As the world's largest mobility retailer and one of the biggest oil and gas companies, Shell's growth goals are equally monumental: double their retail business within ten years. In this webinar, James Johnstone (Head of Global Customer Insights at Shell) will share how their market insights platform, CI Heartbeat, empowers them to help their resource-challenged marketers reach their ambitious commercial targets by working smarter, not harder.CI Heartbeat, powered by Market Logic, is home to over 40,000 secondary sources as well as primary research documents and concept tests. They are enabling marketers to self-serve information themselves, instead of requesting it from the insights team. This means no waiting time, as questions go directly to the platform, and so far, it's working: user engagement is impressive with up to 60% repeat visit rates. Marketers are also enticed back to the system with engaging knowledge zones easy-to-browse, magazine-style webpages on strategic topics carefully curated by James' team. They can also build their own.In addition, marketers commission new research in local markets; James and his team provide guidance and support with an insights wizard. Instead of trying to stop marketers from conducting local research, the wizard guides them through the process, helping to select the best methodology and sending the completed, best practice research brief directly to the recommended supplier. Once they're ready, the supplier imports all results back into the system, so everything stays in the same place.
We all love and use buzz words. Such as data-driven marketing, big data and 360° customer insights. But what do they really mean? How do you put them in practice? The Belgian National Lottery put it all in action by blending different data sources.
We all love and use buzz words. Such as data driven marketing, big data and 360° customer insights. But what do they really mean? How do you put them in practice? The Belgian National Lottery put it all in action by blending different data sources.
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 races and has led to improved attendance numbers and fan satisfaction.
A recent study in the potato chips category with PepsiCo threw up critical learnings that we leveraged to create a refreshed way of looking at brand purpose, in the form of 'brand citizenship'. We also looked at examples from other studies that we have done as well as desk research, to understand how the concept of 'purpose' itself is changing in meaning across all spheres of life ? not just in the choices of brands, but also political affiliations and life decisions. Our explorations helped construct the brand citizenship framework, which we believe adds a further layer to existing models of brand purpose and, in turn, could result in more effective purpose-driven marketing.
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 objective of this work is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a brand anonymously, shielding it from negative comments, and fostering a positive dialogue between brands and users. It should be noted that this document was written by the director of this methodology, who has theorized and implemented content-based research methodologies over the last three years. The paper dictates the best practices of content-based research. It is also the author's reflection of the theory and practice obtained by the constant implementation and monitoring of digital laboratories.
In this presentation, Ipsos MORI and client Citizens Advice Scotland showcase results from the first-ever study to demonstrate the impact and relative efficacy of different deliberative research methods in addressing 'live' public policy questions. We show the real policy impact the findings have had, including on parliamentary and wider debates; for example, a Scottish Parliament debate on the Scottish Government's Energy Efficient Route Map. In the process, we prove the added value of deliberative methods beyond more traditional research methods for engaging consumers in policy questions, busting some myths along the way.