market research automation - part 1
TRANSCRIPT
Market Research
Automation – Part 1 June
2017
Today’s Agenda
Understanding Automation
Technology advances & AI: Intelligent Automation
Marketing Automation: the big picture
Market Research Automation: Hype or Game Changer?
What to automate in Market Research?
Data Collection Automation: the ideal X the reality
Humans + Machine: Opportunities for Market Research
Key Take Aways & Recommendations
Q&A
Automation is ...
“the technique, method, or system of operating or controlling a process by highly automatic means, as by electronic devices, reducing human intervention to a minimum.”
Automation is ...
“The use of computers to control a particular process in order to increase reliability and efficiency, often through the replacement of employees. ”
Source: https://www.slideshare.net/AccentureTechnology/intelligent-automation-tech-vision-2016-trend-1?qid=0b9b8d7c-2b77-4cef-aaeb-95a4dbf355e6&v=&b=&from_search=8
Source: https://www.slideshare.net/AccentureTechnology/intelligent-automation-tech-vision-2016-trend-1?qid=0b9b8d7c-2b77-4cef-aaeb-95a4dbf355e6&v=&b=&from_search=8
Source: https://www.slideshare.net/AccentureTechnology/intelligent-automation-tech-vision-2016-trend-1?qid=0b9b8d7c-2b77-4cef-aaeb-95a4dbf355e6&v=&b=&from_search=8
Source: http://chiefmartec.com/2017/05/marketing-techniology-landscape-supergraphic-2017/
Digital Marketing hype cycle 2016-2017
Source: https://www.slideshare.net/OracleMarketingCloud/marketing-automation-trends-what-we-can-expect-in-2017
“Over a third of both clients and suppliers said automation is a
game changer with well over another third saying it was a trend
that bore watching. “
Market Research Automation
Source: GRIT Q3-Q4 2016
PLANNING & DESIGN
DATA COLLECTION ANALYSIS & REPORTING
Market Research: What to Automate?
Low High Medium
THE IDEAL THE REALITY
X
Data Collection Automation
Programmatic Sample Buying DIY Surveys
Trackers & Sindycated
Studies
Data Collection Automation – High Demand
Chat bots as interviewers
Data Collection Automation – Early Innovation Stage
Opportunity: Putting people first and evolving their roles and skills to seize advantage.
Opportunity: Putting people first and evolvingtheir roles and skills to seize advantage
Evolving, not replacing
Analysts – bring strengths to the table that are not about purely rational, codifiable cognition, with more big-picture thinking and a higher level of abstraction than computers can provide.
Let the machine do the things that are
beneath you, and take the opportunity to
engage with higher-order concerns.
Opportunity: Putting people first and evolvingtheir roles and skills to seize advantage
Evolving, not replacing
Data Scientists –understand how software makes routine decisions so you monitor and modify its function and output.
You can interfere as necessary in special
cases or experiments, as well as to improve
the algorithms.
Opportunity: Putting people first and evolvingtheir roles and skills to seize advantage
Evolving, not replacing
Story Tellers – you are better at considering the big-picture than any software.
Use your intuition and creativity to tell the story behind the data.
Opportunity: Putting people first and evolvingtheir roles and skills to seize advantage
Evolving, not replacing
Specialists – specialize in something for which no computer program has yet been developed.
An anthropologist, for example, has
deep expertise in observing and
interpreting human behavior than any
computer.
Opportunity: Putting people first and evolvingtheir roles and skills to seize advantage
Evolving, not replacing
Innovators – build the next generation of market research applications or smart machines.
A digital innovator takes hold of new ways to use data and optimize its usage for key decision-making.
Market Research Automation isn’t an option, it’s mandatory.
3 high-level takeaways:
Power to drive change:Drive change throughautomation.
People first:Successfully driving changemeans adapting the enterprise:organization, culture, skills,experience.
Automation as a core competence:Pervasive capability for everyaspect of your business.
