Playing Detective with Data

Photo: Pixabay.com
“Numbers have an important story to tell. They rely on you to give them a clear and convincing voice.” - Stephen Few, information technology innovator, teacher, and consultant


What happens when you ask “What does the data mean?” or “What should we do next based upon that data?” 

In “How Coke, Disney Use Data to Donate Smarter,” Matt Krantz explains that “rather than simply donating a part of profit each year, companies are mining consumer data to find where they can invest in social causes that will actually help their business, too.”

Ready get started on learning how to play detective with data to support your organization’s success?


Join Camille P. Schuster, Professor of Marketing at California State University at San Marcos, as she presents “Playing Detective with Data’” at the Marketing Analytics & Data Science Conference(MADS) on June 8-10 in San Francisco, California.
Register today for MADS to learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.

Session descriptions are from the Marketing Analytics & Data Science Conference brochure.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

You Need to Add the ‘Why’ of Data to Build New Business

In our Marketing Analytics
& Data Science
interview series, we are catching up with thought
leaders in the industry to hear their take on how to cut through Big Data, the
state of data science, how analytics helps build business, the most important
marketing metrics today, and the future of marketing.
In our first edition, we sat down with Vicki
Draper, Director of Consumer Analytics & Research at Aol. Here’s what
Draper had to say:
How do you cut
through Big Data to get the real ‘people analytics’? 
Draper: You need
to add the why to move from data to insights - one way to do this is by
combining big data findings with primary research data to get at things
that big data has trouble measuring by itself, like psychographics and emotion.
How does data science
help internal stakeholders inform decisions today?
Draper: I’m on
the primary research team so we’re often using marketing analytics as a
starting place.  For example, from our analytics we’re starting to
see the proportion of traffic coming from off-network increase vs on-network.
So we start with that and then use primary research to explore the ways we can
make that off-network experience as good as possible to get people more engaged
with our properties. Another example is all the primary research we’ve
done to uncover insights around how people shop. We have product teams that are
using these insights in combination with A/B testing to test emotional
engagement metrics as well as transaction metrics to find the best performing
experience.         
Why are marketing
analytics so important in today’s hyper connected world? 
Draper: On the
primary research team, marketing analytics helps us apply what we learn
from our primary research by giving us a way to test and learn based on what we
see in the real world.
How can data and
analytics help build new businesses?  
Draper: It feeds
into a virtuous cycle. You can launch a product and start collecting user data
which feeds back into your product development cycle so that you can build
better products that maximize metrics like time spent and conversions. In our
shopping research, we talk a lot about how people use the shopping cart as a
wish list or a place to put things that inspire them, even if they are not
intending to transact during that session. So even if they don’t transact
during the session, there is a high level of brand engagement there which is a
good thing. We can then use data science to help discover the triggers that get
people to go back to that cart. We can also look to improve the experience with
the cart by helping people with the real reason they are putting things in
their shopping carts so that we deliver on emotional cues not just utilitarian
needs.
What’s the most
important metrics, in your opinion?
Draper: It
depends on what your objective is, but in the digital space the
primary focus is often conversions, while brand metrics are often
forgotten or secondary. However, our shopping research shows that people are
window shopping online all the time, even if they have no immediate intention
of making a purchase. And while they are doing all this window shopping, they
are building a reservoir of product knowledge and brand experiences, good or
bad so when the time comes to make a purchase they are not starting from square
one. Our research shows that the more often people window shop online, the more
likely they are to know what brand they’ll buy before they get into the active
shopping window. In this environment, it’s important to create deeper
brand engagement online and focus on metrics that measure that connection
to make sure your brand gets into people’s consideration set before they
decide they need to make a purchase.
How can data and
analytics help tell a marketing story? 
Draper: As an
example, let’s look at content marketing or whatever you’d like to call it
‘ branded content, sponsored content, branded entertainment, or native
advertising. We have built a data and insight toolkit for content
marketing that informs and/or validates these programs through their entire
lifecycle ‘ from guiding strategy to inspiring program development to
measuring campaign effectiveness. So, for example, we use our Content
Segmentation research findings around why people use and engage with
content to inspire our content marketing team to build a creative program that
increases consumer engagement for a client. 
Then, we not only measure the effectiveness of that program,
we combine the measurement data across all our programs into our Normative
Database of campaign effectiveness. Before we built this database, there wasn’t
really a standard way to measure these types of programs. We built a
methodology that enabled us to hone in on content marketing and understand how
exactly these programs have driven brand impact, a primary KPI for many of
these programs. Over the past three years, we have measured over 50
programs, 250 marketing activations, and over 45,000 consumer experiences that
we’ve collected on behalf of well-known brands spanning many
categories. As we ran more of these content marketing campaigns and
baked this research into the campaign measurement, we aggregated the data
together into a normative database. So data and insights are not only
driving better performing programs, but they are also providing proof points
for the marketing story through the Normative Database.  
Where do you see
marketing going in the next 5 years? 
Draper: Data will
be critical to marketing success, and no longer optional. Marketing has already
started to combine data with creative, and the power of data will be even more
significant in the next 5 years. Also, the relationship between the brand and
consumer will no longer be a one-way conversation. More and more branded
content will come from consumers as brands give up trying to have complete
control over their brand, and will engage with consumers to tell their story.
With technology, brands will be able to personalize consumer experiences at
scale like never before. Finally, it will be increasingly necessary for brands
to think about optimizing towards the things that are important, like
connection with the brand, not just the things they can easily measure. 

Want to hear more from Vicki Draper? Attend the Marketing Analytics
& Data Science Conference June 8-10 in San Francisco, CA. She will be
presenting a session, ‘The Missing Metrics Link: What Digital KPIs Don’t Tell
Us About Shopper Behavior.’ To learn more about the conference or to register,
click here
: http://bit.ly/23ZKJCH

See TV’s Future through Predictive Analytics

Photo by Donald Tong
“[Television is] an invention that permits you to be entertained in your living room by people you wouldn’t have in your home.” - David Frost, English journalist, comedian, writer, media personality and television host

In my posts “TV’s Transformation – Revolution or Reinvention?” and “How the Social TV Landscape is Evolving,” I share media experts’ insights on TV’s evolution and how media companies in the Digital Age must learn to adapt or die.


In “The Reinvention of Media,” Geoff Yang states that “the best of them (media companies) will create content like Hollywood, think and package like Madison Avenue, and distribute and promote like Silicon Valley.” 

Learn how Turner Broadcasting is cracking the TV Futures market by using predictive analytics to advance audience targeting and optimization to drive greater outcomes for Turner’s clients across the company portfolio-wide.

Join Dan Aversano, SVP, Ad Innovation and Programmatic Solutions, and Wes Chaar, VP, Analytics, Data and Decision Sciences for Turner Ad Sales, as they present “Unlocking the TV Futures Market’” at the Marketing Analytics & Data Science Conference(MADS) on June 8-10 in San Francisco, California.

Register today for MADS to learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.

Session descriptions are from the Marketing Analytics & Data Science Conference brochure.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

Growing planned store visits for increased wallet share

By: Sam
Elphinstone, Group Head, the numbers lab, Firefish’s quantitative
business

Researching retail is fascinating.  Whilst always a dynamic and exciting category
it has recently become even more so, as brands seek to seamlessly join their
digital and non-digital offers.  The ultimate
aim is to present customers with a slick and enjoyable experience, minimising
the opportunities for customers to disengage and maximising share of wallet.
Whilst preventing people from leaving the
purchase funnel is of huge importance, there are some other considerations
identified from research carried out specifically around fashion retail that
can play a significant role in whether or not a sale is achieved.
Chief amongst these considerations is increasing
the likelihood that shoppers will plan a visit. 
Across both digital and physical stores, if a visit is planned, a sale
is 2??x more likely.  Furthermore, planned
visitors are 2 times as likely to visit again in future.  Interestingly, this is irrespective of how
close the shopper is to the brand initially.
Planned visits tend to be in the minority
(around 20% of shoppers), with the majority of decisions around visiting a
particular store or site made on an ad hoc basis, whilst browsing online or
wandering through the mall.  Obviously,
converting these ‘floating’ shoppers with a clever media strategy that
interrupts them at the most opportune time is essential, especially as there is
probably a limit to the number of planned visits that can be achieved.  However, given the role they play in maximising
the aforementioned share of wallet, growing the 20% of planned visits is a
proven way of achieving growth.
So how can we drive shopper planning?  Some of it comes down to old-fashioned top of
mind awareness and saliency in what can be (especially in the world of fashion
retail) a very crowded landscape.  How we
drive those metrics should come as no surprise; traditional ATL and BTL
communications designed to hit a broad audience allied with more tailored
digital and social media campaigns with a more emotional connection in
mind.  CRM can also play a crucial part,
tailoring the engagement and rewarding loyalty.
What may come as a surprise is the extent
to which the ‘basics’ mentioned above aren’t done correctly or often enough,
meaning that awareness is subject to peaks and troughs which, in turn, affect
the extent to which visits are planned. 
In recent conversations with clients, we are also seeing marketing spend
diverted from those ‘basics’ into other areas, such as the blending of digital
and non-digital customer experience mentioned earlier in this article. 
The former issue can be addressed by taking
a slightly more radical view of brand impact marketing, perhaps by adopting an
‘always on’ strategy which substitutes big, infrequent and expensive campaigns
with a cheaper more agile alternative that maintains a more consistent
presence.
The latter is
about understanding priorities.  Getting
the customer experience right across all of your properties is essential,
however, it should not come at the cost of driving planned visits impacted by
more traditional metrics like awareness and saliency.  For the health and wellbeing of retail there
needs to be room for both.
Sam Elphinstone is Head of Research at the numbers lab, Firefish’s quantitative
business. His expertise focuses on
understanding how brands
interact with consumers. He is a specialist in consumer experiences, how people
react to them and their subsequent impacts on behavior.

Learn How Twitter Measures the Value of Customer Service for Brands

“The greatest value of a picture is when it forces us to notice what we never expected to see.” – John Tukey, American mathematician


Data helps us to see what is really there. It helps us make informed decisions on how to reach and help our customers. In “Quick Insights on Using Data to Drive Your Digital Strategy,” Crissy Saint shares “a few quick insights on using data to drive your digital strategy in a more informed, cost-effective manner.”

Twitter can be used to effectively find your key audiences. But once you find them, you need to know how to effectively provide them with good customer service.

Join Wayne Y. Huang, Senior Research Lead, Twitter, as he presents “Measuring the Value of Customer Service for Brands’” at the Marketing Analytics & Data Science Conference(MADS) on June 8-10 in San Francisco, California.


During this session, Wayne explains the use of tweets and a novel application of conjoint analysis to measure the value of providing good customer service interaction with brands.

Register today for MADS to learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.

Session descriptions are from the Marketing Analytics & Data Science Conference brochure.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

Facebook Breaks Bad Marketing Habits with Data

Photo by Matthew Wiebe

“A point of view can be a dangerous luxury when substituted for insight and understanding.” - Marshall McLuhan, Canadian professor of English and philosopher of communication

Data brings important insights and understanding to the equation of opinion vs. reality. However, the availability of data is coming into question as many social media platforms are private. 


In “Is the Era of Social Media Analytics Coming to an End?,” Kalev Leetaru states that “In a world where social media means private conversations among friends rather than announcements to the world, there isn’t much data for outside social data miners to analyze.”

Learn how Facebook is deploying its state of the art measurement systems as Brian d’Alessandro, Lead Research Scientist, Marketing Science, Facebook, presents “Breaking Bad Habits with Data’” at the Marketing Analytics & Data Science Conference(MADS) on June 8-10 in San Francisco, California.


Register today for MADS to learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.

Session descriptions are from the Marketing Analytics & Data Science Conference brochure.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

How Shark Tank’s Ryan Shell Avoided Being the ‘Moron of the Century’

Rethink the structure of your insight team. Hire the right
staff to develop high performance teams. Evolve your skillset. Oh yea, and do
it with less than you have in the past.

Sound familiar? It’s something we in the research and insights industry have
heard too many times before.

TMRE in Focus: The New Face of Consumer Insights will help you create an action
plan to overcome your challenges, keep up with transformative change and
innovate your teams.

TMRE in Focus: The New Face of Consumer
Insights
May 23-25, 2016
Ritz Carlton
Marina Del Ray, CA
Download the brochure: http://bit.ly/1ZL20Ka
Ryan Shell, Founder & CEO of The Home T, knows a little
bit about being constrained by budgets. But, he also knows how being backed in
a corner by budgets can lead to amazing creativity (and a growing brand!). Join
Ryan at TMRE in Focus: The New Face of Consumer Insights as he shares how he’s
been able to launch The Home T brand and build a cult following, all the while
having turned down the Shark’s offer to partner.
Plus don’t miss these featured sessions:
??        
Stretching Your Research Dollars through
Centralized Planning
Jeff Mercer, Senior Director, Microsoft
Kevin Witenko, Research Business Strategist, Microsoft 
??        
Building a Consumer Insight Capability from the
Ground Up
Kendra Speed, Director of Research, Crescent Communities
??        
Building a House: Location, Location, Location!
Randy Locke, Market Research Director, Amway
??        
Build Your Own Tumbler – The Story of Motivating
and Moving an Organization Based on Research Insights
Kristi Rees, Senior Director of Research & Insights, Tervis Tumbler Company
Download the brochure: http://bit.ly/1ZL20Ka
Use code INSIGHTS16BL
for $100 off the current rate. Register today:
http://bit.ly/1ZL20Ka
Cheers,
The New Face of Consumer Insights Team
@TMRE

Themarketresearcheventblog.iirusa.com

Uncover the Human Side of Data & Analytics

Photo: pixabay.com



“It has become appallingly obvious that our technology has exceeded our humanity.” - Albert Einstein

People are your organization. Since employees are vital to your business success, you need a plan that nurtures and promotes their success.


In “5 Ways Data Scientists Can Raise Their Profiles,” David Dietrich outlines steps to “make sure that collaboration is alive and well between data science teams and the rest of the company.” 

Want to know more about raising the profiles of all of your employee teams? Join Jean-Paul Isson,Global VP, Predictive Analytics & BI, Monster Worldwide, as he presents “People Analytics in the Era of Big Data” at the Marketing Analytics & Data Science Conference(MADS) on June 8-10 in San Francisco, California.


This session will change the way you attract, acquire, develop and promote top talent. You’ll also learn the 7 pillars of people analytics success.
Register today for MADS to learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.

Session descriptions are from the Marketing Analytics & Data Science Conference brochure.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

Discover Your Stories in Big Data

Photo: tookapic.com
‘The purpose of a storyteller is not to tell
you how to think, but to give you questions to think upon.’
- Brandon Sanderson,
science fiction and fantasy author

Data on its own has no meaning. It takes a skillful storyteller or team of storytellers to give data meaning. Your data scientist or data team needs to fill that vital role for business success.

In “Why Your Data Scientists Need to be Storytellers and How
to Get Them There,”
 Laura Patterson says that “unless all that data can be effectively collected,
analyzed, and transformed into meaningful and actionable insights’and then used
to tell a compelling, actionable story’it is as useless as salt water to
someone who is parched and adrift on the ocean.”
Learn what it takes to transform your data through compelling storytelling during these sessions at the Marketing Analytics & Data Science Conference, (MADS) on June 8-10 in San Francisco, California:

- “What’s the Story With Big Data?” presented by Earl Taylor, Chief Marketing Officer, Marketing Science Institute
- “Your Data Doesn’t Always Tell the Story” presented by Nancy Kazdan, Founder & CEO, Market Share International
Join us at MADS to learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.

Session descriptions are from the Marketing Analytics & Data Science Conference brochure.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

Are you a marketing analytics professional or data scientist? We want to hear from you!

Take Our Marketing Analytics & Data Science Survey for a Chance to Win a Free Conference Pass
By filling out this 10-question survey http://svy.mk/20vPwX8 you automatically enter to win a free
pass to The Marketing Analytics & Data Science Conference this June in San
Francisco. We are giving away a total of 5 free passes to respondents to this
survey over the next month. Winners will be notified via email by Friday, May
20th. 
Fill out the survey
here:
http://svy.mk/20vPwX8
The Marketing Analytics and Data Science conference is an
inaugural conference that demonstrates how to deploy data science and analytics
to drive business forward, and address the burning challenges in big data. The
holistic agenda, designed for executives across Big Data Analytics, Data
Science, CRM, Marketing Analytics, Customer Experience & related fields
will present actionable best practices, practical case studies, technology
demos and visionary keynotes, as well as unprecedented opportunities to
collaborate with key players from major sectors like retail, financial
services, healthcare, technology, consumer goods/manufacturing, academia,
hospitality, media and government.
Learn more about the
conference here: http://bit.ly/1SJVbDg
We look forward to learning more about your new and growing
roles in marketing analytics and data science!  
Cheers,
The Marketing Analytics & Data Science Conference
Team

#MADSConf