Join Vandana as she addresses the 3 big shifts that will impact your brand playbook:- Digital as the gateway to the future, playing a larger role in consumers becoming self-reliant;- The new storefront - Traditional commerce now moving online;- Amplified value-consciousness and re-evaluating what is essential
Google and Nielsen came together to develop a way to better understand how consumers go about researching and buying mobile phones. With the internet in the palms of their hands, consumers interact a lot with the medium before considering and/or evaluating or purchasing any product. We wanted to capture this interaction and how this influences the path to purchase for the category. The goal was to reduce reliance on claim-based research techniques, especially owing to the complexity of the digital touch-points to mobile phone purchases, and move to observation-based research.
Bad ads create bad experiences for consumers and negatively impact your brand. It is critical to know what creative element or pattern can help drive brand performance and direct response. However, creative A/B tests or lab tests with facial expression analysis are expensive and not scalable. In this research, we used Google Cloud APIs to compute thousands of features from large creative samples to conduct creative meta-analysis. We added those features from machine learning and computer vision with human encoding elements.
There is an interesting management quote: Do not expect the output to change if the inputs remain the same. This is true for organisational transformation as well as transformation of the insights and analytics industry. This paper examines this aphorism in the context of volume forecasting for ecommerce launches, looked at in the specific context of a vitamin and mineral supplement launch.
Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness - incrementality, we have to move away from the long-accepted methodology: pre vs. post-campaign or non-exposed vs. exposed. For this presentation we will redefine ad measurement and demonstrate how we measure it at Google with examples.
Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness - incrementality, we have to move away from the long-accepted methodology: pre vs. post-campaign or non-exposed vs. exposed. For this presentation we will redefine ad measurement and demonstrate how we measure it at Google with examples.
For the first time in the history of the Spanish TV ecosystem, it is possible to measure and understand the holistic viewing behaviour of a TV Show across all platforms with the use of audio matching technology.
The aim of the presentation is to illustrate how the research industry can take advance from the Google technology to measure the media.