AOP Research Forum - unlocking insight from changing online behaviour

While advances in tracking technology provide the potential for masses of behavioural data, it is becoming increasingly complex to pick out the most pertinent, to understand how the trends can impact on strategy, return and competitive edge.

So how do publishers gain true insight into shifts in user behavior and use this for business advantage? And what are the challenges for researchers in delivering usable data from multiple channels?

This forum brought together experts to reveal and discuss how to gain insightful behavioural data that can be best used by researchers, marketers and strategists for your business.

Read AOP's report on the event.

Presentations

Contextualising The Digital Space
The impact of changing online behaviour on brands
Richard Asquith, CEO of Kantar Media TGI & Custom / Trevor Vagg, Director, Kantar Media Custom (Find out more about these speakers.)

• The evolving role digital media play in people’s lives
• Why online consumers behave as they do - attitudes, values and needs driving engagement
• Monitoring and predicting behavioural trends - mobile, on demand TV and willingness to pay for online content
• The future evolution of the digital space and the challenges for brands seeking consumer engagement

Download Kantar's presentation.Download Type: pptx
Download Size: 6688k (AOP Members only)

Marketing to new audiences on new platforms
Scott Thompson, Head of Digital Research, Starcom Mediavest Group

• Moving from building cross-platform plans to telling trans-media stories
• Turning insight into action
• Maximising actionability with new industry intelligence sources
• The importance of collaboration

Download Starcom's presentation.Download Type: pptx
Download Size: 6650k (AOP Members only)

Cutting through the data jungle
Creating a Single Source Panel to produce actionable business strategies
Case Study: Single Source Panels today and tomorrow
John Butler, Head of Communications & Media, dunnhumby

• Extracting insight to transform consumer relationships
• What data you need
• What questions you must ask
• Organisational structures to help put insight into action

Download dunnhumby's presentation.Download Type: ppt
Download Size: 1689k (AOP Members only)

Video interview with John Butler by Patrick Smith from the Media Briefing.

ITV’s got the X Platform Factor - Case Study: ITV Online
Suzanne Lugthart, Head of Online, VOD & Platforms Research & Insight, ITV

• Measuring TV programme brands’ total cross platform consumption
• Understanding consumers’ cross platform journeys across a week / a series
• Revealing the benefits of cross platform distribution for publishers, audiences, advertisers

Download ITV's presentation.Download Type: ppt
Download Size: 13433k (AOP Members only)

This event was chaired by Derek Jones, Managing Director, MediaTel

Supported by

Event Sponsor: Kantar Media


Media Partner: Research Magazine

AOP Events so far in 2010