Leveraging Human Psychology to Build Brands and Sales
June 15-19, 2020 Virtual Series
AGENDA
Monday, June 15 | 1:00 – 2:00pm EDT
Habits and How They Get Formed
We are creatures of habit. Developing habits and then sticking with them is part of our human DNA. We employ shortcuts, otherwise known as heuristics, which provide us with actionable outcomes to help us to reach a decision. Short attention spans coupled with extensive choice make it difficult for brands to gain consumer awareness and loyalty. Tone matters — how can brands embed approaches in their communication about products that form habits and encourage shifts in customer behavior?
Julie DeTraglia – VP and Head of Research & Insights, Hulu
Marsha Lindsay – CEO, Lindsay Foresight & Stratagem
Moderator: Scott McDonald, Ph.D. – President & CEO, ARF
Tuesday, June 16 | 1:00 – 2:00pm EDT
Why Emotions in Advertising Matter
Head vs. heart? It’s heart when it comes to making brand decisions –- people rely on emotions rather than information. What does marketing (and other science) tell us about how to activate emotions and identities in ad creative? What are the latest developments in neuroscience and what do they tell us about consumer psychology and decisions?
Chuck Hemann – Head of Digital Analytics, W2O
Orlando Wood – Chief Innovation Officer, System1 Group
Moderator: Abby Hollister – President, Ameritest
Wednesday, June 17 | 1:00 – 2:00pm EDT
Painting by Numbers: Ad Creative and AI
Technology is changing creative in new ways resulting in less conventional advertising. Recently Chase reported that ad creative generated by artificial intelligence had dramatically out-performed competing creative generated by human experts. And in an effort to appeal to younger consumers, agencies are crafting creative to appear more authentic via influencers, the use of handheld cameras and selfies. What does the future of advertising look like and how is COVID-19 changing the trajectory?
Kerry Benson – Content Analytics Practice Lead NA Kantar Analytics, Kantar
Michael Joffe – Global Head of Brand Solutions, YouTube
Moderator: Paul Donato – Chief Research Officer, ARF
Thursday, June 18 | 1:00 – 2:00pm EDT
Approaches for Impulse and Considered Purchases
An impulse purchase is based on “want” vs. “need.” It’s driven by a consumer’s aspiration and often a previously unrecognized desire. Conversely, a considered purchase usually requires research and analysis and a larger investment of time and money. What are the best engagement techniques for both types of purchases? Pre-COVID-19, there were quantifiable points of interaction and frequency, that were considered optimal. How has that changed? How can you effectively differentiate your campaigns based on these goals?
Karen Nelson-Field – Founder and CEO, Amplified Intelligence; Professor of Media Innovation, University of Adelaide
Emmanuel Probst – SVP, Brand Health Tracking, Ipsos; Author of Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning
Moderator: Jane Clarke – CEO, Managing Director, CIMM
Friday, June 19 | 1:00 – 2:00pm EDT
Understanding Your Customers: Big Data vs. Small Data
Big data, gathered through clickstream, transactional, POS, CRM and location, helps us understand human actions and behaviors. Small data, gathered through primary research including focus groups, ethnographies as well as quantitative survey research, helps us understand the attitudes, motivations and emotions behind behaviors. How do successful brands combine both data sets in order to predict customer behavior? How do they infuse the voice of the customer in the process?
Kendra Clarke – VP of Data Science and Product Development, sparks & honey
Robin Opie – GVP, Data Science, Oracle
Moderator: Paul Donato – Chief Research Officer, ARF