Re:think Plus 2013 - Program

ALL Presentations 25 Minutes/5 Minutes Q&A

Wednesday, April 3 | Wednesday, April 10 | Wednesday, April 17

April 3rd, 2013
12:00pm – 3:30pm

Critical Media Issues
12:00 – 12:30pm        
Measuring Online ad effectiveness and impact on P2P

  • We present a case study that displays thought leadership in measuring the impact of multiple stimuli on choice behavior in consumers’ path to purchase.
  • Critical marketing decisions are made based on last click as a measure of performance of advertising campaign. Accurate valuation of media benefits the brand, the campaign and the holistic health of digital advertising marketplace. Kantar Media Compete uses behavioral data from over two million consumers and advanced machine learning algorithms to estimate the true impact of a campaign in consumers’ path to purchase decisions. We present our results in context of a case study in the wireless industry where we discern the impact of ad campaign from other stimuli and social listening signals to help marketer create a better brand strategy.

    Presenter:
    Amit Phansalakar, Director, Data Science and Advanced Analytics
    Kantar Media

12:30 – 1:00pm          
Deconstructing the Multi-Screen Viewer

  • Through a practical understanding of simultaneous media consumption, marketers can more effectively reach and impact today's multi-screening consumers.
  • There has been much research to-date reporting statistics around the growing number of TV viewers who are "multi-screening" (i.e., using multiple devices at the same time while watching TV), but very little understanding of what this means practically for marketers trying to communicate their message to what appears to be an increasingly distracted consumer. This unique large-scale qualitative/quantitative hybrid study was designed specifically to address that lacking information, with a focus on how advertisers can optimize messaging in an environment where the majority of TV viewers are now making use of more than one platform at the same time.

    We will provide insights that show how brands can in fact leverage other screens to bust DVR usage and ad effectiveness shortfalls, tactics to re-engage TV viewers who may have shifted attention to a screen-based distraction, and how to most successfully build brand connections with consumers as they migrate from platform to platform.

    Presenters:
    Dave Kaplan, VP, Bravo Media Research
    NBC Universal

    Neela Sakaria, EVP, Managing Director
    Latitude Research
     

Gaining a Deeper Understanding of People

1:00-1:30pm              
Navigating Technologies Impact on Family Time

  • Y! and SMG illustrate the effect technology has had on families and how brands can create lasting connections with moms across the globe.
  • Yahoo! and StarcomMediavest Group joined forces to conduct a global study aimed to discover the effect technology has had on how families spend time together and how brands can tap into an emotional space that will result in lasting connections with moms across the globe.

    AS TECHNOLOGY CHANGES HOW FAMILIES SPEND TIME TOGETHER, WHAT DO MOMS NEED TO CREATE MEANINGFUL FAMILY TIME?

    To answer this question, Yahoo! and StarcomMediavest Group joined forces to conduct a global thought leadership study that spanned 9 countries and incorporated robust research methodologies including social listening, community building, online survey, and in-home ethnographies. We learned that regardless of generation, country, or age of children – moms consistently indicated that special memories were their source of fulfillment.

    Presenter:
    David Iudica, Director, Strategic Insights & Research
    Yahoo!

1:30-2:00pm               
Millennials, Research and Social Media

  • Engaging with Millennials by becoming a friend rather than an acquaintance.
  • Millennials are the largest generation since boomers and their purchasing power is estimated to be at $170 billion annually in the United States alone. Are they really so different than previous generations that we should dedicate this much time and effort to understanding them, creating unique strategies to engage with them through research and developing brand and marketing campaigns specifically with them in mind? Our proprietary research says yes! Hall & Partners has looked in depth at this pivotal generation and how best to engage them through research. Gone are the days of a 30 minute quantitative study instead research needs to adapt to their lifestyle. The insights uncovered through this research have profound implications for brands, but the area we are focusing on in particular is social media strategy. Social media is no longer new; in fact it’s been around in some form for over 25 years, but there are still many brands not using social media correctly or efficiently.

    Presenter:
    Brigette Lytle, Director of Innovation
    Hall & Partners
     

Ways Social and Mobile are Affecting the Research Business

2:00-2:30pm              
Mapping Social Engagement to Brand Health Metrics & Optimization

  • The Brand Navigator methodology aims to help brands determine if specific types of social media engagement affects consumers' perception of brands.
  • Despite brands desperately seeking to identify the value of their fan acquisition and engagement efforts, the impact of consumers' social engagement (e.g., likes, comments, shares) on brands has never been effectively measured. Marketers need a way to make sense of all the metrics and data in offering up relevant content to their fan base. That's why 360i's Brand Navigator methodology aims to help brands determine if specific types of social media engagement on Facebook affect consumers' perception of brands. The study looks at CPG and media & entertainment brands by isolating their Facebook fans, friends of Facebook fans, and a control group. It will track and monitor each of these groups' behaviors within Facebook and conduct in-depth surveys to better understand brand awareness, purchase intent and brand advocacy.

    Presenter:
    Kate Paulin, Group Director, Insights & Planning
    360i

2:30-3:00pm               
Mom is Mobile: Advertising on Mom's Personal Device

  • This presentation reveals important insights on Mom’s Smartphone and tablet behavior and the effectiveness of advertising to them on their personal devices.
  • Moms are rapidly emerging as avid and early adopters of technology. The Mom on a Mission 2012 study reveals important insights to understanding Moms and their behavior regarding Smartphones and tablets. Mom’s Smartphone and tablet is within her reach, inside and outside the home, throughout her whole day. She is constantly engaged with these devices in the various roles she takes on during the day. Because of this, the Smartphone and tablet has become a much more personal device than the computer.

    The mainstreaming of Smartphones and tablets with Moms means these devices are now being used by an important demo for advertisers. This study will examine how the personal nature of these devices increases the effectiveness of the way brands communicate by engaging Moms in meaningful and useful experiences.

    Presenter:
    Roger Purcell, Director, Research
    The Walt Disney Company
     

Ad Effectiveness & Media Mix Modeling

3:00-3:30pm               
Sophisticated, Predictive Analytics for Improved Performance

  • In the next decade, CPG retailers can realize more than $10 billion in incremental annual value through improved application of advanced analytics.
  • CPG and retail decision makers leave billions of dollars on the table each year by failing to uncover new opportunities with shoppers. This is a result of failing to capitalize on the nuanced details of shopper attitudes and behaviors, critical to understand in today’s highly-fragmented markets, where shoppers are continuously seeking out the best deal at the lowest price, and brand loyalty in many ways is a luxury of the past. The success, or lack thereof, when introducing new products is symptomatic. Just 14 percent of the 2,830 new products launched in 2011 achieved $7.5 million in first year sales or 30 percent ACV, as noted in SymphonyIRI’s 2011 New Product Pacesetters Report. Just 29 percent of new products discussed in the 2008 report continued to grow after four years.

    Presenter:
    Robert Holston, Executive Vice President and Division Leader, Symphony Analytics
    SymphonyIRI
     

April 10th, 2013

12:00pm – 3:30pm

Ad Effectiveness & Media Mix Modeling

12:00-12:30pm                          
Measuring In-Market Effectiveness of Social Cause Promotions

  • An empirical study on how brand promotions linked to a social cause impact marketplace choice and how cost effective those promotions can be.
  • Measuring marketing effectiveness must balance between the need for scientific certitude and economic pragmatism. When a priori experimentation is not feasible, ex post facto assessment where the in-market outcomes of marketing stimuli are observed and grouping is not random using a quasi-experimental approach is a workable solution to the assessment question. In this study we develop a framework to investigate the in-market effects of a brand-social cause association promotion. Our work is the result of a research partnership between the Nielsen Company, academia and industry; blending managerial relevance with mission-critical data and rigorous methodology. Multi-source data integration and a hierarchical Bayes discrete-continuous difference-in-differences demand model incorporating propensity score matching not only ensures careful attention to the circumstances of the promotion, but also facilitates a more comprehensive performance assessment of the brand-social cause promotion.

    Presenters:
    Frank Piotrowski, SVP Measurement Science
    Nielsen Company

    Ty Henderson, Assistant Professor
    University of Texas at Austin

12:30-1:00pm           
The Rosetta Stone of Advertising for Engineering Sales Growth

  • A proven, diagnostic and effectiveness measurement system for advertising and promotion that enables engineering double-digit sales growth.
  • Advertising Can Achieve Double-Digit Sales Growth
    Advertising is the best way to achieve sustainable growth profitably. EMM has often measured advertising that can increase weekly brand penetration by 80%. With 17 weeks of this advertising, sales volume will grow 30% when sufficient time is allowed for repeat purchases to accumulate from the newly acquired penetration buyers. Unfortunately, effective advertising is extremely difficult to develop. Historically over the tens of thousands of commercials that we have tested, only 1 in 7 has proved to be effective.

    EMM Advertising Campaign Diagnostics - the Rosetta Stone of Marketing
    There are eight mediating factors that determine advertising performance that work together with chain multiplication logic where if any 1 of 8 variables approaches “0,” the end result of the entire chain goes to 0, no matter how high the other factors. Understanding what these 8 factors are and how they work together enables engineering double-digit growth.

    Presenters:

    Michael von Gonten, Principal Consultant
    Effective Marketing Management

    David Hoo, Principal Consultant
    Effective Marketing Management

1:00-1:30pm              
Segmentation on Steroids

  • How one TV network used data fusion and predictive modeling to multiply the power of its attitudinal segmentation.
  • Traditional attitudinal/motivations-based segmentation does a good job of allowing marketers to understand the product characteristics and underlying need-states that influence consumer desicions. Two things this type of segmentation does less well (or not at all) are 1) connecting consumer motivations to actual consumption behaviors, and 2) giving marketers a detailed sense on where to best find members of each segment to deliver their marketing messages. Addressing those two points typically requires shifting back from the use of motivational insights to characterize the marketplace to the more traditional demographic insights, which are less efficient for targeting purposes. What is needed to get over that hump is an aggressive and creative use of multiple data sources to paint a more nearly comprehensive picture of the market for your product.

    Presenters:
    Thomas Grayman, Sr. Director
    Spike TV Brand and Consumer Research

    Tommy Cheng, VP, Strategic Marketing Science
    Nielsen Entertainment TV Group

1:30-2:00pm              
Auto Tracking and Self Correction Models

  • How to keep track of Model Performance efficiently.
  • Marketing decisions are being increasingly driven by scientific models. However, these models deteriorate over time and it is very important for organizations to keep track of the performance of the models they deploy. Model performance tracking and correction is however a very expensive and time consuming proposition, so a lot of firms do not do it proactively, even though doing so could make big differences to the outcome of their marketing efforts. We present a custom automated approach to tackle this problem in an effective and budget friendly manner.

    Presenters:
    Krishna Mehta, Principal
    Jigyasa Analytics

    Patralekha Bhattacharya, Managing Principal
    Jigyasa Analytics
     

Ways Social and Mobile are Affecting the Research Business

2:00-2:30pm              
Social KPIs Defined

  • Fox Broadcast and trueAnthem defines an accountable approach to measure key social media performance metrics.
  • Social Media is the most dynamic media we have seen with the most amount of measurement approaches to define the 'right' metrics. Our approach will take a look at the heart of social media, where accounting for share, earned media, and influencer count matter. We are simplifying and unifying key social metrics to understand the core performance metrics of social platforms and their role in advertising and marketing.

    Presenters:
    Judit Nagy, VP, Digital Analytics
    Fox Broadcasting Company

    Chris Hart, CEO
    trueAnthem

2:30-3:00pm     
Mobile Research Panel: The future of mobile in research

  • A panel of clients and research exerts explain how mobile has impacted their research.
  • Mobile has made it possible for consumers to communicate what is happening in their lives at any and every moment. Whether they are watching tv, shopping, dining, at work or traveling - it’s clear that people are sharing their opinions, photos, videos, stories and moments that are important to them.

    Mobile marketing research allows clients and researchers unprecedented access into the everyday lives of people around the world. To thrive in the future, successful marketers and researchers have to adapt new methods of observing and listening in order to understand their audience.

    The challenge for researchers over the past few years has been experimenting with mobile to measure audience engagement, and find ways to use mobile in ways that make sense - whether in tracking studies or mobile ethnography. Our panel of experts have been at the forefront of the new mobile frontier in testing new approaches and adopting proven methodologies using mobile research technologies.

    Presenters:
    Beth Uyenco, SVP International Research
    comScore

    Mark Michelson, Executive Director
    Mobile Marketing Research Ass.

    Gordy Morris,Retail Research & Insights
    Microsoft

3:00-3:30pm              
Predictive Social Analytics: the road to revenue

  • Case studies on the power of applying traditional research rigour to structure social data to visualize manage and drive customer journeys.
  • Social Data: the perfect data set? Real-time, emotive, location, event & time specific, 100% around the customer agenda. The challenge: it's chaotic, voluminous, unstructured and dissipated across 1,000s of sources making it hard to interpret, trust and act on. Social analytics is the critical discipline to unlock the power of social data. Imagine always knowing where people are in your buying journey and adjusting your marketing in real-time? Imagine launching a new product and before it hits the shelves, you know and have resolved the issues that would have swamped your services team? We will share the creation and execution of a new social measurement system combining the best of traditional research technique with the power of the social media data set. Through customer examples, we will explain how structured social data allows you to predict and accelerate three key behaviors: buying, sharing and advocating your brand to improve marketing ROI and reduce customer cost to serve.

    Presenters:
    Liz High, Senior Director, Strategy and Insight
    SDL

April 17th, 2013

12:30pm – 4:00pm

Ad Effectiveness & Media Mix Modeling

12:30-1:00pm           
Did I Do That? How Trap Questions Can Hurt Data Quality

  • This presentation will examine both positive and negative effects of quality control questions (trap questions) on data outcomes.
  • Without an interviewer present, it is generally believed that online self-completion surveys are more likely to have disengaged participants which have led to data quality concerns. One of the solutions the industry has come up with is asking quality control (or trap questions) to determine if a participant is paying attention. The biggest factors determining what proportion of participants will be thrown out of a data set are the type of trap questions that are being used and how many trap questions are being asked. However, the fundamental assumption of a trap question is that the behavior within the trap is indicative of the participant’s behavior throughout the survey, but if inattention is a random phenomenon then the exclusion from the trap could be meaningless. Furthermore, specific trap questions are designed to disengage participants and therefore, by design, create a systematic exclusion within the data, which can impact data outcomes.

    Presenter:
    Keith Phillips, Senior Methodologist
    SSI

1:00-1:30pm     
Humanizing the Internet Cookie?

  • ‚ÄčUsing Nielsen Online Panel, we determine the person-to-cookie correspondence and estimate measurement errors when users are targeted via cookies.
  • Online advertising is booming. According to the latest IAB report, online advertising revenue for the first quarter of 2012 was record high at $8.4B. For targeting online ads to consumers and tracking ad exposure and effectiveness, companies are increasingly relying on Internet “cookies” - text files dropped by websites into users’ computers through the web browser. Companies use the cookies they have dropped as proxies for the consumers they are ultimately trying to reach. However, this approach of “humanizing” cookies suffers from several measurement errors, due to cookie deletion, blocking cookies, multiple people in the household using the same browser, or one person using multiple browsers. Using unique and proprietary Nielsen online panel data we are able to provide valuable insight into the true correspondence between cookies and actual internet users. We also examine the extent of the measurement errors across different demographics, internet usage behavior, and geographies.

    Presenters:
    Antonia Toupet, Senior Research Scientist
    Nielsen

    Mimi Zhang, Senior Research Scientist
    Nielsen

 

Research Methods

1:30-2:00pm              
Prime the Gamers: Making Ads More Effective

  • New biometric research study offers evidence to the impact Xbox LIVE interactive branded experiences have on TV advertising.
  • Sophisticated cross-platform advertising campaigns are the new normal. Brands are working hard to keep pace with the multiplatform media consumption of today’s consumer. Microsoft and Innerscope set out to study how the TV and gaming platforms could work together to build stronger emotional connections with consumers and increase the effectiveness of brand advertising.

    Presenters:
    Carolyn Fuson, Director, Audience Intelligence & Analytics/Entertainment & Devices
    Microsoft Corporation

    Brian Levine, President & Chief Innovation Officer
    Innerscope Research Inc.

2:00-2:30pm              
Bridging the Gap: Human Psychology & Deterministic Science

  • How to combine motivational research based frameworks with predictive analytics to develop better brand portfolio growth strategies.
  • Illustrate how to combine motivational research based frameworks (which has genesis in consumer psychology & anthropology) with predictive analytics (which has genesis in econometric theories) to develop better brand portfolio growth strategies. Strategies which are rooted in fundamental human motivations but linked strongly to predictive business outcomes.

    This is relevant as for long, the world of market research has been divided into two parallel streams of:
    - Motivational Research: which explains the ‘WHY’ behind consumer behaviour linked to human psychology but do not link the strategies to business outcomes
    - Predictive Analytics/Deterministic Science: This focuses on the end game of selecting best strategies based on incremental returns – but, are focused too much on present brands in the market rather than being grounded in lives of individual consumers and hence, do not capture ‘true innovation platforms’. Also, the outcomes are always not in sync with human behavioral frameworks.

    Presenter:  
    Sunando Das, Chief Research Officer, Market Understanding Practice
    Ipsos

2:30-3:00pm              
Applied Neuroscience Research to Enhance Marketing Execution

  • A CPG case study which details how a new consumer friendly neuroscience and psychological interpretation approach improved communication development.
  • Neuromarketing is a new marketing field that studies consumers' cognitive and affective responses to marketing stimuli by measuring brain activities. The highly accurate approach hasn't gained wide market use because current measurement tools are intrusive, uncomfortable (fMRI), lack benchmarks and do not provide diagnostic insights. This presentation will benchmark a CPG company case study which shows how a new, consumer friendly Neuromarketing approach is being used to enhance Communication development and execution in-market. The presentation will show how the Neuromarketing approach is used to develop Marketing activation across the five senses: Visual (Pre/Post TVC, Print Ads), Touch (Packaging, Product), Hear (Radio), Taste/Smell (Taste and Olfactory applications). The presenter will show how the unobtrusive Neuromarketing approach is being used to develop and enhance Marketing communication by measuring attention, emotions, intent to purchase and effective resonance.

    Presenters:
    Madeleine Janssens, Director
    Why5 Research

    David Weinberger, Director
    Why5 Research

Gaining a Deeper Understanding of People

3:00-3:30pm              
Purchase Funnel 3.0: Insights for Marketers in a New Age

  • In its third annual study, TVB explores the impact of old and new media on consumer purchase decisions across a variety of advertising categories.
  • In the advent of social media, digital coupons, and time shifted viewing, how are consumers responding to advertising efforts today as they move from awareness to consideration to purchase? How do new media work and at what part of the process? Are traditional media working in the same way they always have? TVB commissioned The Futures Company to conduct this third installment of its seminal Purchase Funnel Study to explore these questions across a variety of advertising categories

    Presenter: Jack Poor, VP
    TVB

3:30-4:00pm              
Understanding the optimal combinations of P/O/E for Driving

  • An in-depth analysis providing an understanding of the type of marketing impact delivered by the various potential combinations of Paid, Owned and Ear.
  • Marketers are rapidly adopting a new paradigm of connecting with people through digital media and this paradigm largely revolves around leveraging ‘Paid/Owned/Earned’ media in specific combinations to drive desired outcomes.

    Until now, marketers have not understood the effect of changing the P/O/E media mix. In order to answer this question, Yahoo! partnered with comScore to investigate the effect that each of these media has on consumer behavior. This research demonstrates that changes in P/O/E media mix can result in predictable outcomes across brand perception, sales, online behavior, and word of mouth.

    Presenters:
    Tony Marlow, Director, Strategic Insights
    Yahoo!

 

4:00 – 4:30pm
A Week in the Life of an OTT Household 

  • A Week in the Life of an OTT Household will offer cable networks and advertisers unprecedented insight into the television viewing habits of OTT HHs. 
  • TiVo created self-reported segments from our panel of 45,000 opt-in households to address the question, how do the viewing habits of heavy Over the Top households differ from other viewers? The constructed segments focus only on whether people are watching OTT sources on their TV, either through TiVo or not. Respondents may also watch OTT on computers, phones, and tablets. The survey has the questions listed separately for both TV viewing and other device viewing to avoid any response bias. We will provide a detailed description of the viewership differences between comparable segments, specifically addressing the following segments: Heavy Netflix, Light Netflix, HuluPlus and OTT-none. The analysis is top down starting with the day of the week that the heavy OTT viewers watch OTA TV versus OTT content and analyze the TV viewership based on what networks the heavy OTT viewers prefer. The analysis also covers how the top programs are ranked for the OTT segments. 

    Presenters:
    Alex Petrilli - Senior Manager, Audience Research
    TiVo Research and Analytics

    Aruna Buddana - Senior Statistical Analyst
    TiVo Research and Analytics