Friday, June 3, 2016
2:30 - 2:50 PM
Ted Talks - Duluth/MacKenzie

Research at Breaking News Speed

The pace of marketing has changed as a result of social media's explosive growth. Social media is fast and continuous, and to keep up, companies need to radically adjust how they approach research, datamining and social media listening in order to keep up with these market changes.

Rather than buckle under the pressure of continuous social media marketing, look for clues in the world of news for insight and inspiration. CNN unleashed the 24hr news cycle in 1980. Social media amplified that pressure even further, and every company and every brand feels it. Research, analytics, and insights needs to keep up to a breaking news pace.

This session will explore agile datamining and research, continuous marketing and what is required of researchers and analysts to timely and relevant at the executive table. If you want to contribute to your company's growth trajectory and strategic planning, sometimes you are going to have to be fast.

Interest Statement:
This session is inspired by some of the mostrespected and innovative news organizations. They have adapted their newsrooms operations to the continuous news cycle and to an audience that is not only always on but that also talks back.

There are important lessons marketers can glean from how a newsroom operates, and how research and analysis can be done to deliver results for their organizations. Within a newsroom, journalists, editors and producers make constant adjustments based on both realtime data, and audience behaviour analysis. Competition is absolutely fierce in the world of news, and news teams have been forced to sharpen their analytics skills in order to move beyond making gutinstinct decisions and into a world where data challenges assumptions, validates ideas, and enables performance.

We've seen research departments and analysts operate in a silo from the daytoday work that happens elsewhere in the organization. In a marketing and strategic planning context, performance and engagement is often assessed well after the fact, weeks or months later.

As a client, we face mounting pressures to be more nimble with data and measurement. It's our every intention to deliver as an "Insight Leader" and influence strategy, operations and revenue growth.

Most companies have to become more agile with research and usage of data. The consumer is present on digital, mobile, and social media, providing companies with a wealth of data. Social media trends change daily and behaviour sways in response. Organizations need to move faster, become more agile and look beyond traditional research practices to mine for insights.

Research and marketing teams can make a meaningful contribution across the board, from the messages we convey, the audiences we try to reach, the channels in which we distribute, and ultimately how our business gets in front of customers.

From the supplier side, these efforts will augment existing methodology, and offer value to the organization as a whole.

Tomorrow's leading organizations will adopt an agile and responsive research and analytics methodology because the changing nature of competition will demand it.

Learning Outcomes:
As a result of this session, participants will gain new appreciation for research techniques that offer insights for marketing initiatives at the pace of breaking news.

Participants will see social media data and insights as a viable option that will serve as a directional tool to feed into "offline" research, and an integral contribution to corporate strategy. The pace of communication and business now require agility for success.


Selin Sheppard
Director of Analytics and Insights at /newsrooms

/newsrooms is a network dedicated to providing continuous content marketing and social media coverage for brands. Headquartered in Toronto, Canada, /newsrooms has created content in more than 40 cities worldwide, across a wide range of topics and industries. We provide ongoing content, live coverage and reporting and analytics for clients in sectors such as technology, startups, SMBs, financial services, professional services, energy & natural resources, health, music and travel.