the recency and frequency of engagement are foundations for identifying best customers. They reveal the “who” and the “how.” But I […]
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How can researchers bridge the gap between technical expertise and business impact? Our host, Jon Last, Sports and Leisure Research Group, talks with Lisa Courtade, a veteran researcher with top healthcare companies including Merck, Sanofi Pasteur, and, now, Organon, as she shares insights from her wild ride career, including lessons learned like “Perfect data only exists in the […]
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Troon CEO Tim Schantz continues to personify the enlightened industry leader and shares some thoughts with co-hosts Jon Last and David Klein Troon CEO Tim Schantz joins Sports & Leisure Research Group’s Jon Last and David Klein, co-hosts of the “Driver$: Inside the Golf Industry” podcast, to talk about golf’s current trajectory, how we got to […]
Read More » For as long as sports and event marketing have existed, both properties and sponsors have sought to measure return on investment both during the initial consideration/sell in stage and throughout the activation period. This often-elusive goal has yielded its share of creative and often flawed methodologies. It’s not uncommon to see the process influenced by […]
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July Vacation Ownership Sentiment Index Finds Owners Still Traveling This Fall, Despite General Decline in Travel Demand Across All Travel Sectors
Read More »With over 25 years of management experience, Jon Last is founder and President of Sports and Leisure Research Group, a White Plains, NY based full service marketing research consultancy that supports leading brands in sports marketing, travel, media and leisure categories as well as a host of golf, travel and consumer product company clients. Jon’s […]
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