Alessandra Cotugno: Humanize Your Data to Reveal Emotions

Data-driven leaders, tune in to today’s episode! We don’t often think about creativity as being integral to the role of data analysis, but it is. Today, I talk with Alessandra Cotugno, a global brand strategist and an advocate and pioneer of humanizing data to identify behavioral change. She believes that the data speaks to us if only we ask the right questions. She also explains that to hear what it has to say, a data analyst needs to be both creative and empathetic to uncover the unconscious Why. She has amazing insights into these topics and more for creating a connective brand.  Key Takeaways:There shouldn’t be a disconnect between the data analysis and branding - they are interconnected. There is no such thing as knowledge without creativity. Nothing replaces the human heart and human conversations.The job is not to ask questions; the job is to understand silence.If you torture data long and strong enough, you get a really good sense for what is oging on “The data speaks to us by clustering in a certain way. Your role as an empathetic data analyst is to understand the “why,” give it a name and story, and then connect more points to gain the true insight.” —  Alessandra Cotugno About Alessandra Cotugno: Alessandra Cotugno is a global brand strategist and former strategy partner at Ogilvy. As an expert in global brand management as well as data-driven storytelling, Alessandra has 17 years of agency experience at WPP’s Communication Group where she served as Head of Planning & Insights for the BAVGroup practice in EMEA, the world's largest database of brands and customer attitudes.Alessandra is a pioneer of humanising data to identify behavioural change, helping strategists move from analytics to creativity. Her long list of clients includes Danone, Group Bel, Sanofi, Colgate-Palmolive and Unilever. Together with Dr. Sue Mizera, Alessandra has won two Atticus Awards for Original Thinking in Branding; her findings and methodologies have also been published on ADMAP and WARC.com  Connect with Alessandra Cotugno:  LinkedIn: linkedin.com/in/alessandra-khosa-cotugno-2b1377a4/  Don’t forget to download your free guide! Discover The 5 Business Benefits of Empathy: http://red-slice.com/business-benefits-empathy  Connect with Maria: Get the podcast and book: TheEmpathyEdge.comLearn more about Maria’s brand strategy work and books: Red-Slice.comHire Maria to speak at your next event: Red-Slice.com/Speaker-Maria-RossLinkedIn: Maria RossInstagram: @redslicemariaTwitter: @redsliceFacebook: Red Slice

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Failed product launches. Furious customers. Dysfunctional teams. Many of the problems we face in the business world (and frankly, society) stem from the same root cause: Lack of empathy. Speaker, author, strategist, and empathy advocate Maria Ross shares keen insights and inspiring interviews that prove empathy and compassion are the new paths to market-winning performance. Leveraging both inspiring stories and hard data, Ross connects empathetic leadership, cultures and brands to innovation, engagement, and bottom-line results. You’ll walk away with actionable strategies to amplify your impact, and learn how compassionate business tactics can transform your organization from the inside out. The Empathy Edge podcast provides a quick dose of motivation, wisdom, and practical actions that executive leaders, entrepreneurs and changemakers can use right now. Ready to infuse YOUR organization with more empathy? Tune in to learn why cash flow, creativity, and compassion are not mutually exclusive.