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ESOMAR Conference papers
Int. Journal of Mobile Marketing
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The Sound of Big Data: Understanding a day in the life of a sound listener
Nadines Guhlich, Rey Farhan and Alistair Hill, ESOMAR, Congress, Istanbul, September 2013
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research.
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research. SoundCloud has a vast amount of data regarding usage of its platform, but wanted to understand offline behaviour and how this interacts with the platform. Research participants completed time diaries through their mobile phones and the information they provided was combined with data on their usage of the platform. This approach has the advantage of more accurately recording what respondents are doing as they tend to have their mobile phones with them at all times and are able to record their activities immediately. Combining Big Data, consumer research methodology and mobile device data gathering allowed SoundCloud to gain an holistic understanding of consumers, including different usage behaviours at different times of day and weekends, what motivated people to listen, and why they shared music online.
Organizational Research Reinvigoration: How a top-five media company reoriented itself around human insights
Christian Kugel and Cortney Henseler, ESOMAR, Congress, Istanbul, September 2013
This paper explains how AOL, the internet company, established a new consumer analytics and research team.
This paper explains how AOL, the internet company, established a new consumer analytics and research team. While AOL has historically struggled with the role of research, analytics and insights, the company has recently re-oriented itself around the voice of the consumer. In doing so, research became a critical function and central to the company's decision making. The paper also describes how this team's role has developed, and how other research organisations can replicate this success.
Benefits of Mobile Commerce in the Pay Parking Industry: How the Launch of the P$ Mobile Service Has Changed the Parking Experience in Montréal.
Brady Murphy, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile smartphone usage in Canada has grown by double digits over the last five years, with 48% of Canadians using smartphones in March 2012, up from 33% in 2011 (CWTA, 2012).
Mobile smartphone usage in Canada has grown by double digits over the last five years, with 48% of Canadians using smartphones in March 2012, up from 33% in 2011 (CWTA, 2012). Canadian consumers are taking advantage of new features and functionality on their mobile devices that are meant to save them time, make their lives easier and more enjoyable, and generally, give them a better user experience. In this case study, you will learn how TC Media worked with the Société en Commandite Stationnement de Montréal to launch the P$ Mobile Service, a mobile commerce application that empowers Montréalers to use their handheld devices to simplify one of the most common and aggravating tasks faced by drivers: paying for parking. To date, the P$ Mobile Service has processed more than 1 million transactions, and continues to experience growth of more than 200,000 transactions per month. The success of this initiative illustrates the power of mobile technology to provide simple, engaging and cost-effective solutions to address consumers' needs.
2013: The Breakout Year for Mobile Measurement - What every marketer needs to know about push notifications, SMS and mobile email messaging in 2013
Brendan O'Kane, International Journal of Mobile Marketing, Vol. 8, No. 1, 2013
As consumers adopt smartphones and tablets at soaring rates, marketers are racing to make sense of the copious data those transactions generate, harness what the data says about their customers, and then act on that information.
As consumers adopt smartphones and tablets at soaring rates, marketers are racing to make sense of the copious data those transactions generate, harness what the data says about their customers, and then act on that information. This paper addresses the issue of whether there is a need for analytics and data aggregation for mobile messaging campaigns. It describes the results of a case study preformed on one of Australia's most comprehensive parenting websites and provides insights and analysis of the strategies and techniques used, such as action analytics, a/b split testing and retargeting. The paper draws the conclusion that using analytics to target precise messaging will substantially increase consumer engagement and increase ROI.
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