Nov 2021: Do Actions Speak Louder Than Words? Integrating Digital Behavior with Qual and Quant Research

Date and Time
Thu, Nov 18, 2021
11:30 am PST
Ivar's Salmon House
401 NE Northlake Way
Seattle Washington 98105
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Nov 2021: Do Actions Speak Louder Than Words? Integrating Digital Behavior with Qual and Quant Research

As researchers, we know that direct questioning can provide a wide range of insights.  Sometimes, though, that can’t address everything.  An alternative source of insight is now available and becoming more widely used:  digital behavioral data.  Digital behavioral data looks at consumer activity across digital devices (PC, Mobile, Tablet) to truly understand online behavior. Direct questioning cannot deliver this complicated roadmap of activity (who remembers all the websites they visited yesterday?).  Microsoft Advertising and Luth Research partnered using digital behavioral data to understand consumer behaviors in the areas of search engine marketing (SEM) and eCommerce. During this presentation you will learn: 

  1. What is digital behavioral data and how can it be used alone and with quantitative data 
  2. What Microsoft’s key objectives for this research were and why this methodology was chosen
  3. What Microsoft learned and how they applied the findings

Janeen Hazel, Marketing, Luth Research

In the business of advertising and market research for 30 years, Janeen’s leadership, creativity and drive has helped propel Luth Research into a market research industry thought leader. Reporting directly to the CEO as Luth Research’s VP of Marketing, Janeen continues to make critical business contributions through her vision to integrate Luth’s marketing and sales teams, expand the reach of its advertising platforms into digital, and create a robust content marketing strategy to promote Luth’s digital tracking technology. Janeen holds a BA from the Marshall School of Business at the University of Southern California.

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Judson Randolph, Program Manager, Microsoft Advertising

Judson Randolph has been researching online behavior with Microsoft through surveys and panel data for 17 years. He prefers quantitative analysis focused on optimization of revenue and customer satisfaction.

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