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.
The key to maximizing market research's value in the age of data science.
The key to maximizing market research's value in the age of data science.
Interview with Horacio González, Global AI & Unstructured Data Lead from Kantar Mexico.
Reduced cost by 30%, increased impact and scope by 200% while working in a market undergoing huge foundational change.
Reduced cost by 30%, increased impact and scope by 200% while working in a market undergoing huge foundational change.
Market research's digital transformation takes more than new data and tools, but also requires motivating and enabling people to work differently.
Market research's digital transformation takes more than new data and tools, but also requires motivating and enabling people to work differently.
Guest speaker: Jonathan Mall, CEO & Founder of Neuro Flash.