About this event
Audience intelligence, the process of collecting and analyzing public Internet data on consumer behaviours and preferences, has been on the rise for the last few years as a method to understand consumers and audiences in general. This approach differs from traditional market research in that it relies much more on proactive signals offered from an audience rather than solely prompted signals triggered by methodologies such as surveys or focus groups.
However, despite the interest and accelerated adoption of audience intelligence in both innovation, marketing and comms use cases, there is still a surprising lack of clarity on the fundamentals: the data it requires, the methodologies and data science it involves, the technologies that power them as well as the benefits and drawbacks of the approach.
So, we've assembled an all-star panel of planners, researchers and strategists and experts to discuss the state of Audience Intelligence. Join us to learn everything about:
- The data and the methods available to map audiences using data from the internet
- The technologies, tools and products that make the job easier
- The benefits and drawbacks of using this approach and the key differences with traditional market research
- How brands and agencies are using audience intelligence
- The future trajectories of this new category as the legal and ethical landscape of the internet evolves with generative AI at its core
Hosted by
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Guest speaker
Francesco D’Orazio Co-Founder and CEO @ PulsarG
Francesco D’Orazio is a researcher, product designer and entrepreneur specialised in online audiences and Internet cultures. He holds a PhD in immersive media and the evolution of digital audiences. He is the Co-Founder and CEO of Pulsar Platform. Prior to Pulsar Francesco was Chief Innovation Officer and Research Director at innovation consultancy Face and director of the Visual Social Media Lab, an industry-academia think tank specialised on studying the impact of social media images on society and culture. He’s a regular speaker at research, innovation and technology conferences such as TedX, Big Data Week, Social Media Week, Social Data Week, Strata, WARC, MRS, Esomar, Virtual Worlds Forum, World Business Forum. His work on virality, social influence and public opinion has been featured in the likes of BBC, Guardian, CNN, Forbes, The Independent, Daily Mail, Mashable, Gigaom and Business Insider.
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Guest speaker
Alina Stan Research & Insights Manager @ Team LewisG
Research and Insights Manager with over 10 years’ experience in analysing performance and utilising data to uncover stories worth telling about a brand and its performance. Passionate about the audience and their behaviours and a firm believer that data should lead all strategies.
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Guest speaker
Virginia Alvarez Head of Insight & Effectiveness EMEA @ Wunderman ThompsonG
Operating out of the London office, Virginia is the Head of Insight and Effectiveness (Cognitive Intelligence) EMEA for Wunderman Thompson. The EMEA Cognitive Intelligence Practice builds on the company’s years of success and experience in North America, in using artificial intelligence (AI) and psychological understanding to help brands develop a more empathetic and customer-centric audience strategy that takes consumers’ changing motivational mindsets into consideration. Virginia, a media and research agency veteran, joined us in January 2021 with the responsibility of launching and driving this pioneering practice in the EMEA region. Prior to this, she worked as the Executive Director: Insights at OMD and has over 20 years’ experience across media and research agencies including Ipsos, TNS, Mindshare, and Omnicom Media Group (OMG). Virginia has worked with iconic international brands and has developed strong business relationships with clients.
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Guest speaker
Rachael Lake Executive Director, Strategy & Planning @ m/SIXG
With over 15 years of planning and strategy experience Rachael has worked across a broad range of clients, allowing her to see connections and opportunities across industries, challenges and audiences. Rachael is a firm believer in the role media strategy plays in making advertising more memorable by gaining an unfair share of attention. Her work has been recognised at the IPA effectiveness, Marketing Society, Festival of Media and Cannes awards.
Greenbook
The Future of InsightsGreenbook is a global leader in providing events, publications, and digital resources for market research, marketing, and business professionals.
