Our second event of 2019 saw some incredible speakers cover a wealth of topics. We were particularly excited to have the Wall Street Journal on-board as a key guest speaker for this event, providing insight on marketing strategies in two of the morning's presentations.
We also welcomed Vodafone, BBC Earth and The British Heart Foundation onto our expert brand panel which centred around customer insight and how its application is integral to driving success for your business.
If you weren't able to make the event then don't worry, you can check out our highlights video below and scroll down for speaker summaries, with video roundups from each of our guest speakers coming soon.
If you're interested in hearing about future House of Kaizen events, please register your interest at the bottom of this page and we'll share more information with you soon.
Alain's introduction focused on how data-driven marketing is crucially about making informed decisions about your users. This comes with an understanding of what users are doing, why they are doing it, their propensity to do it again and how to get them to do it again.
Daniel Gold, our head of research here at House of Kaizen, discussed the role of behavioural data and consumer research. He explained that the power of behavioural research is only unleashed when you make it actionable. He went on to share his tips and a framework to achieve this: starting with a simple audit, then identifying the easy wins, combining sources of knowledge and moving to unify and predict behaviours.
Tom focused on attitudinal data and how businesses can utilise this data to measure the thoughts and feelings of their customers. This data is extremely valuable in helping to meet your consumers' expectations and needs. Tom argued that it isn't solely research and understanding your consumers' attitudes that is key: you must craft your value proposition alongside this to resonate with user motivation and address user anxieties.
Olivia explained that to really get to know your users - and create truly user-centred experiences - you need to make sure you consider what they do, as well as what they say. She was joined on stage by Katie Bloor (Head of Optimisation at House of Kaizen) as they argued that a combination of both behavioural and attitudinal research techniques provide valuable, actionable insights and are the key to crafting incredible experiences for your customers. This approach can be seen in their joint work across various WSJ accounts and projects.
After our talks, we held a panel discussion, led by House of Kaizen's Alain Portmann. Each of our four panelists discussed various topics in relation to consumer insights and driving success for your business, with special emphasis on Brand, Product, CRO & Personalisation, and Content & Marketing.
Olivia Simon (Wall Street Journal)
Maria Koutsoudakis (Vodafone)
Elise Maile (British Heart Foundation)
Kara Segedin (BBC Earth)
We then opened up the floor and received some great questions from the audience. The full panel script and a video will be available soon.