Tag Archives: digital

Free Webinar: Data Analytics in the Retail Store of the Future

Marketing Analytics & Data Science speaker Dave
Bhattacharjee, VP of Data Analytics for Stanley Black and Decker, was
unfortunately unable to be at the conference last month, but he still wanted to
share his presentation with our community digitally.
In Dave’s upcoming webinar ‘Data
Analytics in the Retail Store of the Future
‘, he will outline the
challenges for brick and mortar retailers and their use of analytics to improve
their business and create the retail store of the future. Brick and mortar
retailers are going through a period of unprecedented change. To remain
competitive, retailers are focused on omni-channel and the use of the retail
store as a competitive advantage for both customer experience and order
fulfillment. The focus for this presentation will be the innovative use of
sensor and video technology, machine learning and the use of blended data to
improve customer lifetime value, marketing analytics, sales lift and margin
optimization.  
Dave will cover topics such as data acquisition and store
instrumentation leveraging the internet of things. He will discuss advances in
video analytics that enable retailers to better understand customer engagement,
experience and behavior. And, he will also discuss the use of blending
unstructured data to enable retailers to better assess promotions and their
impact on sales and margins.
Save your seat for
the webinar on Wednesday, May 31st at 2:00 PM EST: http://bit.ly/2p11Lye
About the Presenter:

Dave Bhattacharjee is the Vice President of Data Analytics
for Stanley Black and Decker. In this role, Dave is responsible for monetizing
Stanley Black and Decker’s data assets. His current projects include analytics
applications for physical security, retail, healthcare, smart factory and
marketing.    
Prior to Stanley Black and Decker, Dave was at Cisco Systems
where as Managing Director, Dave managed and led Cisco’s consulting services
for analytics and big data in the Americas. He has also held leadership
positions at IBM and PriceWaterhouseCoopers where Dave worked with the Fortune
500 on large scale initiatives designed to create business value through data
and technology. He has an MBA from the University of Texas at Austin and a
Bachelors in Computer Science and Engineering from Arizona State University.
  
Cheers,
The Marketing Analytics & Data Science Team

4 Best Practices for Optimizing Packaging for E-Commerce

This post
was originally published on PRS IN VIVO’s blog.

How a new design system is introduced in market can
significantly influence sales.  Here are four ‘best practices for
minimizing risk:
1. Foster Brand
Recognition (via Visual Continuity)

First and foremost, shoppers are looking for reassurance
that they are buying the same product (online) that they know/trust from the
‘brick-and-mortar’ store.  So while pack images may be simplified for Web
‘thumbnails,’ it is important that they retain the brand’s core visual equities
and appearance.
2. Ensure High-Quality
& Informative Visuals

Simply put, some packages ‘ particularly white packs and/or
those that rely on foil, holograms and other tactile elements ‘ do not always
translate well to e-commerce environments and need refinements.  In
addition, a range of images (primary vs. secondary packaging, etc.) may be
necessary to illustrate the functionality and benefits of new packaging
formats.
3. Clearly
Convey/Reassure on Quantity

In the digital context, size impressions can be very
misleading.  Therefore, it is very important to provide clear reassurance
on pack sizing and quantity, particularly to highlight larger sizes.
4. Leverage
Digital Capabilities to Illustrate/Inform 

Perhaps most importantly, the e-commerce context provides
opportunities to inform/educate shoppers that are typically unavailable in
physical environments.  For example, one click can provide a clear explanation
of a full product line, helping shoppers find the right product for their needs
‘ or link to a video illustrate use of a new product.
For more information
about adopting packaging for e-commerce, please read this article here
Or contact PRS IN VIVO to
learn more about our research on the intersection of digital and physical
shopping.

Q&A with Nielsen’s Chief Research Officer Mainak Mazumbar

In our Insights Interview series, we sit down with insights
executives to discuss the state of insights and where it’s going in the future.
We were fortunate to catch up with Nielsen’s Chief Research Officer Mainak
Mazumbar recently.
Here’s what he had to say:
What is the state of
the media research industry in 2017?
Mazumbar: Acceleration
of fragmentation and digitization of media will continue to create unique
opportunities for the media research industry. 2017 is the year when media
research will deliver massive measurement innovation by incorporating various
data (e.g. mobile devices, set top boxes, over the top, location etc) into the
current measurement methodologies in ways no one ever has before.
What have been the
biggest changes in the industry since you started your career’?
Mazumbar: Decline
in consumer participation in surveys and rapid adoption of mobile devices have
posed methodological and measurement challenges. Researchers have much better
insights into media behavior than before because of digital data. New open
source tools and cloud now allows researcher to deliver measurement at speed
and scale’. New data science talent who are versed both in statistics and
computing.
Have the influx of
social media and mobile made your job easier or harder?
Mazumbar: It’s definitely
easier because social and mobile data now allow us deeper understanding of
media consumption in almost real time. The challenge is how we, as researchers,
develop methodologies addressing both scale and speed.
How has the media
consumer changed in the past few years?
Mazumbar: While
we see continued fragmentation, consumers are spending more time on media than
ever before. I think mobile and new forms of video make a huge difference and
have revolutionized how we consume and interact with media.
How can media
companies do a better job reaching the new age consumer?
Mazumbar: Continue
pushing forward new strategies for mobile and video.
What is the biggest
challenge in the media industry today?
Mazumbar: Three
challenges:
1) It’s all about consumers’ “attention” on
various platforms and devices
2) Get ahead of fraud/ viewability issues and regain
advertiser’s and consumer trust
3) Data protection and privacy
Where do you see
media research moving in 5 years?

Mazumbar: There is an increasing
need for a third party and objective view of consumer behavior. This will
require researchers to develop independent and high quality data sets that
reflect the true behavior of real people — to address biases, limitations and
incompleteness of device level data. And the speed at which clients need to
make business decisions is increasing. Therefore, we need to deliver research
and insights with speed and scale.
Want more expert insights on the market research industry? Attend one
of upcoming 2017 insights events:
Marketing Analytics
& Data Science
April 3-5, 2017
San Francisco, CA
Use code MADS17LI for $100 off.
Buy tickets: https://goo.gl/YqXZdx

TMRE in Focus
May 1-3, 2017
Chicago, IL
Use code FOCUS17LI for $100 off.
Buy tickets: https://goo.gl/c2UdIv

OmniShopper
June 20-22, 2017
Minneapolis, MN
Use code OMNI17LI for $100 off.
Buy tickets: https://goo.gl/oUB85g 

TMRE: The Market
Research Event
October 22-25, 2017
Orlando, FL
Use code TMRE17LI for $100 off

Buy tickets: https://goo.gl/SKtcUv

How the Internet of Things is changing the face of retail

By: Ali Newton

This article was originally published on SmallBusiness.co.uk

There hasn’t been an advancement in retail as drastic as the
IoT revolution since the Industrial Revolution. The Internet of Things (IoT) is
the idea that everyday objects can be connected in the same way that computers
are today. And, with consumer adoption of IoT devices on the rise, now is the
perfect time for retailers to get informed and capitalize on the IoT.
Whether it is to improve their overall customer experience,
or to create new revenue streams, the IoT truly is changing the face of retail.
Here are three ways the IoT could be integrated into every aspect of retail ‘
from store displays, to storage equipment, to the shop floor.
1. Smart shelves
Panasonic is currently developing a product called the Powershelf. These shelves
have built-in sensor technology that keeps track of inventory in real-time,
saving businesses thousands of pounds in paid hours that they could reinvest elsewhere.
However, Powershelves also have the potential to be
extremely useful on shop floors, as they can collect data about shoppers based
on the products that they have chosen. In addition, these shelves give
customers real-time prices that are based on demand. The shelf labels are
wireless and can update prices based on the quantities that are left. The
shelves can also detect when the products are about to go out of date, and
alter the price according to this information too.
Jobs like stock counting, market research and stock
replenishment can take human workers hours. Alternatively, they could be
automatically performed by Powershelves talking to each other via the IoT.
2. In-store beacon tech

In-store beacons were set to become very popular for a
while, but they haven’t quite caught on as previously anticipated. Beacons rely
on customers coming within proximity of a shop, at which point they can be sent
a message or an email to encourage them to come into the store ‘ provided that
the shop already has their contact details.
Still, it’s a solid idea in principle. A ’10 per cent
offer when you buy today’ push notification could be sent to the consumers’
mobiles as an incentive to lure them into a shop if they’re nearby.
The issue with beacon technology is that it relies on Bluetooth,
which many consumers don’t have switched on as it is known to drain battery
power. In addition, customers usually need to have the brand’s app downloaded
too. This places several obstacles in the way of the retailer before it can
contact the customer directly.
Despite these obstacles, many brands are using proximity marketing to help drive their retail sales.
3. Smart shopping carts and cashless stores
IoT is a powerful tool for brick and mortar shops to compete
with eCommerce stores that are taking over the retail world. Walmart recently
began to develop shopping carts that can drive themselves to help customers
find their way around its shops. It is also working on a technology that allows
customers to order online and get their shopping delivered by a driverless cart
directly to their car, or Uber, in the car park.
Similarly, Amazon’s Seattle shop has no checkouts. Customers
simply enter the shop, pick up the items they need off the store display, and
leave. Sensors around the shop record the items that customers pick up,
removing the need for them to check out.
Whether or not any of these ideas will become an integral
part of retail’s future remains to be seen. Predicting the future is always
difficult and businesses and individuals are right to be skeptical of anyone
telling them that the future is going to be radically different because of the
IoT.

However, just because people should be skeptical about the
idea that the IoT may change retail entirely, it doesn’t mean that they should
write the idea off altogether. One IoT development is unlikely to change retail
on its own, but as more of these technologies enter the market and they become
more affordable, a greater impact will begin to be seen throughout retail.

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.

The OmniShopper 2017 Full Keynote Lineup

You’ve already heard about some of the biggest changes we’ve
made to OmniShopper for 2017 ‘ moving the
event to June, away from your summer vacations and changing the location to
Minneapolis, home of the Mall of America, the retail mecca.
But, what you may not have heard about yet is the FULL
keynote lineup ‘ it’s completely different from what you’ve seen before.
Covering everything from marketing in the Trump era, the future of retail, the
human side of selling, data informed design and more:
??        
Originals: How Non-Conformists Rule the World
Adam Grant, Professor, The Wharton School of Business at the University of
Pennsylvania, Author, Give and Take and Originals
??        
Marketing in the Trump Age: New Rules for a New
Reality
Peter Horst, Former Chief Marketing Officer, The Hershey Company
??        
Digital Humanism & Recoding Culture: Moving
Toward the End of Demographics, Evolution of
??        
Psychographics and the Rise of the Individual
Edwin Wong, VP Research & Insights, Buzzfeed
??        
CX Sells: How to Win with the Human Side of
Selling at Brick & Mortar
Bridget Brennan, CEO, Female Factor, Author, Why She Buys
??        
Moments Matter… Make Yours Iconic
Soon Yu, Former Global Vice President of Innovation, VF Corp, Author, Iconic
Advantage
??        
Data Informed Design: How the Evolution of Data
Science Has Permeated into Product Vision & Design
Charlie Burgoyne, Principal Director of Data Science, Frog Design
??        
Winning in Her Purse: How the Rise of Technology
has Caused Far-Reaching Disruption Even in the Most Ubiquitous Fashion and Life
Accessory
Kelley Styring, Principal, InsightFarm
??        
Panel: Shaping the Future of Retail with
Science, Technology & Consumers
Lakshmi Venkataramani, Senior Director,
Customer Insights & Analytics, Walmart eCommerce
J Lynn Martinez, Vice President & Team
Lead Kroger, Dr Pepper Snapple Group
Dr. Duane Varan, Chief Executive Officer,
MediaScience
View the OmniShopper
agenda for full session details:
https://goo.gl/EqFq4h
Use exclusive
LinkedIn discount code OMNI17BL for $100 off the current rate:
https://goo.gl/EqFq4h
Subscribe to our monthly insights newsletter, The Insighter:
http://bit.ly/2m9UIoG
We hope to see you in Minneapolis!
Cheers,
The OmniShopper Team
@OmniShopper

#OmniShopperEvent

The Media Insights & Engagement Conference 2017 Recap

By: Jim Bono, Vice President, Research, Crown Media Family Networks 
Nearly 300
research and insights executives from over 140 different organizations in the
media industry gathered in Fort Lauderdale seeking to overcome measurement
challenges, uncover the next generation of research methodologies, and create
new engagement strategies.
Day 1 recap
MI&E
Conference Coordinator, Rachel McDonald, started off the day welcoming this
year’s attendees and introducing this year’s co-chairs: Janet Gallent
(NBCUniversal), Rob McLoughlin (POPSUGAR) and Bruce Friend
(Maru/Matchbox).
OPENING KEYNOTE
INTERVIEW – RE-IMAGINING THE FUTURE OF TELEVISION
Bruce sat with
Turner’s Howard Shimmel for a one-on-one discussion about the future of the
industry.  Recently, at a Cynopsis
conference, Shimmel said “we’re at a measurement crisis.”  Elaborating on that comment, he explained how
it’s 2017 and we still do not have a robust cross-platform solution for our
industry. Advertisers want an infrastructure that allows more exposure than
just reach and frequency.  With Total
Audience, we still don’t know what to do with it.
They also
discussed the Turner Ad Lab, and how people go to Netflix, Hulu, etc., to watch
content without ads. What can we do to make the advertising experience better
for the consumer?
Howard believes
that the industry should have a published document that mandates what currency
data research vendors should provide for the content providers. As new
platforms are emerging, we need to better understand where those consumers are
going to find content.
Bruce asked
about big data and how it’s all the rage. As an industry where do we go from
here?  Howard explained how there is an
abundance of research tools out there. 
We just haven’t done a good enough job telling our clients that we have
all these tools.  Big data is a component
to an overall data framework. We need to know when to use it and not to use it.
Sometimes Big Data can be wrong data.
Bruce also
questioned how new companies are great with tech but don’t understand the data
they deliver. However, other great long-time research companies are very good
at analyzing data but don’t have the tech. 
Howard feels that there’s nothing wrong with using a combination of data
sets like Nielsen, MRI, and panel data to come up with the best solution.
Unfortunately, there are too many companies that reach out and don’t really
understand our businesses.
He still
believes that survey research is important to our industry as data tells what,
but not why.
KEYNOTE 1 – THE
IMPORTANCE OF RACE AND ETHNICITY IN REACHING MILLENNIALS
Cathy Cohen,
Professor at University of Chicago, gave us a very entertaining look at
millennials and the importance of race and ethnicity among this group,
especially regarding this year’s election. The majority of Millennials in the
US are Hispanic and African-American, and by 2060 White will be a minority.
In this past
year’s election, more African-American and Latino Millennials voted for
Democrats, while there were more white Millennials voting Republican. However,
in the 2016 primary vote the choice among all Millennials (regardless of
ethnicity) was Bernie Sanders.
Cohen’s
presentation covered
??        
The complexity of Millennials through a racial framework
??        
Researching race and Millennials
??        
Rise of Millennials in the workforce
??        
Importance of Millennials in the Political force
Millennials are
becoming an increasingly important electoral demographic.  The share of eligible voters that are
Millennials has grown during last 3 elections:
??        
2008 – 23%
??        
2012 – 29%
??        
2016 – 36%
Cohen also
addressed the six key problems with studying Millennials:
1.      
 Generational frames /
over-representation of white Millennials
2.      
 Under investigation of
white Millennials
3.      
 Homogenous communities of
color missing Millennials
4.      
 Segmentation of Millennials
of color – pick one!
5.      
 Millennials as experts of
Millennials – homophily
6.      
 One-offs or waves – assumes
stability in taste, preferences and decisions
KEYNOTE PANEL -
HOW CONSUMERS ENGAGE WITH PROGRAMMING ACROSS SOCIAL PLATFORMS
‘ moderated by Sean Casey, Nielsen Social Guide
o  
Brian Robinson (Facebook)
o  
Tom Ciszik (Twitter)
o  
Guy Ram (NBC)
o  
Leslie Koch (HBO)
Insights from
this panel discussion focused on the evolution of social media and how quickly
it’s grown.
Consumers spend
5.5 hours per week using Social Media on their smartphone.
64% of
consumers use smartphone while watching TV. 
1.2 billion
interact on Social referring to TV.
After breaking
for lunch hour afternoon consisted of Concurrent
Tracks
.  These case studies were
broken into three groups:
??        
Track 1 -
Targeting Viewers
??        
Track 2 – Audience
Insights
??        
Track 3 – Innovation
in Media
The Audience
Insights
breakouts were:
?? 
REVOLUTIONIZING
HOW THE WORLD SEES MILLENNIALS AND GEN Z
‘ Rich Cornish and Tasja Kirkwood, Viacom
?? 
HOW STARZ
STRECHES RESEARCH FURTHER
‘ Kendra Sindleman, Starz Entertainment
?? 
PUT A SEXY SPIN
ON YOUR SALES STORY
‘ Karen Ramspacher, David Tice and Jola Burnett, GfK MRI
?? 
LEVERAGING FAN
PASSION IN COLLEGE SPORTS
‘ Keith Friedenberg, WME/IMG
?? 
EMOTIONAL
CONNECTION: A MEASURE BEYOND RATINGS FOR TELEVISION
‘ Lauren
Zweifler, NBCU
The Innovations
in Media
breakouts were:
?? 
MAXIMIZING AD
ENGAGEMENT IN TOTDAY’S CROSS-PLATFORM WORLD
‘ Jon
Giegengack and Peter Fondulas, Hub Entertainment Research, and Richard Zackon,
CRE
?? 
EXPLORING THE FUTURES OF STORYTELLING AND ENGAGEMENT THROUGH SLOW
INNOVATION
- Sam Ford, MIT Comparative Media Studies
?? 
VOICES OF MADTECH: HOW MARKETERS & AGENCIES SEE THE MADTECH WORLD ‘ Sherrill Mane, Ipsos
Connect
?? 
LEVERAGING AUDIENCE
VIEWERSHIP & BEAVIORAL INSIGHTS FOR LINEAR MONETIZATION
‘ Shiv Sehgal,
RSG Media
Below are the Track 1 – Targeting Viewers case
studies:
FROM ORDINARY
TARGET TO PERSUADABLE TARGET
David Kaplan
from Bravo, along with Zach Schessel from NBCU and Peter Bouchard from Civis
Analytics, discussing how to hit the right target audience and
“swing” viewers. The presentation also looked at how to attract
casual viewers without alienating the core viewers.
Key takeaways
were:
??        
The different creative approach is often required for on-air vs.
off-channel to drive maximum impact with loyal and casual viewers
??        
Casual Bravo viewers may all have some affinity for the network
but only the “swing viewers” in this group can be readily persuaded
to deepen their commitment and watch more
??        
 An ad’s positive persuadability
should be balanced with any potential backlash effects to ensure a net positive
effect
??        
 Not all swing viewers are
created equal, e.g. consumers in different DMAs can have a varied response to
creative hooks
VIEWING
PREDICTIONS & INVENTORY OPTIMIZATION: THE SECRETS TO SUCCESS IN AUDIENCE
TARGETING
Steve Schmitt
of TiVo showed us how TiVo is helping clients get from traditional linear to
non-linear content, and how they improved campaign performance using optimizers
and brand targeting. His presentation focused on how:
??        
 TV consumption has
undergone profound changes, especially Millennials age 18-34
??        
 Total video consumption
continues to expand with DVR, VOD, SVOD and online/mobile viewing extending the
power of linear TV
??        
 Linear TV has majority share,
but it is declining as on-demand options expand
Concepts on the
rise are binge viewing, on-demand, cord-cutting and cord-shaving, while things
like appointment viewing and one-size-fits-all on decline.
ONLINE VIDEO IN
THE TOOLBOX: A MUST HAVE
Darlene
LaChapelle and Maya Abinakad from AOL talked about the top drivers for video
growth, with “social media video offerings” and “better quality
creative” leading the way, and how online video growth is driven by mobile
devices.
??        
Online video viewing on a smartphone is on par with that of a
computer
??        
 Consumers indicate they
have few technical barriers watching online video on their smartphones, but get
the convenience of watching anywhere, anytime
??        
 62% said I watch more
online video today than one year ago
??        
 62% said in the next 6 months
I expect to watch more online video
Laptop/desktop
(70%) is still the leading device on which online video is watch daily, just
edging smartphone (67%)
HOW TO ENGAGE
MULTICULTURAL MILLENNIAL INFLUENCERS IN 2017 AND BEYOND
Our afternoon
continued with our only Track 1 panel. 
The panel was moderated by Horowitz’s Adriana Waterson, and we heard
from Michele Meyer (Univision), Tom Kralik (Revolt) and Lia Silkworth
(Telemundo) as they discussed their key takeaways about multicultural
millennials and the importance of this audience in our business today, as
leading consumers of cross-platform media.
??        
 Hispanics are leading the
charge in cross-platform media consumption
??        
 Millennial and Gen Z trends
ARE multicultural trends
??        
Gen Z is more diverse and multicultural and are digital natives
??        
 If you join a multicultural
network, your general market skills may not “translate”
THE NEXT
GENERATION OF AD EFFECTIVENESS
Our first day
concluded with this presentation from Chris Kelly at Survata.
Day
2 recap
Co-chair Rob
McLoughlin opened the morning with a recap for Day 1, and a look at what to
expect for Day 2.
KEYNOTE 1: MULTIDIMENSIONAL MEDIA & THE FUTURE OF
ENGAGEMENT
Amber Case,
author of Design for the Next Generation of Devices, gave us a comical look at
connected devices and how the average consumer has become dependent on them.  She showed us products like PetNet, and how
the Web and technology play a major role in self-development.
In this world
of ever changing technology, we need to make sure that ‘machines shouldn’t act
like humans, and humans shouldn’t act like machines.’
KEYNOTE 2 – DIGITAL HUMANISM: THE COMING AGE OF CONTENT
Edwin Wong of
Buzzfeed gave us his insights on Recoding Culture.  We got a look at Millennials and how culture
is being reshaped and where it’s headed.
76% of Gen Y
say “it’s the norm to be radical” (as opposed to 60% of Gen X).
Buzzfeed conducted
a study breaking millennials into 4 groups:
o  
Omegas
o  
Sigma’s
o  
Cult Kids
o  
Nichesters
And we found
that there are strong overlaps between these groups.
Wong stressed
how we’re moving towards the end of demographics, evolution of psychographics
and the rise of the individual.
He ended his
keynote with a very touching video about Asians and their stories about the sacrifices
their parents made for them.
KEYNOTE 3 – BEYOND
THE STORY: WHY YOU NEED A NARRATIVE
Tobin
Trevarthen of 21st Century Narrative and author of Narrative Generation was our
next keynote speaker and covered:
??        
what is a narrative
??        
why you need a narrative
??        
story vs. Narrative
??        
building a narrative
A narrative
differs from a story.  More directly, a
narrative is a mosaic of related, contextual stories that inform and define
one’s perspective.
A story has a
beginning, a middle and an end.  A story
has a plot, and acts as a one-way monologue.
A narrative is
endless, and has a more interactive dialogue.
Tobin showed
how Tesla automotive expanded the brand narrative to reach consumers.
KEYNOTE 4 – ADDRESSING
TRUST AND TRANSPARENCY WITH BIG DATA IN TV MEASUREMENT
Mainak
Mazumdar, CRO of Nielsen, was our last keynote speaker of the morning.  Mazumdar explained how recently data sets had
errors and inaccuracies in station crediting, time shifted content and missing
live viewing.  He addressed 2 key
questions:
??        
what is our “ground truth?
??        
how do we understand and correct for biases?
Nielsen used
RPD data along with 200,000+ high quality person’s panel to address methodology
challenges.
His RPD data
and panel findings showed that:
??        
20% of live RPD minutes were credited to the wrong station
??        
25% of live viewing in the RPD was missing
??        
40% of time shifted viewing was credited to the wrong content
Nielsen is
working hard to understand and correct these inaccuracies.
The Day 2
afternoon Audience Insights breakouts were:
?? 
comScore SHARES
THE KEY TO UNLOCKING AUDIENCE INSIGHTS
‘ Carol Hinnant, comScore
?? 
WHY CO-VIEWING
MATTERS

Marc Normand, Disney-Freeform and Brian West, Disney ABC
?? 
AUDIENCE
INSIGHTS FOR 2017 AND BEYOND
‘ Rick Kelly, FUEL CYCLE
?? 
ADVANCE YOUR
INSIGHTS BY REBUILDING YOUR COMSUMER COMMUNITY
‘ Jim Powel,
Comcast
The Innovations
in Media
breakouts were:
?? 
INSIGHTS OR
INSANITY IN THE AGE OF COMPLEXITY
‘ James Petretti, Sony Pictures Television
?? 
HOW BBC AMERICA BROUGHT THEIR AUDIENCE TO LIFE THROUGH ETHNO-SEGMENTATION ‘ Courtney
Thomasma, BBC America and Robert Miner, Miner & Co.
?? 
MARKETING TV NEWS RELEVANT TO NEW GENERATIONS ‘ Kimberly
Maxwell, NBC News, Sam Ford, MIT Comparative and Peggy Einnehmer, LRW
?? 
FUTURE OF
ONLINE VIDEO
‘ David Dowd, Tubular Labs
Below are the Track 1 – Targeting Viewers case
studies:
CHANNEL ME
Jason
Shalaveyus from Starcom and Nicole Tramontano from Turner showed us how agencies
and media companies need to understand how consumer video ad experiences keep
pace with content experiences. 
Despite the
industry pendulum swing away from engaged reach towards efficiency and
programmatic buying in recent years, Starcom and Turner set out to determine:
??        
Relative importance of contextual factors that influence ad
receptivity
??        
Range of impact for individual factors
??        
Net effect of multiple factors
??        
Prevalence of optimal contexts among segments
??        
Whether contextual relevance can improve upon category relevance
??        
If ceding even more control to the viewer improved the overall
viewing experience
Top findings:
??        
Easy wins where you have high control over highly influential
factors are hard to come by
??        
Life environments affect receptivity more than ad environments
??        
Content has a stable shelf life, but ads spoil quickly
??        
Relevance is important both in the market and in the moment
??        
The cat is out of the bag as far as control, but leashes can work
In summary:
A rising tide
lifts all boats.
Don’t neglect
the impact of context.
Be selective.
Be Flexible.
GEN Z: DIVING
INTO THE YOUTH GENERATION
Armida Ascano
and Gil Haddi from Trend Hunter are helping clients find the stories that
connect them to Gen Z (infants to 17) – what defines them and what they mean to
Media.  They are not as big as
Millennials, but they are just as important. 
By 2020, Gen Z will be 40% of the consumer base.
They explained
the overall differences between to two age group.
Online
Presence:
??        
Gen Y ‘ Facebook (overshare)
??        
Gen Z ‘ Snapchat (private)
Media
Consumption:
??        
Gen Y ‘ Love content
??        
Gen Z ‘ Really, really love content
Outlook on
Life:
??        
Gen Y ‘ Laissez faire
??        
Gen Z ‘ Cautiously planning
Gen Z is the
most diverse generation, and they are underrepresented in the mainstream media.
As a result, they turn to influencers who look and speak like them.
They already
have the tools, creativity and desire to create, but do not enjoy passive media
consumption.
This generation
is swapping in aspiration for realism.  As
content providers, we need to choose influencers and messaging with this in
mind.
VIEWER CHOICE: PRIMETIME
ALL OF THE TIME
A nearly packed
room showed up to see Melanie Schneider (AMC) and Stephanie Yates (WE) present
their case study.
‘TV is Dead! Run for the Hills!’ ‘Cord-cutting Means the End of Linear!’
‘Cable TV as We Know it is Dying!’
These are the comments we hear in the press everyday about our
industry.  And it’s true that TV viewership
has shown downward declines over the past 5 years.  However, content is up more than ever.  How are we able to watch all this content?  Technology has propelled viewer choice.
AMC Networks
did a study focusing on content, taking a deeper dive into Nielsen respondent
level data exploring viewers, their habits, and how they watch content.
THE OTT
CONUNDRUM: USING PSYCHOGRAPHICS TO UNDERSTAND CROSS-PLATFORM VIDEO CONSUMPTION
Tamara Barber
from Simmons Research gave us a presentation explaining that video consumption
is not just linear and live anymore. 
The majority of
the share of Broadcast viewing still comes from Live (35%) and DVR playback up
to 7 days (34%).  The same holds true for
Cable, with 43% viewing done Live and 26% coming from DVR playback in the first
7 days.  However, there is still a large
market opportunity for DVR after 7 days, VOD after 3 days, and OTT.
Simmons looked
at comprehensive video measurement across linear, SVOD, OTT and other connected
devices.
OTT users are
psychographically different. The Top 10 OTT user attributes included:
??        
more digital
??        
more social media
While the Top
10 attributes for non-OTT users included:
??        
use cell phone for calling only
??        
read newspaper daily 
Simmons is
hoping to use psychographics to optimize Media planning and buying.
Day
3 recap
Day 3 started with co-chair Bruce Friend recapping Day 2,
then introducing today’s first keynote speaker.
KEYNOTE 1 – MONEYBALL:
THE ART OF WINNING AN UNFAIR GAME

Paul Depodesta, CSO of Cleveland Browns,
engaged the audience with an overview that there’s a certain way that things
work.  Whether baseball, black jack, or
other situations in life, there’s always that ‘rule of thumb’ that we are
taught to follow.  However, sometimes the
‘rule’ doesn’t always work.  It’s all
about the process. Paul described a process/outcome quad:
??        
Good process/ Good outcome =
success
??        
Good process/ Bad outcome
= just unlucky
??        
Bad process/
Good outcome = get lucky once, but then rely on that luck to be successful
again
??        
Bad process/
Bad outcome = recipe for failure 

So, how do you
win with a lack of resources? 
Putting together a championship team is like cooking a
gourmet meal – you need the right ingredients. 
We’re always asking the naive questions- why is the market
down, why is this player struggling? We need a reason, but there not always is
a reason, so we try to explain by creating our own cause and relationships.
As with The
Oakland A’s in Moneyball, sometimes we need to throw out the old metrics, that
‘rule of thumb’ and start new.  Key
takeaways he learned from testing these new metrics were:         
??        
Find skillful
affordable talent to replace high priced starts
??        
Statistics can
be misleading
He drew
comparisons of scouting baseball players to testing programs.  Emotions drive our decisions, and we tend to
look for data to support and confirm these decisions, while dismissing any data
that contradicts what we believe.

Paul left us
with these 3 points: 
??        
become aware
of biases
??        
become
relentless in asking the naive question
??        
in the game of
uncertainty, how can we beat the house? Learn by previous failures to better
hit success.
KEYNOTE 2 – INSIGHTS
FROM THE 2016 ELECTION

The late morning keynote was actually broken
into 3 parts.  Robin Garfield of CNN
spoke first, and then we heard Dr. John Lapinski from NBC News, followed by a
Q&A with our 2 speakers.

Millennials told us they wanted a candidate who has a plan
to:
?? 
Create good paying jobs
?? 
Make healthcare more affordable
?? 
Do something about the soaring
costs of higher education and student debt
Millennials also told us they didn’t want a candidate who:
?? 
Represents ‘more of the same’
They were looking for a transformational candidate – someone
who will ‘change the government’, and that they were ‘done with the Clintons
and Bushes.’
Most Millennials liked Bernie Sanders, and both
Trump and Clinton were viewed negatively.

Not only was 2016 the most watched year on record in cable
news (with over 3 million total P2+ aggregate audience), but more people came
out to vote in 2016 than ever before.
??        
2000 ‘ 105.4
million total turnout (54.2% of eligible population that voted)
??        
2004 ‘ 122.3
million (60.1%)
??        
2008 ‘ 131.3
million (61.6%)
??        
2012 ‘ 129,1
million (58.6%)
??        
2016 ‘ 136.6
million (59.0%)
We were show examples of ‘what-if’ scenarios, that
demonstrated how close the election really was.
While Clinton’s popular vote lead was just shy of 3 million
(65.8 million for Clinton compared to 63.0 million for Trump), the red/blue map
showed that the majority of Clinton’s popular vote came from New York and
California.  And the 2016 Electoral
College hinged on a handful of states, with Trump taking Florida and the Rust
Belt states (Iowa, Michigan, Ohio, Pennsylvania and Wisconsin).
KEYNOTE PANEL
- CROSS PLATFORM MEASUREMENT AND THE FUTURE OF MEDIA
Jane Clark, from the Coalition for Innovative Media
Measurement, moderated this panel which included:
Jed Meyer (Univision), Jonathan Steuer (Omnicom),
Carol Hinnant (comScore), Steven Schmitt
(TiVo) and Kelly Abcarian (Nielsen).
The panel gave us a perspective of the industry from the
network, agency, and measurement side.  They
addressed the integrity of data and optimizing tools for better plans.  They talked about how there’s a constant
struggle trying to bring all measurement across all platforms together.
Kelly stressed how measurement needs to be a team sport.  Media companies are more and more starting to
own their own data, and that changes the dynamic of the industry.
There is a call from the network and agency side for duration
weighted viewable impressions across all platforms, and the measurement
companies just aren’t there yet.  The
question remains ‘ how do we get there?
The Day 3
afternoon Audience Insights breakouts were:
?? 
MULTICULTURAL
TV AUDIENCES ON TWITTER
‘ Meghann Elrhoul, Twitter
?? 
FULL SPECTRUM:
ILLUMINATING THE CONTENT PREFERENCES OF MULTICULTURAL AUDIENCE
‘ Thomas
Grayman, SpikeTV
The Innovations
in Media
breakouts were:
?? 
USING TRENDING
DATA TO UNCOVER THE WHITE SPACE
‘ Rob McLoughlin, POPSUGAR
Below are the Track 1 – Targeting Viewers case
studies:
QUANTIFYING
CROSS-PLATFORM ADVERTISING IMPACT IN LATIN AMERICA

ESPN’s David Hobbie gave us insight to David’s study focused on an advertising
campaign during this past year’s Olympics in Rio, and the impact and brand lift
experienced on ESPN Latin America.
THE STORY OF
KIDS MEDIA
The last case study track of the conference had Theresa
Pepe of Viacom give us an in depth look at kids’ data and… The
Story of Me.
We learned about kids under 11 and how they are the most
diverse kids ever. They make up 15.4% of the US population, and are extremely
persuasive. 
Theresa showed us a breakdown of these kids
focusing on:
??        
My beginning
??        
My world
??        
My family
??        
Myself
??        
My friends
??        
My tech
??        
My dreams
??        
Me in a nutshell. 

Since they were born these kids experienced: 
- The
first Black president 
- Terrorism
- Marriage equality 
- Great recession 
- YouTubers 
- On demand 
- Social Media 
- Device overload 
- Gender neutrality 

Their role models are their families’ and some
celebrities.  While 78% of girls look up
to mom, on 58% of boys look up to dad. 
26% said the look up to a grandparent, while the rest of their role
models included YouTube/Vine stars (19%), teacher (18%), brother (17%), sister
(15%), aunt/uncle/cousin (13%), actor/actress (10%), athlete (10%).
And they are busy!  6.2
hours of the day they are in school, while the rest of their day entails
sleeping (8.7 hours), eating/traveling (1.7 hours), organized sports/activities
(.9 hours), doing homework (.8 hours), and 6.4 hours going towards leisure (26%
of their day.)
In their free time, they watch TV (48%), play with toys
(43%), play video games (33%), and play outside (18%).
CONFERENCE
WRAP-UP

The Conference concluded with a wrap-up with the year’s
co-chairs and the advisory panel giving their feedback of the sessions,
discussing plans for next year’s conference, and taking questions from the
audience.

The OmniShopper 2017 Brochure is Now Available

It’s Time to Throw the Traditional Shopper “Rule Book’
Out the Window. The OmniShopper 2017 Brochure is Here!
We’ve entered a new era in retail ‘ Shopping Everywhere.
It’s not enough to just sit back and watch, we must evolve our insights &
activation strategies to remain competitive and dominate at retail.
Join the brand & retail leaders who’ve mastered end-to-end
omnichannel strategies to deliver seamless shopper experiences at OmniShopper
2017. Download the brochure: https://goo.gl/rR2V8P
OmniShopper 2017
June 20-22
Minneapolis, MN
Visit the website: https://goo.gl/rR2V8P
??        
35+ Speakers including more retailers than ever
before ‘ Walmart, Best Buy, Stitch Fix, Amazon, Gap and more tba! Plus, we’ve
got former Hershey CMO Peter Horst, Buzzfeed’s VP of Research & Insights
Edwin Wong, and Adam Grant, Author of Originals: How Non-Conformists Move the
World
??        
3 Days with the best in shopper insights,
shopper marketing and category management ‘ over 350 senior executives from
consumer goods manufacturers and retailers
??        
40+ Sessions dedicated to helping you super
charge omnichannel insights, activate shopper marketing and uncover next gen
retail methodologies
Are you excited or what?
Use code OMNI17BL for
$100 off the current rate: Buy tickets here:
https://goo.gl/rR2V8P
We hope you’ll join us in Minneapolis!
Cheers,
The OmniShopper Team
@OmniShopper

#OmniShopperEvent

Sleep Loss in Teens Linked to Social Media

by Yamilex Batista

In this generation, teenagers are becoming so addicted and
obsessed with social media that it can potentially affect their ability to
focus in school. Instead of getting nine hours of sleep, most teenagers
dedicate their time to use social media during the night.
According to a recent article in Media Post, ‘Sleep
Loss in Teens Linked to Social Media
,’ a survey from the Wales Institute
for social & Economic Research revealed that one-fifth of 900 students,
ages 12 to 15 years old, reported to ‘almost always’ waking up during the
night. Moreover, the study found that teenage females were more likely to use
social media more often than teenage males during the night time. This
emphasizes that teenagers are developing a sleep disorder because of
uncontrollable social media use. As a result of this sleepless pattern,
students tend to feel tired and less motivated during class time, which negatively
affects their academic performance.
The article also links social media to sleep disruption by
referring to the study at the University of Pittsburgh School of Medicine.
However, this survey aimed to target adults ages 19 to 32 within the United
States instead of middle school teenagers. Out of 1,788 adults surveyed in the
study about 30% pointed out to experience sleep disturbance. The study also
pointed out that adults who were constantly using social media tended to feel
three times more tired, compared to adults who use social media at a lower
rate.
However, studies in an article from the Medical Daily, ‘Sleep
and Social Media: New Study Finds Link Between Facebook Use and Lack of Sleep
,’
aim to indicate people tend to check social media late at night as a result of
a previous sleep disturbance. The research demonstrated that sleep disruption does
not arise from social media use during the night. The study revealed that the
use of social media during the night is increasing because students tend to use
it to control their disrupted sleep schedules. Students believe that using
Facebook during the night might help them fall asleep faster. At the same time,
students developed the habit of constantly checking social media pages or
Facebook to stay informed and to relax their mind.
Overall, this research reveals one of the many outcomes and
factors contributing to uncontrollable social
media
use. Young people in the U.S. are devoted to spending most of their
time on social media, instead of focusing in school and the real-world
environment. High use of social media or Facebook can cause sleep disruption,
but at the same time, the lack of sleep can influence to the use of social
media.
About the Author: Yamilex is currently a Marketing Intern at
Knect365 where she assists in social media research & management, blog
writing, and various marketing tasks. She is also a student at the Renaissance
Charter High School for Innovation. She hopes to attend the University
Pennsylvania or Boston College to major in communications with integrated
marketing.

Celebrate Valentine’s Day with $200 Off an Insights Conference You Love!

Dear
Insights Community,
Roses
are red’
Violets
are blue’
It’s
Valentine’s Day’
So
here’s $200 off a conference just for you!
As
valued reader of our blog, in true Valentine’s Day
fashion, we want to share the love! So please take your pick of our 2017
conference lineup and take $100 off using the blog discount code, plus an
additional $100 just for Valentine’s Day:
1)      Marketing Analytics & Data Science
Data science and
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April 3-5, 2017
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Use code
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2)      TMRE in Focus
Take Command of
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skills, to deliver better insights, faster to your customers.
May 1-3, 2017
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Use code
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3)      OmniShopper
At OmniShopper
brand & retail leaders reveal the latest insights and activation strategies
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“rule book” out the window. Hear from those who’ve mastered
end-to-end omnichannel strategies to deliver seamless shopper experiences.
June 20-22, 2017
Minneapolis, MN
Use code
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4)      TMRE: The Market Research Event
Insights is under
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development, hot new sectors, and the future customer.
October 22-25, 2017
Use code
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Love,
The KNect365
Marketing, Insights & Innovation Team