April 2-3, 2019

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From Measuring Share to Measuring Velocity: Understanding Market Dynamics in a Rapidly Transforming Marketplace

Room 3 | 3:30-4:00 | Tuesday, April 2, 2019

For Microsoft, the commercial product space has transformed from products that shipped in boxes to services that operate more like a utility. Measuring the impact of its product in the market had to change as well, which required digital transformation in how we collected data, analyzed information and drove impact among stakeholders. Microsoft had to move from measuring a scalar concept (market share) in a space with relatively easily obtainable data to measuring a vector concept (instances and consumption), which required innovation in creating and cultivating new data sources and moving an organization to change its mind-set on how it measures what matters in the marketplace.


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Gap Customer Attrition – Path to Brand Restoration

Gap required a transformation to win back customers and leaned on the insights team to illuminate the path. The challenging question required Gap to think outside of the box and [...]


Wednesday | 9:15-9:45 | Room 5

Bringing Up Baby in 5 Languages: Using Mobile and Ethnography to Understand Differences in Global ‘Mommy Culture’

Ethnographic research is the study of human behavior in the context of socio-cultural systems and everyday practices. In a business context, it has proven its worth as a uniquely rich [...]


Wednesday | 1:30-2:00 | Room 2

How is Helping Brands Use AI to Be More Human

This presentation will be a personal story of working with AI technology from the perspective of an AI start-up creating an innovative new platform for global brands and their insights [...]


Tuesday | 9:15-9:45 | Room 2