Data Analytics: Tools & Methodologies

Please note: a second screen will be necessary for the afternoon workshop. For best user experience, we recommend a second monitor or laptop. However the conference can be run over a phone or tablet.

09.30 Welcome from the Chair

Karsten Shaw, Director Of Analytics, Yonder Consulting

09.40 Advanced analytics to predict future financial distress

The estimation of current and future financial distress is a highly important and complex topic, especially since the upheaval caused by the Coronavirus pandemic. Hear about two pieces of advanced analytics undertaken by MaPS and how they are helping to identify where financial distress is most likely to arise. Firstly, an iterative segmentation approach used to understand and classify cohorts of people into appropriate levels and complexities of financial distress. Secondly, the creation of a sophisticated micro-model of the UK adult working population.

Russell Bradshaw, Senior Statistician, MaPS

10.10 Pattern recognition: detangling customer's path to purchase

Consumers purchase journeys involve a labyrinth of touchpoints, triggers, and loops. With consumers moving from awareness to purchase quicker than ever, our need to identify where each consumer is most susceptible to nudges and how to efficiently move them towards a purchase is critical.

The following case study highlights how a simple and intuitive set of survey questions, combined with sophisticated pattern recognition modelling can unlock critical journey insights. By uncovering naturally occurring customer journeys segments, based on the infinite number of potential sequences, we can pinpoint which offer the most economic value and which are most capturable by a brand.

Nicolas Camargo, Analytics Consultant, SKIM

Menno de Jong, Senior Analyst, SKIM

Michael Hetherington, Director – APAC, SKIM

10.40 Using advances in text analytics to bring brand purpose to life

Brand purpose matters. We know that brands with a strong purpose grow value faster. So, how can we leverage advances in text analytics, using conversational data collected through personal, engaging bot interactions, to explore different ways in which a brand can manifest its purpose? 

Hear how text analytics can uncover meaningful trends and insights related to brand purpose. Examine how it can ensure brand purpose fits with the brand’s existing positioning and how to communicate authentically so it resonates with its consumers.

Ansie Lombaard, Director, Offer Innovation - Insights Division, Kantar

11.10 Morning break

11.30 A new KPI For media effectiveness - Reality Performance Score (RPS)

In order to plan media better, there has always been the need for one KPI that represents all media together. Historically media and ROI measurements have been limited to linking media expenditures to brand and sales KPI’s. The new RPS KPI has more predictive power than expenditures and takes into account the strength of each medium, the decay effect and the strength of the creative execution.

Using user case studies, DVJ Insights will illustrate how this new KPI for media effectiveness is changing the narrative of media planning.

Bethan Palmer, Client Consultant, DVJ Insights

12.00 The empathetic chat-bot: improved generation and analysis of audience qualitative text data

The empathetic chatbot empowers its questioning path/algorithms with AI-enabled real-time emotional, psychometric, and psycholinguistic understanding of the interviewee and their responses, thereby enabling a more engaging experience. This results in step-change improvements in the quantity and the quality (trustworthy and insight-rich) of market research data and insights obtained.

Hear how an ‘always-on’ empathetic chat-bot can deliver scalable, low cost insights in diverse domains such as FMCG and digitalised mental health management in the UK and US armed forces.

Andy Crouch, Business Development Director, Pansensic

12.30 Augmented surveying: enriching survey open-ends with online reviews

Contextualising customer feedback by comparing it to the market is fundamental for true customer understanding. One of the most readily available sources for comparing yourself to competitors are online reviews. The challenge then lies in efficiently gathering these different data sources, analysing the unstructured data and presenting the unearthed insights in reports & dashboards.

This case study will show the practical steps involved in setting up a semi-automated, continuous feedback analysis pipeline for app reviews and how to combine the results with NPS data. Caplena will share some specific insights its client discovered through this method.

Maurice Gozenbach, Co-Founder & Machine Learning Engineer, Caplena

13.00 Lunch

14.00 – 16.20 (including a 20 minute rest break)

Exploring new, accessible datasets and democratising their insights through data visualisation 

In this session hear how to access, combine and manipulate new datasets to generate better, more comprehensive insights. Delegates will have the opportunity to participate in hands-on activities in accessing, manipulating, and visualising data. 

To fully participate in the afternoon workshop, Power BI (https://powerbi.microsoft.com/en-us/) and KNIME (https://www.knime.com/) should be downloaded onto delegate laptops or computers prior to the conference (If you are installing KNIME in Windows, installing via an installer is suggested but if in doubt, please consult your company's IT dept). This session can be observed if company restrictions do not allow you to install.

Part 1

Discover new datasets to enhance your insight

Explore new (often free) datasets that are available to market researchers to combine with their own survey data for better segmentation, modelling, and understanding of consumer behaviour

• Examine the possibilities created by accessing different data sources: 
• Government and public datasets 
• Geospatial data sources 
• Search trend data 
• CRM data 
• New data formats like video and image formats 
• Web analytics data etc 
• Use easy to use No-Code tools for accessing and analyzing structured and unstructured data  

Afternoon Break

Part 2

Data visualization: maximise the impact of your insight 

• Link your analysis with visualization tools like Power BI and Tableau 
• Develop your skills in analysing and visualising your data in Power BI 
• Using Power BI for descriptive, predictive, and prescriptive analytics  
• Experiment with visualisations and explore how different visualisation can be used to tell data stories 

Preriit Souda, Director: Data Science & Strategic Insights, PSA Consultants

16.20 Conference close