Driving Digital Success

As the decision-making environment continues to change, it’s critical you adapt your insights strategy to stay ahead of the competition. Hear how leading brands are better predicting consumer choice in a world where digital is disrupting the status quo. Learn how they’re combining traditional and new research techniques to drive digital success.

Join us for an evening of fun and inspiration!

Tuesday, March 26, 2019

  • Presentations: 6:00 pm – 8:00 pm
  • Drinks and nibbles: 8:00 pm – 9:00 pm

Agenda

  • 6:00 pm – Arrivals, welcome and opening remarks
  • 6:20 pm – BYOB: Build Your Online Brand – Overcoming challenges of alcohol marketing in eCommerce
  • 6:40 pm – “Alexa, Order Me…” – How leading brands are innovating with voice technology and AI today
  • 7:00 pm – Johnson & Johnson Examines if Smart Innovations will Save Us from Stress – Mining emotions to dig deeper into the desire for digital solutions
  • 7:20 pm – Drinks and nibbles break
  • 7:40 pm – Google Explores Mobile Commerce Insights – Uncovering the mobile shopping habits of consumers via unconventional research techniques
  • 8:00 pm – Drinks and nibbles

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Session Info

Welcome and opening remarks
Hear our perspective on how to “Drive Digital Success” and what you can expect in this SKIM Masterclass

  • Anouk Vincenti – Country Manager UK, SKIM
  • Nijat Mammadbayli – UK Marketing Lead, SKIM

BYOB: Build Your Online Brand with Optimised Mobile Images:
Overcoming challenges of alcohol marketing in eCommerce

As the alcohol category continues to expand in eCommerce, the evolving mCommerce channel ushers in a unique set of challenges for brands. While marketers and brand managers have a strong desire to help retail partners succeed in this fast-growing space, they lack the insights on how consumers truly shop for alcohol online, especially on mobile. The industry regulations and fragmented nature of the alcohol category further adds to the complexity of understanding and influencing online shopper behaviour.

Such was the challenge for an international producer and marketer of some of the world’s most iconic beer, wine and spirits brands who teamed up with SKIM to better understand online and mobile shopper behaviour via a replicated online retailer environment.

The goal was to uncover actionable insights that could help brands and retailers optimise images and category page formats. By capturing realistic mobile buying behaviour via a confidential website replication environment, we uncovered true shopper reactions and online behaviours that were otherwise unavailable. In this session you’ll learn how brands can better overcome the challenges of understanding what works in a mobile environment and how retailers can benefit from taking a more holistic view when making decisions about their online content.

Presenters:

    • Sophie Zimmermann – Senior Manager, SKIM
    • Nijat Mammadbayli – UK Marketing Lead, SKIM

“Alexa, Order Me…”
How leading brands are innovating with voice technology and AI today

30% of British users of voice technology have made at least one purchase via a digital assistant on their smartphone or smart speaker. As the consumer appetite to experiment with voice technology continues to shift from ‘trials’ to ‘habits,’ brands are taking note of this emerging fourth sales channel asking, “how are digital assistants influencing consumer behaviour?” In this session you’ll learn how some leading eCommerce brands are already responding to this shift, including the challenges and opportunities that result from AI. You’ll get recommendations on how and where to you can start experimenting with voice marketing today.

Presenters:

  • Sarah Raoufian – Senior Manager, SKIM
  • Alistair Shutt – Senior Director, SKIM

Johnson & Johnson Examines if Smart Innovations will Save Us from Stress
Mining emotions for to dig deeper into the desire for digital solutions

It seems stress and anxiety have become a societal epidemic. We are said to be living in an ‘age of anxiety’ with mental health becoming the biggest HR challenge for organisations. But when technology may be exasperating the problem, can it also offer the solution? To what extent are consumers looking for a helping hand and how far will they go to get it?

Johnson & Johnson partnered with SKIM to dig deeper into this trend, to explore whether to pursue the possibility of providing mainstream anti-stress innovations. Understanding that both rational reasoning and emotions play a role in decision-making, we needed to tackle the tendency of respondents to overstate interest in new innovations. In this session you’ll learn how advanced voice analytics were used to mine consumer emotions. By delving beneath the surface, we were able to uncover the implicit, underlying emotions behind what consumers tell us. Hear how these insights helped Johnson & Johnson reveal the real extent to which there is a need and desire for smart solutions to save us from stress.

Presenters

    • Samantha Bond – Senior Manager, SKIM
    • Sili Hacihanifioglu – Senior Manager, SKIM

Google Explores Mobile Commerce Insights
Uncovering the mobile shopping habits of consumers via unconventional research techniques

With the proliferation of smartphones, mobile apps and mobile-optimised websites, the mCommerce channel in the UK is set to grow at a rate of 16% annually, becoming worth slightly over €100B by 2022. The brands and retailers who first recognized the importance of the mobile shopping experience are reaping the most rewards today. To thrive in the mobile-first future, it’s important you understand the role of mCommerce for shoppers today and tomorrow, so you can optimise your marketing strategies. Google and SKIM recently teamed up to explore the consumer appetite for shopping on mobile and how decision-making on the small screen is evolving. In this session, you’ll learn how a dynamic research approach – including video shop-alongs, shopping missions, forums and robust quantitative surveys – was used to explore mCommerce trends.

Presenters:

  • Maria Lopez Pozuelo – Mobile Lead, Customer Solutions and Analytics, Google
  • Anouk Vincenti – Country Manager UK, SKIM
  • Sarah Raoufian – Senior Manager, SKIM

Venue

Callooh Callay

Address: 65 Rivington Street, London, EC2A 3AY

Nearest tube: old street (Click for directions)

Nearest Overground: Shoreditch High Street (click for directions)