At FORECASTxSCIENCE we compared conventional forecasting tools (such as surveys) to Big Data approaches (such as Google Trends and social media listening) in their ability to help marketers predict outcomes accurately, to spot trends, and to monitor customer sentiment. We also discussed best practices to more reliably predict what’s next.
Whether surveys are still a credible tool for guiding business decisions.
How unstructured data (social, search, WOM) combine with traditional data for better answers.
New tools that help us analyze more data better – AI, cognition and machine learning examples.
KEYNOTE: Everybody Lies: How We Can Use Google Search Data to Understand the Human Psyche
Seth Stephens-Davidowitz, Ph.D.
Author of Everybody Lies: Big Data, New Data and What the Internet Can Tell Us About Who We Really Are
Social Networks as Representative Nonprobability Sampling Frames
Adriana Crespo Tenorio
Researcher & Ads Data Scientist,
Performance of 2016 U.S. Presidential Polls –
Head of Election Polling,
Marketing in a Cognitive Era
Global Marketing, iX,