Tag Archives: Big Data

Insights Interview: Q&A with Diane Powell, Conagra Brands

We sat down with OmniShopper
speaker Diana Powell who is a Shopper Insights Manager at Conagra Brands, to
discuss how retail is being disrupted.
How has retail been
disrupted?
 
Powell: In the
food industry, traditional grocers are experiencing competition no longer just
from other grocers, but from emerging channels of meal sourcing such as
subscriptions, meal kits, offline and online wholesale/club stores, and
hundreds of new delivery models.  Traditional brick and mortar stores are
having to rethink how they do retail ‘ with more ready-to-go options and
elevating the shopping experience to draw shoppers in.
How has omnichannel
impacted retail positively?
 
Powell: We’ve
been keeping a close eye on ecommerce and how it impacts shopping for
food.  Shoppers view online shopping as complementary to their in-store
experience and most don’t foresee it replacing all in-store.  Shoppers who
are buying groceries in store AND online spend more overall than in-store only
shoppers.
How is this new era
of shopping everywhere impacting shopper insights? 
Powell: We must
be ahead of the digital transformation to keep up with where shoppers
are.  It’s not enough to just send the same old surveys to mobile phones,
but we must find new ways to use cutting age big data to understand online
behaviors that consumers don’t even know they are doing. Also, with the IoT,
behavior and trends change faster than ever, so we need to update research and
findings more frequently as to not lag in our reporting.
Additionally, in the food industry, we’ve also traditionally
spent our time researching women. However, with equal proportions of men
and women millennials doing the grocery shopping, we can’t have blinders to
both genders!
How are shoppers
shaping the future of retail?
Powell: In food
ecommerce, there is a clash between the shopper’s perspective of value and the
retailers when it comes to ecommerce.  Shoppers are used to shopping
online for other categories (electronics, clothing, housewares, cleaning
supplies, etc.) and when they shop online for these products, they are
expecting to get great deals.  They have cost comparison sites and aps at
their fingertips and are quick and savvy deal shoppers.  They apply this
same thinking to their online grocery shopping and expect to find good prices
and deals. 
However, food retailers think that because of the
convenience of online grocery shopping, shoppers should be paying a
premium.  They charge fees for pickup and delivery, charge higher prices
for the same products, don’t integrate as many couponing options, and some even
ask for a tip for the person delivering.  Shoppers are not willing to pay
such a premium (only about $5) and therefore I don’t think we’re seeing the
shift as quickly as it’s happened for other goods.  It will be fascinating
to see how sites like Jet.com and amazon, which are modeled to give shoppers
great prices, will force the traditional brick-and-mortar- e-tailers to step up
their price savings game.
Why is it important
to link digital and physical shopper marketing? 
Powell: Even when
shoppers are in a physical store, they are connected digitally.  Whether
they are using their devices for shopping related activities or not depends on
the minute! A buzz from their purse or pocket triggers a look, a distraction
from the shelf, but also an opportunity to influence.  Of course, we must
be mindful of respecting the shopper’s desires for how often/what we contact
them about ‘ making sure to give the appropriate value exchange customized to
that shopper.
Where do you see retail moving in the next 5 years?
 I’m excited to see a nice balance of the tangible and intangible.  I
think retail shopping will become more immersive, experiential, and
destination-based.  Offering the benefits that are near impossible to
recreate. Perhaps even more analog, more customized. People have a
desire to disconnect sometimes, and to return to the simple. Or on the contrary,
offering high tech in-person experiences that aren’t possible in your own home
is also going to happen.  I’m also excited to see the continuation of the
tech explosion ‘ with voice search leading the way for a lot of cool
innovation.  Deliveries will be faster, subscriptions will grow, and brand
loyalty may make a comeback when shoppers spend more time speaking to their
devices versus searching through.

Don’t miss Powell’s
session, ‘Knowledge
is Power, If You Can Find It!’
on June 20th at 3:40 PM in
Minneapolis, MN. Use code OMNI17BL for $100 off the current rate:
https://goo.gl/XY25DW

Study Compares Recall Versus In-the-Moment Surveys

This post was originally published on mfour’s Blog.

If you want to know what consumers buy, you’d better not
hesitate to ask. Because if you don’t ask fast enough, your data will fall into
a recall gap ‘ the chasm that opens when you rely on days-old (or weeks-old)
memories instead of capturing consumer sentiment when the experience is fresh
in mind. 
That’s the takeaway from a comparative study MFour conducted
to explore how memory decay impacts data reliability. The results underscore
how using GPS-enabled technology lets you reach the right consumers in the
right place at the right time for insights that can truly drive the right
business decisions. 
The study involved fielding essentially the same mobile
survey to two demographically similar groups of 200 consumers. GeoLocation told
us that our first group had been shopping that very day in at least one of the
five retailer categories in the study ‘ grocery stores, convenience stores,
drug stores, membership club stores, and mass merchants. 
These panelists were identified inside specific stores and
received in-app push notifications just as they walked out the door to learn
about their shopping experiences. The non-GeoLocated control group was asked
about most recent shopping experiences in the same store types ‘ which may have
occurred days, weeks, or even months earlier. 
Key Findings

??        
When asked to state whether they had purchased
products in any of eight general categories (beverages, personal care, etc.)
during their most recent store visit, all 200 GeoLocated respondents named one
or more categories. Not one of them selected the ‘Don’t know/Can’t remember’
option.
??        
That contrasts with 28% of the non-GeoLocated
control group who said they could not remember which product categories they’d
purchased during their most recent store visit.
??        
There were also significant gaps when it came to
recalling the brands our respondents had bought. The GeoLocated group had a
brand recall advantage for 13 of 16 specific product types.
??        
Notable brand recall gaps include differences of
23.8% for facial cleansers, 14.1% for juices, 13.4% for feminine hygiene
products, 12.3% for shampoos/conditioners, and 10.1% for snack chips.
Conclusion 

Talking to consumers when an experience is fresh in mind is
crucial for obtaining accurate data about any kind of experience. Exploiting
GeoLocation and other key smartphone features takes you as close to the moment
of purchasing truth as you can get without tagging along in person. This is why
a Point of Emotion?? response, capturing data the moment when information is at
its most memorable, is the most reliable way to understand what consumers
really think. 
To learn more about how to keep your research from falling into the
recall gap, just reach out by clicking sales@mfour.com.
And be sure to check the MFour blog throughout the week for more insights from
this study.

Insights Interview: Thomas Kralik, VP of Campaign ROI, Revolt TV

In our recent insights interview, we sat down with Thomas
Kralik, VP of Campaign ROI, Revolt  to
discuss how to reach the new age media consumer.
Here’s what Kralik had
to say:
What is the state of
the media research industry in 2017?
Kralik: The
research industry is an exciting place to be in 2017. It is a place where a
researcher must be fluent, not only in measurement, but understanding the
consumers media habits and lifestyles.
What have been the
biggest changes in the industry since you started your career? 
Kralik: It used
to be that a media company could put a program on the air, promote it to a demographic,
and get viewers to watch. Today, the media industry is being led by the
consumer based on their habits and lifestyles. This provides opportunities to a
media company because it can engage consumers via social, digital, linear,
throughout the entire day These tools need to be used to establish an emotional
connection with the consumer.

Have the influx of
social media and mobile made your job easier or harder?
Kralik: It’s
neither harder nor easier, but different. Social, linear and digital work in
tandem, so research has to be involved throughout the process from conception
to execution.
How has the media
consumer changed in the past few years?
Consumers are in charge. New technologies have given them
opportunities to access content anytime, anywhere. Consumers can now design
their ‘packages’ based on their habits and needs.
How can media
companies do a better job reaching the new age consumer?
Media companies need to be completely abreast of new
technologies and how and why they are used. They need to be very deliberate in
how they combine and execute content.
What is the biggest
challenge in the media industry today?
Coming up with an agreed upon methodology for measurement
that is accepted by the industry.
Where do you see
media research moving in 5 years?

Technology and consumers must determine that, but I could
see viewership and measurement moving closer to a digital measurement than
linear.

Introducing the TMRE On Demand Webinar Series!

Introducing the TMRE On Demand Webinar
Series!

TMRE ON DEMAND
As insights leaders, we are
constantly tasked with evolving our skill sets and staying on top of the latest
MR trends.
The producers of TMRE: The Market
Research event are excited to announce that we’ll be delivering the
cutting-edge content and speakers to keep you informed year-round. The TMRE
webinar series takes you beyond the in-person event, and is designed for executives
with a relentless focus on securing the future of insights as a powerful force
for business success. Each quarter, the TMRE Webinar series delivers a 3-part
webinar experience designed to empower insights executives with the latest
information around hot topics to ensure insights drives bottom line impact.
Schedule of WEBINARS:
STORYTELLING WITH DATA
Wednesday, May 24, 2017 ‘ 2:00 ‘ 3:30 PM EST
Driving the
value of insights forward requires much more than just unearthing great data.
You need to use that data to tell a story and command influence across the
broader organization. Because storytelling may not be an inherent skill, this
3-part webinar focuses on how to use data to create an engaging, informative, compelling story. 
               
THE NEED FOR SPEED: BALANCING SPEED OF
INSIGHT WITH QUALITY OF INSIGHTS
Wednesday, August 16, 2017 – 2:00 – 3:30 PM
EST
There is a constant tug of war within
insights and research departments. Your internal end-users want things done
quickly and cheaply. While career market researches want to ensure they are
using the savviest tools and techniques, and not just will get the job done
first. This 3-part webinar focuses on how to balance speed and quality.
DEMYSTIFYING THE MILLENNIAL MINDSET
Wednesday, November 15, 2017 ‘ 2:00 ‘ 3:30 PM
EST
Millennials are currently the
largest purchasing base, but remain one of the biggest mysteries for companies
looking to understand the ‘why’ behind their actions and anticipate future
needs. This 3-part webinar focuses on MR in the on-demand mindset and generate
impactful insights that create brands/products around a purpose that speaks to
millennials.

Meet the Powerful Women Driving the Future of Customer Insights

TMRE: The Market Research Event and OmniShopper have some
exciting news to share’
Not only is TMRE partnering with WiRE (Women in Research)
for the first annual TMRE/WiRE Women in Research Award to celebrate some true
rock-star researchers, but we’re happy to share a preliminary list of powerful
women in insights confirmed to take the stage at both the TMRE and OmniShopper 2017
events.

Check out the inspiring women speaking at TMRE 2017:


??        
Dawn Cunningham, Chief Insights Officer, 3M
??        
Amber Case, Cyborg Anthropologist, Author, Calm
Technology
??        
Cole Nussbaum Knaffic, Founder, Storytelling
with Data
??        
Kristin Luck, Founder, WiRE: Women in Research
??        
Marina Kosten, VP Research – International
Theatrical, 20th Century Fox
??        
Elizabeth Merrick May, Head of Customer
Insights, Nest
??        
Christina Jenkins, Director, Global Business
Marketing, North America, Twitter
??        
Anna Fieler, Chief Marketing Officer, Popsugar
??        
Lisa Courtade, Head of Market Research, Merck
??        
Judy Melanson, SVP, Travel & Entertainment,
Chadwick Martin Bailey
??        
Amanda Hill, Chief Marketing Officer, A+E
Networks
??        
Margo Arton, Director of Ad Effectiveness
Research, Buzzfeed
??        
Lauren Zweifler, Senior Vice President
,Strategic Insights & Research, NBCUniversal
??        
Terrae Schroeder, Senior Director, Wholesome
& Shopper Insights, NA Snacks, Kellogg
??        
Theresa Pepe, VP of Research, Viacom
??        
Sarita Bhagwat, Vice President, Market
Intelligence, Fidelity Investments
??        
Julie Brown, President, The Center for Strategy
Research
??        
Lori Tarabeck, Global Market Insights, Abbott
Diabetes Care
??        
Renata Polcicio, Vice President, Fan and Media
Intelligence, International, Global Markets, ESPN
??        
Jennifer Avery, Director, Consumer Insights,
Universal Orlando Resort
??        
Sara Fahim, Senior Research & Innovation
Consultant, Seek Company
??        
Tiffany Sanders, Business Intelligence &
Research, CBS
??        
Emily Akinson, Insights & Planning, Consumer
& Market Insights, Kellogg
??        
Mary Beth Jowers, Consumer Insights Lead for
North, Central and Eastern Europe, Gruppo Campari
??        
Stephanie Cunningham, Senior Manager, Customer
Insights & Analytics, eBay
??        
Lina Roncancio, Insights & Innovation
Director, Discovery Communications Latin America
??        
Michelle Gansle, Director, Consumer & Market
Insights, Wm. Wrigley Jr. Company
??        
Karin Kricorian, Director, Management Science
and Integration, Disney
??        
Sarah Beachler, Director, Market Research &
Client Insights, Sephora
??        
Beth Coleman, SVP Marketing and Partner
Insights, Viacom
??        
Samantha Dawkins, Vice President, Client
Strategy & Advocacy, ADP
??        
Gabriela McCoy, Director of Global Consumer
Insights, Bacardi
??        
Kassie Deng, Director, Marketing & Partner
Insights, Viacom
??        
Lyndsey Albertson, Director of Sales Research,
ABC
??        
Maria Cristina Antonio, Director, Metabolic
Insights & Analytics, Novo Nordisk
??        
Julia Oswald, Senior Vice President, Strategy
& Insights, Domino’s Pizza
??        
Carley Metsker, Vice President, Client Service,
Directions Research
??        
Monika Mandrakas, Market Researcher &
Customer Advocate, Mutual of Omaha
View the TMRE brochure
for a full list of speakers:
https://goo.gl/1Ricj2
Check out the inspiring women speaking at OmniShopper 2017:

??        
Shopper Marketing Activations: Marketing &
Merchandising: J Lynn Martinez, Vice President & Team Lead Kroger, Dr
Pepper Snapple Group
??        
Customer Experience Design: How Research &
Design Collaborate to Build New and Differentiated Experiences: Kate Kompelien,
Customer Experience – Center for Excellence for Research & Strategy, Best
Buy
??        
Omnichannel Customer Analysis: Lakshmi
Venkataramari, Senior Director, Customer Insights & Analytics, Walmart
eCommerce
??        
Winning in Her Purse: Kelley Styring, Principal,
InsightFarm
??        
Knowledge is Power, If You Can Find It: Ashley
Starke & Diana Powell, Manager, Shopper Insights, ConAgra Foods
??        
Team Structure Doesn’t Matter: Sue Butler, Director
of Omnichannel Insights, Walmart
??        
Going Beyond Behavior to Drive Category Growth:
Monica Melichar, Senior Manager, Consumer Insights, Beam Suntory & Erin
Barber, Senior Vice President, C+R Research
??        
Longitudinal Data & the Low Purchase
Frequency Category: Stacy Carty, Shopper Insights, Samsung
??        
Driving Change While Driving the Business:
Improving Tools & Automation: Theresa Hendrickson, Director, eCommerce
Engineering – Business Tools & Processes, Best Buy
View the OmniShopper
Brochure for a full list of speakers: https://goo.gl/Qw8Juo
Use exclusive
LinkedIn discount code TMRE17LI for $100 off the current rate. Buy tickets to
TMRE now:
https://goo.gl/1Ricj2
Use exclusive
LinkedIn discount code OMNI17LI for $100 off the current rate. Buy tickets to
OmniShopper now:
https://goo.gl/Qw8Juo
Also, don’t miss our
upcoming free webinar ‘Storytelling with Data’ http://bit.ly/2o0bpAS
featuring speakers Kelsy Saulsbury, Manager, Consumer Insight & Analytics,
Schwan’s Shared Services, LLC and Bill Greenwald, Founder and Chief
Neuroleaderologist, Windsor Leadership Group, LLC. 
Driving the value of
insights forward requires much more than just unearthing great data. You need
to use that data to tell a story and command influence across the broader
organization. Because storytelling may not be an inherent skill, this webinar
focuses on how to use data to create an engaging, informative, compelling
story.  Register for the webinar here:
http://bit.ly/2o0bpAS
Cheers,
The TMRE & OmniShopper Teams
@TMRE
@OmniShopper

Is Amazon in the Room?

By: Laura Sigman

This post was
originally published on the LightSpeed Research blog.

On a recent
earnings call
, Sir Martin Sorrell, CEO of Lightspeed’s parent company WPP, talked
about what keeps him up at night. And no; it’s not (necessarily) his infant
daughter ‘ it’s Amazon.
‘And I would just mention the rise of Amazon, because in
answer to the question, my favorite question is what worries you when you go to
bed at night and when you wake up in the morning. It’s not a three-month-old
child (laughter), it’s Amazon, which is a child still, but not three months.
And Amazon’s penetration of most areas is frightening, if not terrifying to
some, and I think there is a battle brewing between Google and Amazon.’
The fear mostly seems to be of the unknown, as Amazon is
thought to be quietly
pursuing an advertising strategy
 carefully away from the watchful eyes
of Wall
Street
.
Is Amazon really committed? They are by pure virtue of their
strategically evolving business model. By being among the first big players on
the e-commerce scene, they cemented their early adapter consumers to them.
They’ve grown a multimedia offer around their core competency, and now Amazon
knows not only what we read, but what we search for, what we buy, what we
watch, what we listen to. I’m an Amazon Prime customer, and I take advantage of
all of the bells and whistles that come along with it. So they know what
content I’m engaging with, and whether I’m connecting to the content from my
PC, smartphone, tablet or Alexa. And they can leverage this vast supply of
shopper and behavioral data to sell hyper-targeted advertising to brands who
can then speak directly to me.
When you look at it like that, it’s really not much
different than how we’ve worked in the panel world. Historically, we have facilitated
the conversations brands have with consumers, and have evolved by taking
advantage of emerging technologies to help amplify those conversations. And,
like Amazon, we grew our business by embracing early on that panelists
(consumers) are people, too. 
(Believe it or not, it’s not as obvious to
everyone as that sounds!) Today’s consumers want to have meaningful
interactions, but they also want to have them when and where is convenient to
them. So we meet them on their devices of choice; we always design surveys
mobile-first (in fact, Lightspeed has an
entire team dedicated to this
) and we use
data appends
 to reach the right consumer with the right questions. We
invite survey respondents to answer open-ends with video
responses
 ‘ an engaging experience for them resulting in more
meaningful data for brands to act on. We’re able to blur the line between quant
and qual, intercepting surveys with invites to participate in deeper, on-point
conversations. And brands can leverage all of this to create hyper-targeted
advertising that speaks directly to their consumers. Which ties back to that
Amazon example I shared above.
As Kantar pointed out at their FragmentNation
event
, the marketplace is splintering — not with a whimper but with a
bang. So while the ad world should fear the Amazon in the room, it should also
embrace it. It’s an eye-opening reminder that consumers are advertising’s most
valuable assets in a marketplace that is more diverse and fragmented than ever.

Here Comes Gen Z: 10 Keys to Understanding Them

According to Open Mind Strategy
research, these are the top things to know about the new kids on the block Gen
Z:
1. Huge
Gen Zs make up more than
a third of the world’s population and comprise nearly a quarter of the US
population ‘ bigger than both Millennials and Baby Boomers ‘ and still being
born.
2. The most diverse
generation ever
Gen Z will be the last
majority-White generation born in the United States. Already the white majority
is holding on by a thread, only 51% of Gen Z born into non-Hispanic White
families.
This generation’s
diversity also extends to their sexuality and gender identity. More than
one-third of Gen Zs self-identify as bisexual to some degree; more than half
know someone who uses gender-neutral pronouns.
3. They idolize
Influencers, not Celebrities
Most dedicate more time
to YouTube than any other social site and their view of celebrities isn’t limited
to movie stars and musicians, note the billions of views racked up by YouTube
stars RayWilliamJohnson and PewDiePie. They want to emulate self-made
Influencers who are just like them.
4. A plan to get paid
While Gen Zs are
certainly passion-driven, if they know their passions won’t lead to financial
stability, they have a plan for something that will. In everything from
entrepreneurship to sports, kids and teens are finding places to excel early
and focus their efforts in hopes of a payoff.
5. Having safe fun
Gen Zs are still
teenagers! They want to have a good time, but they don’t want to negatively
impact the successful future they are working to build. The teen pregnancy and
birth rate are at historic lows, as is the usage of cigarettes and heroin among
high-schoolers.
6. Caring about ‘cool’
Gen Z is snarky and very
image aware. With the ever-growing influence of social media, there is a
palpable return of ‘cool kids’ and ‘losers’ among Gen Z. They will quickly take
down a post that doesn’t receive enough likes for fear of someone seeing its
lack of attention.
7. Don’t share
everything online
Gen Z takes a crafted
and curated approach to posts. They are more aware of who they are sharing
their lives with and how it affects their identity, which is why platforms like
Snapchat are so appealing. They saw the devastating effects party pics had on
their sibling’s scholarship or job offer.
8. No Mo ‘Beta Boys’
Gen Z boys want to be
taken more seriously. To them, girls are certainly equal, but not better.
Gen Z boys want in on the partnership by taking themselves a bit more seriously
in school, work and relationships, but also embracing their sensitive side.
9. Mostly cynical
Gen Zs have realistic
expectations and are skeptical that the world will work in their favor. More
than eight in 10 Gen Zs were born after September 11. Growing up, conflicts
over issues like the economy, gun violence and climate change, have been
common. As a result, these teens have developed a valid claim to cynicism.
10. Still KIDS!
This generation is just
beginning to come of age, and as uptight as they may seem, they’re still kids
who haven’t quite figured it all out yet. They’re working hard and taking
themselves seriously, but they are still silly, young, fun and undeclared.
END
Open Mind Strategy, LLC, is a research and
brand strategy firm founded by Robin Hafitz, in 2010, with the mission of
providing ‘more human intelligence.’ OMS
(http://www.openmindstrategy.com/) provides
insight services, including qualitative and quantitative research, brand
studies, show and message testing, segmentation, and customized inquiries, as
well as strategic brand consulting and educational workshops. The O
MS
team is proud to have worked with leading clients, such as A&E Networks,
AMC, Amazon, Clear Channel, Cond?? Nast, Gannett, Kao Brands, MTV, NBCUniversal,
Scripps Networks, Unilever, USA Today, Yahoo!, and many more.

Online Ad Effectiveness Research Grows Up

 This article is
brought to you by Survata.

The days of giving
digital a pass are over. It’s time to grow up.’- Marc
Pritchard, Chief Branding Officer, Procter & Gamble, January 2017
When the CBO of P&G tells us to grow up,
we listen. And after speaking with clients at last month’s Media Insights
Conference, it’s clear that there’s consensus: online advertising research
needs to get more sophisticated.
We’re here to help. IAB breaks research down into phases: design, recruitment & deployment, and
optimization. We’ll walk through each phase and determine what’s most in need
of ‘growing up.’ We’ll also include questions to ask your research partner to
help increase the sophistication of your ad effectiveness research.
Design

Let’s start by acknowledging that
statistically sound online ad effectiveness research has not been easy to
implement at reasonable cost until recently. As IAB notes, ‘Questions around recruitment, sample bias and deployment are
hampering the validity of this research and undermining the industry as a
whole.’
Just because perfect research design is
challenging to achieve doesn’t mean that advertisers should settle for studies
with debilitating flaws, leading to biased, unreliable results. In addition to
challenges inherent to good research design, most ad effectiveness research
partners have systematic biases due to the way they find respondents, which
must be accounted for in the design phase. There has been innovation in this
space within the past year using technology to reduce or eliminate systematic
bias in respondent recruitment. 
Assuming you’re able to address the systematic
bias of your research partner’s sampling, the major remaining challenge is how
you approach the control group. At Survata, we think about this as a hierarchy: 
Using a holdout group is best practice, but
implementing it requires spending some portion of your ad budget strictly on
the control group. In other words, some of your ad budget will be spent on
intentionally NOT showing people an ad. A small portion of people in the ad buy
will instead be shown public service announcements to establish the control
group. We love the purity of this approach, but we also understand the reality
of advertising budgets. We don’t view holdout as a requirement for sound online
ad effectiveness research. Smart design combined with technology can achieve
methodologically sound control groups without ‘wasting’ ad budget.
Along those lines, the Audience Segment
approach has become de facto best practice for many of our clients. Basically,
you create your control group from the same audience segment that you’re
targeting in the ad buy. This isn’t perfect, as there could be an underlying
reason that some people in the segment saw the ad but others didn’t (e.g., some
people very rarely go online, or to very few websites), but it’s still an excellent
approach. It’s the grown-up version of Demographic Matching.
Demographic Matching, in which the control
group is created by matching as many demographic variables as possible with the
exposed group (e.g., gender, age, income), is still a very common strategy.
It’s straightforward to accomplish even using old online research
methodologies. As online data has allowed us to learn far more useful
information about consumers than demographic traits, this approach is dated.
Simply sampling GenPop as a control is
undesirable. The results are much more likely to reveal the differences between
the exposed and control groups than the effectiveness of the advertising.
Questions for your research partner:
  • What are known biases among
    respondents due to recruitment strategy?
  • What is your total reach? What
    percentage of the target group is within your reach? Is it necessary to
    weight low-IR population respondents due to lack of scale?
  • What’s your approach to creating
    control groups for online ad effectiveness research?
  • For Demographic Matching, how do
    you determine which demographic characteristics are most important to
    match?
  • How do you accomplish Audience
    Segment matching?
Recruitment/ Deployment

Historically, there were four methods to recruit respondents / deploy the
survey: panels, intercepts, in-banner, or email list. To stomach these
methodologies, researchers had to ignore one of the following flaws:
non-response bias, misrepresentation, interruption of the customer experience
or email list atrophy. In our view, these methodologies are now dated since the
advent of the publisher network methodology.

The publisher network works by offering
consumers content, ad-free browsing, or other benefits (e.g. free Wi-Fi) in
exchange for taking a survey. The survey is completed as an alternative to
paying for the content or service after the consumer organically visits the
publisher. In addition to avoiding the flaws of the old methodologies, the
publisher network model provides dramatically increased accuracy, scale, and speed.
Questions for your research partner:
  • What incentives are offered in
    exchange for respondent participation?
  • What are the attitudinal,
    behavioral, and demographic differences between someone willing to be in a
    panel versus someone not interested in being in a panel?
  • What are the attitudinal,
    behavioral, and demographic differences between someone willing to take a
    site intercept survey versus someone not interested in taking a site
    intercept survey?
  • How much does non-response bias
    affect the data?
  • Are you integrated with the
    client’s DMP?
  • How long to get the survey into
    the field, and how long until completed?
  • How does the vendor ensure that
    exposure bias doesn’t occur?
  • How does the vendor account for
    straight-liners, speeders, and other typical data quality issues?
Optimization

An optimal ad effectiveness campaign returns results quickly, so that immediate
and continuous adjustments can be made to replace poorly performing creative,
targeting, and placements with higher performing ones. We call this real-time
spend allocation. It’s analogous to real-time click-through rate optimization,
as it relies on solutions to the same math problem (known as the multi-armed bandit).

By integrating with DMPs, ad effectiveness
research can be cross-tabbed against even more datasets. The results will yield
additional insights about a company’s existing customers.
Questions for your research partner:
  • Are results reported real-time?
  • How much advertising budget is
    wasted due to non-optimization?
  • How can DMP data be incorporated
    to improve ad research?
Conclusion

Flawed research methodologies can’t grow up,
they can only continue to lower prices for increasingly suspect data. For
online ad effectiveness research to grow up, new methodologies must be adopted.

To learn more about
conducting your own ad effectiveness study, visit Survata

Must See Talks from KNect365′s Spring Insights 2017 Events

From former gang leaders, to cyborg anthropologists, to
biomimicry experts- KNect365′s Must See Talks will challenge you to look at
problems in a whole new way and become an ignitor of change for your organization.
‘The Centrality of a Detailed Understanding of your
Audience’ ‘ Haile Owusu, Chief Data Scientist, Mashable
Marketing Analytics & Data Science
April 3-5, 2017
San Francisco, CA
Use code MADS17LI for $100 off.
Buy tickets to see Haile: https://goo.gl/YqXZdx
‘The Consumer Influence ‘ and Impact ‘ of Virtual
Reality’ ‘ Jeremy Bailenson, Founding Director of Stanford University’s Virtual
Human Interaction Lab at Stanford University
TMRE in Focus
May 1-3, 2017
Chicago, IL
Use code FOCUS17LI for $100 off.
Buy tickets to see Jeremy: https://goo.gl/c2UdIv
‘Originals: How Non-Conformists Rule the World’ ‘ Adam
Grant, Professor, Author of Give and Take and Originals at The Wharton School
of Business at the University of Pennsylvania
OmniShopper
June 20-22, 2017
Minneapolis, MN
Use code OMNI17LI for $100 off.
Buy tickets to see Adam: https://goo.gl/oUB85g
‘Underdogs, Misfits
& the Art of Battling Giants’ ‘ Malcom Gladwell, Best-Selling Author of
Outliers, The Tipping Point and David & Goliath
TMRE: The Market Research Event
October 22-25, 2017
Orlando, FL
Use code TMRE17LI for $100 off.
Buy tickets to see
Malcom:
https://goo.gl/gM7Dtv
We hope to see you this
spring!
Cheers,

The KNect 365 Event Team

The Ruthless Efficiency of Algorithms is Advancing Digital Frontiers

We recently caught up with Alistair Croll, Visiting
Executive at Harvard Business School as well as our Marketing Analytics &
Data Science Conference keynote speaker, to discuss the state of marketing
analytics and data science, and where it’s going in the future.
Today, Croll helps to accelerate startups, and works with
some of the world’s biggest companies on business model innovation. As an
entrepreneur, he co-founded Coradiant; the Year One Labs accelerator; and a many
other startups. Not to mention, he’s a sought-after speaker, and has launched
and chaired some of the world’s leading conferences on emerging technology,
including Startupfest, Strata, Cloud Connect, and Pandemon.io. Croll is also the
author of four books on technology and entrepreneurship, including the
best-selling Lean Analytics, which has been translated into eight languages.
What is the state of
the data science and analytics industry in 2017?

Croll: There is a realization that data itself doesn’t lead
to answers. This is really maturity: It’s asking the right question that’s
hard. Big data is replacing business intelligence, but most of it is still
being used to run reports and batch processes’rather than to find advantage or
insight.
At the same time, feeding the corpus of data into learning
algorithms holds promise. Those with the authority to do so are pointing
machine learning at their data seta to find correlations, then testing those
for causal relationships they can exploit.
What have been the
biggest changes data science and analytics since you started your career?

Croll: I’m not an analyst by trade. But the biggest change
is clear: once, we first defined the schema, then collected data. Now, we
collect the data, then define the schema.
In other words, “Collect first, ask questions
later.” This is a huge difference, but it has sort of snuck up on us. It
means we can iterate more, answering questions and adjusting our lines of
inquiry.
Have the influx of
social media and mobile made your job easier or harder?

Croll: More data sets mean more potential insights, but also
more spurious correlations. So it’s a two-edged sword.
How is data science
and analytics transforming every industry right now?

Croll: The simple, and somewhat terrifying, truth is that AI
gets unreasonably powerful, very quickly. Whether driving a car, or playing a
video game, or diagnosing a disease, or optimizing the design of an aircraft
part, algorithms are better than humans. They don’t get tired; they make fewer
mistakes; they don’t take breaks.
And what do we feed such algorithms? Data. There is no
industry that will not be changed by the ruthless efficiency of algorithms
advancing its digital frontiers.
Why is data science considered
the ‘sexiest job of the 21st century’?

Croll: Data science is the intersection of statistics,
critical thinking, and engineering. It requires a sense of narrative, and the
ability to build something. It’s that element of engineering that distinguishes
it from simple analytics, because it builds things that become products, or
processes. Rather than running a report, it improves the report’s results.
If big data is oil, data science is the refinery that makes
it usable.
What is the biggest
challenge in data science and analytics today?

Croll: We are still, sadly, trying to replace opinions with
facts. My good friend Randy Smerik argues that there’s no such thing as big
data: An airline that knows you’re running late fails to update your hotel;
false positives about in credit card management.
His point is that while we have tremendous amounts of data,
we seldom apply them to significantly improve the business or the customer
experience because doing so means making fundamental changes to the organization,
job descriptions, customer policies, and so on.
Where do you see data
science and analytics moving in the next 5 years?

Croll: Democratization, with the help of smart agents.
Pundits have been saying that for a long time, but in the last couple of years
tools like Cortana, Google Now, Siri, and Alexa’as well as various chat
interfaces like Slack, Sophos, and Skype’are going mainstream.
I also think that insurers will put significant pressure on
companies to implement better analytics and algorithms because it will be too
risky to do otherwise. If the organization can know everything about itself all
the time, it will be expected to do so. “We didn’t know this was
happening” will no longer be an excuse. And consequently, algorithms that
can parse all of that data and reduce risk will be mandatory.
Hear more from
Alistair during his keynote session, ‘Don’t’ Get Duped by Data’ at the
Marketing Analytics & Data Science Conference April 3-5, 2017 in San
Francisco, CA.

Data science and marketing analytics are transforming every
industry. There is a reason why it is being called the sexiest job of the 21st
century. Calling all professionals that want to harness analytics and data
science! Do you realize how critical you are to the future of your organization?
Learn more here: https://goo.gl/CbYosj

Use our exclusive
Blog discount code MADS17BL for $100 off the current rate. Buy your tickets
here:
https://goo.gl/CbYosj