Maarten Verschuere - A perfect storm: when market research and data science meet
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This document discusses how market research and data science can be combined to create a perfect storm of 360-degree customer insight. Customer data is collected from various sources like surveys and purchase histories and enriched with additional context to build an actionable database. Predictive modeling is then used to segment customers into groups based on patterns identified in the database.
Maarten Verschuere - A perfect storm: when market research and data science meet
- 1. A perfect storm : when market research & data science meet @maartenforsure @stijnprofacts
- 4. Into an actionable database DATABASE VARIABLES SURVEY VARIABLE S 1 2 3 4 5 6 7 . . . N E C D A LINK C A Predictive modelling With predictive modeling we can assign the rest of the database to a specific segment SegmentsB E A D C Market research Data enrichment
- 8. Date Customer ID Basket ID Product ID Description Price 1/10/2013 7681348 D5767 102367 Ladies Black JP € 78,2 18/12/2013 7681348 D2304 188760 Ladies Outdoor € 88,2 1/04/2014 7681348 I20165 103489 Pink Princess € 77,8 14/07/2014 7681348 I07496 178901 Men business 1 € 99,2 26/10/2014 7681348 D1407 197310 Ladies Black+ JP € 99,0 7/02/2015 7681348 D0689 249876 Ladies Gala 100 € 104,3 22/05/2015 7681348 D8790 249687 Men Outdoor € 99,0 3/09/2015 7681348 I04490 201476 Girls size 8 € 88,0 16/12/2015 7681348 D0996 288763 Ladies Finest2 € 120,0 29/03/2016 7681348 I0049 298740 Ladies White € 125,3
- 9. AI bots add context Shopping assistants Survey bots
- 10. www.clever.be
Editor's Notes
- #2: I am Maarten Verschuere, data scientist and founding partner of Clever Going back in time, to the very beginning Or at least to 1723, when Michelangelo painted this picture on the ceiling of the Sixteenth Chapel ‘Creazione’ depicts Adam and God touching to create man, a pretty disruptive thing, later turned out
- #3: Coming closer, last year at the BAQMAR conference I met Timothy and Stijn from Profacts. Profacts is a full service market research agency, I was datamining consultant; we offered CI solutions to our clients but in a very different way. 10yrs Profacts : full service market research (quanti, quali, neuro) , Deloitte Top50, Individual awards 10yrs me: international experience, data mining, no awards Competition or synergie? Synergie!
- #4: . Advanced insight – Travel segmentation : make the right recommendations. Traveling to Egypt eg.
- #6: Doing field research once, creating a model, never doing field research again. - brightfish
- #7: Data – Technology – AI came together (VR, chatbots, …)
- #8: What’s going to be the impact really?
- #9: Moms buy shoes , moms are addicted to shoes, moms also buy for their kids
- #10: Integrating technology within data collection and activation
- #11: The future: actionable, efficient and no boring work