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Information and insights on using Big Data in marketing
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MRS Awards, Winner, MRS Awards, December 2013
This article describes how the BBC, the UK broadcaster, developed a digital analytics system that allows easier access and visualisation of data.
This article describes how the BBC, the UK broadcaster, developed a digital analytics system that allows easier access and visualisation of data. The corporation collects a vast amount of audience data which was previously difficult for non-specialists to understand. The new tool automatically creates data visualisations such as graphs, and publishes a stream of top line results from each sector of the business. As a result interest and access of data has increased across the organisation, saving research time and helping teams to make strategic decisions.
Getting smart in the smartphone market: Nokia undergoes an internal revolution
MRS Awards, Finalist, MRS Awards, December 2013
This article describes research using existing assets by Nokia, the mobile phone company, which sought to understand the brand's barriers to conversion in the smartphone market.
This article describes research using existing assets by Nokia, the mobile phone company, which sought to understand the brand's barriers to conversion in the smartphone market. The research combined analysis of various data services the company subscribed to and internally held data to generate insights. This approach allowed the company to avoid commissioning additional primary research, and to identify key areas of concern from which to take strategic decisions.
Busting "myths" about China's low-income consumers: Learnings from P&G
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day.
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day. The firm discovered that quantitative studies can sometimes be misleading, as shown by the gap between the number of people who own a washing machine and those that had a water supply allowing them to use it. Further "myths" included the assumptions that cheap products would automatically be preferred, that authority figures lacked influence, and that low-income consumers would have a limited input when it came to talking about potential innovations.
The future of customer loyalty: Insights from Nectar
Andrea Sophocleous, Event Reports, ADMA Engage, November 2013
This event report draws on insights from Nectar, the loyalty card programme, into how the relationship between consumers and brands is changing.
This event report draws on insights from Nectar, the loyalty card programme, into how the relationship between consumers and brands is changing. In order to retain the trust of shoppers in the digital age, marketers need to emphasise four areas: transparency (particularly regarding data collection and use); added value (ensuring customers get a fair exchange for providing their personal information); control (by allowing shoppers to opt in or out); and trust (building confidence in a company's privacy credentials). While most brands have improved their capabilities in the areas of choice, value and convenience, they also now need to enhance the experience on offer, reflecting the personalised service that shopkeepers provided in the 1950s.
Turn Big Data into smart data
David Brennan, Admap, December 2013, pp. 34-36
This article argues that Big Data misses the large majority of human behaviour that occurs offline, and therefore conclusions drawn from Big Data must be limited.
This article argues that Big Data misses the large majority of human behaviour that occurs offline, and therefore conclusions drawn from Big Data must be limited. Additionally, data collected online misses the subtleties of context in complex human behaviour and decision making, meaning that it captures only a snapshot of a person's behaviour that may change quickly, rather than displaying a pattern. In order to turn Big Data into 'smart data' analysis needs to incorporate offline information collected through other research techniques.
Informed, uninformed and participative consent in social media research
Daniel Nunan and Baskin Yenicioglu, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 791-808
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment.
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment. This reflects the much wider range of data available online and the key role that social media now plays in interpersonal communication. However, the process of gaining permission to use social media data for research purposes creates a number of significant issues when considering compatibility with professional ethics guidelines. This paper critically explores the application of existing informed consent policies to social media research and compares with the form of consent gained by the social networks themselves, which we label ‘uninformed consent’. We argue that, as currently constructed, informed consent carries assumptions about the nature of privacy that are not consistent with the way that consumers behave in an online environment. On the other hand, uninformed consent relies on asymmetric relationships that are unlikely to succeed in an environment based on co-creation of value. The paper highlights the ethical ambiguity created by current approaches for gaining customer consent, and proposes a new conceptual framework based on participative consent that allows for greater alignment between consumer privacy and ethical concerns.
Identifying the real differences of opinion in social media sentiment
Annie Pettit, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 757-767
This study examined the differences in social media sentiment based on author gender, age and country.
This study examined the differences in social media sentiment based on author gender, age and country. After creating ten category-generic datasets, millions of social media verbatims from thousands of websites were collected, cleaned of spam, and scored into five-point sentiment scales. The results showed that women exhibit more positive sentiment, older people exhibit more positive sentiment, and Australians exhibit more positive sentiment, while Americans share more negative sentiment. The differences were small but clear, suggesting that research methodologists should apply correction factors to ensure that their results more accurately reflect differences of opinion as opposed to differences of word choice. Business users of social media data can be reassured that correction factors are not required to improve the accuracy of their research.
Humanising big data: Applying a qualitative analysis lens to big data
Vartika Malviya Hali, Anupama Wagh-Koppar and Sandeep Arora, ESOMAR, Qualitative, Valencia, November 2013
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both.
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both. These are contrasting approaches to analysis: Big Data is a world of size, dynamic data, vast trends, patterns and predictions; and qualitative analysis is a world of in-depth enquiry, causality and descriptions. The need to adopt a new mindset, retain the quintessential research approach and suspend the 'Traditional Qualitative Agenda' to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.
How easyJet used data to cut spend and boost its brand: A view from Thinkbox's Blind Data event
Joseph Clift, Event Reports, Thinkbox: Blind Data, November 2013
This event report discusses the decision of low-cost airline easyJet to shift its marketing strategy away from direct response and towards brand building.
This event report discusses the decision of low-cost airline easyJet to shift its marketing strategy away from direct response and towards brand building. Three years ago, 70% of the company's overall media budget went on direct response and 30% on branding; by 2013, this ratio had flipped almost exactly. Aggressive savings in search advertising spend have been channeled into new TV ads, while easyJet's CRM capacity has been boosted significantly. The report also discusses results of a new report undertaken for the IPA, which suggests that brands should be sure to mix their data sources in order to gain a truer picture of their markets.
Education, negotiation and the future of consumer privacy
Lena Roland, Event Reports, Powering Trust Roadshow, October 2013
This event report addresses the major issues currently shaping the online privacy debate. Consumer awareness of the potential threats has increased enormously in recent years, largely thanks to considerable press coverage of the subject.
This event report addresses the major issues currently shaping the online privacy debate. Consumer awareness of the potential threats has increased enormously in recent years, largely thanks to considerable press coverage of the subject. Marketers now need to make the case for behavioural advertising, emphasising that it helps support the internet economy and has wider benefits for consumers. They must also be more transparent about current practices in this area, and be prepared for more consumer empowerment and a process of "negotiation" over data.
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