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Information comes at us from all angles, but mining through it all and translating info to insights to drive marketing is always the challenge, right? Recently “big data” has emerged as a more talked about factor that is contributing to decisions and strategy.

The University of Wisconsin Oshkosh will host the February Sales and Marketing Professionals of Northeast Wisconsin (SMPNEW) (student marketing organization) speaker Feb. 20 to give students the opportunity to learn more about marketing decisions and strategy from Jon Matthews, Director of Global Branding at Mercury Marine, who will discuss data and how utilizing data from various areas is helping them in their branding.

Program Details

  • Date: Wednesday, Feb. 20, 2012
  • Time: 4:30 p.m. networking, 5:30 p.m. program, 6:30 p.m. dinner
  • Location: Reeve Memorial Union


The program will discuss how Mercury Marine has recently implemented a brand-led transformation. An important part of this transformation involves using a variety of “big data” from sales, social media and marketing. Matthews will focus on how this data is collected, analyzed and used to initiate strategic initiatives within the organization.

A graduate of UW-Milwaukee, Matthews turned a college internship at Harley-Davidson into a full time job. Not only did that land him an opportunity to work at an iconic company he also met his wife of 17 years there. After several years working with international dealers and distributors setting up HOG clubs, he left H-D to join a college friend at a Milwaukee based ad agency. After working his way up to account management, he made the leap client side and joined Mercury Marine as their advertising manager in 2005. In 2009, he was named the Director of Global Branding, where he now oversees Mercury’s internal creative department, Mercury’s agency of record,, branded merchandise (clothing), literature, point-of-purchase strategies and television sponsorships.

Register for the February program online.

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