We are in an amazing time for research practitioners. Not only do we have access to incredibly rich big data but also high quality, low-cost research. Yet linking the consumer behaviour in big data and sentiment from traditional primary market research does not capture a tremendous amount of value. Leaving value on the table is a problem in an era where consumers are demanding personal treatment and switching costs are shrinking. Without fully optimising the customer value proposition, companies fail to fully protect their assets. In this presentation the author will provide concrete examples of how AOL has connected our big data with conventional market research data to better satisfy our stakeholder questions.
We are in an amazing time for research practitioners. Not only do we have access to incredibly rich big data but also high quality, low-cost research. Yet linking the consumer behaviour in big data and sentiment from traditional primary market research does not capture a tremendous amount of value. Leaving value on the table is a problem in an era where consumers are demanding personal treatment and switching costs are shrinking. Without fully optimising the customer value proposition, companies fail to fully protect their assets. In this presentation the author will provide concrete examples of how AOL has connected our big data with conventional market research data to better satisfy our stakeholder questions.
Social functionality has transformed the online news category. sharing via social networks and adding comments to articles creates a new dimension to how people experience current events. For example, readers generate six million comments every month on the Huffington Post, making it among the most social content sites on the internet. What has been missing to date is an understanding of how comments enhance or detract from the readers' experiences. to illuminate this void, this research used a ratings-based conjoint to disentangle 16 various attributes of user comments to create a standard measure for their marginal utility. This structure was then used to create a composite index of major news sites to determine the composition, and ultimately, the user value of each sites' comment base.