2. 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
3. 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.”
4. Automation is ...
“The use of computers to control a particular process
in order to increase reliability and efficiency, often
through the replacement of employees. ”
9. Digital Marketing hype cycle 2016-2017
Source: https://www.slideshare.net/OracleMarketingCloud/marketing-automation-trends-what-we-can-expect-in-2017
10. “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
16. Opportunity: Putting people first and evolving
their 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.
17. Opportunity: Putting people first and evolving
their 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.
18. Opportunity: Putting people first and evolving
their 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.
19. Opportunity: Putting people first and evolving
their 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.
20. Opportunity: Putting people first and evolving
their 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.
21. Market Research Automation isn’t an option, it’s mandatory.
3 high--level takeaways:
Power to drive change:
Drive change through
automation.
People first:
Successfully driving change
means adapting the enterprise:
organization, culture, skills,
experience.
Automation as a core
competence:
Pervasive capability for every
aspect of your business.