W2O Group Analytics Research to be Featured at ESOMAR Congress 2016

W2O Group, a network of complementary integrated marketing and communications firms powered by analytics and insights, announced today that its predictive analytics research will be featured at ESOMAR Congress 2016 in New Orleans.

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One of the key findings highlighted in W2O Group's digital predictive analytics research which will be featured at ESOMAR Congress 2016. (Graphic: Business Wire)

ESOMAR, a global organization with 4,000 members in 100 countries, facilitates improved research into markets, consumers and societies through a comprehensive program of industry-specific conferences and publications and communications. This year, the organization selected only the top 18 percent of research papers that were submitted from around the globe to be presented at its annual meeting.

Among that research is a paper from W2O Group, titled “Generational Effects in Market Research Effectiveness.” This research compared the relative value of traditional survey responses with anonymous, analytics-tracked metrics in predicting actual real-world events and consumer behavior. The results will be presented by Seth Duncan, chief analytics officer, and Kelley Sternhagen, director of analytics, on Monday, September 19 at 4:40 p.m. CT. The event is being livestreamed and viewers can register here.

“Being accepted to present at the ESOMAR Congress is a major achievement for us as ESOMAR is one of the biggest names in global market research,” said Jim Weiss, founder and CEO of W2O Group. “For our work to be accepted out of hundreds of submissions is a testament to our world-class analytics capabilities. This sets the bar for us to continue to deliver business-driving insights for our clients.”

Key findings from W2O Group’s research include the following:

• Analytics tracking anonymous online behaviors such as web traffic, search data and video views were better predictors of business outcomes than surveys, where audiences often self-monitor based on what is “cool” or “trendy.”
• Among Millennials, digital and social data was often more predictive of customer behavior than survey metrics.
• Digital and social data predicted business outcomes with greater than 90 percent accuracy.

“Incorporating social and digital data into more traditional models of market research has vastly improved our ability to predict consumer behavior,” said Duncan. “The research we’re doing at W2O Group represents the latest chapter in market research and we’re excited to be at the forefront of this change for our clients.”

For more details about this research, visit the W2O Group Common Sense blog.

About W2O Group

Founded and led by Chairman and CEO Jim Weiss, W2O Group is an independent network of complementary marketing, communications, research and development firms focused on integrated business solutions to drive change and growth through "pragmatic disruption" for the world's leading brands and organizations. W2O Group’s network includes WCG, Twist Mktg, BrewLife and Pure Communications with 11 offices in the United States and Europe. For more information, please visit www.w2ogroup.com.

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