Learn how to use machine learning text analytics, from scratch, for free, using open-source R.
Learn how to use machine learning text analytics, from scratch, for free, using open-source R.
Opening up the open source mindset in your organization will encourage innovation, collaboration and efficiencies, and arm you with the contagious spirit necessary to remain relevant in a changing industry.
Marketing researchers have witnessed an explosion of promises that big data will dramatically improve business performance. What is the role of traditional marketing researchers in big data? This presentation provides a methodology and case study example that fuses marketing research and data science to deliver greater insights than could be achieved with either big data only or with survey data only. The case study suggests that survey research can contribute to predictive modeling through combining methods derived from, on the one hand, survey data and marketing science and, on the other hand, big data and data science. Finally, adding interactive GIS mapping and data visualisation and charting, using open-source tools, provides a visual vehicle to effectively communicate the insights.
Marketing researchers have witnessed an explosion of promises that big data will dramatically improve business performance. What is the role of traditional marketing researchers in big data? This presentation provides a methodology and case study example that fuses marketing research and data science to deliver greater insights than could be achieved with either big data only or with survey data only. The case study suggests that survey research can contribute to predictive modeling through combining methods derived from, on the one hand, survey data and marketing science and, on the other hand, big data and data science. Finally, adding interactive GIS mapping and data visualisation and charting, using open-source tools, provides a visual vehicle to effectively communicate the insights.
This paper reviews the Life Rhythm Knowledge Center case and demonstrates the approach used to build a knowledge center for Vodafone. The way research is to become more impactful is by building knowledge, not through single research projects or methodologies, but by combining various research projects in a comprehensive program and by engineering not just the insights generation (including cocreation and crowd sourcing) but also insights dissemination and outreach.
This presentation explains why open innovation forums offer a real alternative to common market research methods like brainstorming, qualitative interviews and large quantitative customer surveys. Open innovations forums offer a comparatively inexpensive way to reach a large number of customers who can express their ideas in the most open and creative manner, while the process maintains a relatively high representativeness. Based on Ulwick's (2005) outcome driven innovation concept, the presenters have developed a way to analyze and interpret data in forums.
A working definition of online co-creation is proposed, and a framework to map the emerging landscape of the discipline itself is provided in this paper. Two distinct types of online co-creation are established based on the degree of 'participant empowerment' they facilitate. Two case studies highlight the direct implications for practitioners when implementing either of the two types. The paper is based on the experience of having set-up and curated more than 25 online co-creation communities in the last three years.
This paper will show how a project aimed at helping Coca-Cola GB better understand the older teen audience has lead to a significant legacy inside Coca-Cola in terms of ways of thinking about the role consumers can play in the business. It will show how approaching a classic insight question with a collaborative, open source mentality has allowed us to enter completely new spaces: find out answers to questions that we didn't even know we wanted to ask. Although the project in question was aimed at older teens, the method - online communities and co-creation - has been followed across other key audiences for Coca-Cola both in GB, and increasingly across the globe. The paper will also show how the project has evolved over time, bringing in new tools and techniques and adapting to the needs of the business to keep Coca-Cola completely in touch with their key audiences in the real world, and in real time.