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Using narrative analytics to win customer trust: Applying machine learning and natural language processing to hundreds of millions of digital expressions

Research Paper • Jeff Marshall, Becky Owens, Rogier Verhulst, ESOMAR Conference papers, Insights Festival, 2020

Social media network LinkedIn used narrative analytics to discover how it could avoid being tarred with the same distrusted brush as other tech and social media companies in the US.

It’s time to talk: The role of a virtual assistant and AI in retail healthcare

Research Paper • Litthya Burgin, Jeff Haselum, ESOMAR Conference papers, Insights Festival, 2020

Multinational pharmaceutical company GlaxoSmithKline (GSK) played with different research techniques to explore the concept of an interactive AI Self-Care Coach in a retail healthcare environment.

Finding the 80% of rotten apples in your innovation pipeline: How AI-based semantic analytics brought the breakthrough in early-stage product testing

Research Paper • Alexander Falser, Lukas Waidelich, Marco Walter, ESOMAR Conference papers, Insights Festival, 2020

German coffee chain Tchibo used semantic analytics to manage product testing of its weekly changing range of non-coffee products.

Colt Technology Services: Meet CAST – Colt’s CX Supermachine with seven identities

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Colt, a network and communications provider, developed a bespoke machine learning tool and increased its net promoter score (NPS).

Unlocking the creative genie: How the content rock stars at Unilever and Brandscapes Worldwide collaborated to help the bar on creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.

Formula 1: Training an artificial intelligence to protect sponsorship revenue windfall

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Formula 1, a racing brand, developed an interactive, AI-enhanced platform to identify the visibility of sponsors during a race.

The Women’s Health Tech Hive: Unapologetic stories – using AI-accelerated qualitative analysis to scope out the true size of the Women’s Health Data Gap

Research Paper • MRS Awards Papers, Winner, MRS Award for Healthcare Research, 2020

Women's Health Tech Hive, a network working to improve healthcare for women, brought to light the gender data gap and highlighted the scale of the problem in the UK and the USA.

Predicting Macmillan’s impact on cancer patients’ quality of life

Research Paper • MRS Awards Papers, Winner, MRS Award for Innovation in Data Analytics, 2020

Macmillan, a charity supporting those affected by cancer, developed a simulator to predict the charity's impact on cancer patients' quality of life, thereby shaping decision making.

Clif Bar and Company: Marketing to a new country – challenging the American stereotype that Canada is the 51st state

Research Paper • MRS Awards Papers, Finalist, MRS Award for International Research, 2020

CLIF Bar & Company, a US organic food and drinks company, adapted its communications linguistically, semiotically and visually when marketing to Canada.

Next-gen technology and the sports field: a new land of marketing and advertising opportunity

Article • Oliver Botti, WARC Exclusive, November, 2020

This article explores the new technology enabling more interactive and immersive sports content experiences.

Maximizing digital media efficiency using machine learning based targeting

Research Paper • Megan Lau, ARF Experiential Learning, November 2020

Looks at the database built by Microsoft which has helped build customer-centric insights that provide a basis for new product adoption.

What we know about marketing on WeChat

Article • WARC Best Practice, November 2020

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

How AI is driving customer engagement and experience

Research Paper • Rajiv Lamba, ESOMAR Conference papers, APAC, 2020

This paper discusses developing an AI-based customer experience monitoring (CXM) tool in Bahasa Indonesian to reduce customer churn-out in Indonesia.

Remaining human in a world of AI

Research Paper • Ramanathan Vythilingam, ESOMAR Conference papers, APAC, 2020

Unilever, a consumer goods company, examines how Artificial Intelligence's next level of business impact will be unlocked when human involvement becomes central to the conversation.

Driving consumers’ brand perception and engagement: A large-scale meta-analysis of video ads using Google machine learning x human coding

Research Paper • Minh Nguyen, Kosuke Yoshida and Tomoya Naohara, ESOMAR Conference papers, APAC, 2020

Google, a technology brand, developed a robust research framework to eta-analyse the quality of video ads in Japan by blending Google machine learning and human coding.

Can AI bring better insight than humans?

Research Paper • Kenichiro Sato, Yohei Takeshita and Toshimitsu Sekii, ESOMAR Conference papers, APAC, 2020

Twitter, a social media company, analysed whether Artificial Intelligence or humans provide better insights by pitting the two approaches against each other in an audience segmentation study in Japan.

Giving voice to the voiceless: Conducting research with the disempowered through AI-powered voice survey technology

Research Paper • Violet Lazarevic, Anne-Marie Moir and Jonathan Prosser, ESOMAR Conference papers, APAC, 2020

Telstra, a telecommunications and technology company, investigated AI-powered voice surveys as an alternative survey format for commercial research in Australia, particularly in terms of capturing a more inclusive spectrum of respondents including disempowered members of society.

Are you ready to meet EVE? Using conversational AI to deliver consumer insights

Research Paper • Garreth Chandler and Tom Caley, ESOMAR Conference papers, APAC, 2020

This paper explores the benefits of using conversational AI to deliver consumer insights by presenting the development and application of the chatbot EVE (Evolved Verbatim Engine), which was designed to chat with people as part of, and instead of, a structured survey in Australia.

Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.

Re-writing the marketing playbook

Article • TD Reply, Research on WARC, November, 2020

The marketing industry has seen more disruption in the past 10 years than in the last 100.

As connected packaging reaches tipping point: Six watchouts for brands

Opinion • Rob Hollands, October 2020

Rob Hollands, MD, SharpEnd outlines the opportunities and watchouts for brands looking to engage consumers through connected packaging.

Apple steps up efforts to rival Google’s search engine

News • 29 October 2020

Faced with the prospect of losing billions of dollars in payments from Google to be the default search tool on its iPhones, Apple is reportedly stepping up efforts to develop its own search technology.

Advertising having a more emotional effect on consumers – and often it’s negative

News • 28 October 2020

Advertisers have become increasingly successful at pulling on consumers’ heartstrings, but new research also reveals a rise in negative and more polarised emotional responses to ads.

The coming age of synthetic media – and what it means for marketers

Opinion • Brian Carruthers, October 2020

COVID, Brexit, Trump … if you thought things couldn’t get worse, Nina Schick is about to disappoint you.

Artificial intelligence in telecom: Building genuine relations to improve customer experience

Research Paper • Andrea Maldonado, Natalia Carrasco, Catalina Bonnet and Hector Navarrete, ESOMAR Conference papers, Latin America, 2020

Entel, a telecommunications brand, explored how to devise a personality for its chatbot, which would both align with the brand's image and meet customers' expectations in Chile.

The WARC Guide to Making Segmentation Work

Article • WARC Best Practice, March 2020

A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
The new playbook for effective brand experience

Article • Nikki Mendonça, WARC Exclusive, April 2020

For brands looking to drive increased effectiveness of their marketing activities, it’s vital to understand the new rules of brand experience.
Advertising in 2030: Expert predictions on the future of advertising

Article • Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020

With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.