Christine is an executive vice president in Material’s Strategy and Insights practice. A seasoned expert in consumer behavior with a focus on media, financial services and retail trends, Christine takes pride in bringing a unique perspective to the challenges and best practices inherent to building brands. She is passionate about helping companies bring their consumers into focus with an actionable, story-driven and straightforward approach. Prior to joining Material, Christine started her insights career at Kate Spade and Juicy Couture where she developed positioning, targeting and growth strategies.
Sessions
Apr 29
11:55 AM - 12:15 PM EDT
Red Stage
AI & Research Workflows
Customer Journey Mapping
Shopper & Retail
Beyond Journey Maps: Scaling Northern Tool with Dynamic AI
Traditional, static insight "maps" rarely spark action. Material and Northern Tool present an AI-driven approach that synthesizes complex data into an immersive journey tool. By uncovering the emotional quest behind utilitarian purchases, Northern Tool transformed its entire go-to-market strategy, from product assortment to staff training, turning insights into a lived experience. Key Takeaways: 1. Use AI to turn static data into interactive, multi-source journey tools that beat PowerPoint. 2. Shift from receiving to "experiencing" insights to drive stakeholder action and absorption. 3. Use the deeper meaning of a purchase to revolutionize GTM and merchandising strategies.
Also speaking
Laurie Krause
VP, Data Analytics Insights and Enterprise Strategy, Northern Tool
