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Copernicus Marketing Consulting & Research

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  • Emotion Potion: The Making of a Magical Marketing Program Emotion Potion: The Making of a Magical Marketing Program Jeff Maloy, CMO (moderator) with Eric Paquette, COO, Jeremy Pincus, Principal, and Laurie Klein, VP Client Services Recorded: Dec 10 2015 59 mins
    Marketers, it’s time to fuse your marketing with Emotion Potion. Behavioral and digital data are overflowing these days, yet most marketers are unsure how to turn this abundant information into true insights. While data from loyalty cards, digital clickstreams, and CRM databases tell marketers WHO their audience is and WHAT they are shopping and buying, they can’t fully unlock the WHY behind consumers’ complex behaviors. Emotional forces drive decision-making, and when evoked, emotions forge deep, enduring brand loyalty.

    In this webinar, our panel of thought leaders will lay out the steps to achieving a holistic consumer understanding by integrating attitudinal and emotional data assets with behavioral data sets. By the end, marketers will have the recipe to building brand loyalty through engaging shopper marketing programs.
  • Turning Robust Marketing Intelligence into Revolutionary Marketing Programs Turning Robust Marketing Intelligence into Revolutionary Marketing Programs Peter Krieg, President & CEO, Copernicus Recorded: Jul 9 2015 32 mins
    Part 4 of 4: Turning Robust Marketing Intelligence into Revolutionary Marketing Programs

    Our prior webcasts will describe how to get a 360°, unified, and provocative understanding of your target consumers. The next step, then, is to draw inspiration from these insights and to generate breakthrough ideas for brand strategy, product/portfolio plans, creative strategies, and your communications plans (including paid, owned and earned media). But, this is easier said than done.

    Peter Krieg will describe the challenges marketers experience using “data” and insights, and suggest five steps that will ensure that your deep understanding of the consumer leads to successful innovation.
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    In this four-part series, learn how to leverage consumer attitudes (survey data), behaviors ("big data") and emotions (neuroscience) to better segment, target and connect with your customers' hearts and minds.

    Join our Copernicus Thought Leaders for the live webinars on the following dates:

    o Part 1 of 4: Wednesday, May 13 @ 2pm: Jeff Maloy, CMO
    o Part 2 of 4: Thursday, June 4 @ 2pm: Jeremy Pincus, Principal and Director of Methods & Psychometrics
    o Part 3 of 4: Thursday, June 25 @ 2pm: Eric Paquette, COO
    o Part 4 of 4: Thursday, July 9 @ 2pm: Peter Krieg, President & CEO
  • Building a Big Data, Single View of the Consumer Building a Big Data, Single View of the Consumer Eric Paquette, COO, Copernicus Recorded: Jun 25 2015 32 mins
    Part 3 of 4: Building a Big Data, Single View of the Consumer

    Today brands have access to more and bigger data about their customers and prospects. In this webinar, Eric Paquette will describe how to develop a market segmentation that leverages behavioral “big data,” primary marketing research data and third party marketing data to develop a harmonized “single view of the consumer” that can guide overall brand strategy while leveraging the power of actual behavioral data and highly targeted activation and communications strategies.
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    In this four-part series, learn how to leverage consumer attitudes (survey data), behaviors ("big data") and emotions (neuroscience) to better segment, target and connect with your customers' hearts and minds.

    Join our Copernicus Thought Leaders for the live webinars on the following dates:

    o Part 1 of 4: Wednesday, May 13 @ 2pm: Jeff Maloy, CMO
    o Part 2 of 4: Thursday, June 4 @ 2pm: Jeremy Pincus, Principal and Director of Methods & Psychometrics
    o Part 3 of 4: Thursday, June 25 @ 2pm: Eric Paquette, COO
    o Part 4 of 4: Thursday, July 9 @ 2pm: Peter Krieg, President & CEO
  • Accessing the Emotional Brain Accessing the Emotional Brain Jeremy Pincus, Ph.D., Principal and Director of Methods & Psychometrics Recorded: Jun 4 2015 33 mins
    Part 2 of 4: Accessing the Emotional Brain

    Marketers have witnessed an explosion of applied neuroscience techniques designed to answer questions about emotion and motivation that traditional rational marketing research can’t answer. As such, many CMOs are looking for guidance in making sense of the myriad of “System 1” techniques, and in understanding which techniques are best suited to address their strategic needs in innovation, positioning, ad testing, and branding.

    In this webinar, Jeremy Pincus, Ph.D., will identify the advantages and limitations of these techniques, and describe a new applied neuroscientific approach, MindSight®, that transcends past limitations by speaking directly to the emotional brain.
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    In this four-part series, learn how to leverage consumer attitudes (survey data), behaviors ("big data") and emotions (neuroscience) to better segment, target and connect with your customers' hearts and minds.

    Join our Copernicus Thought Leaders for the live webinars on the following dates:

    o Part 1 of 4: Wednesday, May 13 @ 2pm: Jeff Maloy, CMO
    o Part 2 of 4: Thursday, June 4 @ 2pm: Jeremy Pincus, Principal and Director of Methods & Psychometrics
    o Part 3 of 4: Thursday, June 25 @ 2pm: Eric Paquette, COO
    o Part 4 of 4: Thursday, July 9 @ 2pm: Peter Krieg, President & CEO
  • Understanding Omni-Dimensional Consumers in our Omni-Channel World Understanding Omni-Dimensional Consumers in our Omni-Channel World Jeff Maloy, Chief Marketing Officer, Copernicus Recorded: May 13 2015 31 mins
    Part 1 of 4: Understanding Omni-Dimensional Consumers in our Omni-Channel World

    With the rapid pace of technology, access to real-time data, and the proliferation of consumer touchpoints, the world of marketing is being disrupted like never before. What used to be simple media flowcharts have exploded into complex, omni-channel consumer ecosystems. But all is not lost… while marketing has never been more challenging, it also has never before offered the ability to understand – and connect with – our consumers deeply and wholistically.

    In this webinar, Jeffrey Maloy will outline the challenges and opportunities facing marketers today and identify the ways in which enlightened marketers are embracing the changes and maximizing human understanding.
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    In this four-part webinar series, "360 Degree Consumer Understanding" you will learn how to leverage consumer attitudes (survey data), behaviors (“big data”) and emotions (neuroscience) to better segment, target and connect with your customers’ hearts and minds.

    Join our Copernicus Thought Leaders for the live webinars on the following dates:

    o Part 1 of 4: Wednesday, May 14 @ 2pm: Jeff Maloy, CMO
    o Part 2 of 4: Thursday, June 4 @ 2pm: Jeremy Pincus, Principal and Director of Methods & Psychometrics
    o Part 3 of 4: Thursday, June 25 @ 2pm: Eric Paquette, COO
    o Part 4 of 4: Thursday, July 9 @ 2pm: Peter Krieg, President & CEO
  • Marketing Analytics: 5 Things Every CMO Should Know Marketing Analytics: 5 Things Every CMO Should Know Peter Krieg, President and CEO, Copernicus Recorded: Jun 27 2013 30 mins
    Most marketers recognize the future of marketing is in organizing big data around the customer; analyzing and synthesizing it into actionable insights; and applying these insights to marketing decisions. Across industries and categories, CMOs are looking to marketing analytics for help.

    In this webcast, Copernicus’ CEO Peter Krieg will draw from his experiences with leading brands around the world and post-mortem observations of where analytics projects have gone awry to highlight five big picture considerations for CMOs.
  • Leveraging Marketing Investments with Marketing Mix Modeling Leveraging Marketing Investments with Marketing Mix Modeling Irina Pessin, Managing Partner, Data2Decisions US Recorded: Jun 26 2013 30 mins
    Learn best practices for using marketing mix modeling to measure, monitor, and optimize your marketing investment from special guest Irina Pessin, Managing Partner of marketing effectiveness consulting firm Data2Decisions US.

    According to Irina, marketing mix modeling helps you not only improve ROI, but also build a stronger business case for marketing investments to senior management. She will demonstrate how to ensure your marketing mix modeling can answer the questions most critical to improving marketing effectiveness, including:

    • Which factors have historically contributed to sales?
    • What has been the sales effect of the various marketing mix activities?
    • What was the ROI from marketing activities?
    • What is my profit maximizing budget?
    • How do I optimize brand and channel weight and selection?

    In addition, she will illustrate how traditional marketing mix modeling has evolved to accommodate bought, owned, and earned media channels to create an even more comprehensive and powerful evaluative tool.
  • Optimizing Your Media Plan for the Bought-Owned-Earned World Optimizing Your Media Plan for the Bought-Owned-Earned World Rolf Olsen, Vice President, Director, Marketing Analytics, Copernicus Recorded: Jun 25 2013 32 mins
    A critical element of any marketing mix optimization exercise is understanding how different media channels work together, build off each other, and how they directly or indirectly contribute to sales.

    Given the increasing complexity of reaching and engaging customers effectively as media channels shift in priority and preference, having a deeper understanding of the synergistic performance of all channels substantially improves the ability to optimize current and future media plans.

    In this webcast, Rolf will demonstrate how to assess and evaluate the effects of different media on each other. Very importantly, he will describe how to translate and apply these insights to media decisions.

    You will learn about:

    • Techniques for disentangling the true impact of all media channels
    • Using insights into the direct and indirect contribution of each channel
    • Simulating different media scenarios to forecast ROI and sales

    He will include examples of how marketers have used a more comprehensive knowledge of how media works for their brand in the Bought, Owned, and Earned media environment to develop more effective plans.
  • Transformational Marketing Mix Optimization Using a Virtual  Marketplace Transformational Marketing Mix Optimization Using a Virtual Marketplace Jeff Maloy, Chief Marketing Officer, Copernicus Recorded: Jun 18 2013 32 mins
    It’s the Holy Grail of marketing mix optimization in the bought-owned-earned media landscape—a virtual marketplace that makes it possible to evaluate the ROI of current marketing and media plans. Many marketers also are using this tool to simulate innovative marketing strategies and plans they have never tried before and forecast the likely results.

    In this webcast, Jeff Maloy will explore the most critical issues to building, using, and applying the results of a virtual marketplace including:

    • Establishing the marketing or business problem you are trying to solve, and identifying when these types of models are most appropriate.

    • Understanding and modeling how "agents" (e.g., consumers, businesses) behave, interact, and network.

    • Optimizing the current mix across the bought-owned-earned media landscape.

    •Testing alternative targeting, messaging, marketing, media, and competitive response scenarios using a dynamic simulation tool.

    Jeff will offer perspectives on the types of questions this tool can help marketers solve, and provide examples of how brands have used it for marketing mix optimization and improved ROI.
  • Simplify the Shopper Journey Simplify the Shopper Journey Phil Burroughes, commercial director, rmi Recorded: Jun 26 2012 27 mins
    In this webcast, special guest Phil Burroughes, commercial director of retail and shopper marketing agency rmi, will tackle the often confounding topic of understanding the journey shoppers take as they move along the path to purchase.

    Challenging the current thinking in the industry, Phil will demonstrate how a change in planning principles can drive sales and awareness for a brand in retail channels. He will describe a simple model that can help marketers isolate the frequently-missed key moments in shopper journey planning, as well as a two-stage approach to engaging retail partners and shoppers to optimized sales.

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