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Real-time research, data mining and emotional branding: Highlights from the 2013 MRS Conference
Manfred Mareck, Event Reports, MRS Annual Conference, March 2013
Topics covered in this round-up of presentations from the 2013 MRS Annual Conference include Big Data, trust and transparency in the MR industry, the role of emotion and real-time research.
Topics covered in this round-up of presentations from the 2013 MRS Annual Conference include Big Data, trust and transparency in the MR industry, the role of emotion and real-time research. Each of these are revealed to be fraught topics, with many researchers divided on whether the preponderance of consumer made available by the digital revolution will lead to a seismic change in how researchers practice their trade. Other subjects mentioned by the day's speakers include behavioural economics and inter-disciplinary collaboration. The report includes insights from companies including Fujitsu, PepsiCo and GfK NOP.
Quantitative research: Storytelling with numbers
Ollie Willis, Admap, December 2012, pp. 38-39
Brand owners have access to more data than ever before and the sea of data is getting deeper and a guiding light is needed more than ever.
Brand owners have access to more data than ever before and the sea of data is getting deeper and a guiding light is needed more than ever. Quantitative research has to be part of the broader strategic conversation to deliver genuine value. To do this, quant researchers need to become storytellers as well as information providers. Telling a story with quant requires researchers to think about how to tell the story at every stage, from responding to the brief, to delivering the final output. This article explains the four key parts to telling a story with numbers.
Point of view: New skills for a new world
Stan Sthanunanthan, Admap, December 2012, pp. 7-7
Since the turn of the century, the pace of change in the skills required to survive and thrive in the research industry has increased significantly.
Since the turn of the century, the pace of change in the skills required to survive and thrive in the research industry has increased significantly. The insights industry embraced technology fairly early on because it enabled efficiency and effectiveness. Now the need is to move beyond using technology as an enabler and adopt technology as a driver. This is likely to mean the experimental mindset will assume greater significance in the future. It also begs the question of how can the industry deal with the fact that technology is going to tread aggressively into territories that were solely dependent on the human brain?
Warc Tech Trends Snapshot: Listen to the Data - Why the music sector holds new opportunities for brands
Warc Trends, November 2012
The growth of audio downloading and streaming is turning music data into a rich source of insight. Data-mining services are processing daily listening and purchasing information on a global scale for the music industry to use as a predictive, decision-making tool.
The growth of audio downloading and streaming is turning music data into a rich source of insight. Data-mining services are processing daily listening and purchasing information on a global scale for the music industry to use as a predictive, decision-making tool. This data is also driving new forms of advertising, such as music streaming service Spotify's campaign that showcased on outdoor posters the most popular songs of different UK regions. This Snapshot includes examples of brands ahead of the curve and discusses the general implications of the trend.
Using cookie data to generate brand insight
Malcolm Murdoch, Warc Exclusive, MAP: Measuring Advertising Performance, March 2012
Getting more out of your business metrics across multiple geographies
Karl Weaver and Matt Stockbridge, Warc Exclusive, MAP: Measuring Advertising Performance, March 2012
Being able to put a finger on the variables that make the biggest difference to the success of a company gives a feeling of security, and is also critical to making informed decisions about marketing spend – especially in recessions when marketers are under pressure to do more with less.
Being able to put a finger on the variables that make the biggest difference to the success of a company gives a feeling of security, and is also critical to making informed decisions about marketing spend – especially in recessions when marketers are under pressure to do more with less. In this presentation Karl Weaver from Data2Decisions and Matt Stockbridge from Kraft look at how to measure the overall return of marketing spend as well as isolate the ROI of specific marketing mix elements across multiple territories and regions. Applying the principles related, it is also shown how making knowledge generated across markets works in practice, drawing on examples from Data2Decisions' international client base including Reckitt Benckiser and Kraft.
Content not volume - how to make social media data more constructive
Peter Dann, Warc Exclusive, MAP: Measuring Advertising Performance, March 2012
Peter Dann of The Nursery looks at social media monitoring, which has focused on ROI measurement, but suggests that as research data it can be misleading with small samples and unreliable analysis.
Peter Dann of The Nursery looks at social media monitoring, which has focused on ROI measurement, but suggests that as research data it can be misleading with small samples and unreliable analysis. He suggests that the real value of social media research lies in analysing the content not the volume and demonstrates the value of proven quantitative and qualitative techniques and experience over data analytics. Case studies come from customer service in high street banks, sports betting and trends in baking.
Under the halo
James A Rohde, Admap, February 2012, pp. 20-21
Looking at a rival brand's attributes and halo effects can give a better insight into your own brand's performance and positioning.
Looking at a rival brand's attributes and halo effects can give a better insight into your own brand's performance and positioning. Taking three separate brands and getting respondents to score them in the areas of overall satisfaction, likelihood to recommend, friendly staff, price, quality, variety of product and fast checkout, and then by centring the data, comparisons can be made and much of the noise that clouds the analysis can be eliminated.
Market research: Drinking from the big 'data hosepipe'
Mark Earls, Market Leader, Quarter 1, 2012, pp. 32-35
Today's marketers have access to massive amounts consumer data but they need to learn to use the 'data hydrant'.
Today's marketers have access to massive amounts consumer data but they need to learn to use the 'data hydrant'. It is important to be less precise - to draw bigger conclusions from large datasets by spotting important patterns, rather than smaller ones at lower levels of granularity. There is greater access to more data than any previous generation of marketers have ever had - which could help with understanding consumers. It's important not to get bogged down in detail and instead focus on the overall patterns.
Using storytelling to bring data to life
Ray Poynter, Warc Exclusive, Datacentric, December 2011
Ray Poynter, svp at Vision Critical, gave this presentation at Warc's Datacentric conference in London.
Ray Poynter, svp at Vision Critical, gave this presentation at Warc's Datacentric conference in London. He asked what's different about today's storytelling techniques compared to the past, and discussed how to create and share stories through digital and other technologies. Included are ways and examples of using storytelling to bring data to life and in the delivery of business analysis or research.
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