Sep 23 2014
AOL Research Takes Home Best Overall Paper Award at Global Research Conference
Every year in early September over 1,000 of the world’s top researchers gather in places like Istanbul, Amsterdam or Athens for the ESOMAR Congress. Congress is to the world research stage what Cannes Lions is to media creativity or ad:tech is to emerging trends in digital advertising and AOL often has a presence and speaking slot. This year it was held in Nice, France.
Earlier this year I released the AOL Advertising Works configurable insights platform across the sales team enabling any AOL to quickly access thousands of proof points across all AOL properties and products – by category and by advertiser. Christian Kugel, our department head, suggested I submit a paper to ESOMAR describing this innovative tool that can almost quite literally make large volumes of stakeholders . . . . smarter. This past March we were thrilled at the news that our submission had been accepted by the ESOMAR Congress committee, winning me a speaking slot in Nice this summer.
The Congress takes more of a form of festival or celebration of learning in the marketing research world. In an environment more like a small World Cup, thankfully minus the vuvuzelas, you mix with a vibrant set of delegates from places like Cyprus, Tunisia, Japan, Brazil, India and many from parts of Europe and the U.S. There’s also a playful sense of camaraderie and cooperative competition among the presenters, who are rated, and whose papers compete for awards.
I saw a deep talent pool of speakers from groups like Viacom who presented, “Power of Laughter – Measuring The Effectiveness of Comedy in Generating Positive Audience Engagement”, and Brainjuicer with, “Human Beans – Understanding the Coffee Consumer Without Asking a Single Question.” In total, there were about 40 presentations and keynotes from other companies like BBC, MTV, eBay, Ipsos and clients like PepsiCo, Unilever, Nestle and Toyota, all focused on better understanding the global consumer and what motivates their consumption habits.
On the morning of the last day I presented our paper, “Make Your Stakeholders Smarter – Moving Beyond the Dashboard and into Configurable Insights” which chronicled the build path and impact of our proprietary app – AOL Advertising Works. It was only a few hours later that we were deeply honored and humbled with recognition from Congress, winning the 2014 ESOMAR Award for Best Overall Paper: “A very important topic, especially client side, illustrates how data and insights are fully shared and leveraged”. The win is a true honor but it also helped serve as a roadmap to developing insights platforms that have real impact on a large organization like AOL.
To view the report, click here: Make Your Stakeholders Smarter – Moving Beyond the Dashboard and into Configurable Insights