Of Addicts, Infants and Machines..Recaps from MRMW Europe
Jens Cornelissen
Managing Director @ Merlien Institute | Communications & Events Specialist
MRMW Europe took place in London last week and in tune with the conference’s reputation for cutting edge content and new ideas, it was an intense and exciting two days discussing not only where the industry is right now, but also what will define the future of MR.
Case studies by global clients such as Lego, Porsche and Zurich were followed by solid research and thought leadership from leading agencies including Lightspeed, Borderless Access and SSI. It was great to see how clients are now fully embracing social media and consequently moving their market research efforts into the more personal and engaging mobile environment.
Different approaches to profiling
Franz Drack, Brand Director for Lego shared how the company identifies their fans on social media by creating different personas. These profiles are used to offer customised, relevant content for each target group, not only helping to better engage consumers, but also to optimise the ratio between organic and paid reach on social media...
...continue reading on our MRMW Blog.
CEO and Founder, Applied Marketing Research; Co-Founder, Applied Research-West
8 年Jens - interesting. You wrote: "Telefonica’s Alistair McMahon may have a good solution to this problem. Combining mobile and behavioural data from multiple data sources (active, passive, websites, apps) allows the creation of dynamic, yet highly detailed consumer profiles. The company collects up to 2 billion network events every day and can analyse them for a period of up to 2 years!" Future modeling and segmentation will most certainly involve multiple data sources and companies who aggressively pursue this kind of marketing infrastructure should be able to develop more effective branding and communication strategies. Thanks for sharing.