Up to 85% of brand generated social media posts are wasted. With digital advertising approaching 50% of all advertising expenditure, we need to go beyond clicks and likes as a measure of ROI on social media expenditure. Through machine learning, a brand can now see how many posts support their intended position, how many are off target, and how many are simply ambiguous. This presentation demonstrates how the AI tool works, highlights the role of archetypal alignment across touch points, delivers a practical framework where brands can specifically identify the nature of their optimal social media imagery, and concludes that understanding archetypal codes is the key to optimising ROI in Social Media.
A brand in crisis. A cut-throat category. No money to spend. How do you rebuild a brand after it has made headlines for all the wrong reasons? Oi used emotion and smart research to wipe out marketing waste and begin the climb back to happiness.
Developing successful communication is becoming more and more difficult every day, particularly because people are exposed to an exponential number of stimuli, which makes them block out everything they do not consider relevant for their survival and/or more intrinsic needs. However, in order to help brands and their communications succeed in their business objectives, new technologies and theories about how people make decisions are being developed. First of all is the neuroscience development allowing a better understanding of how the brain works. For example, exploring the now well-known brain systems, one intuitive (System 1) and the other deliberative (System 2), strong conclusions about the impact of emotions in advertising, and later in building valuable brands, are being made. On the other hand, facial expressions are recognized as a manifestation of the unconsciousness of our emotions and thanks to technology advancements, facial coding can be used in a scalable way to better understand how advertising impacts human emotions. Then again, facial coding should not exist as an isolated element of communication understanding; it is important to have a holistic understanding between emotions and deliberative responses using direct questions. Therefore, in order to demonstrate the power of holistic analysis with System 1 and System 2, this paper explores three real cases of creative development for one of the most important companies of FMCG in Latin America: Alicorp. These cases helped to build successful campaigns that positively impacted Alicorps business and their brands.
A brand in crisis. A cut-throat category. No money to spend. How do you rebuild a brand after it has made headlines for all the wrong reasons? Oi used emotion and smart research to wipe out marketing waste and begin the climb back to happiness.
Whereas Market Intelligence is a well-known term, the expansion into Augmented Market Intelligence might need some explaining. The logic here is the fusion of it with Augmented Intelligence, a term coming from the Artificial Intelligence / Machine Learning framework. In that context, what is augmented is originally meant to be the human intelligence, via automated analytics that are able to learn from training data. In our discussion here the scope is actually bidirectional. Certainly we are talking about some of the means that can be used to enhance and make more scalable human analytics and judgement, but it can also be viewed as a way to improve the quality of Artificial Intelligence. So in this talk we will be talking about the synergies and interaction of both human and automated analytics in the specific domain of Market Intelligence.
Whereas Market Intelligence is a well-known term, the expansion into Augmented Market Intelligence might need some explaining. The logic here is the fusion of it with Augmented Intelligence, a term coming from the Artificial Intelligence / Machine Learning framework. In that context, what is augmented is originally meant to be the human intelligence, via automated analytics that are able to learn from training data. In our discussion here the scope is actually bidirectional. Certainly we are talking about some of the means that can be used to enhance and make more scalable human analytics and judgement, but it can also be viewed as a way to improve the quality of Artificial Intelligence. So in this talk we will be talking about the synergies and interaction of both human and automated analytics in the specific domain of Market Intelligence.
Insights and strategies for different channels and touch points are usually considered in isolation... But how do these different channels and touch points influence and convert an individual shopper in the same Path to Purchase?
This paper is a case study involving a client with a successfully performing brand of fabric conditioner who has acquired another brand in the Australian market. The business strategy was to relaunch both brands with revised fragrance ranges that clearly define the essence of each brand and thus differentiate the two. The brand, fragrance descriptor and fragrance evaluation results were integrated to produce the optimum and most brand suitable fragrance range for each brand of Fabric Conditioner. In addition, the overall reach (in terms of appeal) of candidate sets of fragrance descriptors both within each brand were determined.
This paper examines how WGBH and Applied Research and Consulting LLC conducted collaborative research that identified strategies for transforming ZOOM, a highly successful 1970s children's educational television show, into one of the most exciting 1990s children's educational destinations in the world. This paper illustrates how a variety of qualitative research methodologies (designed to uncover specific concerns, attitudes and preferences of the target audience and the ways these concerns, attitudes and preferences had changed since the 1970s) resulted in the merger of new and existing technologies into an integrated, interactive educational media platform that would provide additional learning opportunities through the initial integration and ongoing enhancement of the integrated media offering.
The authors recently analyzed the local delivery of national television schedules in concert with proposed purchases of spot radio weight on a Designated Market Area basis. The purpose of the analysis was to determine the optimal combination of network TV and spot radio required to meet the local sales goals for selected marketers in given media planning situations. This macro approach to optimization provides a disciplined framework for focusing on both local market opportunity and optimal reach and frequency. The following paper briefly outlines the impact that advertising clutter and ad cost escalation are having on commercial effectiveness in the United States. It then outlines the sales allocation optimization findings and highlights how the combined radio-TV media mixes performed on a reach and efficiency basis relative to total schedule delivery in the United States.