SAN FRANCISCO–(BUSINESS WIRE)–W2O Group, a network of complementary integrated marketing and
communications firms powered by analytics and insights, announced today
that its predictive analytics research will be featured at ESOMAR
Congress 2016 in New Orleans.
ESOMAR,
a global organization with 4,000 members in 100 countries, facilitates
improved research into markets, consumers and societies through a
comprehensive program of industry-specific conferences and publications
and communications. This year, the organization selected only the top 18
percent of research papers that were submitted from around the globe to
be presented at its annual meeting.
Among that research is a paper from W2O Group, titled “Generational
Effects in Market Research Effectiveness.” This research compared the
relative value of traditional survey responses with anonymous,
analytics-tracked metrics in predicting actual real-world events and
consumer behavior. The results will be presented by Seth
Duncan, chief analytics officer, and Kelley
Sternhagen, director of analytics, on Monday, September 19 at 4:40
p.m. CT. The event is being livestreamed and viewers can register here.
“Being accepted to present at the ESOMAR Congress is a major achievement
for us as ESOMAR is one of the biggest names in global market research,”
said Jim
Weiss, founder and CEO of W2O Group. “For our work to be accepted
out of hundreds of submissions is a testament to our world-class
analytics capabilities. This sets the bar for us to continue to deliver
business-driving insights for our clients.”
Key findings from W2O Group’s research include the following:
-
Analytics tracking anonymous online behaviors such as web traffic,
search data and video views were better predictors of business
outcomes than surveys, where audiences often self-monitor based on
what is “cool” or “trendy.” -
Among Millennials, digital and social data was often more predictive
of customer behavior than survey metrics. -
Digital and social data predicted business outcomes with greater than
90 percent accuracy.
“Incorporating social and digital data into more traditional models of
market research has vastly improved our ability to predict consumer
behavior,” said Duncan. “The research we’re doing at W2O Group
represents the latest chapter in market research and we’re excited to be
at the forefront of this change for our clients.”
For more details about this research, visit the W2O
Group Common Sense blog.
About W2O Group
Founded and led by Chairman and CEO Jim Weiss, W2O Group is an
independent network of complementary marketing, communications, research
and development firms focused on integrated business solutions to drive
change and growth through “pragmatic disruption” for the world’s leading
brands and organizations. W2O Group’s network includes WCG,
Twist
Mktg, BrewLife
and Pure
Communications with 11 offices in the United States and Europe. For
more information, please visit www.w2ogroup.com.
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