8 Reasons to Be Excited About OmniShopper in Chicago

OmniShopper is less than
2 weeks away! Don’t miss your opportunity to connect with the key players in
your industry and uncover new insights and activation strategies that you can
bring back and champion in your organization ‘ what are you waiting for?
Here are a few of the
top experiences waiting for you at OmniShopper 2016:

He’s an insights industry legend and Nobel Prize Winner in
Economic Sciences. And he’ll be taking the keynote stage to help you better
understand what shapes consumer decisions. 
Sure, OmniShopper unites hundreds of market research and insights
professionals from the retail industry in one place, but it’s not always easy
for you to connect with the people you need to meet. That’s why OmniShopper has
introduced a NEW matchmaking program to ensure you meet the RIGHT people to
drive YOUR business forward.
The State
of the Industry ‘ Revealed.
Jet.com and Lowe’s Home Improvement lead the
discussion from a retailer perspective ‘ on creating successful omnichannel
shopping experiences now and in the future ‘ while ConAgra, PepsiCo and
Unilever dive deeper from a manufacturer’s perspective ‘ on driving the new
path to purchase in a world where the consumer is in control.
Shopper Insight Lifecycle.
How is an insight uncovered? What methodologies
should you be using? How do you action the insight? Find out with best
practices from The Hershey Company, SmartRevenue, Wrigley and Capre Group
during an in-depth workshop on Sunday, July 10th.
World’s Most Powerful Consumers ‘ Women.
Bridget Brennan, Author, Why She
Buys, offers powerful insights on the consumer behavior of Millennial women, as
well as techniques on how you can stay relevant to female culture. Millennial
women’s consumer behavior and techniques on how you can break through the
clutter and stay relevant to female consumers.
OmniShopper brings all the players in the retail space together
for a common goal ‘ to define the future of retail through insight and
activation strategies. Collaboration is key, that’s why we’re giving insights
leaders from manufacturers AND retail the chance to come together to discuss
the new value of insights, new P2P, total store shopability and more.
Go beyond the insights at OmniShopper. Uncover the secrets to making
your work speak loudly and resonate with others with the help of  the
author of Louder than Words: Harness the Power of Your Authentic Voice. Todd
will share how to uncover, develop and use your authentic voice to connect more
effectively and consistently.
Digital Revolution.
It’s no secret that, like every other industry out
there, digital has changed the game at retail. Seth Shapiro, Principal, New
Amsterdam Media and Adjunct Professor, USC School of Cinematic Arts will
explore how you can leverage digital innovation to expand your global retail
opportunities and grow and prosper in the new retail landscape.
And so, what are you waiting for?! The future of retail
won’t be defined in isolation ‘ make sure you’re a part of the conversation.
Join us in July and tell us @OmniShopper what you’re excited
about right now #OmniShopperEvent.
Use exclusive Blog
discount code OMNI16BL $100 off the current rate. Buy your tickets here: http://bit.ly/295su6e
See you in Chicago!
The OmniShopper Team

Insights as a Vehicle for Influence: Digital Reinventing Retail

By: Amanda Ciccatelli,
Content Marketing & Social Media Strategist, Informa
Insights have become a vehicle for influencing marketing and
ultimately, the world. That’s why next in our Insights as a Vehicle for
Influence series, we sat down with Paul Donagher, Managing Director, Consumer
and Retail, Market Strategies International. In our conversation, he shed some
light on omnichannel has impacted retail, how shoppers are shaping the future of retail, why it’s important to link
digital and physical shopper marketing, and more.

Here’s what Donagher has to say:
How has omnichannel
impacted retail positively?
From a consumer perspective it has opened a whole range of
researching and buying opportunities, or ‘instants of intent’. The intent has
to be on both sides of the relationship, where both the consumer has the need
and the marketer has the opportunity to have their brand positioned perfectly
with the proper connections planning. Connections planning is really what
omnishopping is all about ‘ furthermore, we believe that the best outcomes for
marketers start with a thorough understanding of consumers both from a category
and brand perspective. This can only be achieved through properly conducted
research that uses all of the attitudinal, behavioral and neuro approaches at
our disposal.
What can retailers do
better to embrace the omnichannel customer journey and experience?
Our research shows that the relationship from the retailer
side has to meet three key criteria ‘ Seamlessness, Centricity and Experience.
We conducted our own qual and quant research that really narrowed down the
requirements for retailers to these three broad buckets.
How are shoppers
shaping the future of retail?
The information is all on the Omnishoppers side. They are
better informed than ever before’which in itself poses questions and provides
opportunities to retailers.
What are some shopper
insights lifecycle best practices you can share?
We spend a good deal of time trying to illuminate what we call
‘Day in the Life’. Of course, depending upon the category, the Omnishopper
journey and the constituent path-to-purchase can be weeks or longer, however we
use the notion of a ‘Day in the Life’ to look for the key sequencing that
matters to the brand. The ‘instants of intent’ I mentioned previously have to
be uncovered and the reasons for those instants (needs, motivations etc.) have
to be properly uncovered.
Why is it important
to link digital and physical shopper marketing?
That’s what the Omnishopper demands ‘ the notion of
Seamlessness I mentioned. The Omnishopper loves the research capabilities of
digital and the in-store benefits of in-store (shopping with friends, touching
the product etc.). From the research perspective, understanding digital is the
big opportunity. We continually look for those data sources that are
‘organically’ created for us and were not necessarily created for market
researchers. Whether it be big data or something else, these data exist and we
are uniquely placed to capture, process and analyze them for marketing purposes
How does omnichannel
customer experience impact customer loyalty?
We hear a lot about the lack of loyalty among Omnishoppers.
We think that is premature but that loyalty may have to be redefined as will
associated loyalty programs.
How is digital
reinventing retail?
Every consumer is a well-informed researcher ‘ they know
what to look for and where to look for it.
Where do you see
retail moving in the next 5 years?
There have to be more ways for every party in the
transaction to be compensated. If I research on one site but then buy in-store
or vice-versa, each party has performed a service. We hear a lot of discussion
on how to make sure everyone is compensated for their part in the
What are some key
points attendees can expect to take away from your session at OmniShopper?
We will spend a lot of time talking about different
techniques ‘ not created for market research ‘ that help elucidate
Seamlessness, Centricity and Experience. While we will also show how to best
uncover a ‘Day in the Life’ of Omnishoppers in any category. We’re looking
forward to it!

If you want to hear more from Donagher, don’t miss his presentation ‘The
Secret to Omnichannel Retail Success’ at OmniShopper 2016 taking place July
10-13 in Chicago, IL. For more information about the conference or to register,
click here: http://bit.ly/2920AJK

What Digital KPIs Don’t Tell Us about Shopper Behavior

During the Marketing Analytics & Data Science Conference, Vicki Draper, Director, Consumer Analytics & Research, AOL, presented “The Missing Metrics Link: What Digital KPIs Don’t Tell Us about Shopper Behavior.”

AOL’s latest shopping research reveals how digital KPIs don’t tell the full story when it comes to online shopping. Emotion drives online shopping more than utility, but traditional digital metrics are not effective at capturing emotion. Metrics must be redesigned to better measure shopper intent.

Here are some consumer behavior insights Vicki discussed:
- Mobile isn’t mobile! 68% of all smartphone minutes are at home.
- People are shopping all the time. 92% shop online weekly or more often.
- 42% of millennials browse online in the vehicle category weekly or more often.

A strong brand is more important than ever. AOL’s research shows that 66% of shopping is emotionally driven (expertise browsing, “me-time” browsing), while 30% is intent driven (deal browsing, problems and solutions browsing). Boredom browsing makes up 11%.

This means that it’s critical to measure the emotional benefits of your digital brand, retail or ad experience. To do this, you must:
- Start with the conventional wisdom.
- Challenge convention by combining analytics with primary research to find the missing links.
- Measure the right KPIs.

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

Unlocking the Television Futures Market

Dan Aversano
During the Marketing Analytics & Data Science Conference, Dan Aversano, SVP, Ad Innovation & Programmatic Solutions, Turner Ignite, presented “Unlocking the Television Futures Market.” 

Attendees learned how Turner is cracking the TV futures market by using predictive analytics to advance audience targeting and optimization for their clients.

Dan began the discussion with the six things that make advertising work:
1. Who: audience targeting
2. What: creative messaging
3. Where (context): content
4. When: recency
5. How often: frequency
6. Where (platform): screen

He then described the process of how to buy audiences in linear TV. 

It begins with behavioral/attitudinal viewership data from panels, set top boxes, aggregators and SmartTV. 

Next, is analytics. Competitive Audience Estimation (CAE) measures what affects program audiences, which include:

- Time attributes (year, seasonality, day of the week, time of the day, and holidays and special events)
- Program attributes (genre, format, duration, and lead in)
- Programs offered by competitor networks
Competitive Reach Estimation (CRE) is a data-driven approach to forecast unduplicated audience across a media schedule. It compliments CAE and naturally extends learning from the targeted audience. CRE handles the complexity of estimating where audience duplication will occur in a schedule.

Finally, you need to consider the business model. The marketplace rules monetization!

Watch for additional #MADSCONF follow-up stories!

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

Insights as a Vehicle for Influence: Build a Culture of Adaptation & Exploration

By: Amanda Ciccatelli,
Content Marketing & Social Media Strategist, Informa

Insights have become a vehicle for influencing marketing and
ultimately, the world. That’s why next in our Insights as a Vehicle for
Influence series, we sat down with Ben Smithee, CEO of the Smithee Group. In
our conversation, he shed some light on how research is changing in the digital
age, how researchers can stay relevant in the changing insights space, why it’s
important to be agile in market research, and more.
Here’s what Smithee had to say:
How are research
operations teams changing in the digital age?

Smithee: I think
the core change is the breadth and diversity of skill sets, paired with the
speed and agility required of the team members. People are forced to know much
more with the impact of digital/social, and a new mindset and skill set is
What is your advice
to traditional researchers trying to stay relevant in the fast changing market
research and consumer insights space?

Smithee: The
biggest things are embracing change and staying up-to-date with content.
Spending the first 30-minutes of your day consuming solid content on the
current state of digital, decision intelligence, social, etc. is absolutely
key! It’s how I stay on the front-end of what’s going on and important.
What is the best way
to build a high performance team in today’s MRX world?

Smithee: Build a
culture of adaptation and exploration. We still must provide excellence in
intelligence and a trusted source for our clients and internal clients, but a
high-performance team is one that embraces new and exploratory methods and
strategies. The environment is changing so fast, you can’t always resort to a
‘proven’ approach. The ability to embrace and execute in this manner requires a
strong culture.
Why is it important
to be an agile market research today?

Smithee: The
consumer climate is changing too fast to not be agile. Decisions are needed in
real-time or near real-time, and businesses require accurate but timely data
and intelligence. This is true for both the qual and quant worlds. Time is a
luxury, and there are so many more needs in today’s business environment. Being
agile is truly a requirement.
How can a company
create a research innovation culture?

Smithee: It
really starts at the core. It’s not enough to talk about it or preach
‘innovation.’ It has to be something that is truly integrated into a company’s
culture. The unwillingness to just default to the old and traditional, and the
insistence to continually ask “is this the best way’ is imperative. Challenge
your team members to learn. Support education, and spend on keeping your team
at the top of their game. Organizations must truly invest in the future of
their company, by investing in the future of their team members. Instill a
culture of respectful challenging, and a more democratic approach. Make sure
your younger team members have a voice, and make sure your seasoned team
members stay up-to-date on the current topics and tactics.

Why 2016 is the Year to Try TMRE

The industry refers to it as ‘the
World’s #1 Insights Event
‘. You may have heard about it, or even considered
attending, but the question’s still on your mind’ why is TMRE the ONE event YOU
NEED to attend?

Unrivaled Inspiration and Application from the Main Stage
TMRE unites an elite group of big thinkers, doers and experts providing you
with the inspiration needed to use insights as a vehicle to COMMAND THE
BOARDROOM (John Mackey, Co-Founder & Co-CEO, Whole Foods Market, Stephen
Dubner, Best-Selling Author, Freakonomics, David Eagleman, Neuroscientist,
Best-Selling Author, Incognito: The Secret Lives of the Brain and more!)

1,300+ Market Research & Insights Executives
It’s more than just quantity at TMRE, it’s the QUALITY of those in attendance ‘
65% of attendees are from the CLIENT-SIDE, making the networking and
connections that much more valuable.

TMRE Matchmaking
It’s all about CONNECTING you with the RIGHT people based on your own unique
interests and needs. TMRE’s new Matchmaking technology allows you to create
your own high performance network based on your specific need and criteria of
who you specifically would benefit from meeting.

The Most Comprehensive Agenda, featuring 120+ content-driven sessions
TMRE’s content review process ensures all 120+ sessions are CONTENT-DRIVEN.
With so much to choose from, never sit in a session that’s not customized to
your specific needs. Walk away with thousands of insights from REAL
PRACTITIONERS who are redefining how research is being done.

And that’s just the beginning. Download
the complete agenda to see all of what TMRE 2016 has to offer:

Use exclusive LinkedIn code TMRE16BL for $100 off the
current rate.
Buy tickets: http://bit.ly/28JaZq5
The TMRE Team

How Customer Service Boosts Your Marketing Strategy

Wayne Y. Huang

Businesses often struggle to understand what their customers are really thinking. During the Marketing Analytics & Data Science Conference, Wayne Y. Huang, Senior Research Lead, Twitter, presented “Measuring the Value of Customer Service for Brands.”

Wayne started the discussion with these insightful statistics:
- 80% of social customer service requests come from Twitter.
- 79% of customers are not receiving responses from brands.
- 87% who do get a response feel more positively towards the brand.

He talked about the pitfalls of relying on self-reported surveys when conducting customer research and then detailed a novel experiment he ran on Twitter using a conjoint survey to test how a good (or bad) customer service experience from a brand affects the customer’s future decision-making process.

A conjoint analysis is a survey technique and model used to measure preferences for products and services. Consumers’ overall value or “utility” for a product is a weighted sum of the value of each of its parts (The whole is the sum of its parts.). Its name comes from “considered jointly” because it almost always involves a comparison of multiple product or service options.

For this experiment, he found thousands of users who had a customer service interaction with an airline on Twitter in the past six months and used the data to quantify’ in dollar terms’ how the customer changed their behavior after those positive interactions. 

In the conjoint survey, consumers who in the past six months received a response from an airline via Twitter were the test group and those who had no interaction were the control group.

Twitter asked consumers to choose from three airplane ticket options that included this information: the airline, seat location, percentage of on-time arrival, and price. To determine the customers’ willingness to pay, Twitter ran a Hierarchical Bayesian regression which calculates a “utility” for all attributes for all respondents. A larger utility indicates a greater preference.

The research findings showed that:
- Consumers absolutely do remember good and bad customer service experiences (up to six months!).
- Consumers are willing to pay more after a good customer experience (up to $20 more).

Wayne’s research shows how social media is transforming the way consumers interact with brands and how customer service matters more than you think.

Watch for additional #MADSCONF follow-up stories!

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

What Marketing Researchers Can Learn From Digital Marketing: 5 Common Mistakes

By: Eric Lindner,
Client Operations Team Lead, Americas, Lightspeed GMI

Originally published on
GMI Blog
I recently attended a webinar where Linda West, Director of
Digital Marketing at Act-On Software, discussed five common digital
marketing mistakes. After hearing what Linda had to say about the five common
mistakes, it got me thinking about what we, as Marketing Researchers, can learn
from digital marketing. While digital marketing strategies are laser focused on
creating value for the consumer, we should have that same focus on our
panelists. Panelists are a core part of what we do in the Marketing Research
industry, and our panelists are people. These people’s voices and opinions
are front and center in how we interact with them.  
So, how are those five common mistakes relevant to Marketing
missed opportunities for testing and optimization
. Avoid making
assumptions about how people will respond. Don’t delay, test out your
innovative questionnaire design, gamification, quizzes, etc. at your next
Curse of
unrealistic expectations in testing and optimization
. Allow time for
your test to mature and be realistic about how soon to expect results. It will
only waste time by ending without conclusive results. See it through to the
shiny objects
focusing on the new
and hot vs. the best for your research
. Doesn’t mean that you should
abandon everything, but may be a good idea to explore. Keep doing what works
for your research, even if it is not what’s trending. A part of your budget
should be reserved for experiments (10%), and accept that a percentage of them
to fail. As with anything, introduce change in small doses. You want to find
the right balance of old standbys and new hot techniques.
mobile is just for B2C.
 It is increasingly important to know your
audience. Every interaction you have with people should be optimized for the
device that they are the most comfortable using. Test, test, test! People
should be able to easily interact with things like surveys from a mobile
content quality
. By offering something unique, getting personal with
your interactions, and taking a data-driven approach will help you stand out.
Good research begins with a good understanding of the people you’d like to hear

Building New Businesses with Data

Katja Suentzenich and Christian Heller

“The goal is to turn data into information, and information into insight.” – Carly Fiorina, former chief executive of HP.

During the Marketing Analytics & Data Science Conference, Katja Suentzenich, Senior Manager, CX & Connected Car, MHP Inc., and Christian Heller, Manager, CRM, Porsche Cars North America, discussed “How SAP’s Analytical Power is Building New Businesses.”

Katja and Christian explained how today’s customer wants a relationship with a brand, not a channel. Connectivity and big data are critical for automotive OEMs to support a unique customer experience, especially for millennials.

Big data is also key for innovation. Porsche uses SAP’s HANA for CRM on a global scale with a full integration of previously independent channels.

Here’s what Porsche learned en route to the “real-time enterprise” with connectivity and big data:
- Went from a “rear-view mirror” perspective to immediate, actionable insights.
- Big data readiness and experience varies largely depending on the industry.
- Need new types of employees: Big Data Business Analysts, Data Scientists and Model Builders.
- It’s all about the “right” big data sources and use cases. Mobile is dominating user experience.

Big data is also enabling Porsche to provide highly personalized customer life-cycle communication to support increased customer enthusiasm and loyalty. 

Watch for additional #MADSCONF follow-up stories!

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

Macro Trends You Can’t Afford to Ignore

Emma Stevens-Smith

During last week’s Marketing Analytics & Data Science conference, Emma Stevens-Smith, VP of Trends, Trendera, presented “Deciphering Generations X, Y and V.”

In addition to providing an overview of the characteristics of Gen X, Y and V, Emma shared these macro trends:

- The Rating Game: Thanks to new rating systems, the traditional brand/consumer relationship is evolving from a one-way communication to a complex set of interactions.

- Work Hard for Their Money: Consumers want to feel as if their favorite brands are working towards fulfilling their needs. They also want to know exactly how they are achieving this.

- The Surprise Drop: Consumers have become accustomed to instant gratification. Brands need to adjust their release strategy form prolonged anticipation to an unannounced release.

- On Purpose: Brands need to let consumers know what their purpose is.

- New Perspectives: Brands must ask how retail, payment and presentation of a product can be adjusted to make people excited about what they are buying.

- More Real than Virtual: Consumers are increasingly eager to incorporate Virtual Reality into their lives.

- Context is King: Consumers are looking for information that is relevant for them in a precise moment and expect brands to do this for them when and where they need it most.

Watch for additional #MADSCONF follow-up stories!

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