We are happy that we are able to share most of the presentations from the conference for those who weren't able to attend WHAT Conference 2017, and for those who would like to go through the presentations again.
You can download the available presentations that were given at the conference below.
Finding the right touchpoint - shifting the focus from reach to the quality of engagement
Ansie Lombaard, Global Innovation Director | Behavioral Data & Chris Davies, Global Innovation Manager| Behavioral Data, Kantar
Consumers today experience brands in more ways than ever before, and every experience can potentially change attitudes and behavior, positively or negatively. These experiences are linked to touchpoints, moments where consumers engage with and are exposed to a brand – whether in the form of a TV advert, a billboard, a shop display, or retailer site.
For years, ‘finding the right touchpoint’ has focused on reach, and shifted emphasis from traditional to digital. However, as technologies and consumer behaviors evolve, it is becoming increasingly clear that touchpoints perform differently – even if they have similar reach.
While reach is important, our case study shows that also looking at memorability and impact helps marketers to re-focus the search ‘for the right touchpoint’ on effectiveness and quality of engagement. We will demonstrate that the unique combination of survey and behavioral data helps to provide deeper perspective on what happens at the touchpoint.
In this context, behavioral data not only helps to identify the moment of brand engagement, but also offers insight into the broader behavioral context of such engagement. When combined with survey data, it supports improved media planning, touchpoint selection, and messaging strategies. In short, it makes ‘finding the right touchpoint’ easier.
Appfluencers: using passive data to identify the next big thing
Mark Jefford, Director of Data Applications, YouGov
2016 saw the launch and mass adoption of a number of brand new mobile apps, including the likes of Pokémon Go, Prisma and MSQRD. Apps come and go, but the people who drive this mass adoption share remarkably similar traits; they're affluent, influential and they take startup products and make them famous.
Using historical passive data dating back to 2013, we have identified The Appfluencers, the group of earliest adopters of new mobile app technologies. Tracking the online behavior of The Appfluencers over the opening weeks of this year, we have determined the apps that are most likely to reach a consumer tipping point over the coming months. Which apps will become household names in 2017? Which ones will be bought by the likes of Facebook and Apple?
Machine learning for behavioral analytics
Steve Dodson, PhD, Tech Lead, Machine Learning, Elastic
As volumes of data increase, manually searching and visualizing consumer or user behaviors becomes more and more difficult. An alternative approach is to use machine learning to automatically build behavioral models of these behaviors. These models enable users to gain deep insights into behavioral characteristics that are beyond the capabilities of classical search techniques.
Typical use cases include automatically understanding users that are behaving unusually and understanding the typical behavior of the population.
This talk presents real examples of machine learning techniques applied to real-time behavioral data, and describes the methodology behind these methods along with an overview of the machine learning space.
Around the world with behavioral data
Pavel Vilensky, International Business Development Manager, Wakoopa
Wakoopa leverages the power of the global availability of behavioral data and showcases how consumers around the world are using their devices. With a cross-cultural, cross-country and cross-device view we zoom into the behavior of consumers and demonstrate how they shop, search and socialize online. Besides this we uncover how content and media are consumed on the different devices by users. Finally, we compare different segments cross country to see if they behave in the same way.
Segmenting online customer journeys: the U&A for digital strategy
François Erner, Chief Innovation Officer, Respondi
Segmentation is a wonderful tool to devise targeted business strategies: clusters are defined with distinct needs and attitudes to address customers in the most efficient way. Traditional segmentations are based on survey or CRM data, but online behavior is a third natural data resource to be used in this context. All the more so when business decisions concern digital strategy.
Our research focuses on online customer journeys: What do customers do before they buy online? And, since we aim for a fine-grained understanding by means of clustering, what are the typical kinds of online behavior?
We have studied and classified online customer journeys related to beauty products – from the early steps to the actual purchase. We have gathered the browsing habits of 400 women from our panel who were equipped with passive metering technology and tracked for 2 months.
Several types of online behaviors were identified. In particular, they connect information sources (youtube channel, beauty blogs, brand websites… ) with visited online shops. These segments portray, classify, and weigh the online behavior of women in this universe, providing online retailers and cosmetic brands with actionable tools to manage their digital strategy.
How marketing research will become free
Maarten Stramrood, Director Advanced Analytics, VodafoneZiggo
The availability of data exploded the last few years. In this jungle there is so much information that the traditional marketing research agency could get lost. And now more than ever this will create huge opportunities for everybody. But be aware! Competition in your space will grow and unexpected players could destroy your business in weeks. This talk explains the opportunities, but also showcases some current threats.
Edwin Rietberg, Key Account Director, DAN DNA
DAN DNA introduces Motley for Persona-based marketing. It helps to turn data from social media into insights through personas for digital marketing. Motley was founded by two brothers David and Benjamin Borch, who are still in charge of rolling the tool out to other European markets. Motley’s insights about consumers is important to brands across Europe. Motley is able to turn volumes of Facebook data into actionable business insights. The tool has been used on clients such as Coca-Cola and Arla. With the Motley we offer our clients unique insights into their target groups. This is based on the people who actually interact with the brand on either owned or social media. This gives clients a clear, competitive edge in the digital era.
Daniel Tjondronegoro, Co-Founder, Beatgrid Media
Beatgrid offers a new single source cross media meter that measures a person’s actual exposure to TV, digital video, radio and OOH through the use of a smartphone microphone and geolocation. Unlike other technologies, Beatgrid’s proprietary Ambient Content Recognition technology can be completely performed within the app without an internet connection, while data and battery usage is negligible. This means it’s the mobile media meter that is able to scale with relative low panel costs. Beatgrid takes it down to the individual media consumer and ties it back to their user’s store traffic, purchases and brand opinion.
When reality hits: understand predictive behaviors today to prepare for the AR and VR experiences of tomorrow
Anjali Lai, Analyst, Data Insights, Forrester
Globally, consumers and businesses are feeling the early tremors of Augmented Reality and Virtual Reality – and early adopters have begun to respond. But will AR and VR technology cause a seismic shift in our lifestyles? And if so, which markets will be at the epicenter of change?
In our latest study, we blend our newest mobile behavioral tracking methodology with a sophisticated approach to passively tracked social media behavior. Through this, we can reveal how people across segments react to AR and VR concepts differently, how they are drawn to the technology for various reasons, and how they indicate latent opportunities for AR and VR to transform their activities and experiences.
In this session, we unveil our findings on what current consumer patterns forecast about the future trend of AR and VR, what this means for business and consumers, and why diverse methodologies are critical to predicting human behavior.
Results of the datathon
The winners from WHAT Datathon presented how they used their data science skills and ideas to turn raw behavioral data into valuable insights. You can read more about the results of the datathon here.
Measuring the impact of emotions on the reception of online media through a real-time-behavioral sampling approach
Malte Freksa, Director Business Development Mobile & Data, GapFish
To what extent do users differ in their mood and what impact can be observed on the acceptance of advertising? In this study we investigate differences in emotions: panelists who installed passive metering software were recruited via push-notification for an online survey regarding their in the moment emotional status when using a predefined website.
In addition, the internet usage data of the participants was collected via a measuring software which made it possible to analyze questionnaire and behavioral data at the same time. Results indicate the important role of emotions during the internet usage for both reported and observed data.
Measuring passive behavioral data: futureproof necessity
Peter van Eck, Sr. Research Specialist, GfK
In our always-on culture the context of the consumer is transforming fast. Understanding the complete journey of their digital shopping behavior is becoming the main challenge.
We help with answering relevant client questions as: which channels & devices are used in the path to purchase? When and how intense are touch points used? What differences are there between online and offline behavior? And last but not least what is the role of smartphones? All based on recent use cases from the Dutch market.
You can also download the all presentations at once here.
If you want to learn more about the speakers, you can find the speaker descriptions here.
We hope you enjoy reading the presentations! Please feel free to reach out to us in case you have any questions.