By Nesh Pillay

Listening and responding is key to successful marketing, according to Kirk Thompson, Ihop’s vice president of marketing at an Ad Club of New York conference earlier today

Thompson shared the secrets to the successful pancake chain’s journey from being a household name among baby boomers to being a household name among millennials.

In order to make this shift relatively seamlessly, brands need reevaluate how they gather data, and what they do with that data, he said.

“Data is not just a scorecard,” Thompson said. “It’s insight to us.”

Simply knowing the basic demographics—location, age, gender– of consumers is no longer very helpful. Rather, Thompson Read full story ›

Source: The Drum