Web Seminar: Evolving Marketing Plans with Online Insights

Evolving Marketing Plans with Online Insights

Date: Thursday, January 15, 2015
Time: 2:00 PM – 3:00 PM EST
Presented by:  Tom Jones, Senior Vice President, Makovsky
Register to join us.  Mention priority code XP2006W1TMRE

About the web seminar:
Healthcare communication continues to go through an evolutionary change. Online resources offer support, answers and second opinions across the entire patient journey ‘ from the first sign of symptoms to looking up treatment alternatives; from finding the closest pharmacy to fill a prescription to monitoring your sleep patterns and diet on the road back to wellness.

Today’s health consumer is surrounded by a myriad of access points and personalized, on-demand resources, while they sit at the center managing their own care. Makovsky investigates consumer behavior and preferences for engaging with online health information annually. This webinar will discuss the evolution of online search, trends and strategies to deliver the highest ROI, including teasing data from the fifth survey to be presented at ePharma in February.

What you will learn:

  • Where consumers search for health information online
  • What consumers search for right after diagnosis
  • How pharma can engage authentically with patients’where, when and what works
  • What motivates consumers to visit a pharma site
  • How to translate this information into marketing plans

Makovsky is a sponsor of this year’s ePharma, taking place February 24-26, 2015 in New York City. As a reader of this blog, when you register to join us and mention code XP2000BL, you can save $100 off the current rate.

This Week In Market Research: 12/15/14 – 12/19/14

3 Ways Big Data Is Helping To Build Better Cars

Big Data Analytics: Time for new tools are needed to pull insights

Does Your Data Scientist Have Chief Data Officer Potential? via Forbes 

Mining Location Data For Consumer Insights: Using geodata to better target consumers

Santa Using Big Data? 3 ways the big man is using big data

Why User Experience is Important to Your Website: Giving consumers better access to your brand

Why CMOs Are Turning Away from Big Data: Anxieties and skepticism

5 Customer Experience Fails That Make Entrepreneurs Suffer 

Big Data and Trucking: Learning how to put the data to work

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

Where Does Online Shopping Leave Glamorous Window Displays?

The holiday season,
despite its one eve of festivity, absorbs anywhere from weeks to months of our
time as shoppers and
consumers
, and even more so if we are marketers.
It evokes the anxiety, well pondered over in days when brands battled for loyal
consumers. Attracting one and all with the glitterarti of lights
that brighten up the night sky for miles, attracting shutterbugs and stories
for lifetimes. One has to think of all the historical, traditional efforts put
into the likes of Macy’s and Harrod’s, juxtaposed against a modern lifestyle of
lesser and lesser offline shopping.
However in today’s world, with retailers opening up stores
way into the middle of the night, if not 24 hours, and with online accounting
for a large chunk of decision making, if not sales, the dynamic has become
muddled, and all the more interesting to explore. Despite decadent window
displays of Christmas chocolate architecture
or humane mannequins in theatrical poses in a luxury London, for
instance, which have perhaps become more tourist attractions than reliable
sources of revenue, many have chosen the online world as a foray into
replacement shopping. Convenient, faster, and to a certain degree, almost less
magical.
On drawing comparisons between the online and offline world,
alongside the regularity of last minute versus planned shoppers, a two by two
matrix
on uncovering four holiday shopping personalities can be deduced.
Let’s call it The Timed Shopping Framework, since it can apply to any phase of
life when we have to shop with a deadline.
Bandwidth Basher


Purchasing Power: High. It’s unlikely that these shoppers will be looking for
deals, but are more in a frantic rush to buy something while multitasking a
busy corporate or bustling alternative life; thus the restraint from going in
stores.

Retailer Benefit: Shipping fees. Consumers in this segment may be blind to free
shipping coupons in all the haste, so retailers can gobble up any margins on
those exorbitant overnight fees.
Strategic Sprawler

Purchasing Power: Moderate. These shoppers will likely have scouted the deals,
almost as early as Black Friday
and Thanksgiving
. Being deal hunters, it’s not to say they are budget
battlers: rather the contrary, they are likely to spend in volume. Call them
indecisive, or on the other spectrum, simply smart with a cool variety of
friends.

Retailer Benefit: Volume purchase and loyalty. It’s likely that these shoppers
will seek deals with enough prowess to use coupon codes or minimum purchase
requirements to benefit retailers, either with volume or future loyalty.
Methodical Maneuverer

Purchasing Power: Moderate. These are traditional shoppers that would rather
drive to the stores come fall, and load up their trunks and rear seats with
less shopping on a periodic basis. And they never forget the wrapping, bows,
cards and frills. These shoppers either have a sense of detail, or are simply
preventing an anxiety
attack, as per a former framework
.

Retailer Benefit: Traditional store sales, which as we all know, may not be
real value sales, but well marketed ones. Nonetheless, courtesy of methodical
research, retailers should not expect these consumers to be strong spenders.
Splurging Sprinter

Purchasing Power: High. These shoppers have simply had no time in bustling
lives, and tend to leave things to the last minute. With about half of their
preferred selections disappearing off shelves, they are likely to be struck by
anxiety and spend more than they need. Sans details, they may skip the frills
and even ask for gift wrapped gifts altogether! Just beware that these folks
may be struck by stress more often than not; even in public.

Retailer Benefit: Revenues from last minute shopping. Retailers can expect high
spending from these consumers, with a slight dose of stress depending on the
level of shopper persistence. It will be easy to entice them with leftover,
often non-sale items, or with stocking stuffers.

Sourabh Sharma, Senior Manager
and Communication & Social Media Research Expert at SKIM, an boutique
marketing research consultancy, has a background in engineering, marketing and
finance from the University of Pennsylvania, and the Wharton School and
Rotterdam School of Management. Having worked in marketing and product
development at L’Oreal, followed by a stint in management consulting, he now
passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called 3FS. He may be reached at s.sharma@skimgroup.com. Follow him on @sssourabh.

Top Customer Experience Blog Posts of 2014

We’ve published a lot of interesting, innovative, and inspiring blog posts about customer experience this year, so we wanted to take a moment to look back on the most popular posts of 2014. Here are the topics our readers enjoyed the most this year:
Marketers Adapt to Digital Customer Trends for Holiday Shopping Season: Over the last few years, technology has truly revolutionized retail – Black Friday and the holiday season exemplify that change better than any other time of year. Now, marketers must reassess their strategies as consumers spend increasing amounts online ahead of the shopping weekend in order to capture the online shopping trend. As of late, Black Friday and Cyber Monday  have experienced a change in spending patterns, with the Adobe Digital Index predicting that $2.6bn ‘ an increase of 15 percent ‘ will be spent on Cyber Monday alone, with Black Friday growth up by 28 percent to $2.48bn. The holiday season in the U.S. will aim to break online records for e-commerce spend at $72.41bn, a growth of 16.6 percent in the last year, according to eMarketer. To read the full post, click here.
The Customer Experience: A Journey Best Understood in Reverse?: Even after decades of study, the ‘Customer Experience’ remains a top focus for large and small companies alike. Work from McKinsey about the consumer decision journey (references below) is just one of many recent examples. Millions of dollars and labor hours, and prodigious efforts, are spent on the subject. From time to time, clients ask’usually around the annual budget-setting cycle”What should our priorities be in evaluating customers’ experiences?  What’s the first, most important thing we need to understand’? To read the full post, click here.
Using Consumer Insights to Make Smarter Business Decisions: We sat down with Kelly Harper, Director of Customer Experience Learning at BMO INSTITUTE FOR LEARNING, to discuss how the power of consumer insights help to make smarter decisions in business. Harper goes into how important customer experience is when it comes using customer insights to make the best business decisions possible. You need to think about what type of experiences your organization is giving your customers.  Your consumer insights allows you to understand what is broken in your current experience you are delivering and what is really important to the customer ‘ what are those elements that you have to get right each and every single day. Consumer insights will help you identify and keep track of what is most important to the customer.  To read the full post, click here.
Why Your Brand Needs Social Customer Service: These days, customers aren’t calling your 800 number. Instead, they are getting on Facebook and complaining about you or sending a Tweet about your lousy service. Social customer service is a very different ball game with unique practices, plans and a different timeline. You’d better be listening for online complaints and be ready to respond in real-time or face potentially negative profits. Social customer service emerged because organic online conversations require an immediate response. When a customer complains about you on Facebook or Twitter, you’d better be listening and respond within a short window or poor attitudes about your brand escalate. Social customer service connects your customers with people, both inside and outside of your organization, and with the information they need to solve problems and make better decisions. Not to mention, your customers expect it. To read the full post, click here.
Creating a Positive Customer Experience: When it comes to obtaining and retaining customers, remembering what you learned in kindergarten really isn’t enough anymore. Now, it hinges on the effective use of social media and other Internet-based resources, according to a new study from Consero Group.  Chief Customer Experience Officers will continue to need a variety of new tools and processes to manage the smart consumer effectively and retain customers in a competitive marketplace. More companies recognize the importance of positive customer experience to overall success. But even though budgets and staff sizes are increasing in many firms, many CX executives still lack sufficient resources to run their departments well. To read the full post, click here.
The Power of Personality at Work: We caught up with John Mayer, renowned Professor of Psychology, the University of New Hampshire and Author of Personal Intelligence. We express our personalities in almost everything that we do ‘ in both our personal and professional lives. So, every single day we exhibit some patterns of behavior that are consistent and sometimes respond to particular context. According to Mayer, personal intelligence is the intelligence we use to understand these personalities ‘ whether they in other people or in ourselves. Virtually any organization today is made up of people, so you can think of the organization as an organizational chart, including Presidents, CEOs, managers, etc.  ‘Personal intelligence deals with information at a different level than that,’ explained Mayer. ‘Instead, on top of that organizational chart are real people.’ To read the full post, click here.
Customer Experience Conversations: Crystal Collier: we sat down with Crystal Collier, CEO of CX Act, formerly TARP Worldwide. CX Act has pioneered the science of quantifying, managing and optimizing the customer experience and has remained a leader in the CX market since 1971. Today, through its innovative research, technology and customer interaction programs, it continues to set the standard to improve clients’ customer service performance, customer value and “The Profit of Interaction.’ According to Collier, without considering empathy’from the C-suite to the frontline employee’delivering a superior CX is nearly impossible. Customers are driven largely by emotions, and their behaviors result from feelings. To read the full post, click here.
Customer Experience Innovation: Treat Your Customers Like People: We caught up with Len Ferman, managing director of Ferman Innovation, and former Senior Vice President of Innovation and Ideation at Bank of America. Today, corporate leaders often lose sight of customer needs in the constant quest toward next quarter’s earnings. But, what is positive for stock prices tends to conflict with long term customer satisfaction and shareholder value. You simply can’t understand the customer experience if don’t empathize with your customers, Ferman told me. ‘You have to be able to see them face-to-face and listen to them talk about their pain points and challenges,’ he said. To read the full post, click here
Customer Experience Conversations: Nestor Portillo: Nestor Portillo, Director, Social Communities and Customer Experience at Microsoft shared his best customer experience, the importance of empathy, and how social media has affected customer experience today. According to Portillo, customer experience is a combination of emotions, memories, expectations, needs fulfillment, timing and effort. All of these are important add-ons to your product or service. So, in order to deliver a great customer experience, it needs to have a high degree of empathy and emotion because the interaction goes beyond product functionality or a feature explanation. To read the full post, click here.
Customer Experience Conversations: Janet LeBlanc:  Janet LeBlanc, President of Janet LeBlanc + Associates Inc. LeBlanc discussed how empathy and emotion has a critical impact on customer experience today. According to LeBlanc, the best customer experiences are those that elicit the strong positive feelings and emotions that strengthening the relationship and loyalty a customer has with a company. Statements such as: ‘I felt like she understood what I wanted or they treated me with respect’ are the best examples of a great customer experience. To read the full post, click here.

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Top Digital Impact Blog Posts of 2014

We’ve published a lot of interesting, innovative, and inspiring blog posts about digital impact and media insights this year, so we wanted to take a moment to look back on the most popular posts of 2014. Here are the topics our readers enjoyed the most this year:
GfK’s SVP of Media & Entertainment On How Viewing Devices and Services Impact Audience Measurement: We sat down with David Tice, senior vice president, Media and Entertainment at GfK Custom Research, to discuss how the explosion of devices and services for viewing is impacting audience measurement. According to Tice, the two screen environment has made it easier for people to see an advertisement on TV and then go onto their smartphone or tablet and visit the website if they are interested. And, this in turn, has been really helpful to advertisers. ‘People’s use of television, whether it’s younger or older folks, hasn’t changed a lot. What’s changing is the source of what they are watching,’ he said. ‘In the past it was your broadcast or cable networks, now people are using their TV sets to watch Netflix, Amazon or Hulu, because they want to use that bigger screen, that better quality sound than just watching it on a laptop or a tablet.’ To read the full post, click here.
TV is a Key Player in The Future of Media Planning: The Television has been homes for over 60 years and it’s still not time it out just yet. Thanks to the drastically changing ways we consume content these days, TV advertising is at a crossroads: advertisers are now planning integrated TV and online video advertising campaigns. Today, TV is one of the fastest-moving areas of advertising, with new campaigns aiming to capture the massive opportunity of linear TV, smart-TV, and online video viewers. Advertisers are looking for holistic campaigns that capitalize on the opportunities of engaging with consumers across multiple screens. To read the full post, click here.
10 Things You May Not Know about Binge Watching: Binge watching has become a new norm and the negative connotation of a “couch potato” is fading along with the term itself. The term came from Urban Dictionary and used to refer to watching a TV series on DVD in succession. Now the term has changed to include watching online on sites such as Netflix or Hulu for days on end. Earlier this year, Theresa Pepe, VP of Ad Sales Research at Nickelodeon, told us, “binge and TSV will continue having an impact on networks.  The overall time it takes to gauge a show or network’s performance no longer fits into a 3 or 7 day window.” To read the full post, click here.
World Cup With a World Problem: Illegal Streaming: The 2014 World Cup started in the middle of June and ended on July 13th. This was to be a memorable World Cup not only for the play on the pitch but for the illegal streaming as well. It is estimated that 500,000 people watched the Russia vs. Belgium game illegally. While this number was high, the more important games had even more viewers. Even though there were legal live streams viewers still watched illegally. According to a poll by The Washington Post, one in five watchers went on “some shady website.” To read the full post, click here.
Report: Mobile Technology is Transforming the Face of Creativity and Design: The New Creatives Report, a U.S. survey of more than 1,000 creative professionals and 500 students in creative disciplines, found that 77 percent of creatives believe change within the industry is happening rapidly, with two-thirds expecting their role will be significantly different within three years. Additionally, 87 percent of those who create mobile content believe doing so has had a positive impact on their work. ‘Creatives are going mobile, and this means a sea change for the creative process,’ said David Wadhwani, senior vice president and general manager, Digital Media Business Unit at Adobe. To read the full post, click here.
Technology is Changing How We Understand the World:  Magnus Lindkvist, Trendspotter & Futurologist, discussed how technology is not only changing how we do things, but also how we understand the world, business, and people as well as the emerging space of marketing science. According to Lindkvist, technology is changing how we do things and how we understand the world, business, and people. It visualizes the fringes of society in a new way. Before, the mainstream was dominant by its strength in numbers, but in the ‘thoughtsphere’, a Minnesota flute tribe or Namibian upstart company can have the same perceived presence as a king or queen. To read the full post, click here.
Best Use of Social Media for Television: The finalists for the 2014 Shorty Awards are in and here’s a look at the finalists in the Best Use of Social Media for Television. Candidates were chosen by examining the best TV Show Twitter accounts that share updates, behind the scenes videos, commentaries and even some insight to future episodes and connect and engage with their fans. We took a closer at the Finalists, how they use social media and their accomplishments. To read the full post, click here.
Social Television: How Social Media Changed The Way We Watch TV: Social media has revolutionized the way we watch television. In the past few years, social media and Internet usage around the world has skyrocketed. Despite initial fears from some professionals in the TV industry who wondered if social media and the web would drastically reduce the amount of time people might spend in front of their television screens, the television industry has actually been able to effectively adapt to meet the needs of today’s social-savvy viewers. In fact, more Americans’and more of the world’are now turning to their TVs to watch shows and programs that offer unique, socially integrated viewing experiences. To read the full post, click here.
HBO Research Director Tackles Cross-Platform Media Consumption: Jason Platt Zolov’s daily grind as market research director at HBO would probably overwhelm anyone who isn’t comfortable making sense out of uncertainty. But that’s the nature of media research today: Platt Zolov manages to deliver reliable insights under challenging market conditions using less than perfect source materials. In a recent interview, Platt Zolov discussed some of the obstacles he faces and how he’s addressing them. ‘Multi-platform usage is really one of our biggest issues,’ Platt Zolov told us. To read the full post, click here.
DirecTV LatAm Audience Researcher Eyes Insights Partnerships: DirecTV Latin America Audience Research Director Luiz Duarte’credited with introducing set-top RPD as a syndicated product in 2010′is eyeballing insights partnerships with some big names. Duarte has made a name for himself as a savvy innovator in industry circles, notably by building commercially available ratings services at subscription viewing providers (ex. TiVo StopWatch). Now he’s looking to take the DTH digital giant’s data to the next level by collaborating with other sources, including less traditional media. ‘The Holy Grail of media data is the single-source panel,’ Duarte told us. To read the full post, click here.

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

The Top Market Research Blog Posts of 2014

We’ve published a lot of interesting, inspiring, and thought-provoking
posts this year about market research, consumer insights, Big Data, social
media, data science, and more. So, we wanted to take a moment to look back on
our blog’s most popular posts of 2014. Here are the topics our readers enjoyed
the most this year:
Desktop
to Wrist Watch Surveys: The Future of Market Research
:
When was the
last time you recall sitting at your computer with leisure time to web search
as you please? Between commuting, longer days at work, squeezing in that
workout, and finally eating. It is becoming very uncommon for one to find time
to sit down at a computer and search the internet. Minimal leisure Internet
time therefore makes reaching potential online survey panelists even more tough
to reach. How is this impacting the data collected from online market research?
For traditional online surveys, it seems it is becoming harder and harder to
reach preferred data numbers let alone certain target groups. Where does this
lead us to and how can we overcome this obstacle? To read the full post, click
here
.
Technology
Takes Toll on Consumer Psyche
:
Kit Yarrow, a Golden Gate University
professor and author of ‘Decoding the New Consumer Mind: How We Shop and Buy,’ says
the increasing mediation of rapidly advancing technology in our lives is having
a deep and profound psychological impact on people. It’s not about what we’re
doing with technology, she notes, but what technology is doing to us.
‘People today think differently,’ Yarrow said. Specifically, our
attention spans are shorter, we’re less focused but we’re more adept
multitaskers, and we require an increasingly higher level of novelty and
stimulation. To read the full post, click
here
.
Anthem
Blue Cross Research Head Confronts Post-ACA Unknowns
:
The challenge for
people like Doug Cottings, Staff VP of Market Strategy & Insights at Anthem
Blue Cross/Blue Shield (formerly WellPoint), is that new rules require fresh
tools. ‘Everybody wants to know what the future looks like and to project business
results. Unfortunately, predicting the future by relying on what I used to in
the past’approaches that have been tried and true’they are not as effective as
they used to be,’ he said. To read the full post, click
here
.
Data
to See: A Design Approach to Data Visualization & Storytelling
: I
think this early understanding fueled my ability to write poetry and later on
in life, as a marketer, tweets. In the past year, I’ve become fascinated with
the appeal of the visual web and experiment on Instagram, often posting
powerful images with very little text, sometimes 1-3 words and/or hashtags and
nothing else to see what sort of resonance they receive. To read the full post,
click
here
.
Social
Media Market Research of YOU!
:
Googling your name is social media
market research of another kind. The kind you need to make sure has been done (keywords,
websites linked, profiles consistent), is in place (visibility on multiple
platforms), and practices are set (social media marketing) to keep you showing
up as the expert you are in your niche. I know what a Google search of my name
will show. I know this because I have carefully crafted my personal brand
across my website, my social media platforms, my posts, and through the events
I attend and talk about. To read the full post, click
here
.
The
Rise of the Visual Web: Why Quality Data Visualization Is Crucial
:
Cognitive
psychology tells us that humans are wired to favor visuals over text. We
process images faster. We remember visuals better. We find well-designed
visuals more credible. And when credible images engage us, they trigger
emotional processing that leads to creativity and higher-quality
decision-making. All of these things’speed, recall, credibility, engagement and
quality decision-making’are critical to the delivery of market research insight
and to a company’s ability to turn insight into strategies and actions. To read
the full post, click
here
.
Get
to Know Your Audience Better with Facebook’s New Insights Tool
:
Facebook
recently launched its Audience Insights tool for advertisers, which
was designed to help marketers learn more about their target audiences,
according to the social network.  The company stated, ‘The more
customer insights you have, the better you’re equipped to deliver meaningful
messages to people.’ Today, social media allows marketers to reach
consumers in a unique, nontraditional environment where they are deeply
engaged and constantly generating meaningful conversations. There is a huge
opportunity in making sense of the social data created by the
billions of users who broadcast their interests and opinions across social
media channels like Facebook. To read the full post, click
here
.
Visa
Canada’s Head of Mobile Talks Canadian Shopper Culture:
Not long ago we
may have been able to argue that retailers thought that Big Data was just a
bunch of hype that didn’t actually lead to better returns, but we’ve come a
long way since then. In fact, a recent survey reveals that 73 percent of retailers
consider shopper insights to be very important or essential to the
performance of the departments in which they work. In addition, 76 percent
think leveraging insights is important to the performance of the company as a
whole.  We caught up with speaker Derek
Colfer, Head of Mobile at Visa Canada, to discuss how Canada’s shopper culture
is unique to the rest of North America. To read the full post, click
here
.
How
Fashion Week utilizes Social Media
:
Brands clamor on twitter and
Facebook to ensure that the wireless networks are abuzz with their followers.
Take Barbie’s QR code enabled scavenger hunt through Manhattan, for a
rewarding gratification of having the city at your touch phone savvy
fingertips. Digital marketing has shown to be the Launchpad when targeting the
yuppy iPhone and android tugging urbanite. View DKNY’s inventive paper-clad
e-vitation, as a blaring example of new times. DKNY is one of many brands that
successfully converted followers on social platforms into shoppers. To read the
full post, click
here
.
The
Era of Brilliant Alchemy: Data Anthropology
:
“Show me the
numbers,” it’s often said. After all, data IS proof. But data is nothing
without context, without a story, the whole story. As a small child, I was
fascinated by historical remnants of societies long gone, Pompeii, Masada,
Taino, Aztec… Who were these people? What did they care about? What happened
to them? How different were they from you and I? Or were they just like
me? To read the full post, click
here.
Spotify
Looks Inside Data & Music Intelligence for Insights
:
Attention
music lovers and market researchers alike: Spotify has created a The
Spotify Insights Blog that will use consumer data to highlight how the
world is listening to music. The music blog will feature
articles about music and how people experience it – pulling from the company’s
own listening data and music intelligence from The Echo Nest, the technology
company Spotify bought in March that powers Web radio, recommendations, and
playlists. To read the full post, click
here
.
Big
Privacy: It’s Coming
:
High-profile gaffes by Facebook, Apple (I’m
referring to “Locationgate” not the naked photo scandal) and the like
have done much to educate the public on the data-for-service arrangements those
of us who didn’t read the Privacy Policy unknowingly entered into with such
companies. I think most people have since resigned themselves to this
trade-off. Maybe that’s because many of us did a rough cost-benefit
analysis and, if not ideal, we found the model acceptable, harmless,
reasonable’ The absence of any evidence suggesting widespread public
outrage has to do with the fact that people don’t think they have any choice. But
I suspect that more likely than not, the relative absence of any evidence that
suggests widespread public outrage has to do with the fact that people don’t
think they have any choice in the matter. To read the full post, click
here
.
Data
Brokers: Shadow Industry, Privacy Flashpoint, Research Problem
:
I
attend a lot of research conferences and I’ve noticed that when the subject of
privacy comes up, people frequently check out’laptops open, fingers wander to
phones, sometimes eyes even roll’I attribute this to the fact that heretofore
privacy has been pretty much a non-issue for researchers. Arguably no other
industry adheres to more rigid privacy standards. The problem, however, is that
we live in a world where data are no longer rare, and researchers obviously
aren’t the only ones who trade in information nowadays. To read the full
post, click
here
.

About the Author:
Amanda Ciccatelli, Social Media Strategist of the 
Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. Amanda is the Editor at Large for several of IIR’s blogs
including 
Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld
and World Congress for Business Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She can
be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Mondelez International Reveals How to Measure ROI for Social Media Marketing

Twenty years ago, in the early days of cable, brands like the Food Network and the Discovery Channel were built, and they became iconic brands. They became very large businesses with huge consumer followings that have also been attractive to advertisers. What’s different this time around is that by using new digital platforms like YouTube, Facebook, and Apple, you are able to get global distribution and global monetization instantly.”*

The use of digital platforms is no longer the way of the future, or something that’s nice to have – it’s how your consumers are engaging with different media brands. Earlier this year, at The Media Insights & Engagement Conference, we had Twitter’s Global Ad Research Director Jeffrey Graham take the stage to showcase not only how PEOPLE use Twitter, but also how COMPANIES are using the platform to connect with users.

For 2015, we’re taking social one step further with B. Bonin Bough, Vice President of Global Media and Consumer Engagement, Mondelez International. During his keynote, Measure ROI for Social Media Marketing, B. Bonin will help you truly understand the impact of social on your distribution strategies and how you can build even stronger, more meaningful connections with your consumers.
The Media Insights & Engagement Conference 2015
February 3-5, 2015 // The Westin San Diego // San Diego, CA
Plus, you’ll also hear from Hulu, Amazon, Netflix, iHeartRadio Clear Channel, Revolt TV, Discovery Communications, A+E Networks, Viacom, NBCUniversal, ABC TV, Univision, CBS Corporation, Turner & more. Click here for the full speaker list: 
Download the agenda for full session details: http://bit.ly/1A5Eb4s
Introducing the REMI [Research Executive Media Insights] Award for Outstanding Contributions to the Media Industry! The Media Insights & Engagement Conference team would like to acknowledge an individual whose outstanding contributions, innovations, or leadership has impacted the way research has shaped the media industry and entertainment landscape. The REMI Award recipient will be announced during The Media Insights & Engagement Conference on February 3-5, 2015.
Submit your nomination by Friday, January 2nd and save 20% off the standard rates: http://svy.mk/1GkDjc5
Mention code MEDIA15LI and save 15% off the standard rate. Register today: http://bit.ly/1A5Eb4s
We hope to see you in San Diego this February, as we explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape.
Cheers, 
The Media Insights and Engagement Conference Team
@_MediaFusion
#MediaInsights15
digitalimpactblog.iirusa.com

* Quote by Steven Kydd, Co-Founder Tastemade from NBCUniversal’s 2014 Curve Report

This Week In Market Research: 12/8/14 – 12/12/14

Voice Polls Becomes An Effective Platform For Market Research: The app is creating a new market research tool

6 Predictions For The $125 Billion Big Data Analytics Market in 2015

Big Data Source Code: Getting Better All The Time

Save Your Data Science Innovation Until the Market Is Ready: Marketing can help pinpoint the best timing of release

4 Ways to Innovate Using Big Data and Analytics

Crowdsourced Intelligence Tools: A smart move for middle size business

Users hate your App’s Awful UX: Study reveals that if users don’t like your app then its probably more about the look and feel than its functionality

How Big Data Improves Sales Management and Predicts Performance: Going beyond key performance indicators

Is Business Intelligence Software Right For You? Why you should use it

Big Data Is Blurring Industry Lines At Companies Like Nike via Forbes

About the Author: Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

Become a Better Leader and Secure Your Organization’s Future

“Companies with high leadership qualities were six times more likely to be among the top 20 financial performers of all organizations.”

Want to do your part to launch your organization into the top 20?

We are excited to announce that NACCM and the Windsor Leadership Group have partnered together to bring you a truly unique learning event: Creating Magic through Leadership & Service Excellence. This learning event offers the skills and insights you need to further develop your leadership skills (based on best practices from Lee Cockerell’s Disney Great Leader Strategies – used to train over 7,000 leaders at Walt Disney World!) and secure your organization’s spot at the top.

Visit the website for more information: http://bit.ly/1sgi2j9
Facilitator William Greenwald, Founder & Chief Neuroleaderologist, Windsor Leadership Group will lead attendees through self-exploration, Disney-based leadership and service case studies, hands-on learning exercises and group experiences in the Disney theme parks. This experiential journey will lead to personal discovery, authentic leadership development and the ability to design and sustain high performing leadership teams and service cultures.
New Registration Savings Just Announced!
We’re happy to extend a special $500 savings for you to join us at Creating Magic.
Register by Wednesday, December 17th to lock in your special savings.
Your registration includes:
??         2 days of experiential learning at Hollywood Studios and Epcot Theme Parks
??         3-day Disney Park Hopper Pass
??         Breakfast, lunch and snacks each day
??         A signed copy of Lee Cockerell’s book, Creating Magic 
??         Optional Pre-Workshop Tour: Half Day Disney Backstage Tour of the Magic Kingdom
??         Discounted room rates for those wishing to extend their stay before or after the event
??         And more!
Download the full event details or check out the agenda here: http://bit.ly/1sgi2j9
“William’s energetic presentation style and mastery of storytelling make my books come alive. I highly recommend this workshop for anyone aspiring to create a little magic in life, both personally and professionally.’ – Lee Cockerell
Register by Wednesday, December 17th to lock in your special savings of $500. Register today: http://bit.ly/1sgi2j9  
Cheers,
 William Greenwald & The Creating Magic Team
#CreateMagic15
@TotalCustomer
Customers1stblog.iirusa.com

REVOLT Audience Insights & Strategy VP On Audience Engagement in the Digital Media World

Next up, in The Media Insights Interview Series brought to
you by The 2015 Media Insights & Engagement
Conference
, we were lucky enough to catch up with Jake Katz, VP, Audience
Insights & Strategy at REVOLT. He shared with us some of his key insights
into audience engagement strategy in the growing and evolving digital media
landscape.
This year, The Media
Insights & Engagement Conference 
gives you an up-close, contextual
view on the changing media experience to create better engagement strategies
informed by actual viewing behaviors. This event gives you an opportunity to
explore the new world of multi-platform, hyper-viewing in the post-disrupted
media landscape, advance new insights and create future partnerships. This
event is playing host to companies with some of the highest purchasing power in
the industry, many of which spend more than $2.5 billion annually on
advertising.
IIR: What has
been your most successful audience engagement strategy?
Katz: Make your
consumers owners. In building a TV network from scratch, some of the
biggest strategic challenges fall within understanding how a content
brand lives and engages across screens and platforms. When launching this
brand, REVOLT launched on Twitter almost a year prior to the channel actually
going live on linear. We had a constant dialogue with our target audience on
Twitter, that leading up to our linear launch, built advocacy. Many folks
call our 15-29 target narcissistic, but what is often less celebrated in the
press is that by asking for their input, the Millennial/Post-Millennial
audience then has a shared responsibility of your success. That said, REVOLT
was a top trending topic the first night it launched the
actual network on TV.
IIR: How has the
new 2-screen environment affected TV advertising?
Katz: Historically
the TV business drives off of presenting itself as a reach vehicle within the
advertising community. The reality of our target audience is that TV content
continues to drive the pop culture conversation, but is watched across
many different screens at many different times around its actual premiere. Our
vision at REVOLT is that in a world where viewers value social media as much as
they value traditional media, TV is where you spark “engagement” and
when your content creates dialogue in social, digital is where you
check the box of “reach” and “frequency.” Multi-tasking
media behaviors are an opportunity, not a dilemma.  
IIR: How do you
synthesize data to make it more meaningful?
Katz: Given that
our world now moves at the speed of social media, no matter what category you
play in, we are now in the business of understanding “why” not
“what.” By the time you have identified “what,” it is too
late. Consumers are super-served, if not overwhelmed with messaging and
content, so marketers must understand how they can tap into relevance subconsciously
but project a POV in their positioning. This means my job as a strategist is
not to inform what the audience wants through a series of PPT charts, but study
in to and strategize around the psyche, motivations, and drivers of the culture
+ conversation we are seeking permission to enter.
IIR: What does
the always-on shopping trend mean for your business?
Katz: It used to
be that you would engage a target a consumer a certain number of
times so that when they were in purchase-mode, your offering would be top of
mind. The rise of online shopping has made it so that now your target consumer
is always in purchase mode, and furthermore, expects a shorter distance between
discovery and purchase. The always-on shopping trend means that our ad-partners
must message to our target audience as if they are in research mode, subtly
prompting them to continue the journey of
consumer curiosity online. 
IIR: Can you tell
us a little bit about what to expect at your session, ‘Post-disruption, the
New, New Media Landscape: How to Do it’?
Katz: To launch
and build a TV network for 15-29s in 2014, I cut to the truth of the Millennial
conversation and uncovered actionable new rules of consumer engagement through
our insights initiative, Road
to Truth
. As we kick off 2015, I have just launched our next insights
project called Code of Content. Why? Because the evolving media landscape
demands more than just traditional media placements, and as a result,
compelling content marketing is king when it comes to engaging the Millennial
audience.
If “the medium is the message,” we need to
understand how brands live in a world of many screens and platforms ‘ not just
for our brand, but to answer questions throughout the industry and across
categories. Through Code of Content’s expert interviews, surveys, and
ongoing mobile ethnographies, we are decoding these four Ms of
content marketing:
1.      
Motivation:
Underlying emotional and functional content needs among 15-29s
2.      
Medium: Pushing
culture through the lens of various distribution platforms (e.g. TV, social
media, digital, apps)
3.      
Mode:
Content format (e.g. A tweet, pic, gif, video clip, episode)
4.      
Message:
Content purpose, tone, and characteristics
Want to hear more from
Jake? Don’t’ miss his session, ‘Post-Disruption, The New, New Media Landscape:
How To Do It’ at
The Media Insights & Engagement Conference at 10:00 am on Thursday, February 5, 2015.
To learn more about this event or to register, please visit our website: 
http://bit.ly/1z7uPDS

About the Author:
Amanda Ciccatelli, Social Media Strategist of the 
Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. Amanda is the Editor at Large for several of IIR’s blogs
including 
Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld
and World Congress for Business Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.