SAN FRANCISCO/DALLAS (September 15, 2016) – Alistair Goodman, CEO of Placecast, and Roddy Knowles, Director of Mobile Research Products at Research Now, are scheduled to speak at this year’s ESOMAR Congress conference on Tuesday, September 20, in New Orleans, LA. The presentation, “The New Norm for Understanding Retail Behavior of Mobile-Centric Consumers,” will unveil an entirely new methodology they have created to integrate cross-device collection and measure the impact of online media consumption to the brand funnel and real-world behavior.
Before Goodman and Knowles reveal their newly designed process, they will discuss how to humanize massive data sets to make brand communication efforts more relevant. The bulk of the presentation will dive into research strategies via case studies proven to effectively use geolocation data signals from the real world to measure brand metrics, in-store purchases and loyalty, while gaining more clarity around consumer behaviors. The core research features comprehensive data collected during the peak shopping period between black Friday and Cyber Monday of the 2015 holiday season.
Most importantly, Goodman and Knowles will explore geofencing, a technology that draws a virtual barrier around a physical location so that a signal can be sent to a device in the right place and time.
“Over the past few years, there has been a major shift in the way we consume content,” said Goodman. “What you view online and on mobile is now being used to figure out what might be relevant to you in a particular time and place. It is vital for marketers to tap into these strategies, and will be even more crucial in the coming years as digital explodes. Traditional marketing methods simply won’t cut it – especially since it’s projected that one-third of the population will have a smartphone by 2017. The goal of the presentation is to help mobile advertisers understand how to not only survive this digital boom, but thrive in it.”
“We joined forces with Placecast to help brands understand the actionable insights they can get from location data,” said Knowles. “Our new methodology will not only provide a framework for how brands can uncover the hidden patterns of in-store shopping behavior, but it will also provide insight on how marketers can use real world signals to increase the likelihood of purchase.”
Now in its 69th year, ESOMAR Congress 2016 will unite over one thousand key industry decision makers and CEOs across seventy countries. The conference is packed full of original, peer-reviewed content presented in innovative and engaging formats from over eighty international speakers. In addition, attendees are invited to the ESOMAR awards dinner and ceremony – one of the industry’s largest and most prestigious award evenings – to celebrate excellence in the area of market research.
Register for ESOMAR TV here for and tune in to Channel 2 on September 20 at 2:25PM CST to watch the presentation live.
Placecast is the industry’s leading enterprise mobile data management platform (DMP) that aggregates location data and user behavior across different devices in the physical world, and translates it into audience segments that can be targeted through mobile advertising campaigns via Placecast’s demand side platform (DSP). The platform provides Placecast’s partners with a rich understanding of the relationship between their users and locations over time, enabling them to make smarter marketing decisions.