Who Will Prove the Authenticity of Data?
Data of various sources such as social media network, video media platform, e-commerce platform, communication records of mobile phone, web browsing habits and GPS positioning of mobile phones cover almost all behavior traces of consumers. The popularization of mobile terminals such as smart phones and tablet PCs breaks the online and offline barriers, and such change is profoundly influencing the marketing ecology of the whole market. For brands, mass data have brought opportunities in the digital marketing era, but brand owners feel anxious, and who will prove the authenticity of data?
Mr. Zhou Xiaonong, president of Ipsos China, was invited to deliver a speech titled “Who will prove the authenticity of data?” to the guests in Shanghai International Advertising Festival [Media and Intelligent Marketing Forum] in the morning of March 29; he deeply analyzed the question of how to meet the challenges of authenticity, data convergence and fragmentization of data sources by virtue of omni-channel in the digital marketing era.
Mr. Zhou Xiaonong mentioned that in the era with data explosion, the brand owners’ main confusion is the authenticity of data; how many are the authentic user behaviors behind the paid posters, zombie fans and high clicks?
To understand the true feeling of consumers, objective neurosciences indicators can be utilized for auxiliary diagnosis, such as eye movement data and expression coding. By tracking the eye movement of consumers and changes of subtle expressions, the subconscious thoughts of consumers can be captured. Meanwhile, the real-time monitoring of the trend of public opinions can be realized by social media listening, and paid posters and zombie fans can be filtered by virtue of the complete data coverage of mobile terminals, PC terminals and APIs as well as the means of intelligent data analysis such as noise reduction in machine learning, natural language learning and the transformation from unstructured data to structural data, to help the brands to understand their images and adjust the marketing strategies.
In the digital age, advertisers and brand owners only focus on the timeliness, such as click rate, attention, purchase conversion rate and ROI. Mr. Zhou Xiaonong indicated that the attitudes and behaviors of 98% of non-clicking population towards the brand will truly determine the success of the actual digital marketing activity, and such population’s cognition and identification is the key to evaluating the activity effect. Although these people do not click the advertisements, but they may be impressed by the advertisements and identify with the brand, resulting in long-term loyal purchase.
Therefore, for the problems of data convergence and fragmentization of data sources, brand owners shall comprehensively analyze the consumer’s behaviors by combining the omni-channel digital marketing and multidimensional third-party data, and shall evaluate the short-term ROI and focus on the construction of brand equity. To accurately understand the audiences of advertisements and evaluate the activity results, Ipsos integrates all data sources by virtue of multi-dimensional third-party data, and evaluates the advertising effect in the whole link with the help of neurosciences and social media listening. With the specialization and data reliability, Ipsos becomes the official third-party monitoring partner of the First Shanghai International Advertising Festival as well as the only third-party survey partner of Effie Awards and China Content Marketing Awards.
