Jodie Antypas is the Director of Consumer Insights at Electronic Arts (EA) where she is known for her passion for championing the voice of the player. At EA, Jodie leads a team of researchers and analysts to deliver insights across all titles in EA’s portfolio for nearly 350 million players engaging with EA games around the world. Jodie was critical in building EA’s consumer insights function during a period of digital transformation for the company. Prior to joining EA in 2010, Jodie oversaw insights for Nintendo of America for the Nintendo Wii, Nintendo DS, Wii Fit and multiple game launches. Always curious about the behaviors and motivations that drive decision making, Jodie started her research career working in the public sector leading projects on traffic safety and public health. Jodie has a BA from the University of Pennsylvania and an MBA from the University of Denver.
Session Title: Using Data to Drive a Customer Centric Culture
Session Description: In the past 4 years, Electronic Arts has undergone a dramatic transformation from being named ‘Worst Company in America’ by Consumerist to an organization with a ‘players first’ mentality and a significant increase in market cap. From player matchmaking to customized messaging, there are many ways that EA effectively uses data & insights to improve the player experience. And with the players first focus, EA’s culture has shifted toward measuringplayer engagement as a key indicator of performance. In this session, Jodie Antypas, EA’s Director of Consumer Insights, will share how the company uses data to drive customer-centric decision making.