Knowing your target audience's future needs and behaviours is invaluable in order for a business to grow. Yet often, our view into the future is murky, and it is challenging to identify the most significant shifts in attitudes, values, and behaviours to determine strategies to implement. Understanding the dynamics of an influential audience like Hispanics, and an ever-changing region such as Latin America, requires a deep exploration of their past, present and future. Insights from the Cultural Pulse, a research partnership between Univision and GfK, shine a critical light on how US Hispanics and Latin Americans are navigating a complicated world. Facing an unpredictable social landscape, less than a quarter (21%) of Hispanics feel that they can trust the US government to tell them the truth.
Today, consumers are bombarded with marketing communication, making it very difficult for brands to differentiate themselves. Digital-first companies can rely on a variety and richness of datasets which is not always matched by more traditional companies. While market research has traditionally helped brands tease out sharp consumer segments, the same segments cannot always be deployed successfully in media executions. This is a story of how research, data science and media came together to maximise the return on precision marketing investment.
Today, consumers are bombarded with marketing communication, making it very difficult for brands to differentiate themselves. Digital-first companies can rely on a variety and richness of datasets which is not always matched by more traditional companies. While market research has traditionally helped brands tease out sharp consumer segments, the same segments cannot always be deployed successfully in media executions. This is a story of how research, data science and media came together to maximise the return on precision marketing investment.
In the first study of its kind we explore the digital communities forming on Twitter that live alongside IRL communities, unpicking the fabric of UK Twitter to learn how they form, grow & thrive and their value to Twitter as a service & a business.
In the first study of its kind we explore the digital communities forming on Twitter that live alongside IRL communities, unpicking the fabric of UK Twitter to learn how they form, grow & thrive and their value to Twitter as a service & a business.
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.
Learn how research that has grown from qualitative roots has led to a digital transformation and revolutionized the way we do journalism at the BBC. The challenge we faced was to find out why people click on some pieces of content and not others, to unpack the term "relevance" for people and to truly understand the role that digital news content plays in their lives- but the real challenge was in embedding results into the newsroom; converting insights into something that lives and breathes in the fabric of the organization, every day.
In this presentation, the speaker will talk about how digital consumption is forcing the media researchers to think differently about how the research methods and will present some examples and case studies in how NBCUniversal did that.
Agea's big data case is a reference in Latin America. The volume of known and registered audiences is the highest in Argentina. The Big Data team was created and managed from a business area, which makes it more efficient and quick responsive. In just 3 years we built a solid team, with great business successes and a strong support for the digital transformation that the Clarin newspaper needs. With almost 15 million registered profiles, we have to be very careful in the security and the way of using this asset to build trust and keep growing.