MARKETING SCIENCE SUMMIT - media.mmm-online.com€¦ · at 267-477-1151 or email [email protected]. BY MELISSA CRAWFORD CONTENTS For its inaugural Marketing Science

MARKETINGSCIENCESUMMITOctober 4, 2018 • Soho, NY

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October 4, 2018 • Soho, NY

W2O MARKETING SCIENCE SUMMITW2O MARKETING SCIENCE SUMMIT

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3 CAN DATA REALLY INSPIRE CREATIVE STRATEGY?

5 ATTRIBUTION MODELING IN A MULTI-DEVICE WORLD

6 EMPLOYING A DATA-DRIVEN APPROACH TO MAXIMIZE MARKETING INVESTMENT

7 Living Case Studies: TRANSLATING INSIGHTS INTO ACTIONS

8 Data, Linguistics, & AI: HOW TO UNDERSTAND THE GLOBE AT SCALE

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at 267-477-1151 or email [email protected].

BY MELISSA CRAWFORD

CONTENTS

For its inaugural Marketing Science Summit on Thursday, October 4, W2O brought together some of the brightest minds across science, marketing, communications, and social to discuss how to use data to market products and ideas.

The program covered the latest trends in data and analytics, and how they can be applied to health-care. W2O brought in speakers from both pharma and non-health indus-tries to challenge its clients in life sciences to apply what’s happening in digital communications to their own marketing campaigns.

Talent from all corners of the ad world gathered in New York at a venue in Soho to hear from creative and scientific thought leaders, sparking connections that might not ordinarily occur. Digital marketing touches down in nearly every industry, so it’s not surprising that widely varied firms were repre-sented at the one-day event, both

in the audience and on stage. These executives from leading healthcare, finance, and tech companies share a commitment to using the industry winds of change to better serve their clients.

Jim Weiss, founder and CEO of W2O, kicked off the day discussing the importance of following the data to get to the right outcome. Data just helps us verify our best instincts and could steer us in a direction we didn’t see at first, Weiss said. You can read more of his comments in his blog post: It’s time for our inaugural Marketing Science Summit.

The afternoon keynote focused on the impact of aggregated data on modern life, with additional pro-gramming detailing best practices across the digital universe.

Couldn’t make the event? We’ve got you covered, with highlights from these insightful, thought- provoking sessions.

FOLLOW THE DATA



Billed as a debate between Pau-lo Simas, chief creative officer of W2O, and Helayne Spivak, former chief creative officer of Saatchi & Saatchi Wellness, the audience was quickly disabused of the notion that this was a matter for debate. Both experts declared the essential role data and analytics play in the forma-tion of creative strategy.

Spivak recalled in the early days of market research, “you used to go mostly on a feeling. What we called research was very primitive. For one campaign, we sent 100 packages across the U.S.

using FedEx, and 100 packages using the U.S. Postal Service. All the FedEx packages arrived, and not all the USPS packages arrived. That was it, our whole campaign. Not a lot to go on.”

W2O’s campaign executions are light years away from those early days. To demonstrate one campaign that connected the dots, from the insights garnered through research to creative execution, Simas described the company’s campaign for Tudorza Pressair, a twice daily COPD inhaler.

“The brand was very focused on the feature and benefit of it being twice daily, but didn’t really under-stand where the value proposition from that was going to come from,” Simas explained.

W2O conducted a large analysis of COPD patients, and one of the insights that surfaced through patient forums was the level of anxiety patients faced about whether or not they were going to make it through the night if and when the medication wore off. Insomnia was another concern.

Using prescriber data, W2O’s research found top physicians were prescribing a sleeping aid in conjunction with Tudorza. This became the basis for the creative.

However, Simas acknowledged data only takes you so far. “With all the data, insights, and information, there’s still interpretation,” he said. “And interpretation is where creativity comes from.”

Another focus of the discussion was the challenge of integrating a creative department that has long been free to respond to experience, gut, and market research with a data and analytics model.

Spivak emphasized that data and analytics are a new targeting tool to better “get me to a place where I know it’s you. But once I’m there, I need to give you the right message.”

Simas reminded the group that for considered pur-chases such as healthcare, it’s not about the ad, “but the storytelling over time. The breakdown of campaign success is still based 9% on targeting, 15% on brand, 22% on reach, and 47% on creative.

“As a creative, my entire career has been focused around one thing: our audience, who they are, and what makes them tick,” Simas explained.

CAN DATA REALLY INSPIRE CREATIVE STRATEGY?Paulo Simas Chief creative officer, W2O

Helayne Spivak Former chief creative officer, Saatchi & Saatchi Wellness

Anita Bose Head of client and business development, W2O (moderator)

“As a creative, my entire career has been focused around one thing: our audience, who they are, and what makes them tick”PAULO SIMAS, W2O

The short answer is no. Data gives us invaluable insights about how people feel, what they believe, and how they behave. But to create advertising and marketing that moves them to act requires living, breathing, and endlessly clever human creativity.

At W2O, that’s how we turn deep, data-derived insights into human ideas that inspire human action.

Data matters, but can it make you fall in love?

Visit us at W2Ogroup.com

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While the science behind marketing on a music platform might not be an obvious reference point for the healthcare industry, the case of Pandora gives people a lens into how to look at data differently to better predict advertising and marketing outcomes.

As employees of the music streaming and au-tomated music recommendation internet radio service, David Hardtke and his colleagues at Pandora can access data — including listening patterns, geolocation, and interactions with ads — on the varied tastes of their listeners based on their listening habits over an average of 24 hours per month. “That’s a lot of data about a person’s likes,” Hardtke noted.

But internet radio is a complex format. This is where Hardtke’s Ph.D. in experimental nuclear physics comes into play. “Measuring lift based on internet ads will give you a false conclusion,” he explained. “People are on the internet already. They are going to be buying things. How can we tell if our ad is influencing a purchase?”

To that end, Hardtke has designed “a really

elegant randomized control trial (RCT).” A placebo, a blank ad, is compared to a treatment, the real ad, and the effects are measured. Results have been positive as the ad continues to show lift three weeks out from the audience’s initial exposure.

Bob Pearson, who admits to being a devotee of Led Zeppelin and Jimmy Page, acknowledged “the music we grow up with tends to be our favorite and stays with us forever.”

Hardtke echoed these sentiments with the claim he can pinpoint your age to within two years, simply by analyzing the music you listen to. As for retaining ads in your memory? While conducting a second experi-ment, Hardtke found the effects of exposure to an ad lingered for longer than six months.

An additional data-gathering feature of Pandora’s model is its seamless crossing of multimedia platforms. “Our service tailors to the user’s likes, therefore it requires the user login on each device they use,” he said. “We have data from mobile, home devices such as Alexa, and cars. This allows us to see how campaigns perform differently across different devices.”

Hardtke concluded with the latest development underway at Pandora.

“Machine learning is really good for large data sets used in spaces it has already seen,” he said. “But in spaces where AI isn’t already familiar, its performance is not good. This is why a self-driving car can’t drive in the snow. We are working on evolving machine learning by creating intelli-gent sets of training data. This will help us learn when to introduce a more experimental song.”

ATTRIBUTION MODELING IN A MULTI-DEVICE WORLDBob Pearson Senior adviser, W2O

David Hardtke Director of advertising science, Pandora

“Our service tailors to the user’s likes, therefore it requires the user login on each device they use. We have data from mobile, home devices, and cars. This allows us to see how campaigns perform across different devices.”DAVID HARDTKE, PANDORA



What’s the secret sauce to a successful campaign? According to the experts on this panel, it’s getting the whole team together in a room and using good communication practices to solve even the most complex issues.

According to Chuck Hemann, managing di-rector of analytics at W2O, by starting off with a clear plan and gathering all the stakeholders together to review goals, you can set yourself up

Jessica Williams Senior director, global product marketing, Visa

Jeff Rohwer Cofounder and strategy lead, W2O Sentient

Chuck Hemann Managing director, analytics, W2O

EMPLOYING A DATA-DRIVEN APPROACH TO MAXIMIZE MARKETING INVESTMENT “Almost as

important as getting the data is establishing a data-driven culture”CHUCK HEMANN, W2O

for success. “When it’s done well in advance, with knowledge of targets, knowledge of past engagement, involv-ing the client, and with people from the activation side, the plan turns out better. The best campaigns involved all of us.”

After a strong start, keeping a client engaged through data collection is the next challenge.

Hemann agreed the client can be overwhelmed as the company’s tech is increasingly complex.

“But it helps to identify the customer journey at various tactical activation steps,” he continued. “Show the sourc-es of data you need to justify the spend, and then figure out how data is going to flow to a data warehouse and talk to each other.”

When asked how to best translate data, the panel’s insights were fast and furious. “Almost as important as getting the data is establishing a data-driven culture,” said Hemann. “It needs to be pushed forward.”

W2O’s Jeff Rohwer conceded that “translation of data is essential. It’s something we could do a better job of.”

Jessica Williams noted how hard data, translated into a narrative, is more motivating.

“I see myself as a data storyteller,” she explained. “We need data scien-tists, but we also need someone who can take that data and turn it into a one line summary telling the story.”



The importance of social listening continues to grow.

Recently, Celgene was chal-lenged with recruitment for in-flammatory bowel disease (IBD)/colitis clinical trial recruitment. The firm’s campaign began with close social listening.

Celgene’s Julissa Viana was sur-prised to see that patients were en-gaging with one another through humor. Along with discussions about the challenges that come with IBD and colitis, Viana and her team observed that an under-current of hope ran throughout the exchanges. By using humor and accessing the well of hope patients have that they will over-come IBD, the campaign was able to add 20 patients to a trial at a cost of $1,700 each, using only social. “This is a great deal for a trial with a challenging popula-tion and stalled-out enrollment,” Viana explained.

Mary Michael’s firm, Otsuka, was wading into the Alzheimer’s space. New to a disease that has large patient advocacy organizations, Michael’s team im-mediately allied with the Alzheimer’s Association to share insights. Otsuka developed its own advocacy organization with no ties to pharmaceuticals and an interest in connecting community support agencies.

Through their social listening, her team was able to identify gaps in care. “There was a shared lexicon between patients and families, and clinicians were talking past them.” This realization took observations from patients and families and turned them into a script, which, after vetting by the Alzheimer’s Asso-ciation, became a series of webisodes designed to help patients and caregivers through the difficult process of diagnosis. Michael concluded, “We leveraged social listening data to create meaningful access to patients and give back to their communities.”

Two years into his tenure as VP of communications at Aetna, Kieran Fagan is maximizing social listening to rate key organizational metrics. “This is a case where the client and the agency are one and the same.” But the complexity of communication within and without America’s third largest managed care organization requires special tools.

Fagan created a scorecard as a presentation mo-dality. “We’re looking this over every month and measuring it against our business objectives. How are people talking about us and how are we talking about ourselves?” These monthly insights allow tweaks and adjustments in strategy.

As Aetna contributes its resources to battle the opioid epidemic, a story in its annual report became a surprise win. “There was a story of a woman and her daughter. The mother had nearly been a victim of the epidemic. It was highly engaged with,” explained Fagan. “Sometimes you can be talking right past the heart of an issue, missing what real people are saying about an issue and what you can do about it.”

Julissa Viana Senior director of corporate communications and global social media, Celgene

Mary Michael VP of patient advocacy and stakeholder management, Otsuka

Kieran Fagan VP, communications, Aetna

Kevin Johnson President, W2O Marketeching

Living Case Studies:TRANSLATING INSIGHTS INTO ACTIONS

“There was a shared lexicon between patients and families, and clinicians were talking past them”MARY MICHAEL, OTSUKA



For Jaime Punishill, chief mar-keting office for Lionbridge, answering the question “What does your company do?” is a monumental task. In addition, how does he explain the data hoard the company has accu-mulated? Well, one algorithm at a time.

Lionbridge is not only the world’s largest linguistics and language services provider, it also “collects and organizes the data to train the algorithms you use

every day. If it’s on a device and you are speaking to it or searching it, Lionbridge likely had a hand in verifying the accuracy of the result,” Punishill explained.

Since its launch decades ago in the linguistics mar-ket, the company has by necessity been developing the organizational structure to manage and grow artificial intelligence. Through an iterative and increasingly complex process, 350 of the world’s languages have been mapped to the international language of math.

For marketers, translation into multiple languages makes sense both early on in the process from a planned social listening standpoint, right up to the product launch. Listening to foreign countries’ social media can give invaluable insights into culture, values, and affinities that will give products an edge. For pharma marketers, it makes sense to maximize your patent life and launch abroad from day one.

Benefits are found domestically, as well. The U.S. is full of many speakers of other languages who prefer to communicate in their mother tongue. By translating your campaign, you can reach these corners of the market. According to Punishill, “Up to 80% of people would rather buy in their native language. If you translate, you will see a 30% sales lift within the U.S.”

However, in the internet age, borders are more imaginary than ever. “As you digitize, you flatten your marketplace,” Punishill noted. “You’re global whether you know it or not, and by thinking more globally, you can do better locally.”

By loading in all of the data you have as a brand, Lionbridge creates an understanding of your voice, your language, and the kind of descriptions you use in your host language. That bank guides the efficiency of translation into 350 languages. The linguistic toolbox manages messages, semantics, and emotional content.

“Harnessing the power of the crowd for enormous volumes of data is necessary to learn from and under-stand each other,” Punishill said.

Data, Linguistics, & AI:HOW TO UNDERSTAND THE GLOBE AT SCALEJaime Punishill Chief marketing officer, Lionbridge Technologies

“As you digitize, you flatten your marketplace. You’re global whether you know it or not, and by thinking more globally, you can do better locally.”JAIME PUNISHILL, LIONBRIDGE TECHNOLOGIES

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MARKETING SCIENCE SUMMIT - media.mmm-online.com€¦ · at 267-477-1151 or email [email protected]. BY MELISSA CRAWFORD CONTENTS For its inaugural Marketing Science