Tag Archives: analytics

Marketing Analytics and Data Science 2017 – Save the Date

Save The Date!
April 3-5, 2017, San Francisco, CA
The U.S. election results proved that there is an urgent
need to improve our prediction models and statistical analysis. Thankfully,
Data science and Advanced Analytics are starting to lead the charge, and that’s
a fundamental reason it’s being called the sexiest job of the 21st century.

The Marketing Analytics and Data Science
is your opportunity to go beyond the data and identify hidden
insights. How can you work together to filter through all the clutter of data
and deliver results that really make a difference?

You are more powerful together than you are on your own!
Join Superheros from:
Director, Alibaba Group
Chief Data Scientist, Mashable
Founder and CEO, Fast Forward Labs
Head of Customer Experience Analytics and
Experimentation, Paypal
Economic Research Scientist, Netflix
EVP Insight, BBC Worldwide
Chief Economist, Google
Visiting Executive, Harvard Business School
And more!
Use exclusive LinkedIn discount code MADS17BL and save $100!
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We hope to see you in San Francisco next spring!
The Marketing Analytics & Data Science Team


Thoughts On Market Research Data Integration Approaches

By: Mike Page,
Blueocean Market Intelligence Vice President – Client Development and

How does the MR industry keep pace with the overall business
intelligence market in terms of developing an integrative approach? While you
could argue that it is a different discipline, it is still the voice of the
consumer within a business, so the data should be simpler to integrate and use.
A better way to think about this is to think about the flow
of information from one channel to the other ‘ specifically from MR to business
intelligence or vice versa. At the Data Matters conference Martin Hayward made
a very important point. He said: ‘We work from what you did outwards to why you
did it.’ Most market research works from questions about why you do things and
try to predict what you will do. Surely within this there is an optimal model
that will help you ask only the most pertinent questions in the most pertinent
way and not waste effort on information that is better sourced elsewhere.
Here are some examples of how an integrative approach can be
more efficient and help to realize the savings that so many people believe are
out there.
Savings from
redundant research

Organize different research under the same platform to
achieve synergy. By combining various product/concept test research, you are
often able to answer new business questions and eliminate funding superfluous
research. Synergy is obtained through combining data: a) from different time
periods (trending) or b) across product/brands/concepts/ business units.
Better insights from
linking different sources of research data

Additional synergy can be captured from across product
linkages as well as trending. As a case in point let’s use chocolate. Across
the board men associate chocolate with comfort; whereas women associate it with
indulgence, which has great implications for how you communicate with them. 
While an individual study may provide the same information about a specific
concept (e.g., a white chocolate with a bitter orange flavor), we would not
know that, in general for women, chocolates are tied to indulgence. With
respect to trending, only by linking and creating a trend line for appeal, will
we know that chocolate has, over the years, consistently lost appeal among men
but not among women.
Research redundancy

We can also think in terms of research redundancy. If we
asked a question within a category ‘ such as customer satisfaction or new
product development ‘ we are building a picture of the consumer that can be
looked at across the surveys, we conduct. For example, how many times have we
ever asked a certain question and how has the context or relevance of that
question changed over time. From our own experience we have databases with over
half a million responses that show no or little change over time. Using this
knowledge in a structured and data-centric way can give us the tools we need to
manage our research process more effectively and ensure we don’t duplicate
efforts in our research or collect information that is perhaps better captured
elsewhere for the sake of it.
Data sharing

There are equally opportunities for data sharing. If many of
the data points that we collect are static, why should data not be shared in a
way that will, while ensuring confidentiality, provide researchers and their
clients with a window on what is genuinely different and what is genuinely
insightful from a research study. For example, if we know that the primary
driver of purchase intent is age, regardless of the product being tested, then
why do we not analyze what we already have to make a better-targeted research
study and avoid duplication of effort?
Linking research data
with other sources of data

For this let’s take an example looking at doctors’
prescription patterns for a new drug. By linking satisfaction and effectiveness
data to prescription data you can provide insights regarding both optimal
quantity of sales calls as well as the quality of messages to a particular
doctor. So if you know that cardiologists tend to write more prescriptions when
the salesperson is able to demonstrate ‘knowledge and competence about the disease
state and product benefits’ whereas the oncologist writes more prescriptions
when the salesperson could show that ‘he/she cared about the physician’s
business practice’. These types of insights lead to better understanding of
what drives volume and share of prescriptions for different drugs.
In conclusion, it is easy to see how an MR strategy that is
not aligned with other business information streams in a seamless way can make
you spend money that you don’t need to. My advice to those who do not believe
this is to conduct an audit to find out where and by what means each piece of
the research puzzle can be best answered, and by what channel, before another
research study is begun.
You’ll be surprised by what you find and how much you can
save with an integrative research 
Parts of this entry
were originally published under ‘A waste of time and money’ on Research Live.com.

Blueocean Market
Intelligence is a global analytics and insights provider that helps
corporations realize a 360-degree view of their customers through data
integration and a multi-disciplinary approach that enables sound, data-driven
business decision. To learn more, visit www.blueoceanmi.com.

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
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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 ‘
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It’s all about CONNECTING you with the RIGHT people based on your own unique
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And that’s just the beginning. Download
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The TMRE Team

Top Marketing Analytics & Data Science Trends of 2016 (Infographic)

48% of companies surveyed still do not have a dedicated data science team! Learn how to hire and retain top data scientists at the Marketing Analytics and Data Science Conference! 

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
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
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

Your TMRE 2016 First Look

The TMRE 2016 full
program is almost complete! And, right now you can save a total of $1,000!
As always, the 2016 program is designed to help you
translate insights into bottom line impact and demonstrate the business value
of research. Here’s a sneak peek at just a few of the speakers being featured
at TMRE: The Market Research Event in 2016: http://bit.ly/1XYajAF
TMRE 2016
October 17-20, 2016
Boca Raton Resort and Club
Boca Raton, FL
Human Innovation: Life’s About to Get
Dustin Garis, former Chief Troublemaker, Procter & Gamble
According to a shocking study, “over
99.7% of employees and consumers are human.” Assuming this is true, how
could our approach to innovation be more human? To find out, Dustin Garis
embarked on an around the world expedition, and what he uncovered was an
innovation revolution taking place at global megabrands and entrepreneurial
startups, fueling market disruptions that go beyond whitening teeth or
quenching thirst, to innovate on the full human experience. Garis made this a
priority while leading global innovation at P&G Futureworks, responsible a
billion-dollar portfolio of new brands, business models, technologies and
entrepreneurial ventures such as Tide Dry Cleaners and Shazam. The success of
these inititives come not from practicing innovation – it came from living
innovation. For Garis, that means converting an elevator into his office,
riding an 1,800 pound bull in a rodeo, eating lunch blindfolded, fetching well
water in rural India, and other life experiments that ignited an organizational
Competing Against Luck: Using “Jobs to be
Done” to Drive Customer Choice and Loyalty
David S. Duncan, co-author with Clayton Christensen
of the forthcoming book, Competing Against Luck: The Story of Innovation and
Customer Choice
Why is innovation so prone to failure? One
big reason is the lack of an effective lens for understanding what really
drives customers to pull new solutions into their lives. The theory of
“jobs to be done” provides a powerful set of tools to understand
customer behavior and a new way to look at the intersection of marketing and
innovation. Going beyond traditional approaches to developing customer insights
and segmentation, this approach shifts the focus from solutions that customers
use to the fundamental problems they can’t adequately solve. This talk will
describe how jobs thinking can be used to shape innovations that have a greater
chance of success and how the approach can be institutionalized in your
organization to create enduring competitive advantage.
Plus, groundbreaking case studies shared by The
Walt Disney Company, Spike TV, BuzzFeed, General Motors, USAA, Marriott,
Hallmark, Tesco, Citi, Rotary International, HP, Johnson & Johnson, McNeil
Consumer Healthcare, Sargento, Sonoco, Kellogg, Intel, Roden + Fields, Taco
Bell, Gilt Group, Netflix, Cox Automotive, FGX International, Kimberly-Clark,
David’s Bridal, Twitter, HBO Latin America, Yahoo!, Atlassian, Aon Hewitt,
Vantiv, IBM, Sony Pictures Television, PBS, Coca-Cola, PepsiCo, Hershey’s, Big
Heart Pet Brands, Unilever, Outdoor Sportsman Group, Comedy Central, Groupon,
Sephora & more!
More details coming soon! Want to be the first to know when
the TMRE 2016 full program is released?
Request a brochure
here: http://bit.ly/1XYajAF
Ready to register?
Secure your spot at TMRE 2016 and save $900! Plus, use code TMRE16BL for an
additional $100 off. That’s a $1,000 savings! Buy tickets here: http://bit.ly/1XYajAF
The TMRE 2016 Team


Get Advice from Marketing Analytics and Data Science Leaders

Data Scientists and Marketing Analytics Experts Unite for a
Common Goal:
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You are invited to the inaugural Marketing Analytics
& Data Science conference
. Join us as influential leaders across
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Ensure data security and customer privacy
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Analytics in Today’s Sports Landscape

Do you remember when winning or gaining an advantage in sports was achieved by a coach’s gut decisions ‘ or when the value of a player was attributed to the ‘eye test’?  Analytics has spread like wildfire in sports and the days of ‘pure’ sports are long gone. 

The Spark that Ignited the Fire

Billy Beane, the GM for the Oakland Athletics, is notorious for his use of analytics in baseball. Chronicled by the Michael Lewis book ‘Moneyball’, Beane used analytics to better understand the ‘secret sauce’ of winning players. Beane looked past the traditional way of evaluating players (i.e. scouting services) and looked at the variables that led to more wins. It turned out that a team with a higher ‘On-Base Percentage (OBP)’ would likely score more runs, and ultimately win more games. Beane revamped his entire roster with players who fit those specs’. and the rest was history. 

Analytics in Today’s Sports Landscape

Fast forward over a decade after Billy Beane introduced analytics to baseball and the landscape has completely changed. Now-a-days, if you don’t have an analytics team on staff as a professional sports organization, you’re at a disadvantage. 

The National Basketball Association (NBA) has been on the forefront of the analytics movement. NBA teams are now using a form of technology called ‘Player Tracking,’ which evaluates the efficiency of a team and players by their movement. NBA arenas now feature 6 cameras that track player and basketball movement 25 times per second. No longer are NBA players evaluated by the ‘eye test’ or basic statistics like Points-Per-Game (PPG) or Rebounds-Per-Game (RPG). Teams are now looking at the speed of a player, how many rebounding and scoring opportunities he had, how far a player traveled during the game (i.e. 2.8 miles), etc. 

In 2014, Benjamin Morris wrote an article on FiveThirtyEight.com about the hidden value of steals in the NBA. To illustrate this, Morris created a regression using players’ box score stats (points, rebounds, assists, blocks, steals, and turnovers) to predict how much teams would suffer when someone couldn’t play. Shockingly, Morris discovered that a ‘steal’ is worth as much as 9 points. Put another way, Morris said, ‘A marginal steal is weighted nine times more heavily when predicting a player’s impact than a marginal point.’

In 2014, Kirk Goldsberry of Grantland wrote a fascinating article on how he used this new available player data to estimate the value of a possession ‘ moment by moment. As an example he used the last 9 seconds of a game where Spurs PG Tony Parker maneuvered through the lane to find an open player for the winning shot.  The article features an interactive visual of how the estimated possession value (EPV) changed after each second. 

The articles by Goldsberry and Morris are examples of how the advancement of analytics in sports has led to a new appreciation for the ‘little things’ of the game ‘ things that were previously overlooked or viewed as unimportant. 

What’s The Future?

Wearable tech is the trend now. We’ve already seen the NBA experiment with materials used for uniforms and basketballs. Perhaps the next step is to bring wearable tech to the players? For example, major league baseball players often wear sunglasses when at bat. Maybe if their sunglasses featured technology similar to Google Glass and the Apple Watch, then we could measure players’ emotional and mental health throughout the game. 

Closing Thoughts

Is advanced analytics in sports a good thing or a bad thing? I’m not convinced one way or the other but I don’t believe it’s been all ‘good.’ Just like in Market Research, there will always be value in the consultative side of things. I’m not against Do-It-Yourself research tools like SurveyMonkey but there’s a reason why Fortune 500 companies don’t assign interns to conduct their market research. We’ll always need people who can structure studies appropriately and make since of the data afterward. Analytics just for the sake of analytics can only go so far in sports. There must always be direction (a focus on things that make sense in context of the game/sport) and people in place who can make sense of the raw data. 

What do you think? Is advanced analytics in sports a good thing?  What do you think is next?


Isaiah Adams is the Manager of Social Media Development at Optimization Group, a marketing research and analytics firm that uses cutting edge technology to help clients make fact-based decisions. Follow Optimization Group on Twitter @optimizationgrp

Image Credit: lonely11 / 123RF Stock Photo

How Netflix Cracks Consumer Moments-of-Truth

Consumer Insights Director Talks
Research Innovation
By Marc Dresner, Senior Editor, IIR
It’s a testament to the fragility of success in changing
times that just 15 years ago Blockbuster Video declined an opportunity to buy
Netflix for $50 million.
(The former, of course, now rests in the business boneyard;
the latter is worth about $33 billion today.)
Without exploring Blockbuster’s missteps in detail, it’s
pretty clear that they missed a thing or two about the market and the consumer
that Netflix did not.
Indeed, the best defense against hubris in this era of flux may
be an organization’s appetite and aptitude for insights. Fortunately for
Netflix, neither seems to be a problem.
Dave Decelle
According to Consumer Insights Director Dave Decelle, Netflix
has more than tripled its consumer insights function to a team of 20 since he
was hired a few years ago.

As one of four centers of intelligence, Decelle says his
group’the only one that speaks directly with the consumer’has had to pretty
quickly carve out an identity for itself in the organization.
is very Big-Data-centric and A/B-testing-centric, so it’s been an interesting
challenge to understand where consumer insights fit into that.’
‘Netflix is very
Big-Data-centric and A/B-testing-centric, so it’s been an interesting challenge
to understand where consumer insights fit into that,’ Decelle told the Research
Not surprisingly, Decelle notes they’ve found a valuable
role in delivering the why behind all of the behavioral and other data Netflix
collects, but he adds ‘we’re really careful about not taking what consumers say at face value.’
‘We try to steer clear of just listening
superficially to what consumers tell us.’
‘We try to steer clear of just listening superficially to what consumers
tell us,’ Decelle said. ‘We try to identify and understand the true underlying
motivators that are driving that response.’
This has led Decelle and his colleagues to pursue some interesting
solutions, methodologically.
‘It’s not unusual for the consumer insights team to
be innovating on techniques.’
‘Netflix is a very innovative culture and so it’s not unusual for even
the consumer insights team to be innovating on techniques,’ Decelle noted.
In this interview for the Research Insighter
podcast series, Dave Decelle  takes us
inside consumer research at Netflix and shares some lessons learned, including:
‘ How to get at
the moment-of-truth via in-the-moment techniques
‘ Why recall is
‘ How to engage
internal clients through ‘opportunistic enthnos’ and offsite safaris’and much

Editor’s note: Dave Decelle will
be speaking at TMRE 2015The Market Research Event‘now in its 13th
year as the largest, most comprehensive research conference in the world taking
place November 2-4 in Orlando.
For information or to register, please visit TheMarketResearchEvent.com.

(Ps. SAVE $100 when you register with codeTMRE15BL!) 

Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

How to Tell a Research Story

The job of research has clearly evolved. Historically, the
role of research was to create data where there was none, but we no longer live
in a world where data are rare. We have more data than we know what to do with.
And the job of the researcher increasingly will be to make those data usable.
It’s going to take an infusion of new skill sets.

Stories help us navigate life’s complex social problems’just as flight
simulators prepare pilots for difficult situations. Storytelling has
evolved, like other behaviors, to ensure our survival. Stories can also change
the world for the better. Most successful stories are moral’they teach us how
to live, whether explicitly or implicitly, and bind us together around common
values. We know we are master shapers of story.

Several attendees, speakers and sponsors at TMRE 2014 shared
with us some best practices on how to tell a research story.

Watch the full video below:

Insights without impact are worthless. TMRE is the most
trusted, supported insights event in the world and delivers more proven value
than any other of its kind. Beyond “how to,” TMRE is always focused
on the business value of insights – the meat that really matters.

TMRE has grown to be the most comprehensive insights conference in the world.
Focused on the business value of insights, we unite leaders across market
research, consumer insights, strategy, innovation, marketing, analytics,
shopper insights, media research, UX, customer experience, business
intelligence, competitive intelligence and more. Learn more about the event
here: http://bit.ly/1N0CRX1