Neustar, in conjunction with the Association of National Advertisers (ANA), named Syngenta a finalist in the ANA Genius Awards in the Analytics Innovation category.
Syngenta joins other top brands including Adobe, Dell, IBM and the Clorox Co. for their ability to solve complex problems and overcome obstacles in new and creative ways.
“Great marketing challenges start with understanding and meeting the needs of a customer,” Joseph Byrum, a senior R&D strategic marketing executive, said. “In our case, that customer is a soybean grower and the need is local insight that improves decision-making and, ultimately, crop yield in specific fields.”
The ANA Genius Award winners will be announced during the Oct. 19-22 ANA Masters of Marketing conference in Orlando, Florida. In addition to increased recognition, the winners will share in a $100,000 prize pool to go to a charity of their choice.
“Our analytics approach has led to significant cost savings in R&D and inventory,” Chuck Lee, Syngenta’s head of product marketing for North America, said. “It is changing the way we do R&D, as well as the way we are introducing, marketing and selling products, all while fostering deeper customer relationships.”
Syngenta’s innovation in agriculture led it to be predictive for its customers and geared toward prescribing the best product recommendations based on grower location and situation.
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