DCMO Series: 9 Path to Purchase Questions for the CEO of Millward Brown

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Today we have CEO of Millward Brown North America answering our path to purchase survey. Mary Ann Packo leads a major market research company with the belief that understanding the modern consumer journey is both an art and science.

This May, Compete will head to Miami, FL to host the tenth annual Digital CMO Summit. The event brings marketing leaders together to explore and discuss the digital forces transforming their businesses. With a mix of formal and informal sessions, it provides an unparalleled opportunity to connect with and learn from top executives in advertising, marketing, and media.

This year’s theme is “Path to Purchase.” We’ll be discussing the consumer’s path: a path that is becoming more complex with increasingly fragmented audiences, shifting consumer behaviors and attitudes (many of them subconscious), and even more connected devices. It’s a chaotic, multifaceted journey for marketers to understand, and we’ll spend two days sharing and discussing key insights with industry peers.

In case you missed them, check out who else answered our path to purchase questions on the Digital CMO page of the Compete Pulse!

Mary Ann Packo

Name: Mary Ann Packo

Title: CEO

Company: Millward Brown North America

Location: New York, NY

1. What’s the most interesting purchase you’ve made in the last 60 days?
If online–some fabulous Jimmy Choo shoes. Actually, on second thought, it might be the tickets I bought this weekend to a great new Broadway play, “The Assembled Parties”. I really enjoyed it.

2. Next month you need a birthday gift, when can we expect to see you buying it?
The day before at best.

3. If overnight shipping were free, would you order a car online?
Why not? Yes!

4. How much time is too much time to spend inside a mall?
More than one hour.

5. If your company had unlimited funds what’s the first thing you would invest in for 2013?
I would buy up all the best digital media talent we can find. And, if the talent is in a start up, I would have them bring their start up along with them.

6. Fill in the blank: I blaze my own path by_________?
Not following the crowd.

7. Do you prefer the direct route or scenic drive?
It depends. Possibly scenic if it takes only 5-10% longer.

8. Shopping in South Beach…can’t wait or a perfectly good waste of sunshine?
I might fit some in on the side.

9. Give us one parting thought on the current consumer path to purchase.
It is as much art as science.

About Clayelle Wolf:
Clayelle Wolf is a Marketing Consultant at Compete, focused on special projects concerning the complex and ever-evolving consumer path to purchase. Before joining the team, she worked in the advertising space. She lives in Boston and enjoys exploring all the city has to offer. Connect with Clayelle on LinkedIn.