2020 The European Marketing Academy (EMAC) Regional Conference "Challenging the status quo in marketing research" -Tacit CEO Keynote
In the advent of new technologies that have (re)shaped our world in the past several decades - doing marketing research has become more exciting, but also more challenging than ever.
There is no single area of marketing which has not been affected by technology and the martech landscape is evolving continuously:
There is an increased role of technology in mapping the consumer journey and the consumer decision-making process;
The rise of multi-sided platforms and omnichannel marketing;
Advancements in big data and prescriptive analytics;
From artificial intelligence, virtual and augmented reality to strategic and ethical implications and challenges such developments bring.
As technological advances call for more interdisciplinarity and collaboration in marketing research - the annual EMAC conference invited Tacit CEO as one of the keynote speakers that challenge the status quo in marketing research.
Keynote speakers
Keynote speakers at the EMAC conference were the following:
Edward C. Malthouse is the Erastus Otis Haven Professor of Integrated Marketing Communications and Professor of Industrial Engineering and Management Science at Northwestern University.
Joško Brakus is a Professor in Marketing at Leeds University Business School. He earned his Ph.D. at Columbia University.
Jonathan Copulsky teaches Customer Value Innovation and Introduction to Marketing Technology in Medill's graduate program in Integrated Marketing Communications and serves as a member of the advisory boards of Applied Marketing Analytics and the Medill Spiegel Research Center at Northwestern University.
Josipa Majic is CEO and founder at Tacit.tech which uses affective computing to monitor 20 key ecommerce elements to analyze online sales performance. Aside from developing proprietary products, her team has designed, developed and implemented products for a range of Fortune 100 brands such as: Pedigree, Hasbro, NIH, Vodafone, UN, etc.
Keynote talk: Affective Computing - How Companies and Brands are Leveraging Insights
With AI gaining traction across industries, there is an increasing interest in how we can deploy this technology to better understand our consumers. Affective computing suggests collecting and analyzing objective physical and physiological signals, such as EEG, ECG, speech sentiment, facial coding etc. that may provide us a precise and quantifiable method to gauge sentiment. We will be doing a deep dive in the most interesting use-cases and insights derived from Affective Computing at a multinational consumer conglomerate that has leveraged this technology to optimise everything from product formulas and packaging, all the way to the final advertisement and point of sale material. Although these insights are both exciting and actionable, we are still in the early innings - so questions around accuracy, data privacy and biases still need to be addressed - both by academia and practitioners.
A video of the keynote is available here and slides are available on this link.
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