Wednesday, June 29, 2016

8 Reasons to Be Excited About OmniShopper in Chicago

OmniShopper is less than 2 weeks away! Don’t miss your opportunity to connect with the key players in your industry and uncover new insights and activation strategies that you can bring back and champion in your organization – what are you waiting for?

Here are a few of the top experiences waiting for you at OmniShopper 2016:

1.       Daniel Kahneman. He’s an insights industry legend and Nobel Prize Winner in Economic Sciences. And he’ll be taking the keynote stage to help you better understand what shapes consumer decisions. 
2.       Matchmaking. Sure, OmniShopper unites hundreds of market research and insights professionals from the retail industry in one place, but it’s not always easy for you to connect with the people you need to meet. That’s why OmniShopper has introduced a NEW matchmaking program to ensure you meet the RIGHT people to drive YOUR business forward.
3.       The State of the Industry – Revealed. and Lowe’s Home Improvement lead the discussion from a retailer perspective – on creating successful omnichannel shopping experiences now and in the future – while ConAgra, PepsiCo and Unilever dive deeper from a manufacturer’s perspective – on driving the new path to purchase in a world where the consumer is in control.
4.       The Shopper Insight Lifecycle. How is an insight uncovered? What methodologies should you be using? How do you action the insight? Find out with best practices from The Hershey Company, SmartRevenue, Wrigley and Capre Group during an in-depth workshop on Sunday, July 10th.
5.       The World’s Most Powerful Consumers – Women. Bridget Brennan, Author, Why She Buys, offers powerful insights on the consumer behavior of Millennial women, as well as techniques on how you can stay relevant to female culture. Millennial women’s consumer behavior and techniques on how you can break through the clutter and stay relevant to female consumers.
6.       Retailer/Manufacturer Exchange. OmniShopper brings all the players in the retail space together for a common goal – to define the future of retail through insight and activation strategies. Collaboration is key, that’s why we’re giving insights leaders from manufacturers AND retail the chance to come together to discuss the new value of insights, new P2P, total store shopability and more.
7.       Todd Henry. Go beyond the insights at OmniShopper. Uncover the secrets to making your work speak loudly and resonate with others with the help of  the author of Louder than Words: Harness the Power of Your Authentic Voice. Todd will share how to uncover, develop and use your authentic voice to connect more effectively and consistently.
8.       The Digital Revolution. It’s no secret that, like every other industry out there, digital has changed the game at retail. Seth Shapiro, Principal, New Amsterdam Media and Adjunct Professor, USC School of Cinematic Arts will explore how you can leverage digital innovation to expand your global retail opportunities and grow and prosper in the new retail landscape.

And so, what are you waiting for?! The future of retail won’t be defined in isolation – make sure you’re a part of the conversation.

Join us in July and tell us @OmniShopper what you’re excited about right now #OmniShopperEvent.

Use exclusive Blog discount code OMNI16BL $100 off the current rate. Buy your tickets here:

See you in Chicago!

The OmniShopper Team

Monday, June 27, 2016

Insights as a Vehicle for Influence: Digital Reinventing Retail

By: Amanda Ciccatelli, Content Marketing & Social Media Strategist, Informa

Insights have become a vehicle for influencing marketing and ultimately, the world. That’s why next in our Insights as a Vehicle for Influence series, we sat down with Paul Donagher, Managing Director, Consumer and Retail, Market Strategies International. In our conversation, he shed some light on omnichannel has impacted retail, how shoppers are shaping the future of retail, why it’s important to link digital and physical shopper marketing, and more.

Here’s what Donagher has to say:

How has omnichannel impacted retail positively?

From a consumer perspective it has opened a whole range of researching and buying opportunities, or ‘instants of intent’. The intent has to be on both sides of the relationship, where both the consumer has the need and the marketer has the opportunity to have their brand positioned perfectly with the proper connections planning. Connections planning is really what omnishopping is all about – furthermore, we believe that the best outcomes for marketers start with a thorough understanding of consumers both from a category and brand perspective. This can only be achieved through properly conducted research that uses all of the attitudinal, behavioral and neuro approaches at our disposal.

What can retailers do better to embrace the omnichannel customer journey and experience?

Our research shows that the relationship from the retailer side has to meet three key criteria – Seamlessness, Centricity and Experience. We conducted our own qual and quant research that really narrowed down the requirements for retailers to these three broad buckets.

How are shoppers shaping the future of retail?

The information is all on the Omnishoppers side. They are better informed than ever before…which in itself poses questions and provides opportunities to retailers.

What are some shopper insights lifecycle best practices you can share?

We spend a good deal of time trying to illuminate what we call ‘Day in the Life’. Of course, depending upon the category, the Omnishopper journey and the constituent path-to-purchase can be weeks or longer, however we use the notion of a ‘Day in the Life’ to look for the key sequencing that matters to the brand. The ‘instants of intent’ I mentioned previously have to be uncovered and the reasons for those instants (needs, motivations etc.) have to be properly uncovered.

Why is it important to link digital and physical shopper marketing?

That’s what the Omnishopper demands – the notion of Seamlessness I mentioned. The Omnishopper loves the research capabilities of digital and the in-store benefits of in-store (shopping with friends, touching the product etc.). From the research perspective, understanding digital is the big opportunity. We continually look for those data sources that are ‘organically’ created for us and were not necessarily created for market researchers. Whether it be big data or something else, these data exist and we are uniquely placed to capture, process and analyze them for marketing purposes

How does omnichannel customer experience impact customer loyalty?

We hear a lot about the lack of loyalty among Omnishoppers. We think that is premature but that loyalty may have to be redefined as will associated loyalty programs.

How is digital reinventing retail?

Every consumer is a well-informed researcher – they know what to look for and where to look for it.

Where do you see retail moving in the next 5 years?

There have to be more ways for every party in the transaction to be compensated. If I research on one site but then buy in-store or vice-versa, each party has performed a service. We hear a lot of discussion on how to make sure everyone is compensated for their part in the purchase.

What are some key points attendees can expect to take away from your session at OmniShopper?

We will spend a lot of time talking about different techniques – not created for market research – that help elucidate Seamlessness, Centricity and Experience. While we will also show how to best uncover a ‘Day in the Life’ of Omnishoppers in any category. We’re looking forward to it!

If you want to hear more from Donagher, don’t miss his presentation “The Secret to Omnichannel Retail Success” at OmniShopper 2016 taking place July 10-13 in Chicago, IL. For more information about the conference or to register, click here:

Friday, June 24, 2016

What Digital KPIs Don't Tell Us about Shopper Behavior

During the Marketing Analytics & Data Science Conference, Vicki Draper, Director, Consumer Analytics & Research, AOL, presented "The Missing Metrics Link: What Digital KPIs Don't Tell Us about Shopper Behavior."

AOL's latest shopping research reveals how digital KPIs don't tell the full story when it comes to online shopping. Emotion drives online shopping more than utility, but traditional digital metrics are not effective at capturing emotion. Metrics must be redesigned to better measure shopper intent.

Here are some consumer behavior insights Vicki discussed:
- Mobile isn't mobile! 68% of all smartphone minutes are at home.
- People are shopping all the time. 92% shop online weekly or more often.
- 42% of millennials browse online in the vehicle category weekly or more often.

A strong brand is more important than ever. AOL's research shows that 66% of shopping is emotionally driven (expertise browsing, "me-time" browsing), while 30% is intent driven (deal browsing, problems and solutions browsing). Boredom browsing makes up 11%.

This means that it's critical to measure the emotional benefits of your digital brand, retail or ad experience. To do this, you must:
- Start with the conventional wisdom.
- Challenge convention by combining analytics with primary research to find the missing links.
- Measure the right KPIs.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at 

Thursday, June 23, 2016

Unlocking the Television Futures Market

Dan Aversano

During the Marketing Analytics & Data Science Conference, Dan Aversano, SVP, Ad Innovation & Programmatic Solutions, Turner Ignite, presented "Unlocking the Television Futures Market." 

Attendees learned how Turner is cracking the TV futures market by using predictive analytics to advance audience targeting and optimization for their clients.

Dan began the discussion with the six things that make advertising work:
1. Who: audience targeting
2. What: creative messaging
3. Where (context): content
4. When: recency
5. How often: frequency
6. Where (platform): screen

He then described the process of how to buy audiences in linear TV. 

It begins with behavioral/attitudinal viewership data from panels, set top boxes, aggregators and SmartTV. 

Next, is analytics. Competitive Audience Estimation (CAE) measures what affects program audiences, which include:
- Time attributes (year, seasonality, day of the week, time of the day, and holidays and special events)
- Program attributes (genre, format, duration, and lead in)
- Programs offered by competitor networks
Competitive Reach Estimation (CRE) is a data-driven approach to forecast unduplicated audience across a media schedule. It compliments CAE and naturally extends learning from the targeted audience. CRE handles the complexity of estimating where audience duplication will occur in a schedule.

Finally, you need to consider the business model. The marketplace rules monetization!

Watch for additional #MADSCONF follow-up stories!

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on 
LinkedInTwitterGoogle+, and on her website at 

Tuesday, June 21, 2016

Insights as a Vehicle for Influence: Build a Culture of Adaptation & Exploration

By: Amanda Ciccatelli, Content Marketing & Social Media Strategist, Informa

Insights have become a vehicle for influencing marketing and ultimately, the world. That’s why next in our Insights as a Vehicle for Influence series, we sat down with Ben Smithee, CEO of the Smithee Group. In our conversation, he shed some light on how research is changing in the digital age, how researchers can stay relevant in the changing insights space, why it’s important to be agile in market research, and more.

Here’s what Smithee had to say:

How are research operations teams changing in the digital age?

Smithee: I think the core change is the breadth and diversity of skill sets, paired with the speed and agility required of the team members. People are forced to know much more with the impact of digital/social, and a new mindset and skill set is required.

What is your advice to traditional researchers trying to stay relevant in the fast changing market research and consumer insights space?

Smithee: The biggest things are embracing change and staying up-to-date with content. Spending the first 30-minutes of your day consuming solid content on the current state of digital, decision intelligence, social, etc. is absolutely key! It’s how I stay on the front-end of what’s going on and important.

What is the best way to build a high performance team in today’s MRX world?

Smithee: Build a culture of adaptation and exploration. We still must provide excellence in intelligence and a trusted source for our clients and internal clients, but a high-performance team is one that embraces new and exploratory methods and strategies. The environment is changing so fast, you can’t always resort to a “proven” approach. The ability to embrace and execute in this manner requires a strong culture.

Why is it important to be an agile market research today?

Smithee: The consumer climate is changing too fast to not be agile. Decisions are needed in real-time or near real-time, and businesses require accurate but timely data and intelligence. This is true for both the qual and quant worlds. Time is a luxury, and there are so many more needs in today’s business environment. Being agile is truly a requirement.

How can a company create a research innovation culture?

Smithee: It really starts at the core. It’s not enough to talk about it or preach “innovation.” It has to be something that is truly integrated into a company’s culture. The unwillingness to just default to the old and traditional, and the insistence to continually ask "is this the best way” is imperative. Challenge your team members to learn. Support education, and spend on keeping your team at the top of their game. Organizations must truly invest in the future of their company, by investing in the future of their team members. Instill a culture of respectful challenging, and a more democratic approach. Make sure your younger team members have a voice, and make sure your seasoned team members stay up-to-date on the current topics and tactics.

Monday, June 20, 2016

Why 2016 is the Year to Try TMRE

The industry refers to it as “the World’s #1 Insights Event”. You may have heard about it, or even considered attending, but the question’s still on your mind… why is TMRE the ONE event YOU NEED to attend?

Unrivaled Inspiration and Application from the Main Stage
TMRE unites an elite group of big thinkers, doers and experts providing you with the inspiration needed to use insights as a vehicle to COMMAND THE BOARDROOM (John Mackey, Co-Founder & Co-CEO, Whole Foods Market, Stephen Dubner, Best-Selling Author, Freakonomics, David Eagleman, Neuroscientist, Best-Selling Author, Incognito: The Secret Lives of the Brain and more!)

1,300+ Market Research & Insights Executives
It’s more than just quantity at TMRE, it’s the QUALITY of those in attendance – 65% of attendees are from the CLIENT-SIDE, making the networking and connections that much more valuable.

TMRE Matchmaking
It’s all about CONNECTING you with the RIGHT people based on your own unique interests and needs. TMRE’s new Matchmaking technology allows you to create your own high performance network based on your specific need and criteria of who you specifically would benefit from meeting.

The Most Comprehensive Agenda, featuring 120+ content-driven sessions
TMRE’s content review process ensures all 120+ sessions are CONTENT-DRIVEN. With so much to choose from, never sit in a session that’s not customized to your specific needs. Walk away with thousands of insights from REAL PRACTITIONERS who are redefining how research is being done.

And that’s just the beginning. Download the complete agenda to see all of what TMRE 2016 has to offer:

Use exclusive LinkedIn code TMRE16BL for $100 off the current rate. Buy tickets:

The TMRE Team

Friday, June 17, 2016

How Customer Service Boosts Your Marketing Strategy

Wayne Y. Huang

Businesses often struggle to understand what their customers are really thinking. During the Marketing Analytics & Data Science Conference, Wayne Y. Huang, Senior Research Lead, Twitter, presented "Measuring the Value of Customer Service for Brands."

Wayne started the discussion with these insightful statistics:
- 80% of social customer service requests come from Twitter.
- 79% of customers are not receiving responses from brands.
- 87% who do get a response feel more positively towards the brand.

He talked about the pitfalls of relying on self-reported surveys when conducting customer research and then detailed a novel experiment he ran on Twitter using a conjoint survey to test how a good (or bad) customer service experience from a brand affects the customer’s future decision-making process.

A conjoint analysis is a survey technique and model used to measure preferences for products and services. Consumers' overall value or "utility" for a product is a weighted sum of the value of each of its parts (The whole is the sum of its parts.). Its name comes from "considered jointly" because it almost always involves a comparison of multiple product or service options.

For this experiment, he found thousands of users who had a customer service interaction with an airline on Twitter in the past six months and used the data to quantify— in dollar terms— how the customer changed their behavior after those positive interactions. 

In the conjoint survey, consumers who in the past six months received a response from an airline via Twitter were the test group and those who had no interaction were the control group.

Twitter asked consumers to choose from three airplane ticket options that included this information: the airline, seat location, percentage of on-time arrival, and price. To determine the customers' willingness to pay, Twitter ran a Hierarchical Bayesian regression which calculates a "utility" for all attributes for all respondents. A larger utility indicates a greater preference.

The research findings showed that:
- Consumers absolutely do remember good and bad customer service experiences (up to six months!).
- Consumers are willing to pay more after a good customer experience (up to $20 more).

Wayne's research shows how social media is transforming the way consumers interact with brands and how customer service matters more than you think.

Watch for additional #MADSCONF follow-up stories!

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at 

Thursday, June 16, 2016

What Marketing Researchers Can Learn From Digital Marketing: 5 Common Mistakes

By: Eric Lindner, Client Operations Team Lead, Americas, Lightspeed GMI

Originally published on LightSpeed GMI Blog

I recently attended a webinar where Linda West, Director of Digital Marketing at Act-On Software, discussed five common digital marketing mistakes. After hearing what Linda had to say about the five common mistakes, it got me thinking about what we, as Marketing Researchers, can learn from digital marketing. While digital marketing strategies are laser focused on creating value for the consumer, we should have that same focus on our panelists. Panelists are a core part of what we do in the Marketing Research industry, and our panelists are people. These people’s voices and opinions are front and center in how we interact with them.  

So, how are those five common mistakes relevant to Marketing Research?

1.       Uncovering missed opportunities for testing and optimization. Avoid making assumptions about how people will respond. Don’t delay, test out your innovative questionnaire design, gamification, quizzes, etc. at your next opportunity.

2.       Curse of unrealistic expectations in testing and optimization. Allow time for your test to mature and be realistic about how soon to expect results. It will only waste time by ending without conclusive results. See it through to the end!

3.       Chasing shiny objectsfocusing on the new and hot vs. the best for your research. Doesn’t mean that you should abandon everything, but may be a good idea to explore. Keep doing what works for your research, even if it is not what’s trending. A part of your budget should be reserved for experiments (10%), and accept that a percentage of them to fail. As with anything, introduce change in small doses. You want to find the right balance of old standbys and new hot techniques.

4.       Thinking mobile is just for B2C. It is increasingly important to know your audience. Every interaction you have with people should be optimized for the device that they are the most comfortable using. Test, test, test! People should be able to easily interact with things like surveys from a mobile device.

5.       Neglecting content quality. By offering something unique, getting personal with your interactions, and taking a data-driven approach will help you stand out. Good research begins with a good understanding of the people you’d like to hear from.

Wednesday, June 15, 2016

Building New Businesses with Data

Katja Suentzenich and Christian Heller

"The goal is to turn data into information, and information into insight." - Carly Fiorina, former chief executive of HP.

During the Marketing Analytics & Data Science Conference, Katja Suentzenich, Senior Manager, CX & Connected Car, MHP Inc., and Christian Heller, Manager, CRM, Porsche Cars North America, discussed "How SAP's Analytical Power is Building New Businesses."

Katja and Christian explained how today's customer wants a relationship with a brand, not a channel. Connectivity and big data are critical for automotive OEMs to support a unique customer experience, especially for millennials.

Big data is also key for innovation. Porsche uses SAP's HANA for CRM on a global scale with a full integration of previously independent channels.

Here's what Porsche learned en route to the "real-time enterprise" with connectivity and big data:
- Went from a "rear-view mirror" perspective to immediate, actionable insights.
- Big data readiness and experience varies largely depending on the industry.
- Need new types of employees: Big Data Business Analysts, Data Scientists and Model Builders.
- It's all about the "right" big data sources and use cases. Mobile is dominating user experience.

Big data is also enabling Porsche to provide highly personalized customer life-cycle communication to support increased customer enthusiasm and loyalty. 

Watch for additional #MADSCONF follow-up stories!

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at 

Monday, June 13, 2016

Macro Trends You Can't Afford to Ignore

Emma Stevens-Smith

During last week's Marketing Analytics & Data Science conference, Emma Stevens-Smith, VP of Trends, Trendera, presented "Deciphering Generations X, Y and V."

In addition to 
providing an overview of the characteristics of Gen X, Y and V, Emma shared these macro trends:

- The Rating Game: Thanks to new rating systems, the traditional brand/consumer relationship is evolving from a one-way communication to a complex set of interactions.

- Work Hard for Their Money: Consumers want to feel as if their favorite brands are working towards fulfilling their needs. They also want to know exactly how they are achieving this.

- The Surprise Drop: Consumers have become accustomed to instant gratification. Brands need to adjust their release strategy form prolonged anticipation to an unannounced release.

- On Purpose: Brands need to let consumers know what their purpose is.

- New Perspectives: Brands must ask how retail, payment and presentation of a product can be adjusted to make people excited about what they are buying.

- More Real than Virtual: Consumers are increasingly eager to incorporate Virtual Reality into their lives.

- Context is King: Consumers are looking for information that is relevant for them in a precise moment and expect brands to do this for them when and where they need it most.

Watch for additional #MADSCONF follow-up stories!

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at 

Saturday, June 11, 2016

Marketing Analytics & Data Science Conference: Day 3 Highlights

During Day 3 (final day) of the Marketing Analytics & Data Science Conference, attendees came away with additional insights, connections and inspiration.

Here are the highlights of some of the many insights learned and shared:

Keynote Chair Evan Borak, Head of Revenue, Ipsos Connect, provided introductions and spoke briefly about Ipsos Connect's work to measure and amplify how media, brands and consumers connect through content and communications.

Alec Ross, Author, The Industries of the Future, presented, "Foreseeing the Next Big Innovations and Marketplace Risks." Alec described the changes that are going to impact our future. He also shared what happens in a 2016 Internet minute.

Peter Fader, Professor of Marketing, Wharton Customer Analytics Initiative, presented "Customer Valuation: The Time is Now!" Peter stressed that "customer experience has no value unless you value the customer experience." He also shared examples of companies that are using customer valuation in surprising ways and with compelling results.

Azhar Iqbal, Director and Econometrician, Wells Fargo, presented "Macroeconomic Forecasting, Consensus, and Individual Forecaster." Azhar said that "forecasting models are like sailing; they require constant adjustments to financial and economic winds and currents."

Dan Aversano, SVP Client Insights & Innovation, Turner Ignite, presented "Unlocking the TV Future's Market." Dan talked about how Turner is using predictive analytics to advance audience targeting and optimization to drive greater outcomes for their clients. One of the highlights of this session was the discussion of the six things that make advertising work.

Mazhar Hussain, Executive Leader, Big Data and Analytics (Software and Services), Hewlett-Packard and Dilip Patel, Senior Manager, Sales and Marketing Data Science, Salesforce, presented "Go-to-Market Strategy Data Science Framework." During this panel discussion, Mazhar and Dilip talked about how this framework enabled integrated sales and marketing effectiveness.

Christian Heller, Manager, CRM, Porsche Cars North America and Katja Suentzenich, Senior Manager, CX & Connected Car, MHP Inc., presented "Building New Businesses with Data." During this session, Christian and Katja talked about how Porsche is creating a unique buying and ownership experience and how they are using analytical power to build new business. 

Randy Wheeler, Director, Advanced Analytics, Big Heart Pet SBA/J.M. Smucker Co., presented "Brand Expansions Fueled by Leading Edge Analytics." Randy talked about how they used leading edge analytics to launch a new sub-brand (Milk-Bone Brushing Chews) with funds optimized from the parent brand (Milk-Bone).

Wayne Y. Huang, Senior Research Lead, Twitter, presented "Measuring the Value of Customer Service for Brands." During this session, Wayne presented data that shows responding quickly to customers drives value. He also shared a novel application of conjoint analysis to measure the value of providing good customer service interaction.

Thank you to #MADSCONF attendees, presenters, sponsors and conference planning team for an insightful event!

San Francisco photo:

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at 

Friday, June 10, 2016

Insights, Data, and Actions for Marketing to Generations X, Y, and V

Emma Stevens-Smith
By understanding the next generations, you'll be better prepared to reach your intended audience and achieve desired results.

During Day 2 of the Marketing Analytics & Data Science Conference, Emma Stevens-Smith, VP of Trends, Trendera, presented "Deciphering Generations X, Y and V."

In this session, Emma began by providing an overview of the characteristics of Gen X, Y and V:

Gen X (1965-1979):
- Ages 36-50
- Approximately 46 million in size
- Children of Traditionalists
- Slacker stereotype
- Grew up in a troubling world
- Latchkey kids
- Had '80s expectations, experienced '90s realities
- Seeking work/life balance
- Nostalgic, but want the new technology
- Experiencing mid life crisis
- Savvy and skeptical
- They trust no one

Gen Y (1980-1995):
- Ages 21-35
- Approximately 72-76 million in size
- Children of Boomers
- Aka Millennials
- Entitled and empowered stereotype
- Socially networked
- Highly protected, high anxiety
- Have a good connection with Boomers
- Are influenced by Gen X
- Optimistic
- "Smarty pants"
- Always have a Plan B
- Group empowered
- They think they are special and unique

Gen V (1996-2011):
- Ages 5-20
- Approximately 65 million in size
- 25% of the population
- Children of Gen X and Gen Y
- The Homeland Generation, Gen Z or Plurals
- The true digital natives
- High anxiety
- Uber parenting
- Test subjects
- Netflix no chill
- Blurred lines of family
- Jaded and medicated
- Think different
- Social beasts
- Path rejectors
- Multiple personalities
- Commitment phobes
- Rebel yellers

Here are Emma's recommendations for connecting with Gen X, Y, and V:
- Don't assume they are taking the traditional path.
- Share your message on multiple screens.
- Listen to their opinions (they have many!).
- Help them learn and gain new skills.
- Encourage their entrepreneurial spirit.
- When in doubt, try to make them laugh.

Stay tuned for more #MADSCONF highlights!

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at 

Marketing Analytics & Data Science Conference: Day 2 Highlights

During Day 2 of the Marketing Analytics & Data Science Conference, attendees continued the conversation and collaboration of sharing how to effectively use data and analytics to move our organizations forward. 

Here are the highlights of some of the many insights learned and shared:

Ian Kalin, Chief Data Officer, U.S. Department of Commerce, presented "Department of Commerce as America's Data Agency." Ian shared examples of how the federal government is trying to maximize the positive impacts of its data. An example of this is The Opportunity Project, which uses open data to help people find jobs, housing, transportation and more.

David Plouffe, Chief Advisor, Uber, presented "Big Data: Knowing Instead of Guessing." A highlight of David's session was a discussion about how big data is used in projections of presidential election outcomes.

Jim Thompson, SVP Analytics and Audience Development, Billboard/The Hollywood Reporter, presented "Capturing Attention in a . . . What Was That?" Jim explained how
media publishers connect with people increasingly overwhelmed by an information rich environment.

Tarun Dhot, Director of Advanced Analytics, Canadian Imperial Bank of Commerce, presented "Winning the Loyalty War in the Age of Big Data." Tarun's discussion focused on how effective use of data can help monetize loyalty, allowing the building of smarter strategies.

Earl Taylor, Chief Marketing Officer, Marketing Science Institute, presented "What's the Story with Big Data?" In this session, Earl talked about the importance of using stories to communicate insights from the data.

Vicki Draper, Director, Consumer Analytics & Research, AOL, presented "The Missing Metrics Link: What Digital KPIs Don't Tell Us About Shopper Behavior." Vicki talked about AOL's latest shopping research  and how it reveals that emotion drives online shopping more than utility.

Emma Stevens-Smith from Trendera presented "Deciphering Generations X, Y and V: How to Understand Next Generations and their Trends for Guaranteed Reach." Emma talked about the characteristics of each of the generations, and how people want to feel as if their favorite brands are working toward fulfilling their needs.

Jean-Paul Isson, Global VP Predictive Analytics & BI, Monster Worldwide, presented "People Analytics in the Era of Big Data." Jean-Paul explained to attendees that the goal is to take big data and turn it into actionable insights. HR must be marketers.

Jane Moran, SVP, Head of Behavioral Data & Analytics, Ipsos Connect, presented "Blending Behavioral Data Sets to Create a Richer Path to Purchase." During this session, Jane shared a few examples of how data sets can be used to enhance market share in the retail industry.

Kelly Peterson, Marketing Analytics, Web Analytics,, shared how uses marketing analytics to support the technology development team.

Don Sexton, Professor of Marketing and Professor of Decisions, Risk, and Operations, Columbia University, presented "CSF: The Most Important Metric You've Never Used." Attendees learned that Customer Surplus Factor (CSF) is a leading indicator of financial incomes that provides actionable insights for marketing strategies.

Brad Bernstein, Brand Insight Director, Diabetes Oral Brands, Astra Zeneca, and Jennifer Nelson, Managing Director, Aviants Insight & Strategy, presented "Innovation in Sales Force Targeting and Differential Messaging Using Replicate Models to Fill Data Gap." During this session, Brad and Jennifer shared an innovative replicates method for conquering APLD incompleteness to yield more targeted, richly informed target lists and differential messaging.

Stay tuned for more #MADSCONF highlights. Looking forward to Day 3!

Golden Gate Bridge Photo: Joseph Barrientos

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at