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Videos
Ceremony: Congress 2019 Best Paper Award Winner
A look at how Ogilvy is better leveraging behavioral science & cognitive segmentation techniques to create more effective marketing communication strategies, founded on a new approach to measuring personality & cognitive thinking styles.
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Finn Raben, Joaquim Bretcha, Jon Puleston, Christopher Graves
September 8, 2019
Research papers
Creating brand and business transformation
p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}In 2008 in Great Britain, Gordon's Distilled Gin, the largest gin brand, was facing a yearly decline circa -32%. Today, it is growing at an amazing rate of +74%, which is faster...
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Sally Smallman, Emiliana Vidali
Company: Diageo
September 8, 2019
Research papers
Semiotics fused with digital media analytics, why wouldn't you?
p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'; min-height: 14.0px}Digital media offers oceans of 'real data' but cannot of itself identify the human meanings....
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Preriit Souda, William Landell Mills
Company: PSA Consultants
September 8, 2019
Research papers
Can social listening replace surveys?
p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}C-Suites around the globe are asking for real-time measures and market research budgets are cut. Can we really substitute costly brand trackers with AI-generated predictions out of...
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Frank Buckler, Christiane Reimann
September 8, 2019
Research papers
Using technology to drive commercial opportunities at F1 races
p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}Insight from sensor technology used by F1 at 9 races in 2018 has significantly changed the way of thinking around how to maximize fan engagement and commercial opportunities at F1...
Catalogue: Congress 2019: The Global Data & Insights Summit
Author: Matthew Roberts
September 8, 2019
Research papers
Standing out from the crowd
p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 10.0px Helvetica}Through this study, Viacom set out to learn the 'secret sauce' of the best festivals and to evaluate how that might be improved. This paper summarises the key findings from the study and...
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Christian Kurz, Anna Noel Taylor, Ian Wright, Jo McIlvenna, Ben Allen, Kerri Fortune
Companies: Viacom International Media Networks, Tapestry
September 8, 2019
Research papers
Brands whispering emotions
This breakthrough study reveals quantitatively the impact of social mood on category purchase behavior and measures mood changes via social media as an early indicator for brand communication management.
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Nihan Sahan Eren, Pelin Halacoglu, Serkan Ceran, Ezgi Akpinar
Companies: Ipsos MRBI, Unilever
September 8, 2019
Research papers
