Data Analytics & Insight 2019

 09.00 Registration & coffee

09.30-09.40 Opening comments from the Chair

Dr. Leigh Morris, Founder and Strategy Director, Bonamy Finch

09.40-09.45 Introduction to MRS’ Advanced Data Analytics Network – ADA

Helen Oldfield, Sales and Marketing Director, MRS

09.45-10.10 Towards a more robust approach to NPD
Chivas Brothers is in the process of creating a more robust approach to New Product Development. For the launch of a new whisky brand in Australia, it needed a robust, data driven approach for estimating the expected volume of sales and so built a predictive model which fused different data sources from primary research, sales data and market data. This session will unpick the approach taken and the impact of the results.

Tommaso Gennari, Senior Analytics Consultant, Skim Group 
Dale Milliken, Consumer Planner, Chivas Brothers

10.10-10.35 How data science is helping Nuffield Health to build a connected health message and drive business success
Nuffield Health was looking to understand and improve brand perceptions and engagement with its customers. This session will examine an approach that used machine learning to optimise the combining of primary research with multi touchpoint consumer data and business data. Hear how the results enabled a greater understanding of the relationship between Nuffield’s marketing communications plan, media spend and customer experience/behaviour and has helped drive significant ROI.

Shaun Austin, MD Communicate, Future Thinking 
Charlotte Klahn, Research Manager, Nuffield Health

10.35-11.05 Creating actionable insights from social and digital monitoring tools 
Join panellists to discuss some of the key considerations when gleaning insight from big data:

• Integrating customer data with social monitoring data to create a more comprehensive view
• Benchmarking the performance of your own digital and social performance
• Best approaches to visualising mass data that can be acquired by monitoring tools
• Creating actionable insights: off the shelf AI vs proprietary analytic tools
• Analysing social data: should clients focus on communities or segments; how do they prioritise influencers, critics, advocates and champions?

Chair: Sam Knowles, Founder and MD, Insight Agents

Panellists:
Richard Maryniak, Global Chief Insight & Innovation Officer, Black Swan Data
Manjeet Kumari-Lal, Head of Strategic Communications and Planning, HM Courts & Tribunals Service
Edward Rhodes, VP Sales, Linkfluence

11.05-11.25 Morning refreshments

11.25-11.50 Developing a one stop Insight Hub
Insight is frequently gathered and analysed in silos which reduces the potential impact of the insight and the ability for organisations to become truly data driven. Travel Republic will share its one stop insight model which enables an integration of qualitative and quantitative insights, including those driven by analytics and revenue data, into a single unified research framework.

Alberto Ferreira, UX Research Lead, Travel Republic

11.50-12.15 Data knitting for Strategic Insights
While many people analyse data, not many realize the importance of the metadata that gets attached to data and the insights this can deliver. Often this metadata can become very important if the information is not entirely complete – for example data from social media sources and other digital networks, financial data, economical data, geospatial data, weather data and more. This presentation shows how the linkage of data and metadata from a variety of data sources can help deliver better insights. 
Preriit Souda, Director, PSA Consultants

12.15-12.40 Do we always need the why?
Market researchers tend to look at Big Data Analytics and say ‘Ah, but big data won’t tell you the why, you need market research to find out the why.’ But do we always need to know the why? If an algorithm can edit the ad and serve it to the right people, cost effectively, does it matter (or, does it matter enough to spend time and money finding out)? Let’s explore when we need the why, and when we might not prioritise it? And, let’s explore whether we always need market research to work out the why, even when we do want to find it.

Ray Poynter, Managing Director, The Future Place

12.40-13.00 Never miss a trend again by adopting an AI-led approach
Brands need a different approach to detect and action new category trends faster to keep pace with smaller, nimbler enterprises.
AI applied to social data equips brands with accurate and timely information by objectively ranking and predicting upcoming consumer trends, earlier.
Find out how companies such as PepsiCo, Danone and McDonald’s are using it to transform their Insights capability and get to market first.

Richard Maryniak, Global Chief Insight & Innovation Officer, Black Swan Data

13.00-14.10 Networking lunch sponsored by Linkfluence

14.10-14.35 A hybrid approach to delivering impactful insight
The National Gallery, an institution hoping to lead the way in digital transformations within the museum and gallery sector, created a data and insight team in 2017, bringing user researchers and data analysts together. This has allowed them to spark a culture shift that has inspired the The National Gallery to regularly seek actionable data-driven insight.
Join the Data & Insight team to explore how the insight industry can continue to develop innovative ways to provide impactful insights by harnessing both the rich data and analysis that can come from combining qualitative and quantitative methods of data collection and analysis.

Casey Scott-Songin, Senior Manager Data & Insight, National Gallery
Meriel Royal, User Researcher, National Gallery
Tom Cunningham, Data Analyst, National Gallery

14.35-15.00 Increasing customer engagement via eCRM
Bonamy Finch is working with a global drinks brand to apply its research based segmentation onto their customer base. This session will explore the process that enabled Bonamy Finch to establish the connection between the customer and the 3rd party insight taking into account GDPR restrictions. It will examine the multiple sources of data built into the solution, the pitfalls and how to overcome them, and the analytics solution used to apply the segmentation to the customer base. It will also highlight how the brand was engaged to use the insight to develop an eCRM strategy.

Michael Fisher, Customer Analytics Director at Bonamy Finch
Paul Jackson, Head of Advanced Analytics, Bonamy Finch

15.00-15.25 Data-Driven Automation 
This case study will demonstrate how in four weeks a machine learning based text mining project identified millions of pounds of potential savings for a global utilities company, transformed customer journeys and resulted in a 40x increase in speed of time to market for new solutions.

Morgan McCarthy, Managing Director, CDO Partners

15.25-15.45 Afternoon refreshments

15.45-16.15 PANEL: Role of Statistics and Machine Learning in market research
Machine Learning has disrupted the traditional use of statistical techniques for market research. Businesses and agencies are rapidly adapting to the new analytics paradigm – however, there is a lot of confusion between when to use more traditional statistics versus machine learning. This discussion will consider:

• Is there still a role for statistical thinking in market research?
• When is a simpler statistical model preferable to a complex machine learning solution?
• Should Machine Learning become an essential tool in the analytical teams of market research agencies?
• How should we train a new breed of analysts and data scientists in market research? What are the core skills we need to focus on?

Chair: 
Colin Bunn, Managing Director – Custom Analytics, Boxclever
Panellists:
Tommaso Gennari, Senior Analytics Consultant, Skim Group 
Bethan Blakeley, Director, Honeycomb
Aji Ghose, Head of Research & Analytics, Sky

16.15-16.40 AI: Harnessing the power of AI to add new dimensions to insight
Over the past year Kadence has experimented with a comparative linguistics tool which has helped it to explore nuanced variations in language which reveal vast amounts about the individual behind the words.
The technique allows insight professionals to examine words, grammar and conversational topics in order to uncover nuggets of insight previously unreachable. 
Hear examples of how comparative linguistics is being used to address critical commercial questions as well as to enhance understanding of attitudes and behaviours in broader society.

Rupert Sinclair, Insight Director, Kadence

16.40-17.05 Self-learning survey approach 
This session will examine initial results from the development of an AI powered self-learning survey based on an adaptive trade-off framework designed to overcome issues of respondent fatigue when survey research is measuring complex and multiple variables.
Hear how initial results from this method are promising and what this could mean for other applications of self-learning surveys.

Surbhi Minocha, Associate Vice President, Kantar IMRB

17.05-17.10 Closing remarks from the Chair

17.15 Drinks Reception sponsored by Black Swan Data