Watch this webinar to learn how you can make optimal use of your own past research data to optimize future campaigns, gain insights from your past research data and ultimately improve ROI by reducing costs.

1. Research on
Research
Your Very Own Insights Jukebox!

2. About Course5
Our Values
Customer Centricity, Innovation, Empowerment
Recognition
Deloitte Technology Fast 50 (4 years) | Red Herring Top 100
Asia/Global and One of the Most Innovative Company (3
years) | Fortune Global Outsourcing 100 Rising Star (3 years) |
Top 10 Analytics and Data Science Providers in India (2017)
by Analytics India Magazine
© Course5 Intelligence
We drive Digital Transformation for
businesses through
We build for organizations the capabilities
and intelligence to make the most effective
strategic and tactical moves related to
customers, markets, and competition
Analytics Insights Artificial
Intelligence
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3. Housekeeping Items
3© Course5 Intelligence
Continue the conversation
on Twitter using
#ResearchOnResearchW
B
You can ask questions at
any time using the Q&A
Panel
Recording will be
available on our website
www.course5i.com
Recording Twitter Questions

4. Today’s Presenters
4© Course5 Intelligence
Poonam Dave
VP - Operations
Anil Damodaran
Product Head

5. Our Audience
5© Course5 Intelligence
Advertiser/
Brand
Ad
Agency
Research
Agency

6. 6© Course5 Intelligence

7. Challenges faced by advertisers today…
7© Course5 Intelligence
Higher impact
To produce and execute creatives that have higher impact
• In terms of recall, persuasiveness and overall influence
• On profitability and sales
• Effectively target key market segments with content that resonates
Feeling in control of the Creative Process
• Reducing dependency on agencies
• Being in the control of the data
• Research and testing to inform the creative process
Optimizing creatives in a fragmented environment
• It is becoming increasingly difficult to run a creative across diverse
media options including complex digital ecosystems
• Understating what will work and what will not, is getting extremely
important
Amongst Noise
• 65% of the underperforming campaigns are caused by creative issues
mostly as they are not noticed amongst the clutter
• Unforced exposure enables an accurate way of measuring
breakthrough potential
Enriched understanding of market behavior
• Bring greater understanding to stakeholders about the response to
the creative and impact on the brand
• Identify or go deeper into higher order values, personal values, service
attributes, etc. that contribute to purchase decisions, brand awareness
and market positioning
Do more with less
• Research departments are under tremendous pressure to do more
with less
• Budgets and timelines are constantly being squeezed.

8. What are some of the questions that keep advertisers constantly
challenged?
8© Course5 Intelligence
• Brand?
• Cues?
• Product use?
How do I
maximize my
creative?
• Medium?
• Video
• Print
• Web banners
• Rich interactive
mediums, etc.
• Length of ad?
• Copy and hooks?
What format do
I use?
• Maintaining
attention?
• Short and simple?
Or Detailed and
rich?
• Creative elements
that need to be
emphasized
based on screen
size?
• Cross device
approach or not?
What strategy do
I use for devices?
• Fragmented
across teams?
• Intranet or
SharePoint portal?
• AI based Asset
Library?
How do I manage
my Creative
Ad assets?

9. Key Business Questions
9
Smart insights while
designing new
creatives
Increasing predictability
of the success of
Creatives (pre-testing)
Strategic inputs from a
media / channel
planning perspective
© Course5 Intelligence

10. TV Ad
Consumer Technology, PC Notebook / 30 seconds / Surface, Microsoft
© Course5 Intelligence 10

11. • Unaided Brand Recall
• Aided Brand Recall
• Message Clarity
• Recognition
• Likeability
• Differentiation
• Relevance
• Credibility
• Imagery Attributes
• Brand Fit
• Interest
• Purchase Intent, etc.
Typical Campaign Analysis
Scorecard
Metrics
‘Dial’ data to
capture interest or
likeability
Open-end quotes
and themes
Data from AI that is run on the creative
© Course5 Intelligence 11

12. AudioVideo/Image
Stage 1 – Apply the technology
Size Frequency Duration Position Other Element
How do we do it?
Objects
Emotions
Celebrities
Environment etc.
© Course5 Intelligence 12

13. Stage 2 – Generate Data and Map to Likeability Curve
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2
Video frames
LikeabilityCurve
2. Likeability Curve
• Generate interest score on the basis of
consumer/customer response on creative
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15
20
25
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Laptop Ad Campaign
Figures are for illustrative purposes only
1. Break creative into frames
• Identify & plot variables for each frame
• Establish variable details
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14. Stage 3 – Run Analysis of frame and consumer data
14© Course5 Intelligence
Video frames
Calculate the drivers of variables that are
impacting the creative
Sound Background Colour
Emotion – upset,
angry, happy
Demographics – age,
gender, ethnicity
Characters Brand logos Props
Key variables from the creative
Example – For this particular creative using the frames
and data map, it looks like the Laptop form-factor,
the actor’s happy emotion along with the Brand logo
on a Light background are among the prominent
variables.
Likeability
0
5
10
15
20
25
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Laptop Ad Campaign
Figures are for illustrative purposes only
Brand: Microsoft
Facial recognition: Female, Age 15 -31 years, Asian,
Neutral
Location: Studio
Object: Laptop, Table, Window, ladder, Red brick
building
Animals: Dogs
Example – For this particular creative, using the frames
and data map, we can conclude that, for a short ad
version we can potentially use frames from 0.9sec to
0.12sec and later from 0.20 to 0.25sec

15. Revisiting Key Business Questions
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Smart insights while
designing new
creatives
Increasing predictability
of the success of
Creatives (pre-testing)
Strategic inputs from a
media / channel
planning perspective

16. *Input Creative*
Stage 4 – Comparing Creatives using computer vision
16© Course5 Intelligence
Similarimages
acrossthedatabase
SS: 0.73 SS: 0.64 SS:0.62 SS:0.71
CreativeDatabasewithSimilarity
Score(SS)
0.31
0.290.38
0.40
0.400.36
0.31
0.26
0.41
0.37
0.27 0.35
0.39 0.27
0.28
0.31 1.0
0.60
0.64
0.62
SS: 0.64 SS: 0.60 SS: 0.62
Images similar to the *input creative* Interest Index figures are for illustrative purposes only

17. Revisiting Key Business Questions
17© Course5 Intelligence
Smart insights while
designing new
creatives
Increasing predictability
of the success of
Creatives (pre-testing)
Strategic inputs from a
media / channel
planning perspective

18. Summary and Concluding Remarks
18© Course5 Intelligence
An opportunity to present
our expertise and
thoughts in the space of
ad optimization
Deep Mining Development of ‘optimal
creatives’ for diverse user
groups
Webinar Two-fold value proposition

19. Questions?
Anil Damodaran | Poonam Dave
anil.damodaran@course5i.com
poonam.dave@course5i.com
United States | United Kingdom | India | United Arab Emirates
www.course5i.com
#ResearchOnResearchWB © Course5 Intelligence

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