Extensive research from TNS proves that social media and search data can accurately predict the results of brand tracker surveys months in advance. The implications for market research are enormous.
Bridging the divide between brand and shopper marketingTNS
A new approach to mapping the shopper journey can drive more meaningful integration between brand and shopper marketing, and ensure brand equity translates into sales more effectively. We reveal the four principles that can connect your marketing strategy to what really drives buying decisions.
Transform results by focusing on receptive audiences TNS
The best ad in the world won’t deliver results if it can’t reach those likely to buy its product. A future-focused approach to identifying receptive audiences is delivering results where traditional targeting has failed.
CMOs now have access to vast amounts of consumer data through social media, which is shifting the marketing landscape. This data provides insights into customer characteristics beyond just demographics, allowing for highly personalized and predictive marketing. The convergence of marketing and advertising technologies (MadTech) further empowers CMOs by automating processes and providing insights driven by predictive analytics. This new environment has elevated the role of the CMO to make strategic business decisions across the company using customer insights.
An increased number of consumers are using the mobile web and native apps on their smartphones to research products and make purchases, however many mobile marketing efforts miss key opportunities to maximize their app ROI.
By focusing on a consumer-friendly app strategies, companies can increase their ROI, gain insight into consumers’ mobile behavior, and enhance their consumer appeal.
Download our white paper to learn more about how Gold Mobile can accelerate customer engagement, drive transactions, and reward your most loyal customers with our unique platform. Included are examples of how our platform has been utilized by other companies to help combat precise challenges and achieve specific goals.
Dallas retail Summit - Succeeding in the Infinite Marketing Future Mathew Sweezey
This is a variation of the Infinite marketer series specifically tailored to retail marketers, and presented at the Texas A&M Retail Summit 2015. This is a forward to the upcoming book Infinite Marketer to be published in 2016
This document discusses metrics that are important for B2B marketers to measure. It notes that many B2B marketers struggle to measure marketing's impact on business outcomes and instead focus on easier metrics like outputs and activities. The document recommends that marketers measure metrics that connect marketing to revenue, profit, and customer growth. It also suggests managing marketing performance across the entire customer lifecycle rather than just focusing on the early funnel. Marketers need to show how their activities drive sustainable business development in order to gain credibility and secure budgets.
What marketing research needs to know about brand building in a digital ageJoel Rubinson
Presented to Toronto audience for MRIA Netgain 2015 conference. Digital, social, mobile creating marketing disruption triple play that marketing research is out of synch with
Bridging the divide between brand and shopper marketingTNS
A new approach to mapping the shopper journey can drive more meaningful integration between brand and shopper marketing, and ensure brand equity translates into sales more effectively. We reveal the four principles that can connect your marketing strategy to what really drives buying decisions.
Transform results by focusing on receptive audiences TNS
The best ad in the world won’t deliver results if it can’t reach those likely to buy its product. A future-focused approach to identifying receptive audiences is delivering results where traditional targeting has failed.
CMOs now have access to vast amounts of consumer data through social media, which is shifting the marketing landscape. This data provides insights into customer characteristics beyond just demographics, allowing for highly personalized and predictive marketing. The convergence of marketing and advertising technologies (MadTech) further empowers CMOs by automating processes and providing insights driven by predictive analytics. This new environment has elevated the role of the CMO to make strategic business decisions across the company using customer insights.
An increased number of consumers are using the mobile web and native apps on their smartphones to research products and make purchases, however many mobile marketing efforts miss key opportunities to maximize their app ROI.
By focusing on a consumer-friendly app strategies, companies can increase their ROI, gain insight into consumers’ mobile behavior, and enhance their consumer appeal.
Download our white paper to learn more about how Gold Mobile can accelerate customer engagement, drive transactions, and reward your most loyal customers with our unique platform. Included are examples of how our platform has been utilized by other companies to help combat precise challenges and achieve specific goals.
Dallas retail Summit - Succeeding in the Infinite Marketing Future Mathew Sweezey
This is a variation of the Infinite marketer series specifically tailored to retail marketers, and presented at the Texas A&M Retail Summit 2015. This is a forward to the upcoming book Infinite Marketer to be published in 2016
This document discusses metrics that are important for B2B marketers to measure. It notes that many B2B marketers struggle to measure marketing's impact on business outcomes and instead focus on easier metrics like outputs and activities. The document recommends that marketers measure metrics that connect marketing to revenue, profit, and customer growth. It also suggests managing marketing performance across the entire customer lifecycle rather than just focusing on the early funnel. Marketers need to show how their activities drive sustainable business development in order to gain credibility and secure budgets.
What marketing research needs to know about brand building in a digital ageJoel Rubinson
Presented to Toronto audience for MRIA Netgain 2015 conference. Digital, social, mobile creating marketing disruption triple play that marketing research is out of synch with
Making Mobile Marketing Budgets Count in the Age of Ad BlockingSyniverse
In this webinar, Syniverse’s Rob Hammond (@tech2dollars) and mCordis’s Paul Berney (@paulbmobile) examine the rise of ad blocking tools and the implications for mobile marketers. This presentation explores best-practice examples for optimizing engagement with mobile-first customers.
Today's consumers expect personalized experiences from brands. Data-driven marketing using audience profiling and segmentation allows brands to better understand their target consumers and deliver highly tailored campaigns. Personalization improves customer experience and engagement, driving higher returns on marketing investments. Successful personalized tactics include content marketing, email marketing, and retargeting tailored to individual consumers across channels based on their behaviors, interests, and purchase journeys. Maintaining authenticity is important for building trust with personalized audiences.
Thailand presents opportunities for brand expansion due to rising consumer confidence and economic growth following political instability in 2014. Successful companies have aligned their brands with the national mood by launching feel-good campaigns after crises like floods in 2011. Consumers in Thailand expect rewards and promotions for their loyalty. While Western brands once dominated, Asian brands have increased in popularity due to influences like Korean culture. Emerging sectors like male grooming and technology show potential for challenger brands to capitalize on post-protest Thailand.
This document discusses how predictive analytics can help sales and marketing organizations overcome challenges posed by growing multi-channel marketing strategies and big data. Predictive analytics provides the ability to analyze historical sales and marketing data to determine how customers are likely to behave in the future. This allows companies to improve key operations like customer retention, acquisition, cross-selling, and price optimization. The document outlines best practices for building predictive models, including understanding business needs, preparing data, modeling, and evaluating results. It also highlights the benefits of WebFOCUS RStat for predictive analytics and a success story at a discount retailer.
What programmatic marketing really means for researchJoel Rubinson
Understand that programmatic advertising is the biggest change since TV. It drives marketers into data driven marketing and researchers into real time systems.
This article written by Diarmaid Byrne, Editor, STQ, was published in issue 07 of Social Technology Quarterly.
Summary: In a data driven economy Programmatic Buying is the approach marketers are shifting to in order to best utilize data and examine their selling strategies better.
This document discusses factors that influence consumer behavior and how understanding consumer behavior can help with marketing. It provides 3 key points:
1) Various personal, social, and economic factors can influence how consumers make purchasing decisions. Marketers need to understand what motivates consumers' choices.
2) There are different types of consumer purchasing behaviors that marketers should be aware of, such as complex purchases, dissonance-reducing behaviors, habitual behaviors, and variety-seeking behaviors.
3) Understanding patterns in consumers' purchasing locations, times, frequencies, and methods can provide useful insights for marketers. Effective consumer segmentation is important for customizing marketing strategies.
Into the Mainstream: Influencer Marketing in Societyrun_frictionless
TAKUMI surveyed over 3,500 consumers, marketers, and influencers across the UK, US, and Germany to uncover the latest trends in the sector. The report ‘Into the mainstream: Influencer marketing in society’, uncovered divided opinions on what consumers want to see and what brands are willing to engage with influencers on.
https://runfrictionless.com/b2b-white-paper-service/
Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation Mathew Sweezey
Understand customers wants, needs, and desires is a tricky business but it can be made much easier if you understand three key ideas: stage based marketing, system of relevance, and the fundamentals of modern consumer desires. This presentation was created for the Data Marketing conference in Toronto 2015, and outlines new research into modern buyers, and how to understand their needs, derive intelligence from their actions, and provide the best experience possible in the modern era.
This document summarizes the results of a survey of over 900 senior-level marketers about how they are redefining success and integrating the customer journey. Key findings include:
- 86% of marketers agree that creating a cohesive customer journey across channels is important. However, only 40% use the term "customer journey".
- Companies with fully integrated customer data were most effective at creating a cohesive customer journey (97% effective).
- Mobile technologies like apps, SMS, and push notifications were highly effective but over 50% of B2B marketers do not plan to use mobile in their strategies.
- Collaboration, marketing analytics, CRM tools, and content management were rated as most important and
This document discusses how digital asset management is key to effective content marketing in today's media landscape. It argues that digital asset management can provide three "tickets" to successful content marketing: integration, optimization, and accessibility. Integration refers to bringing together internal teams and external partners to collaborate on asset production. Optimization means streamlining workflows and facilitating connections between dispersed teams. Accessibility is about making assets easily searchable and usable for all relevant parties. The document advocates for digital asset management systems that provide these three features to help brands keep up with increasing demands for real-time, multi-channel content marketing.
This document discusses how mobile marketing has evolved as an important tool for brands to interact with consumers. It notes that more people now access content via mobile than traditional mediums like newspapers, radio, TV or the web. The document provides tips on how to craft effective mobile advertising campaigns, including starting with clear goals, understanding mobile users, considering the full user experience, and being creative. It also outlines some key ways mobile can be used in marketing campaigns, such as contests, coupons, apps, and calls to action.
This document discusses the importance of multichannel attribution for marketers. It notes that consumers are increasingly device-agnostic and pick the most convenient channel. While many companies have basic digital attribution models, advanced multichannel attribution is needed to understand what marketing activities drive consumer actions. The document provides an overview of attribution and discusses how marketers are focusing more on cross-channel measurement and viewthrough conversions as part of multichannel attribution. However, cross-device attribution remains a major challenge for many marketers.
Online advertising vs brand building (Nielsen)Alfonso Gadea
Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
Accenture Social Media PoV - 55m conversations in 55 days Mac Karlekar
While it should come as no surprise that many major CPG brands and retailers are among the top 50 most active social media brands, this new point of view finds different brands are at varying levels of maturity in having a two-way dialogue with consumers. According to Accenture research, consumers want to engage more with CPG brands than with retailers. The success of consumer engagement is making sure fans feel part of the overall brand voice.
The screen on the average BlackBerry measures just 60mm across. Yet for many of today’s B2B buyers, this is the main source they have for information about the products and services they will buy in the coming year. More than this, it is also the main way that they will engage in the various communities that influence their buying decisions. It’s not surprising then that B2B marketers should be wrestling with how to make the most of mobile social media.
The phenomenal success of social networks can be transferred directly to mobile, enabling customers and prospects around the clock access to an array of social networking services.
Consumers and professionals alike can now engage with brands, collaborate in real time and stay informed from any location at any time using web-ready devices optimised for social interaction.
IBM Social Analytics: The Science behind Social Media MarketingChristoph Goertz
This document discusses how IBM technology can help marketing professionals analyze social media to better understand customers. It explains that marketers are under pressure to address explosive social media growth and need tools to incorporate social data into strategies. The document outlines how IBM tools can provide insights into customer attitudes, preferences, and buying habits from social media interactions. It also describes how social data can enhance customer profiles to improve marketing personalization, campaigns, and relationships.
Internet of Things - Are You Ready for The Future?Dr. Mazlan Abbas
Are You Ready for The Future of the Internet of Things?
The era is here. Like it or not, we will be embracing it very soon. Most companies have already started their journey.
FUTURE READY focuses on preparing for opportunities in the information industry by exploring choices and priorities, and looking at factors that change perspectives. It involves collaboration with a new skill set and voice that is community-oriented and socially responsible. FUTURE READY requires being adaptable, flexible, confident, and resilient with valuable skills like analysis, editing, and synthesis. It also means strategically aligning with emerging opportunities and positioning unique services of great value to customers.
Making Mobile Marketing Budgets Count in the Age of Ad BlockingSyniverse
In this webinar, Syniverse’s Rob Hammond (@tech2dollars) and mCordis’s Paul Berney (@paulbmobile) examine the rise of ad blocking tools and the implications for mobile marketers. This presentation explores best-practice examples for optimizing engagement with mobile-first customers.
Today's consumers expect personalized experiences from brands. Data-driven marketing using audience profiling and segmentation allows brands to better understand their target consumers and deliver highly tailored campaigns. Personalization improves customer experience and engagement, driving higher returns on marketing investments. Successful personalized tactics include content marketing, email marketing, and retargeting tailored to individual consumers across channels based on their behaviors, interests, and purchase journeys. Maintaining authenticity is important for building trust with personalized audiences.
Thailand presents opportunities for brand expansion due to rising consumer confidence and economic growth following political instability in 2014. Successful companies have aligned their brands with the national mood by launching feel-good campaigns after crises like floods in 2011. Consumers in Thailand expect rewards and promotions for their loyalty. While Western brands once dominated, Asian brands have increased in popularity due to influences like Korean culture. Emerging sectors like male grooming and technology show potential for challenger brands to capitalize on post-protest Thailand.
This document discusses how predictive analytics can help sales and marketing organizations overcome challenges posed by growing multi-channel marketing strategies and big data. Predictive analytics provides the ability to analyze historical sales and marketing data to determine how customers are likely to behave in the future. This allows companies to improve key operations like customer retention, acquisition, cross-selling, and price optimization. The document outlines best practices for building predictive models, including understanding business needs, preparing data, modeling, and evaluating results. It also highlights the benefits of WebFOCUS RStat for predictive analytics and a success story at a discount retailer.
What programmatic marketing really means for researchJoel Rubinson
Understand that programmatic advertising is the biggest change since TV. It drives marketers into data driven marketing and researchers into real time systems.
This article written by Diarmaid Byrne, Editor, STQ, was published in issue 07 of Social Technology Quarterly.
Summary: In a data driven economy Programmatic Buying is the approach marketers are shifting to in order to best utilize data and examine their selling strategies better.
This document discusses factors that influence consumer behavior and how understanding consumer behavior can help with marketing. It provides 3 key points:
1) Various personal, social, and economic factors can influence how consumers make purchasing decisions. Marketers need to understand what motivates consumers' choices.
2) There are different types of consumer purchasing behaviors that marketers should be aware of, such as complex purchases, dissonance-reducing behaviors, habitual behaviors, and variety-seeking behaviors.
3) Understanding patterns in consumers' purchasing locations, times, frequencies, and methods can provide useful insights for marketers. Effective consumer segmentation is important for customizing marketing strategies.
Into the Mainstream: Influencer Marketing in Societyrun_frictionless
TAKUMI surveyed over 3,500 consumers, marketers, and influencers across the UK, US, and Germany to uncover the latest trends in the sector. The report ‘Into the mainstream: Influencer marketing in society’, uncovered divided opinions on what consumers want to see and what brands are willing to engage with influencers on.
https://runfrictionless.com/b2b-white-paper-service/
Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation Mathew Sweezey
Understand customers wants, needs, and desires is a tricky business but it can be made much easier if you understand three key ideas: stage based marketing, system of relevance, and the fundamentals of modern consumer desires. This presentation was created for the Data Marketing conference in Toronto 2015, and outlines new research into modern buyers, and how to understand their needs, derive intelligence from their actions, and provide the best experience possible in the modern era.
This document summarizes the results of a survey of over 900 senior-level marketers about how they are redefining success and integrating the customer journey. Key findings include:
- 86% of marketers agree that creating a cohesive customer journey across channels is important. However, only 40% use the term "customer journey".
- Companies with fully integrated customer data were most effective at creating a cohesive customer journey (97% effective).
- Mobile technologies like apps, SMS, and push notifications were highly effective but over 50% of B2B marketers do not plan to use mobile in their strategies.
- Collaboration, marketing analytics, CRM tools, and content management were rated as most important and
This document discusses how digital asset management is key to effective content marketing in today's media landscape. It argues that digital asset management can provide three "tickets" to successful content marketing: integration, optimization, and accessibility. Integration refers to bringing together internal teams and external partners to collaborate on asset production. Optimization means streamlining workflows and facilitating connections between dispersed teams. Accessibility is about making assets easily searchable and usable for all relevant parties. The document advocates for digital asset management systems that provide these three features to help brands keep up with increasing demands for real-time, multi-channel content marketing.
This document discusses how mobile marketing has evolved as an important tool for brands to interact with consumers. It notes that more people now access content via mobile than traditional mediums like newspapers, radio, TV or the web. The document provides tips on how to craft effective mobile advertising campaigns, including starting with clear goals, understanding mobile users, considering the full user experience, and being creative. It also outlines some key ways mobile can be used in marketing campaigns, such as contests, coupons, apps, and calls to action.
This document discusses the importance of multichannel attribution for marketers. It notes that consumers are increasingly device-agnostic and pick the most convenient channel. While many companies have basic digital attribution models, advanced multichannel attribution is needed to understand what marketing activities drive consumer actions. The document provides an overview of attribution and discusses how marketers are focusing more on cross-channel measurement and viewthrough conversions as part of multichannel attribution. However, cross-device attribution remains a major challenge for many marketers.
Online advertising vs brand building (Nielsen)Alfonso Gadea
Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
Accenture Social Media PoV - 55m conversations in 55 days Mac Karlekar
While it should come as no surprise that many major CPG brands and retailers are among the top 50 most active social media brands, this new point of view finds different brands are at varying levels of maturity in having a two-way dialogue with consumers. According to Accenture research, consumers want to engage more with CPG brands than with retailers. The success of consumer engagement is making sure fans feel part of the overall brand voice.
The screen on the average BlackBerry measures just 60mm across. Yet for many of today’s B2B buyers, this is the main source they have for information about the products and services they will buy in the coming year. More than this, it is also the main way that they will engage in the various communities that influence their buying decisions. It’s not surprising then that B2B marketers should be wrestling with how to make the most of mobile social media.
The phenomenal success of social networks can be transferred directly to mobile, enabling customers and prospects around the clock access to an array of social networking services.
Consumers and professionals alike can now engage with brands, collaborate in real time and stay informed from any location at any time using web-ready devices optimised for social interaction.
IBM Social Analytics: The Science behind Social Media MarketingChristoph Goertz
This document discusses how IBM technology can help marketing professionals analyze social media to better understand customers. It explains that marketers are under pressure to address explosive social media growth and need tools to incorporate social data into strategies. The document outlines how IBM tools can provide insights into customer attitudes, preferences, and buying habits from social media interactions. It also describes how social data can enhance customer profiles to improve marketing personalization, campaigns, and relationships.
Internet of Things - Are You Ready for The Future?Dr. Mazlan Abbas
Are You Ready for The Future of the Internet of Things?
The era is here. Like it or not, we will be embracing it very soon. Most companies have already started their journey.
FUTURE READY focuses on preparing for opportunities in the information industry by exploring choices and priorities, and looking at factors that change perspectives. It involves collaboration with a new skill set and voice that is community-oriented and socially responsible. FUTURE READY requires being adaptable, flexible, confident, and resilient with valuable skills like analysis, editing, and synthesis. It also means strategically aligning with emerging opportunities and positioning unique services of great value to customers.
My initiative for SLA for 2011, is to encourage members to become Future Ready, that is to adopt an attitude of being more adaptable, flexible, and confident in utilizing our skills in the new knowledge economy. One activity we've launched around Future Ready is the community blog FutureReady365, which is focused on sharing knowledge, ideas, and insights on how we are ready for the future.
Future Ready365 is:
A way for SLA members and others to use social media to generate value for ourselves.
365 solutions answering the question “How are you Future Ready?”
A collaborative tool enables us to see solutions to being future ready, because as the saying goes “None of us is as smart as all of us.”
A way to envision a dynamic future!
A chance for us to enlist a few "celebrities" to weigh in with their perspective on the info industry. We've received posts from Guy Kawasaki and Kevin Carroll and plan to get more soon.
The plan is to post one perspective every single solitary day of 2011. It's big audacious goal.
We hear a lot about growing business which tend to lead to thoughts of adding services to existing clients, increasing rates, finding new clients, etc. Now factor in the impact of templosion, what is your strategy for a relevant and growing practice? When we think of growth and being future ready you should pause to reevaluate your growth strategies. In this webcast we will cover tactics to consider when growing a future ready CPA firm through a focus on innovation, being responsive to technology change, involving various team members and more.
The #1 reason clients leave their CPAs is that they are receiving service instead of proactive advice. Tom will show how firms are exploring new value added services and position their practices for success in a rapidly changing world. He will discuss the major "shift change" and the trends shaping business today and give participants a framework to provide more proactive services and strategic advice and a plan to get started. But these services require new skills and approaches which is a big opportunity for firm HR and Learning Leaders.
Presentation to AGN International in San Diego #NARM16 for Managing Partners in MAP Track
This document discusses the need for Indian companies to make focused learning investments to build sustainable competitive advantages against global competitors. It outlines several challenges, including complex automotive supply chains, the need for multiple functional competencies, and global OEMs having more developed capabilities. Higher education in India is noted as needing to better serve industry needs. The document proposes establishing organization-wide competency models and mapping competencies to roles. It advocates for a learning management system and curriculum to develop these competencies over time through training courses. The goal is to move employees from "present ready" to "future ready" through continuous learning and development.
Future-ready: responding to a fast-changing world FairSay
The document discusses responding to fast changes in the world from digital revolution and the need for sustainability. It summarizes Forum for the Future's realization that their previous approach was becoming outdated and ineffective. They underwent a process to design a new direction, deciding to act as a "catalyst" to create proof points that inspire others and shift key sustainability issues by 2018. Their new approach focuses on high-potential areas, matching with pioneers, using change processes, and creating examples that enable wider changes.
Get Ready for the Future: Where is elearning heading?Carol Skyring
These are the presentation slides from my session at LearnX in Melbourne, June 2008 - Get ready for the Future:
Where is elearning heading? You can watch the intro video at: http://www.youtube.com/watch?v=sUVb2f2aGfI
The document discusses how CPA firms can transition from a focus on compliance to providing strategic value and insights for clients. It identifies several trends impacting CPAs, such as increasing complexity, information overload, and the need to be proactive. The document outlines five steps CPA firms can take to become "future-ready": understanding the context of technological changes and trends, having certainty around hard trends, creating capacity, developing key competencies, and strengthening core values and beliefs. It emphasizes the importance of anticipation, strategic thinking, and continuous learning to adapt to disruptions and changing client needs.
Future-ready training and leadership - Wali ZahidWali Zahid
REVISED 2014 trends on how leadership and training can be seen and made effective!
By Wali Zahid, an Asian authority on workplace learning. A talk given at The National Society for the Support of Education & Training Bahrain
The future-ready CPA: Waves of change, oceans of opportunityBill Sheridan, CAE
How can we become future ready if we don’t have enough time? Even worse is that everyone expects this pace of change to accelerate. The latest trends in research indicate we are in a period of exponential change with no signs of slowing down. So how do we stop the insanity? It’s about turning around and looking into the future waves of change coming at us instead of the shoreline, learning how to avoid being swamped by the
waves and, even better, learning how to look for the opportunities in each wave and how to ride them. The alternative is to stay stuck in the present and risk being left behind in the same change of forces accelerating before our eyes.
Economist and futurist Rebecca Ryan presents insights about the future workforce, next-gen technologies, new social norms, customer expectations, and more to help YOU build (or rebuild) a company that's future-ready. Presented at the Halifax State of the Economy Conference on May 22, 2013.
What does the future look like? Is it a dark space where we’re suffering from varying degrees of techamphetamine or are we heading towards a Utopian fantasy of abundance and harmony?
Understanding that our basic human needs and wants barely change, we explore the future state of a range of topics; from our need for physical sustenance through to our age-long fascination of transcending the limitations of our biology.
Looking at the future from a human perspective, our potential for greatness is teetering on a fine line between darkness and hope. We’re banking on the latter.
Every day, enterprises across the globe are engaged in two key activities: delivering effectual effects and building decisions that create impact. If you are in the big business of building enterprises that will be more valuable in future than present your decisions need to be driven by smarter data.
Companies today are witnessing a huge explosion in data availability - 90% of the world’s data was formed in the most recent years. Structured, semi- structured and unstructured data across internal business systems and external sources like social
media, market data and syndicated study are now creating an incredible opportunity to construct insights, therefore leading to intelligent decisions. However, as this data is generally available to an enterprise’s competitive set, only those who have a vision for
leveraging this intellect and are adept will eventually out-compete others.
Modern market research tools like IoT, AI, and VR are transforming the industry. IoT collects consumer data through smart devices to customize insurance premiums and product offerings. AI can detect reader disengagement online and predict future behaviors. VR provides an immersive experience for testing new products with customers. However, traditional methods like surveys still have value in understanding consumer motivations. The future will integrate new and traditional methods by linking various data sources to gain deeper insights.
Social Intelligence : structurez l'instructurableIpsos France
This document discusses how social media data can provide insights when analyzed alongside traditional research methods. It notes that while social data provides a wealth of real-time opinions and discussions, it only presents a partial picture that requires context. Combining social data with survey data, transaction data, and other sources through social listening and analytics can provide deeper understandings of customer experiences, brand perceptions, and market trends in a way that enhances and complements primary research. Predictive analytics of social data can work in some categories, but overall social intelligence is best used to inform, not replace, other research techniques through a multidimensional approach.
leewayhertz.com-AI in market research Charting a course from raw data to stra...KristiLBurns
AI in market research involves integrating Machine Learning (ML) algorithms into traditional methods, such as interviews, discussions, and surveys, to enhance the research process.
The document discusses how advanced analytics are disrupting marketing by enabling more targeted and personalized strategies. It provides an introduction to an e-book compiling essays from data analytics experts in different fields and industries about how they are applying big data analytics. The essays are grouped into five sections covering topics like how analytics are changing businesses, new technology platforms, industry examples, research applications, and marketing strategies.
This document provides an overview of marketing trends for 2014, including search, data, real-time marketing, and social media. Some key points:
- Search is diversifying beyond just keywords to understand context and meaning. Providers value diversity, freshness, and relevance of content.
- Data is more available than ever, and companies that use data analytics are more productive and profitable. 2014 is the time to start analyzing collected data.
- Real-time marketing involves both planned responses to current events and optimizing efforts based on what's happening now. Preparation and legal approval are important.
- Social media integration is increasing, and community management will be important to connect with customers and bring feedback into organizations. Low
AI in market research involves integrating Machine Learning (ML) algorithms into traditional methods, such as interviews, discussions, and surveys, to enhance the research process. These algorithms enable real-time data collection and analysis, predicting trends and extracting valuable patterns. This process results in high-quality, up-to-date insights that transparently capture even minor market changes.
Social Media is one of the key channels to reach consumers and the possibilities of tracking and analyzing certain actions throughout such media is simply infinite. Marketers should use and incorporate Social Media Analytics more into their overall market plan. Media monitoring platforms such as Newspoint accurately gather and present data from all the different media sources into one interface.
What Big Data Means for PR and Why It Matters to UsMSL
Invited to sit on a panel together with Paul Holmes at the PR Forum held in Bucharest March 26, Pascal shared thoughts about the Big Data tsunami which is deeply transforming marketing, communications and PR. What is "Big Data" exactly, what does it mean to businesses, why does it matter to us, and what potential issues could arise from it?
Social media research of the future is here right nowThinkNow Research
As small business owners, we all dream of a place where we don’t have to guess what people want or like to do. In this place, we have a 360-view of their favorite places to eat, drink, and play. We are invited into conversations among friends about pressures and pain points, brand fails, and unicorns. In this place, millions of people capture life’s rawest and rarest moments in photos and live stream putting a face and story to issues our products are anxious to provide for, our services delighted to solve.
Market research and marketing analyticsPuneet Ohri
This document discusses how market research and marketing analytics can be synergistic and provide benefits to organizations. It notes that while market research traditionally focuses on solicited customer data, analytics allows insights from a wider range of unsolicited digital data. Bringing these diverse data sources together can uncover deeper insights. Analytics also has value in identifying patterns and insights that weren't originally sought. Insights from analytics can further help inform the design of traditional market research. The combination also allows measuring the business impact of recommendations and leveraging technology for faster, more accurate insights generation.
The document discusses how big data and analytics tools like Explora can provide valuable insights for organizations. Explora analyzes structured and unstructured data using natural language processing to understand concepts, sentiment, and relationships. It can analyze brand perception, customer attitudes, and competitive intelligence across various data sources. Explora produces insights that help organizations better understand their stakeholders and make more informed business decisions.
Digital Leadership Series : Shawn O'Neal Capgemini
Shawn O’Neal is VP of Global Marketing Data and Analytics at Unilever, part of the Consumer & Marketing Insights (CMI) team, and he leads the company’s Global People Data Program.
The ultimate objective of the program is to enable 1 billion relationships through digital data analysis and new ways of
connecting with people.
In his 12 years at Unilever, Shawn has worked across a range of roles in customer development
and consumer & marketing insights, with a particular focus on strategy, analysis, and the optimal use of information for
decision-making.
Customer Experience Improvement: Finding the Right Data Strategysuitecx
Despite trends in Big Data analytics, marketers are still missing a key component to understanding their customers' experiences: ethnographic data to better understand the "why," not just the "what."
4 Steps to Drive Your Brand Extension Strategy with Social Media Aravinth Rajagopalan
At a business planning meeting, a colleague tells you entering a new product category is your brand’s manifest destiny. The rest of the team salivates over potential gains in mindshare and in market share. But in the back of your mind, you waver, asking yourself: “Will consumers accept us?”
Social Listening and Intelligence is Predictive! Now What?Rob Key
new approaches to filtering and annotating social listening data, together with more advanced modeling, shows clearly that this data has predictive value -- if done correctly. This presentation reviews key data issues and was presented at the Advertising Research Foundation's 2015 Rethink Conference.
Measuring your social media impact - the challenge facing all public relations and marketing professionals. As presented by Vicky Brock to the delegates of the Canadian Tourism Commission's annual GoMedia Canada Marketplace in Edmonton Alberta.
An introduction to Listen & learn Research Jeremy Hollow
This document summarizes the services of a social media research company called Listen & Learn Research. They analyze social media data to provide insights into customers, brands, and markets. Unlike other agencies, they use human analysts to read all social media data, which allows them to develop deeper insights. Their approach informs and inspires clients to improve their business. They have expertise in markets, brands, and ideas and work with large companies to address various business questions through social listening.
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We’re entering a new era of digital government that could transform how citizens feel about their state. Here’s what research needs to do, to make it happen.
Getting to know the giant of Africa: opportunities for brands in NigeriaTNS
It’s the largest economy in Africa and one of the fastest-growing on earth, but how well do you really know Nigeria? Here’s our summary of the key opportunities.
The global research programmes that deliver the best value are not the most standardised - and they are not usually the most elaborate. Learn how brands have created strong, flexible protocols by focusing on shorter, smarter surveys, local engagement and active leadership at the centre.
It's a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to. But taking on the Hero role demands a very different approach in different markets. We present the essential playbook for would-be Heroes.
Brands cannot succeed at traditional trade without engaging the shopkeepers who control almost every aspect of it. We present a framework for understanding the motivations of traditional trade’s gatekeepers – and influencing their decisions.
Like most businesses, political players want to increase their slice of the available market – and like most businesses, they can only do so through proper, contextual understanding.
A groundbreaking study by TNS proves that mobile apps are not disrupting purchases in anything like the numbers that previous research suggests. Far from being threatened by mobile, retailers are in the best position to take advantage of it.
This document discusses the use of metaphor in marketing and branding. It explains that metaphor is a powerful linguistic tool that can tap into people's emotions by connecting one concept to another and its associated qualities. However, metaphors must be used precisely as their interpretation can vary significantly across cultures. The document examines how understanding cultural contexts and archetypes is crucial for brands to identify and translate the most effective metaphors in different markets. It provides several examples of brands like Dove and Disney that have successfully recruited universal metaphors.
Brands and retailers alike should be demanding more from online sales. Connected Life reveals the barriers to eCommerce fulfilling its potential – and shows how marketers can overcome them.
The dark days are over: it’s time to meet the new CambodiaTNS
Nestled between Vietnam and Thailand on the Indochina Peninsula, Cambodia is often overlooked in favour of its wealthier neighbours. The country’s history has also cast a shadow over how it is perceived by the rest of the world, and with good reason. The genocide led by Pol Pot’s Khmer Rouge regime in the 1970s resulted in the deaths of an estimated 25% of the population, including many of the intellectual elite.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Digital markets can adopt different personalities as they evolve. Understanding each one is the key to turning media fragmentation into precise communication opportunities.
Predicting, managing and profiting from new technologies is one of the most important challenges that business leaders face.
It requires them to integrate a hugely diverse range of perspectives in a meaningful way: they must balance the insights of technology specialists with those of consumer experts, they must understand the related technologies that will determine a new launch’s success, and they must predict the moves and motivations of all of the players behind those technologies.
In the Year of the Horse, there is no letting up in China’s passion for luxury horsepower. Despite concerns over economic slowdowns and government regulations, the number of new manufacturers and new models competing in this sector continues to grow.
In ‘Auto insights: the luxe edition’, we’ll take you on a tour of the high-end of the auto market and the changing meaning of luxury itself, including:
Good performance alone cannot crack the complex code that governs the strength of your customer relationships and the sustainability of your business. As competition intensifies, it is essential to get smarter about the experiences that matter, and deliver return on the bottom line.
The Chinese New Year ads delivering double prosperityTNS
This document appears to be a contact listing for an individual named Nitin Nishandar, including his name, email address, phone number, and the numbers 1 through 28 without any other context or information provided.
Brazil’s ‘Tropical Spring’ will live on long after the storm subsidesTNS
When protestors took to the streets of Brazil last summer, businesses could have been forgiven for thinking it didn’t concern them. With the political climate at boiling point, companies were anxious to retreat from the action and wait for the tropical storm to subside.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
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We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
The Future of ''Digital marketing'' .pptxbhavanasizcom
Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Basic Management Concepts., “Management is the art of getting things done thr...
Marketers: the future is ready for you now
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Marketers: the future is ready for you now
Content Themes:
■■
Brain game
■■
Finding faster growth
■■
Connected world
■■
Research excellence
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Extensive research from TNS proves
that social media and search data can
accurately predict the results of brand
tracker surveys months in advance.
The implications for market research
are enormous.
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In an ideal world, nobody would ask a market
researcher to tell them what their brand equity was
a month or two ago. Neither would they ask to
know the thoughts and feelings only of people who
were prepared to spend time answering questions.
Marketers want a full picture of what’s really
happening to their brand, right now. And they want
to know in time to do something about it. Yet that’s
not what they currently get.
It’s true that backward-looking, inevitably
unrepresentative surveys are better than nothing
when it comes to understanding your brand equity
and making plans to manage it. However it’s vital
that both marketers and researchers remember that
traditional brand trackers are inherently a ‘make do’
solution. Our industry has been waiting its whole life
for something better to come along. Now something
better has arrived.
The next generation of tracking is ready
For as long as ‘big data’ has been doing the rounds
as a concept, there’s been the promise of using social
media and search content to provide an instant, real-time
snapshot of what consumers are saying, thinking
and feeling. The potential is obvious: you have
access to a full range of unfiltered opinions about
your category or brand that respond to events as
they happen. They provide you with insights that are
inherently actionable, in a timeframe that lets you do
something about them. It helps too that mining the
potential of search and social data is likely to be more
cost-effective than enlisting an army of researchers to
stop people in the street, call them on the phone or
ping them with online surveys.
However, there have been plenty of understandable
concerns about the real capability of search and
social to perform the brand tracker role. On the one
hand, the sheer noise of all the tweets, posts, updates
and searches on the web makes isolating those that
actually mean something to a particular brand look
Kirk Ward
Vice President, Research Methods
and Offer Innovation
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like a Herculean task. On the other, that megalith
of social media and search content isn’t itself fully
representative. Not everybody embraces social media
with enthusiasm – what of the significant number
of people who prefer to express their feelings and
opinions the old-fashioned way? Do social media
loudmouths who tweet 30 times a day inevitably
outweigh those who restrict themselves to an hour or
so of social media time in the evenings?
Representativeness has always been a central concern
of researchers. However, if we are honest with
ourselves, it’s a concern only because it affects our
ability to predict the future accurately. We’re not in
this business to give everyone an equal chance to
have their say; we’re in it to reveal the real situation
in as rapid and efficient a way as possible. The acid
test isn’t whether search and social data captures the
views of every single consumer out there; it’s whether
we can accurately predict changes in brand equity on
the basis of the consumers it does capture.
In an exhaustive series of studies covering 61 brands
across a broad range of categories, TNS has proven
that we can.
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How social and search can predict the future
We developed an approach for aggregating and
cleaning social media and search data to isolate only
the content of genuine relevance to a brand. We also
developed techniques for integrating this cleaned
data with previous brand equity studies for that
particular brand, to identify the big data signals that
would correspond to shifts in brand equity. And then
we tested how effective our search and social model
would have been in predicting shifts in brand equity
that had taken place in the past.
The results were nothing short of spectacular. Our
social and search listening data delivered an R2 of
0.9 when it came to correlating with brand equity
surveys. In other words, our approach explained 90%
of the variations in brand equity that subsequently
took place. And it did so up to 8 weeks in advance
of when these changes appeared in survey results. By
unleashing the power of big data, we were able to
bring previously retrospective brand tracker insights
into the real-time present, at a stroke.
Look deeper, and the results are more promising
still. Mentions of brand attributes in social media
correlated far more closely with actual brand equity
than did the attributes listed in responses to survey
questions. And, when marketing spend data is
combined with social media data, modelled sales
predictions are even more accurate. The fact that
social media and search can predict brand equity isn’t
a fluke – it’s a natural outcome of data that appears
more robust and more predictive at every level.
Mind and the machine:
perfecting search and social listening
How were we able to overcome the concerns that
exist around search and social media listening, and
deliver such an accurate prediction of brand equity?
By integrating contextual understanding into the
isolation of relevant data, and the analysis and
modelling of that data. We didn’t invite machines to
do our thinking for us; instead we used intelligent
analysis of the context for each brand to translate the
stream of content into meaningful results.
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When it comes to cleaning the data and isolating
relevant content and searches, there are obvious steps
involved such as targeting the right geographies,
de-duping, adjusting for promotions and ensuring
that content is genuinely about the category. When
is a discussion about Apple related to technology and
when is it concerned with baking or groceries, for
example? However, there are also more contextual
judgments to be made about when content is
relevant – and what it really signifies: what are the
relevant attributes for a category like technology,
auto, or paper towels? Which types of comments
relate to those attributes? And what constitutes a
positive, negative or neutral comment in this context?
Detecting the changing conversation
The answers to these questions can change over time,
of course. And in the real-time world that search and
social media listening enables, they can change quite
quickly. Because of this, the ability of our model to
detect emerging trends and adjust to track them can
be hugely important. The launch of a new product
such as the Apple Watch produces rich listening
data that can help marketers fine-tune their strategy
for maximising incremental sales. However, it also
introduces entirely new themes to the social media
and search conversation, and new attributes that
are relevant to both the new product and others in
its category.
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Beyond brand tracking: the broader potential
Guiding and optimising the launch of new products
is just one example of how predictive big data can
deliver benefits far outside the traditional brand-tracking
arena. The same techniques that can
predict brand equity can provide crucial real-time
insight as to how a new product’s features meet
the expectations of the market, the improvements
that could drive loyalty and repeat purchase, and
the likely impact of the launch on the brand owner’s
current portfolio. And they can do so in a timeframe
that enables effective launch optimisation. When it
comes to customer experience, effective social media
listening is a vital tool for detecting divergences
from the optimal, and feeding actionable insight on
appropriate responses to the frontline. When we
combine these new forms of real-time data with
our growing understanding of situational equity, we
are able to develop exception-based reporting that
can provide early warning of the impact of negative
headlines – or competitor activity.
Final call for surveys?
Does this mean the end for survey-based data? Far
from it. We believe that a new search and social
spine for brand tracking frees surveys from a future
doing a job that they were never really suited to.
And it unlocks the potential of shorter, smarter
questionnaires to deliver new levels of understanding
and value.
It’s a well-known fact that long surveys crammed
with attribute-related questions are a disaster for
data quality. Now that we are able to detect those
attributes and predict brand equity faster and more
cost-effectively through search and social, we can
free our surveys from them. Instead we can target
questionnaries at the areas where they can make
the greatest contribution: providing individual-based
insight that complements and deepens the aggregate
view provided through search and social data.
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Introducing intelligent, adaptive tracking
Intelligent, adaptive tracking is the result: the
integration of a real-time search and social view
with in-depth surveys that can be triggered and
served automatically whenever the listening data
calls for it. When this data detects significant or
unexpected variations in brand equity, surveys can be
automatically triggered to help explore the reasons
for them. When new themes are detected, we can
use focused questionnaires to investigate further and
reveal the role that these emerging discussions are
playing within the category landscape.
The value of our search and social media spine
increases exponentially the more we are able to
attach responsive modules (the nerves and sinews of
research) to it. By bringing our understanding
of brand equity into the real-time present, we
give ourselves and our clients the reaction time to
explore in greater depth, develop more intelligent
responses and make better decisions. The ability
to do so can rejuvenate research’s contribution to
brand management.
Tracking change
Tracking’s new search and social spine: 6 big
advantages resulting from the TNS approach
■■ Tracking goes from retrospective to real-time,
with 90% of brand equity variation captured
8 weeks in advance of traditional results
■■ More accurate sales predictions and closer
correlation with brand equity than traditional
survey responses
■■ Can adjust to track emerging themes and
trends for any category
■■ Enables rapid launch optimisation and rapid-response
customer experience management
■■ Triggers shorter, smarter surveys, to explore the
reasons for variations at an individual level
■■ Significantly more cost-efficient than
traditional approaches
To find out more, contact Kirk Ward
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About Intellligence Applied
Intelligence Applied is the home of the latest thinking from TNS, where we discuss the issues impacting
our clients, explore what makes people tick and spotlight how these insights can create opportunities for
business growth.
Please visit www.tnsglobal.com/intelligence-applied for further information.
About TNS
TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and
customer and employee relationships, based on long-established expertise and market-leading solutions. With
a presence in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and
understands individual human behaviours and attitudes across every cultural, economic and political region of
the world.
TNS is part of Kantar, the data investment management division of WPP and one of the world’s largest insight,
information and consultancy groups.
Get in touch
If you would like to talk to us about anything you have read in this report, please get in touch via
enquiries@tnsglobal.com or via Twitter @tns_global
You may be interested in...
The trouble with tracking >
Shorter, more predictive surveys >
About the author
Kirk Ward is the Executive Vice President,
Research Methods and Offer Innovation,
where he has helped lead the development
of TNS’s intelligent adaptive tracking
solution. To find out more about
our social media and search tracking, contact Kirk at
Kirk.Ward@tnsglobal.com