Want to get rid of costly brand image tracking and barometers? The Brand Mining tool leverages the network structure of social media and uncovers which perceptual dimensions are associated (or not) with your brand.
Yes, we can save energy by rolling out smart meters. This can be proven scientifically, using the whole array of old and new data science techniques: sampling, imputation of missing values, bayesian modelling, random forests and algorithms. How do big brand research departments learn to bottle valuable insights from the tidal wave of consumer data.
Yes, we can save energy by rolling out smart meters. This can be proven scientifically, using the whole array of old and new data science techniques: sampling, imputation of missing values, bayesian modelling, random forests and algorithms. How do big brand research departments learn to bottle valuable insights from the tidal wave of consumer data.
In recent years, the rise of the National Front party has been a major feature of the French political landscape. Understanding the drivers behind the electoral successes of that party is now crucial for mainstream parties if they want to counter it efficiently. This is no small task, as the vote for the National Front is difficult to estimate for pollsters. Our contribution shows how Open Data can help shed light on the question, by combining voting data with freely available administrative data sets. In particular, we address the important question of the link between turn out and the National Front vote. We show that simple correlations between the two are biased and we estimate the true link by econometric modelling, dealing with endogeneity.
Opening ceremony at the ESOMAR 69th annual Congress in New Orleans.
In recent years, the rise of the National Front party has been a major feature of the French political landscape. Understanding the drivers behind the electoral successes of that party is now crucial for mainstream parties if they want to counter it efficiently. This is no small task, as the vote for the National Front is difficult to estimate for pollsters. Our contribution shows how Open Data can help shed light on the question, by combining voting data with freely available administrative data sets. In particular, we address the important question of the link between turn out and the National Front vote. We show that simple correlations between the two are biased and we estimate the true link by econometric modelling, dealing with endogeneity.
Recognising young researchers under the age of 30 for outstanding, original and creative research addressing today's most challenging global issues.
Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The profitability of this investment can be evaluated from two points of view. The extent to which the investment can satisfy the main objectives of brand leadership, which is to reach an attractive positioning for the consumer and distinguish the brand from competitive offers must be evaluated. The marketing investment also must be assessed according to its orientation towards profit, meaning that the Return on Brand Investment should be assessed from a qualitative point of view as well as from a financial oriented quantitative perspective. This paper introduces an innovative approach to brand performance measurement which satisfies both perspectives of brand strength as well as the financial objectives. A model based on the statistical instrument of the causal analysis has been developed to help management allocate future marketing budgets effectively and efficiently upon the different marketing instruments.
This paper shows how the medical marketer can understand the current market and jumpstart creativity through a deconstruction exercise, followed by conjoint measurement that identifies strengths and weaknesses of the deconstructed elements. Respondents evaluated short concepts created by systematically varying subsets of text and visual elements dealing with arthritis. Text elements were created by deconstructing messages appearing in current web sites. Visual elements were taken from appropriate stock photographs. Four concept response segments emerged: Segment 1 (Interested but unresponsive to communications), Segment 2 (Seeking a healthy life), Segment 3 (Seeking a social and support network), and Segment 4 (Seeking to treat an actual condition).