Tag Archives: barack obama

Big Data Maven David Plouffe Joins Marketing Analytics & Data Science Conference Lineup!

We are extremely excited to announce David as one of the
distinguished Keynote speakers at The 2016 Marketing Analytics & Data
Science Conference.
From Strategic Advisor to the President of the United States
to Chief Advisor to one of the most successful startups in recent history,
David Plouffe is no stranger to turning data into strategy to successfully
drive a vision forward, and produce actionable outcomes.
Join us June 8-10 in San Francisco to hear David Plouffe’s
keynote on Big Data: Knowing Instead of Guessing.
Widely referred to as the “architect” of President
Obama’s two presidential campaign victories, David will share his experience as
to how to use big data smartly to drive results. He will also share his recent
experience at Uber, where he has won plaudits for the use of technology and
pioneering new applications.
David Plouffe joins an impressive roster of marketing, data
and technology experts who will demonstrate how to deploy analytics and data
science to drive the business forward, including:
??        
Ian Kalin Chief Data Officer of the US
Department of Commerce
 
??        
Beena Ammanath Executive Director, Data Science
at GE
 
??        
Brian d’Alessandro, Lead Research Scientist,
Facebook
 
??        
Jim Thompson, VP Analytics, Audience Development
- Billboard | The Hollywood Reporter
The Marketing Analytics & Data Science Conference
program is continually expanded to meet your needs.  Now featuring even
more stories, panels, and discussions in the three key areas of Best Practices,
Tools & Techniques, and Innovation & Trends.
Click here to view
our updated brochure:
http://bit.ly/1VH73MM
Use code MADS16BL
for $100 off the current rate. Buy your ticket here:
http://bit.ly/1VH73MM

We hope to see you in San Francisco!

Cheers,
The MADS Team

#MADSConf

How the US Government is maximizing the positive impacts of data

The Federal government has a mission to maximize the
positive impacts of its data.  With strategic objectives of fueling
economic growth and creating a data-driven government, Commerce data fuels jobs
and saves lives.

With hundreds of terabytes of data being produced daily, the US Government is
one of the leading creators of information globally. 

At The Marketing Analytics & Data Science Conference, we are excited to
bring you face to face with the man charged with making that data actionable
and successfully driving the vision. 

Marketing Analytics & Data Science Conference
June 8-10 | Hilton Financial District | San Fransico, CA

We welcome the US Department of Commerce’s first Chief Data
Officer, Ian Kalin! Join us on Thursday, June, 9 for his keynote address
“Department of Commerce as “America’s Data Agency.’
Hear first-hand, the challenges Ian faces as he works with
all 12 commerce bureaus to unlock more data and help support a data-driven
department and economy and how you can leverage those learnings back in your
office to drive growth.
Joining Ian at the conference is an all-star line-up of
analytics and data science experience including:
??        
Theo Priestley, Technology Evangelist, Futurist
& Forbes Contributor 
??        
Beena Ammanath, Executive Director, Data
Science, GE
??        
Brian Dalessandro, Lead Research Scientist,
Facebook
??        
David Plouffe, Chief Advisor, Uber; Senior
Advisor to President Barack Obama (2011-2013); Campaign Manager, 2008 Obama for
President; and New York Times Best-Selling Author
Download the brochure:
http://bit.ly/1qjF4pf
Buy Tickets: http://bit.ly/1qjF4pf
We hope to see you there!
Cheers,
The Marketing Analytics & Data Science Conference Team

The Future of Technology & the Future of Consumer Disrupts MRX at InsighTech

Technology is having a profound effect on the state of your industry.  When it comes to staying ahead of the curve, timing is everything. Technology is revolutionizing the way we understand and engage with customers more rapidly than ever before. Understanding the impact of technology on how to gather data and curate insights has become a critical part of our job.
From the producers of The Market Research Event, InsighTech will address not only new innovative ways to deploy mainstream methodologies AND present emerging technologies likely to disrupt our industry even further. You’ll hear how companies like Orbitz Worldwide, Google, LinkedIn, Twitter, Clorox, Unilever and more are pairing new technologies with existing methodologies to deliver quality insights.  Our dual approach ensures you will be able to apply what you learn immediately and prepare for the future.  Having a holistic view of the consumer is the key to brand loyalty. 
InsightTech
Innovations in Research Methodology & Technology
May 4-6, 2015
Intercontinental
San Francisco, CA
Leading market researchers are gathering at InsighTech , May 4-6 in San Francisco, to address the major trends and critical developments in technology and how they are revolutionizing the way businesses understand and engage with their customers.  Download the brochure: http://bit.ly/188ibM3
Learn best practices for gathering insights into digital consumer behavior from our distinguished speakers:
??         Digital Transformation for Data Driven Professionals
Joris Merks-Benjaminsen, Head of Digital Transformation, Google
??         The Future of Market Research
Robert Moran, Partner & Global Head, Brunswick              
??         Insight title and Eye Tracking & Virtual Reality Stores
Andrew Smith, Director, Marketing Research, The Hershey Company
??         Finding Your Future Customers
Tamara Carleton, Ph.D., CEO & Founder, Innovation Leadership Board LLC
William Cockayne, Ph.D., Strategic Foresight & Innovation, Stanford University
And many more!
Download the all new conference agenda: http://bit.ly/188ibM3

A curated mix of case studies, high-touch tech demos, and off-site excursions will provide you with a completely updated toolbox of more efficient and effective strategies to understand your consumers and your markets. 

Join other executives looking to stay ahead of the curve. 
Mention code TECH15BL & Save $100 off the current rate. Register today: http://bit.ly/188ibM3
RSVP to the event: http://bit.ly/18fYORR
We hope to see you in San Francisco!
Cheers,
The InsighTech Team
@TMRE
#InsighTech15

Themarketresearcheventblog.iirusa.com

Study: Millennials to Shake Up Corporate America

Did you know that by the year 2020, Millennials, the generation
born between 1982 and 2003 and who helped twice elect President Obama,
will comprise more than one of three adult Americans. In fact, it is estimated
that by 2025 they will make up as much as 75 percent of the workforce.  So,
understanding this generation’s values creates a window into the future of
corporate America.
New survey data suggest that
Millennials
are as liberal in their corporate outlook as they are in their
political view. They want to work for companies with public service missions,
they want their employers to contribute to social and ethical causes, and they’d
rather make less money but do something that they love.
This data paints a contrast to older generations, according
to the authors of a new study, who argue that Millennials have such liberal views
about social responsibility, personal wealth and financial institutions that
they stand to reorder the priorities of corporate America. This study was
written by two men who have long studied this generation: Morley Winograd,
a senior fellow at the University of Southern California’s Annenberg
School Center on Communication and Leadership Policy, and Michael Hais, a
former vice president for entertainment research at Frank N. Magid
Associates.
‘As Millennials become an increasingly large share of the
adult population and gather more and more wealth, the generation’s size and
unity of belief will cause seismic shifts in the nation’s financial sector,
shaking it to its very foundations and leading to major changes in the nation’s
board rooms,’ the authors wrote.

According to the study, a 2013 survey of high-achieving high
school students found young people most wanted to work at companies with public
service missions. Among those are health care companies such as St. Jude’s
Children’s Hospital, government agencies such as the FBI and the CIA, and
private employers ‘whose mission is to change the world for the better.’
Additionally, a 2012 survey of insurance company employees found 63% of
Millennials want their employer to contribute to social or ethical causes, vs.
about half of Baby Boomers and older Generation Xers.
Further, an Intelligence Group survey found 64
percent of Millennials would rather make $40,000 per year at a job they love
than $100,000 a year at a jot they think is boring. The average investor ages
21 to 36 has about half his or her savings in cash, compared to 23 percent for
other age groups, according to an analysis by UBS Wealth Management in
the Americas. It described Millennials as ‘the most conservative generation since
the Great Depression.’
He said, ‘There is a great deal of survey research that
suggests the conventional wisdom ‘ that young people are liberal when they are
young but grow more conservative as they age, is simply wrong. People form
lifelong beliefs about how the world works between the ages of 17-25, and once
formed, they rarely change.’

Individual Voters, Individual Customers. A Paradigm Shift for our Industry?

The MIT Technology Review recently published an article by Sasha Issenberg on how the Obama Campaign used big data to profile, target, influence and rally voters in the 2012 campaign.  Titled ‘A More Perfect Union: How President Obama’s campaign used big data to rally individual voters’, I highly recommend it for anyone interested in politics or data analytics.  I love both, but what most interests me here are the potential analogies to the measurement and management of customer experience.

Much of the article focuses on Dan Wagner, the chief analytics officer for Obama 2012 and the work he and his team did to fuel the campaign.  In particular, it notes:

The significance of Wagner’s achievement went far beyond his ability to declare winners months before Election Day. His approach amounted to a decisive break with 20th-century tools for tracking public opinion, which revolved around quarantining small samples that could be treated as representative of the whole. Wagner had emerged from a cadre of analysts who thought of voters as individuals and worked to aggregate projections about their opinions and behavior until they revealed a composite picture of everyone. His techniques marked the fulfillment of a new way of thinking, a decade in the making, in which voters were no longer trapped in old political geographies or tethered to traditional demographic categories, such as age or gender, depending on which attributes pollsters asked about or how consumer marketers classified them for commercial purposes. Instead, the electorate could be seen as a collection of individual citizens who could each be measured and assessed on their own terms. (italics added.)

The article contrasts the Obama approach to Romney campaign’s, which was much more rooted in the ’20th century tools for tracking public opinion’.  How much Wagner’s team contributed to the surprising (to many) margin of victory will undoubtedly be debated for years to come, but I will be very surprised if the ‘collection of individuals’ approach doesn’t quickly become the new standard for any political campaign.

I want to highlight one other quote from the article before turning to our own industry.  In his conclusion, Issenberg writes:

In many respects, analytics had made it possible for the Obama campaign to recapture [the small town] style of politics. ‘ They enabled a presidential candidate to view the electorate the way local candidates do: as a collection of people who make up a more perfect union, each of them approachable on his or her terms’ ‘What that gave us was the ability to run a national presidential campaign the way you’d do a local ward campaign,’ [David Simas, the director of opinion research] says. ‘You know the people on your block. People have relationships with one another, and you leverage them so you know the way they talk about issues, what they’re discussing at the coffee shop.’

As I write this, I am reminded of a 1990 United Airlines Commercial where a boss addresses his staff after getting fired by a long time account and tells them they are going to have a ‘face-to-face chat with every customer we have.’  They’d lost touch with the individual and replaced personal relationships with a dependency on modern technology ‘ faxes in this era.  This boss was going to use the airline to get back to his customers.

Technology, the very thing that got this fictitious company out of touch with its customers, is what the Obama campaign used to get in touch with 65 million of its ‘customers’.
Customer experience research came of age in the 1990′s and is very much rooted in the social science thinking of the time.  We survey individual customers in order to learn about the group, not about that individual.  The ‘group’ could be the business unit (usually a branch or a region) or the brand itself, but that is the focus rather than the customer.  Yes, most programs incorporate hot alerts and other customer recovery tools into the process and we rarely ignore a customer in need, but our methods and processes are all based on understanding the group, not the individual.  Advocates of the Net Promoter approach will say the 2-question survey is more customer friendly, but it is still a methodology designed to understand the group.  And, while some technology-based companies or even industries claim to be doing things differently, the reality is that they have all adopted the prevailing mindset and are just as dependent upon 20th century social science thinking as the market research industry.  Whether you call it market research or Enterprise Feedback Management, any program that treats all customers as essentially the same and has a one-size-fits-all approach to survey construction and administration is still based on the old social science model.  Anytime the feedback process has been designed for the user of the information rather than the provider of that information, the customer, the program is based on the old social science paradigm.  If there are truly individualized programs out there, I would love to see them.
Note that advocating for an individual approach is not abandoning the need to understand the branch or the brand.  After all, brands and branches are built one customer at a time; they are collections of individuals.  But systemic progress is very difficult when all you have are the individual responses.  Even when you design a program from the customer back, you still need to be able to analyze the aggregated data and use that understanding to improve the overall functioning of the unit.  The MIT article makes it very clear that the Obama campaign relied on the combination of individual voter information and data from traditional research.  And, while I do think moving to an individually-based approach will create measurement challenges, it is worth noting that according to the MIT article, the Obama team was able to predict individual elections outcomes with ‘improbable accuracy’; not with polls, but by counting votes ‘one by one.’
Regardless of what you think about President Obama, the reality is that his 2012 campaign has changed politics.  The use of modern data analytics to understand the electorate through a focus on the individual voter will be with us for the foreseeable future.  The question is: when will these same techniques drive the next generation of customer experience measurement?
* Republished with permission from the original at Maritz Research’s Blog: Sound Check
After a 35+ year career in marketing research, I have developed some definite ideas about this industry of ours. In particular, I am passionate about customer experience research and how this is, or at least should be, different from other forms of marketing research. My blogs will generally focus on these issues, although I reserve the right to play ‘Grumpy Old Researcher’ from time to time and comment on other aspects of our industry.
The above-mentioned 35 years includes 27 years with Maritz, 2 years with Chilton Research, 3 years doing mental health research for the NJ Department of Human Services and various other academic and non-academic positions. I started my career as an analyst and along the way have held various positions at Maritz, including leading what was then our largest business unit, setting up what is now Maritz Research Europe, and heading up our new product development. Today, as EVP Innovation and Marketing Science, I still have a connection into the analytic side of our business, along with being what I call our company’s ‘Chief Tea Leaf Reader’: watching industry and societal trends and designing strategies to ensure we are properly anticipating and preparing for our clients’ needs. In this capacity, I’ve been our internal champion for leading edge developments like data integration and text analysis and had overall responsibility for leading the effort that led to the development of CE3D, our Customer Experience Evolution Framework and for the acquisition of evolve24, our social media aggregation and intelligence business.
When I am not in the office or with one of our clients, you can usually find me on the golf course, driving my 1966 Sunbeam Alpine (which I have owned since it was just a used car), or in the garage up to my elbows in Alpine grease.

Was Obama’s “Twitter Town Hall” a failure?

This past Wednesday, President Obama held the first live town hall meeting on Twitter. The event was hosted at the Whitehouse, and moderated by Twitter’s Jack Dorsey. By using the #AskObama hashtag, anyone on twitter could submit a question for the president and Twitter Search algorithms and a panel of seasoned Twitter users identified appropriate tweets.

You can watch a recording of the event here.

The question is, was this a social media success for the man who has become known as “the social media president”?

Press reaction to the event is, perhaps predictably, mixed. Digital Trends reports that “The event moved surprisingly smoothly, if you don’t count the fairly robotic tone of Twitter’s Jack Dorsey.” You can view a great infographic about the session by TwitSprout here.

If the goal was to revitalize the President’s image as a tech-savvy candidate, it may not have been a success. This opinion post on The Daily Beast claims “The first problem was the president’s own apparent obliviousness to the format (despite the news that he’s started tweeting for himself).” And WNYC chimes in with the headline “What We Learned From Obama’s Twitter Town Hall? He Doesn’t Get Twitter.”

Still, some credit is due for making an attempt to embrace new technologies. What do you think of this social experiment? Share with us in the comments or on twitter @Community20.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com.

TMRE 2009 Keynote: Joel Benenson

Joel Benenson will be a keynote speaker at this year’s The Market Research Event. The Market Research Event will be taking place from October 18-21, 2009, in Las Vegas, Nevada. He will be presenting “Lessons from The White House: Stories From Obama’s Lead Pollster & Strategist.”

Joel Benenson is a Founding Partner and the President of Benenson Strategy Group (BSG), and has personally provided strategic research and consulting to our nation’s political leaders, business leaders and major advocacy and charitable institutions.

Joel offers a unique combination of communication expertise and an aggressive analytical approach to research clients with messaging strategies that work in the most difficult situations. His extensive experience prior to becoming a pollster in 1995 includes working as political journalist for the NY Daily News, serving as Communications Director for Gov. Mario Cuomo’s 1994 campaign and as a Vice President at FCB, a New York ad agency.

Joel was the lead pollster and a senior strategist for President Barack Obama during the 2008 election. He has also been a pollster and strategist for U.S. Senators, Governors and Mayors from around the country. He also played an integral role as a pollster for the DCCC in 2006 when the Democrats won back the majority in the House of Representatives. The team Joel was on won 8 of 10 races, including helping to defeat 3 incumbents.

During his career, Mr. Benenson has worked directly on research projects for some of America’s foremost CEO’s including A.G. Lafley, Jack Welch, and Bob Pittman. He has also helped guide corporate clients through some of the most notable communication challenges in the past decade. He was the lead strategic researcher for Procter & Gamble’s launch of Olestra, the fat substitute; he was instrumental in helping AOL manage its capacity crisis in the late 90s; and he helped a NYC coalition block Mayor Bloomberg’s plans for an Olympic Stadium in Manhattan.

Joel is also the co-founder of iModerate Research Technologies, an innovative research company that connects respondents in online surveys in real time to a highly trained moderator for a one-on-one session to probe deeper into subjects within the quantitative survey.

Mr. Benenson is a graduate of Queens College of the City University of New York. He and his wife Lisa Benenson, who is the Editor in Chief of Hallmark Magazine, have two children and live in Montclair, N.J.

Read more about Joel Benenson here:
New York Times Article: Obama Seldom Asks His Pollster to Play the Role of an Oracle

Source: Benenson Strategy Group

Customer service and technology

Bruce Dresser ponders what the effect of the new president-elect on the goals of customer service and technology for the businesses of the United States.

Within the contact center industry, we’re likely to see an acceleration of hosted contact center deployments that require no capital expense yet let firms compete better and still focus on providing high levels of customer service. And the example being set may not be just other companies that have already seen the benefits of this type of hosted technology deployment, but from the new regime in Washington.

What effects do you think we’ll see on customer service now that Obama’s in office? Do you believe technology will take on a significant role?

Power to the People: Politics Tapping Online Networks

Many of us have read the headlines and regardless of our political inclinations, watched with growing fascination the remarkable ease the Obama political campaign amassed an online presence across Facebook, YouTube and its own social network, MyBarackObama.com to create a political base in scope and size unknown in prior elections. This is the real deal. As many media outlets talk about the implications of an Obama presidency and the work at hand, one impact already being felt is the use of online networks to build the power base that traditional political parties would establish on behalf of a politician’s campaign using traditional methods of mailing lists, telephone banks and advertising to build get out the vote efforts and donations to the campaign.

Some recent articles I’ve come across take a close look at the impact of what the Obama campaign has done and the impact it will most likely have on future campaigns. Full disclosure: yes I did vote for Obama, but my interest in sharing these insights is really to look at how successful a social media campaign can be and how important it is to take a 360 degree approach that does not necessarily favor one online tool over another. I think there are lessons for all marketers to consider as they develop their own social media efforts and consider successful strategies.

With that said, again regardless of your political inclination or even interest in politics, here are some thoughts on the Obama campaign’s success with social network. First of all I came across this analysis in the NY Times regarding the campaigns use of social media. It gives some excellent highlights and looks at some general implications. The most obvious, when you bring in tens of thousands of individuals to share their own perspectives, a place to voice their expectations, and to provide their own opinion, well the possibilities are endless. But not always manageable.

But the advantage is clear: a lower cost to expand their database and communicate instantaneously to this audience, and more important leverage it as an expanded distribution channel to pass along all types of content to the expanded networks of their community members.

With such a powerful network established, the question then is how will it be used now that the election is over? In a recent article on ComputerWorld regarding MyBarackObama.com it’s been confirmed that it will stay online even now as the campaign is focusing on launching his presidency. There was a recent post on their blog confirming this. (On a side note, for those of you unfamiliar with Chris Hughes, suggest you read up on him, we may see this wunderkind pop up again and again.) Now one interesting point the article cites is the fact that legally Obama cannot use this political tool as part of his administration, so more than likely it will be brought under the Democratic Party National Committee and their own social network. It will certainly be interesting to see how well this distinct group, who has so closely identified with Barack Obama’s campaign and the political brand he has created using social media, will be incorporated and morphed into some element of the DNC base.

Before I go on, here are some figures I’ve been able to track down regarding the campaigns use of social media. I’ve gone to each site to see what figures are reported for lack of an official breakdown of the numbers, so if anyone has other sources of data please feel free to share in the comments:

1) YouTube:Subscribers: 134,998 , Channel Views: 19,576,473

2) Facebook: 914,496 members – and if you perform a search on Facebook you will find any number of groups in support of or against Obama, but this figure is the official campaign group.

Unfortunately, I could not find any clear membership numbers for MyBarackObama.com, so I welcome anyone with such information to please share and I’ll update the post with that detail. Though Jeremy Owyang has a great side by side comparison of both campaigns and their comparative figures across these platforms. Now while McCain clearly did not build up as much of a base on some platforms as Obama, some things come to mind. First, his campaign began using these later than Obama, also they did not use it as frequently as Obama’s campaign until much later in the general election – though many would say this failure in their social networking strategy may have been a result of the fact that McCain won the Republican candidacy earlier and did not feel the need to develop such tools.

Now for many of you, far savvier and knowledgeable in using social media, the clear lesson here is persistence in my view; the constant outreach across not one but multiple platforms to reach the widest audience possible. From my perspective the campaign’s effectiveness in ongoing and constant outreach was unlike anything I’ve ever seen. Naturally there was a tremendous interest in this election year. But at any time that I would go online there was never a moment when I did not see some site that would link to one of their blog posts, link to a new video update, as well as their constant email after email informing their community members of the latest and greatest available online. It was deafening in my opinion.

As marketers we all have developed a sense of consumer fatigue, how much is too much; but what social media has clearly demonstrated is that rather than worrying if its too much, we must worry about if its enough. The tools available at hand give individuals every ability to control the flow of information, but even if they restrict it, what can be worse than when there is a moment they do come to your site, your online community, or any other effort, and nothing is fresh or new for them to interact with? It’s a worry I have and face daily in order to build up and create the type of interactions that are necessary for an overall positive experience. This election year, watching how the campaigns played out online, clearly demonstrates the power of social networks to bridge demographics and create the the relevant associations to a political brand. Through the interconnections across these platforms, they then expanded their reach even to individuals who may not directly associate themselves to a campaign, but nevertheless were reached.

It’s an ideal scenario for sure, one we all can learn from, and I’m sure will be dissected for months to come. This is just my own two cents, but one I felt worth sharing. I’m curious to see commenters thoughts and perspectives on the use of social media in the campaigns – though I ask that let’s keep any heated political discussions to a minimum.