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Blogs By Deepa Dutt

Three Biggest Market Research Organisations and Their Competitive Advantage!

Holy Cow Studios

Three Biggest Market Research Organisations and Their Competitive Advantage!

NIELSEN  : The company is US based measurement and data analytics company established in 1930. Since then it is dominant collector of data for television industry. The A.C. Nielsen Co. specialises in supplying marketing data about consumer television viewing habits, and Information Resources, Inc. (IRI), has an extensive database regarding consumer supermarket purchases

Till 2008 the company had the  monopoly as no other industry existed. But with digitization other competitors usually the cable and the Set up Boxes started to emerge. Now Nielsen competitors are giving information to Nielsen customers. The cable and satellite companies started to collect data from STB (set up box) and other internet connections people are watching on phones and computers.

But Nielsen changed its methodology and goes one step ahead by

  1. Equipping people meter with internet tracking technology. Having technology competitive advantage.
  2. Nielsen competitors are providing data to customers in raw form. But raw data is useless if not processed so Nielsen provided data in processed form to its customers.
  3. It responded by collecting data on both Tv, internet viewing plus starting observing web activity.

 Now IT function has became the foundation for the creation of new ways to capture data to help Nielsen change in industry. To be in top of the ladder it bought buzz metrics and net ratings. Nielsen became more customers focused and produced data in humongous amount which is difficult to collect by other competitors.

Major clients include The Coca-Cola Company, Nestlé S.A., The Procter & Gamble Company, Unilever Group, and Walmart.

 

IQVIA: Founded in 1982 IQVIA is the result of 2016 merging of Quantilis and IMS. Quantilis was a contract research organization and IMS was leading in providing healthcare data and its analytics.

IQVIA is a world leader in using data, technology, advanced analytics, including consulting services expertise to help customers drive healthcare forward.  The company  services in clinical trials(Phase 1 to 4), provides biopharmaceutical development, laboratory and analytical services. Biotechnological companies and pharmaceutical companies are its clients.  With the clients it looks for modern and effective healthcare system and creating breakthrough solutions that transform business and patient outcomes.

IQVIA : collects new and refilled prescription data daily from sample pharmacies covering 93% of outpatient prescription activity. It processes the raw data and projects the information to create a national estimate for all products, therapeutic classes and manufacturers. It helps pharma companies in launching product in the market . Compared to its competitors, IQVIA saves time and money by having a strong Information Management (IM) strategy. It brings deep analysis and credibility in pharmaceutical data space. IM is defined as having the right technology to  collect, integrate, analyze all the data and bring the best decision out of it. IM is the reason for more sales and companies success.

 

DYNATA : It is an online market research firm.  Founded in 1999. Being the largest first party data and insights platform with 72 million consumers, it collects data directly from its customers and owns it. The platform connects brands and agencies to consumers. The company composes and purposes survey to the users to gather data which is thus used to determine the ongoing trends around the world.

In 2020 and with rapid profound change in consumer behaviour a new model was highly needed to keep up with the trends because now the era is consumer driven. Dynata partnered with the Hall & Partner now ahead of the pack have data visualization and storytelling capabilities and not just innovation solutions, analysis and reporting. Working with customers, this new model having expert advice reduces time and transforms Dynata’s operational efficiency and give it competitive advantage.

Competitiors – Google Analytics, Amplitude Analytics, Semrush, Looker,  Smartlook,  Adobe Analytics, Mixpanel  Heap

How Information Technology has changed the Marketing Landscape?

HOLY COW STUDIOS

How Information Technology has changed the Marketing Landscape?

‘Billboard does not function like targeted, clickable, trackable social media ad, Linear Television ad live is not same as YouTube videos and Direct Mail is not same as two-way email communication’ by Bart Caylor, Digital Marketer

Earth beings has internet for over 25 years. Internet surely have change the ecosystem of marketing. The big data, personalized ad, targeting and analytic tools do create an incredible power for marketers while delivering result. Digital world made people come close to each other and not just for users but the interface between brand and people is awfully transformed.

Marketers are hiring creative employees to connect with audience in less time, impressing them with humour that was usually not seen before the tech boom. The interaction can be in the form of question and answer on Instagram stories, comment sections on You tube, Websites recommending certain products to users based on their search histories.

Stories hold the gaze and the ears of customers and so brands market their services/products via storytelling and educational seminars. The more creative, engaging and educational the experiences are, the stronger connection with the consumers is formed. Organisations also buy search engine keywords, so when you encounter with an pop-up advertisement once you entered a keyword.

Yesterday ads were for all but today technology has made advertisements feel personal to customers. It can be through special messages on holidays and birthdays, discount codes and other information being texted when signed up for alerts. Brands collect email address and phone number and other customer data and conduct the infamous email marketing.

Marketing via digital spending is increasing year by year and yearly spending increased by 14.3 % in the pandemic year. Information technology showed its supremacy during pandemic years.      

1. The virtual seminars are replaced by webinars

2. Market localizations is seen due to hybrid and work from home preference over cubicle life.

3. Time is of important value making 91% of consumer most likely to shop from brands that provide tailored recommendations. These recommendations require deep rooted customer-business relationship which is now possible because of A.I. which helps to collect data and can recognize what a consumer is most likely to purchase.

4. Cross platform tracking is another way that helps advertisers create ads that is relevant to potential customer. It helps you to serve custom ads across the web and in the social media feeds. Businesses can track the users on all their devices and can create marketing campaign tactics/strategies that perform well.

The recent trend that can be seen among digital natives or the Gen Z is mix of digital and print ecosystem. Whether it is because they have privacy concerns or want to be called as ‘old school’ (because it is the new cool), they want to disconnect and read- not on screens but on actual papers.

How Information War is Fought between Russia and West over Ukraine Crisis?

HOLY COW STUDIOS

How Information War is Fought between Russia and West over Ukraine Crisis?

Taking peace for granted after world war II, 24 February 2022 is now a day in history.

Prior to invasion, Russians and West were responsible for hacks and malware attacks on each other. Few years ago, Ukrainian digital ministry formed a cyber army to takedowns and defacement of Russian media sites. With invasion proceeds and world watches, journalists and media in the west are using Ukrainian pronunciation of the Capital ‘Kyiv’ rather than Russian pronunciation.

The tech giants Twitter, Facebook, Apple, you tube, Google have sanctioned Russia digitally. Google has barred Russian state media from monetizing content on its platforms. Apple has gone one step further as it has suspended all product sales in Russia and cutting Russians on apple play and other services. It has also blocked RT i.e Russian Today and sputnik from its app store everywhere outside Russia. Moreover, Twitter is labelling all posts by the Russian state media adding a warning of sorts on pro-Russian stories. Meta the parent company of Facebook has left its contemporaries way behind. Facebook and Instagram will allow posts calling for violence against Russians and their president Vladimir Putin.

In repercussion Russia has slowed down twitter speed in the country, Instagram has been blocked, meta has been banned and labelled as extremists and youtube is not accessible. On the claim of inciting anti-Russian protests, many independent media outlets have been shut down. The government is ready for more censorship if needed and has already taken full control of Information sphere since the Special Military Operation started.

As Russia intensifies the war in Ukraine, the 4 big Ukrainian median outlet has come together to provide the world an uninterrupted news of what’s happening in the country. The misinformation and claims are tools in war to creates psychological pressure on the enemy.

1. Ukrainian president left the capital to dissuade the military and the common people of Ukraine.

2. Ukraine claimed they are successfully defending their lands but Russia took control of some parts of Ukraine in 2 days.

3. The ‘Ghost of Kyiv’ pilot is reportedly said to have single-handedly shot down 5 Russian planes and 1 Russian helicopter to build the moral of Ukrainian people.

4. The other media platform claimed that ‘Panther of Khariv’ a local cat was working with Ukrainian military to detect Russian snipers.

 

With people sharing the shocking images of people killed, facebook automatically removed hashtags linked to Bucha killing stating of violet graphics.Andy Stone, Policy Communication Director set to preserve various data from war and explore ways for other types of data content. West wants the world to see what Russia did in Bucha but on the other hand Russia denied all the claims.

Russia wants to tell stories of its military power and Ukraine wants to encourage its people through its tales of its resistance.

 

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