"There are great ways to work with partners that benefit both sides," said Christian Brown, director of marketing and public relations at the Houston Ballet. For the March AMA Houston Luncheon, Brown covered how to use data to form valuable partnerships. While not a dancer, he still brings his own finesse to the role.

By starting with a brand evaluation, he was able to determine the value of the Houston Ballet's brand, what type of data they needed, and what they could offer that other people would want. Instead of looking into the data to determine what they could do, he looked and asked, "How can other people use it?"

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