AI | Data | Analytics Virtual Summit

10.00 Welcome from the Chair

Aji Ghose, VP of Data & Research, Chattermill

10.10 Marketing measurement in a privacy first world 

Growing user concerns about privacy and increased privacy regulations have set in motion a series of changes that will reshape the digital advertising ecosystem for years to come. 

Successful online measurement has historically been heavily reliant on cookies. However, due to cookie restrictions in browsers, blind spots from cross-device shopping as well as privacy regulations, there are increasing scenarios where it’s no longer possible to observe whether a conversion has taken place.  

Marketing Measurement has changed.

This session will explore the power of conversion modelling and how it can be employed as a tool to bridge the measurement gap between devices and across the online-to-offline divide. It will also examine how the new Google Analytics uses machine learning to provide better understanding of customer needs, as well how it addresses some of the most pressing questions on data and privacy.  

Katrin Werres, Head of Measurement & Analytics, Google  

Nitin Gulati, Measurement & Attribution Lead, Google 

10.35 Jeff Haselum, Global Client Partner, InSites Consulting

In conversation with

Litthya Burgin, Shopper & Category Insights, GSK

Let’s forget 2020 for a moment and go back to 2019, when GSK started to explore the role of an AI Self Care Coach that you can interact with in a retail healthcare environment. This story tells of the multi-faceted research approach that was created to understand, consumer reactions to the AI virtual assistant, situations that would best fit the assistance, and the impact of such technologies on the future strategy of GSK.

Hear how this innovative journey based on multiple methodologies unfolded and what was learnt on the journey.

11.05 Break

11.25 Embedding agility into large-scale international research

During the pandemic HSBC still had key business priorities and flagship research projects to deliver. However, the uncertain and fast-moving times led to a greater desire for the brand research to be iterative, responsive and agile.

This case study focuses in on how HSBC has combined traditional and AI methodologies to deliver truly iterative projects that are able to respond to changing business priorities as well as engage key stakeholders by bringing new insights into conversation from the outset. Hear how HSBC’s approach ensures insight is agile, fast and iterative, without compromising on the detail. 

Lizzie Gilthorpe, Managing Director, Differentology

Seb Mitchinson, Global Insight Manager, HSBC

11.50 Panel - Covid-19 and the gift of harmonious insights: how the pandemic forced a singular view of data and market research functions

The insight industry has always recognised the benefits of bringing together the disciplines of market research and data analytics. Some brands have nailed it, and others have struggled to achieve that coveted synergy. In an unprecedented shift, it was a global pandemic that forced many brands to unify their functions to survive.

Join panellists as they discuss how data and insight functions have adapted to lead businesses through the height of the pandemic and what the role of agencies has been in supporting brands with new solutions.

Chair: Jane Rudling, MRS Fellow and Managing Director, Walnut Unlimited

Panel:

Christina Finlay, Director, Data and Analytics, Nest Corporation

Jen McCormick, Head of Customer Analytics and Insight, Warner Leisure

Dr. Stephen Welch, Managing Director, Realise Unlimited

12.20 Lunch

12.50 Creating our ‘cyborg’

Jaguar Land Rover (JLR) is constantly exploring new ways to gather customer insight. Combined with a tightening of belts in recent years this has meant an ever-increasing need to assess the value for money of insight spend. Consequently, JLR wanted to explore the viability of reducing the high cost associated with its emotional brand tracking inputs. So, four years ago, MM Eye began a journey to create a more efficient solution – could an AI solution take on the heavy lifting done by human coders - could it be done, could the level of detail needed be retained and could the existing high precision & quality be matched?  

The journey started by reviewing off the shelf products & ended with development of a new, bespoke & transferable ‘Cyborg’ system (a human-machine pairing). JLR’s emotional inputs have never looked so good!  

Claire Catmull, Head of Continuous Research, MM Eye

Iulia Calin, Brand & Communication Lead, Global Customer Insights, Jaguar Land Rover

13.15 Combining disparate data to deliver new levels of consumer understanding and engagement

The average pension of a women is 1/5^th the size of a man’s. STRAT7 and The Wisdom council have been working together with an industry wide project team to create a viable solution for financial companies to be able to identify, engage and encourage women to take greater responsibility for their financial stability.

This approach demonstrates the steps of how a community panel together with advanced analytics was used to establish and deliver an effective engagement strategy. Hear how blending multiple datasets created additional data insights that enhanced understanding around original outputs from traditional research techniques. Currently, social campaigns are ongoing to stress test the engagement strategy.

Michael Fisher, Customer Analytics Director, STRAT7 Bonamy Finch

13.40 Break

14.00 Panel: data science, behavioural science and social science – are they the holy trinity of modern-day insight?

This panel brings together experts from data science, social science and behavioural science, to investigate how human, behavioural and machine learning driven insight can work together to create more positive outcomes. Join panellists discussing why the three sciences should work together and how they can do so in ways such as:

• Using data science to make qualitative research more engaging
• Reducing human biases in algorithmic programming
• Utilising data science to test social and behavioural science-based hypothesis
• How to use qualitative research to bring data and behavioural science to life

Chair: Matthew Sell, Chief Operating Officer, Northstar

Panel:

Samantha Bond, Associate Director, Kantar Public

Noah Roychowdhury, Global Head of Customer Intelligence, Colt Technology Services

Richard Chataway, Chief Executive Officer, BVA Nudge Unit UK

14.30 Software-like food development driven by text analytics

As a fast-growing startup, Planted - a plant-based meat alternatives producer - has put a lot of emphasis on listening to their customers from the outset. The company has also embraced automation and software design principles as central tenets of its development strategy.

This session will demonstrate the extent to which the company’s development roadmap has been steered by advanced analytics from user feedback.

Maurice Gonzenbach, Co-Founder, Caplena

Judith Wemmer, Lead Product Development & Process Innovation, Planted

14.55 Closing comments from the Chair

15.00 End of conference