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Big Data and Market Research_ESOMAR_CoutinhoFGV

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Market Research meets Programmatic Media. Using the convergence between Marketing and Tech to develop new methodologies. Presented at Esomar Latin America Conference in Sao Paulo, April 2015.

Published in: Data & Analytics
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Big Data and Market Research_ESOMAR_CoutinhoFGV

  1. 1. Big Data, Market Research and Competitive Advantage Esomar Latin America 04/28/2015 marcelo.coutinho@post.harvard.edu @mcoutinho
  2. 2. Market Research Paradigms
  3. 3. Now Soon
  4. 4. “In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention”. Herbert Simon, 1971
  5. 5. 3
  6. 6. Content Sharing Context Personal
  7. 7. Source: Simbiose/Data Rockstars
  8. 8. Data collection? Sampling ? Report and Analysis ? Impact of consumer’s behavior and attitude on client business and strategy
  9. 9. “Data” don’t buy. People do Market Research = Big Data Catalyst
  10. 10. “Big Data” Assets Market Research Assets
  11. 11. Big Data, Market Research and Competitive Advantage Esomar Latin America 04/28/2015 @mcoutinhomarcelo.coutinho@post.harvard.edu

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