Welcome To Converge!
The Art and Science of Corroboration in Analytics, Research, and Insights
Dr. Ari Zelmanow, Head of Experience Research, Twilio
The Corroborate Course teaches product managers, data analysts, UX designers, and researchers how to leverage detective-grade corroboration and triangulation tactics that create bullet-proof insights. At the end of the session, you should be able to:
- Explain the importance of corroboration
- Develop a strategy to corroborate research findings
- Defend corroboration to stakeholders
Why Zombie Data Siloes Should Be Marketing's Public Enemy #1
Rolfe Swinton, VP - Data Innovation and Partnerships - North America, GfK
Sometimes, there is an otherworldly disconnect when marketers talk about data. In a recent GfK/CMO Council study, 80% of global marketing leaders asserted that data, analytics, and insights are very important to winning and retaining customers – yet only 12% reported being “extremely confident” in their own data systems. What is the ghostly force that is keeping whip-smart CMOs and insights pros from fulfilling their data potential?
GfK’s study found that data access and management – and the persistence of age-old data siloes – are major impediments to efficient marketing today. At times, no one can remember who created these “zombie” siloes or why they still exist; but they continue to interfere with proficient marketing, leading to hodge-podge dashboards and tortured integration schemes.
In this session, GfK will reveal what companies can and should do to truly connect their data and drive marketing efficiency. We will look at examples of challenges, tradeoffs, and lessons marketing leaders can take when it comes to:
- connecting research to activation to lift measurement
- integrating survey and behavioral data deterministically
- addressing data quality in various data sets
- finding the right insights to feed effective AI analytics
Throughout, we will share best practices and inspiring examples to help brands connect data and make high-velocity decision making an everyday reality.
David in the Data - Using AI to identify unarticulated needs
Razi Imam, CEO, 113 Industries
Our world is reeling from the after effects of the pandemic and now inflation. What can companies do to understand the changing behaviors of consumption and shift their marketing and innovation strategies to address the new consumer needs. What new categories are now important for them and how and where they will shop for these new categories. Consumers are quick to spot unconscious bias prevailing in the company's products and practices and respond with immediate rejection of their current practices.
Following the Crowd: How Ipsos Firefly Integrates Multi-Sensor Data for Real-Time Situational Awareness at Mega Events
Mark Polyak, Ipsos North America & Xufeng Wang, Ipsos Center for Analytics Excellence
Ipsos Firefly is a mega event real-time customer experience system for situational awareness, in-the-moment operations support and proactive issue management. The platform provides multi-sensor data integration, including anonymized mobility data, anonymized credit card data, live traffic, digital intelligence (social media, TV/Radio, traditional media) and ground sensors for a wide range of use cases. Our experts will present a case study on the utilization of Firefly at a sports mega event and provide an overview of the following system components:
- Mobility data and algorithm pipeline which combines real-time and historical data from multiple vendors to provide estimates and forecasts of population mobility
- Digital intelligence pipeline for AI-driven integration of structured and unstructured data for POI-specific digital customer experience footprint
- Estimation of event's economic contribution via intercept surveys, anonymized mobility and financial transaction data
How to Predict Consumer and Market Shifts Using Advanced Trends Analytics
Michael Seymour, Global Director, Market Research, NetBase Quid
As consumer and market trends shift, companies must focus on differentiating between the signal and noise to predict where things are headed.
It all comes down to the identification and analysis of long- and short-term trends to retain both consumers and market share. The biggest risks likely to impact a company include:
- A competitor that hasn’t been identified yet—possibly one that doesn’t even exist yet—and subsequent category disruptions
- A business intelligence stack that has become unwieldly and incapable of surfacing real-time, actionable insights relevant to specific needs
- Information gathered via traditional methods is dimensional and siloed, lacking context
Let’s dig into each challenge and solutions. We’ll cover:
- Managing massive volumes of data
- Data disorganization and lack of democratization
- Deriving meaningful insights from data
Riding the Data Wave - A Brand-Side POV
Nicole Moreo, Director, Customer Insights North America, LinkedIn
Jenna Landi, Director of Global Brand Research, Pinterest
Barry Jennings, Director, Cloud and Commercial Business Planning Insights, Microsoft
Moderated by Chris Robson, Senior Director – Analytics, Gongos
Data Acquisition and Preparation in Underserved Markets - Africa
Obinna Anusiem, CEO, NGEX
In underserved markets, such as Africa, data sources are typically fragmented, siloed and unstructured and this leads to limited availability of accurate, relevant, and timely information especially at affordable rates.
These issues also make word of mouth, anecdotes, and gut instincts continue to be prevalent in decision making and lead to limited insights into the interests, demographics, activities, etc. of the population and environment. Data acquisition is also very challenging and typically requires unique and
innovative approaches such as brute force - where resources are thrown at primary data collection efforts. After data has been collected, storage and preparation present unique challenges from the lack of infrastructure and evolving data privacy regulations.
- Overview of the Data environment in underserved markets
- Data Acquisition and preparation in underserved markets: Opportunities and Challenges
- How to develop a robust data management system for Africa
The Beautifully Irrational Response of Inflation for Consumers 18-25
Hunter Thurman, CEO, Alpha-Diver
Economic headwinds, inflation, and a potential recession are scary factors for any business. However challenging conditions may be, there are still ways to win with consumers in down markets that don't require plummeting price points.
In this session, Hunter Thurman, Chief Executive Officer, Alpha-Diver, shares market research that looks at psychology and neuroscience to reveal consumer insights and provide guidance for brands and retailers to look beyond the headlines to meet consumer psychology and win.
1. Our neuroscience-backed database confirms the emotional reaction young consumers are having to inflation, and provides a richer lens through which to consider brand and activational strategy in the years ahead.
2. We're seeing Snapchat as a particularly potent medium to drive Gen Z behavior.
3. There are four keys to creating effective social content that will actually drive purchase behavior, which I'll outline with real-world example
Harnessing Insights: Evolving with OTT Viewer Behaviors
Nicole Sangari, Kantar
Harnessing insights in a quickly evolving data environment is ever present in the media landscape. Consumer behaviors are evolving so quickly that even the meaning of OTT is changing: it is morphing from "Over-the-Top" to "Optimizing Total TV" on all platforms - Broadcast, Cable, SVOD, AVOD, and FAST. Content providers, publishers and advertisers are continually looking for updated, evolving insights to help reach consumers. They need a clear understanding of ever-shifting viewers' cross-platform habits and video journeys. Tracking these behaviors and harnessing these insights requires creative and nimble strategies with analytics to help the industry keep up and pivot with the shifts.
Ensuring More Seamless Transition Between Research and Activation
Andy Davidson, Head of Data Strategy & Analytics, Big Village
At some point or another, segments we uncover in market research projects typically become the focus of cross-media campaigns. Unfortunately, the outcomes of these efforts are often underwhelming for those paying attention – campaigns are often not delivered to the intended target audience (often times as many as 80% of the impressions) and messages directed at these impressions fall flat resulting in low ROI. The good news is, there is an opportunity to do better – and it starts way up stream. Join Big Village as we discuss how to ensure seamless transition between research and activation to win.
Closing Comments - Conference Adjourns