Category Archives: Marketing

Shoptalk 2017: Three Key Trends

The Shoptalk 2017 Conference was held recently in Las Vegas, and Pam Goodfellow, Prosper’s Principal Analyst and Consumer Insights Director, was in attendance. Below, she recaps some of the hot topics discussed by more than 300 speakers representing leaders redefining the future of retail and ecommerce and how clients can leverage Prosper’s unique consumer data to address marketplace challenges – and identify opportunities. Continue reading

For Brands And Retailers, The Past Is Not The Future

From Forbes.com on March 20, 2017…

The retail grocery industry appears to be in a state of change. Consumer data trend insights show that for grocery retailing, the past is not the future.

  • On February 8th, Aldi announced that during 2017, it will invest $3 billion for 600 additional new stores, and spend $1.8 billion to remodel and remerchandise the existing store base.
  • Whole Foods announced on March 10th that sales for the 6th straight quarter declined in comparable stores while lowering its guidance for fiscal 2017…close 9 stores and curtail new store development.
  • On March 2nd, Kroger announced that its 14-year streak of ¼ identical store sales growth had ended and that management foresees minimal sales and earnings growth for the remainder of 2017.

I asked long time industry veteran and consultant Ron Lunde to analyze and comment on Prosper Insights and Analytics data in light of the changing retail environment.

Click here to read the interview.

New Data Provides Antidote for Ad Fraud

Newly Released Media Behaviors & Influence™ Study Provides Marketers in Disrupted Media Market with Real Data from Real People for Increased ROI

Worthington, OH – 3/13/2017

As advertisers continue to struggle with disruption in the media world, including a decline in the use of traditional media, fake news, and bot fraud, Prosper Insights & Analytics™, a leading provider of business intelligence solutions, has released the Media Behaviors & Influence Study™ (MBI) for 2017. The data includes the responses of over 16,000 respondents and can be used to enlighten marketers by providing a unique consumer dimension. The MBI contains real consumers’ media consumption, including which media influences them to purchase, personality traits, and purchase intentions, and can be integrated with big data initiatives to enhance models to better target consumers.  Continue reading

Adding Consumer Intention To Predictive Models: An Interview With Prevedere CEO

The latest from Prosper on Forbes.com

I wrote back in April about how there has been an increased interest in predictive analytics ever since the 2008 recession. However, even with this added attention, most predictions remain largely inaccurate. No one seems to know where the economy is headed, including the Federal Reserve.  A recent article by Prevedere’s Danielle Marceau, a senior economist and data scientist, highlights how the Federal Reserve has continued to demonstrate its inability to forecast the economy. She noted that the bottom line is that “the Fed needs to learn how to forecast,” and went on to say that “analysts should be focusing on leading, predictive indicators such as small business optimism, industrial production and consumer sentiment.”

As more and more economic forecasters recognize that consumers’ actions, future intentions and emotions are a necessary component in forecasting today’s dynamic market, more will turn to adding these insights to their models. Continue reading…

Prosper Insights & Analytics’ Future-Oriented Consumer Insights Now Available to Prevedere’s Customers

Columbus, Ohio —8/1/2016 — Prosper Insights & Analytics™, a leading provider of business intelligence solutions, and Prevedere, a leader in business performance forecasting, announced today that they have formed an alliance to provide ‘a la carte’ access to Prosper’s unique and forward-looking U.S. and China consumer data as a premium offering within Prevedere’s solution. A decade of Prosper’s emotional and mindset data plus future purchase intentions will complement Prevedere’s robust dataset that includes external factors such as global economic, environmental, and consumer behavior leading indicators. This partnership will allow clients to easily integrate these influences into their existing predictive models for more accurate forecasts.  Continue reading

Solving The Ad Waste Issue: A Possibility Or A Dream?

From Forbes on July 12, 2016:

The conference agenda contained a session that jumped off the page and whacked me on the side of the head. It promoted a 6 Step Program for guaranteed marketing improvement and elimination of ad waste. It went on to say something about how today’s markets are different from the past and constantly shifting. The old marketing methods are no longer applicable for today’s marketplace and won’t provide the requisite skills for developing sustainable revenues and profits. But leave your expert resume outside as only those willing to be challenged to change in an interactive environment need to attend.

I had never seen a session that didn’t want you to attend before, nor one that challenged my attitude to change, so I penciled this one in. Continue reading…

New VAB Report Highlights Black Consumers’ Buying Power in Snack Marketplace

From Forbes on March 21, 2016:

Black consumers make a significant contribution to the bottom lines of CPG’s in the snack marketplace according to a new study from the Video Advertising Bureau (VAB). The study called “Insights on Black Consumers; Treats & Sweets” details how Black consumers spend more than the overall market in this category and it identifies the media that influence their snack purchases.

Cynthia Perkins-Roberts, Vice President Multicultural & Emerging Markets for the VAB, shared her thoughts on the findings. Here are some of her comments: Continue reading…

Has Big Data Taken The Human Out Of Human Behavior?

The latest from Prosper on Forbes.com

Consumer Transactions And Clicks Provide Incomplete Picture For Marketers

In junior high school sciences, I learned about Homo sapiens, otherwise known as human beings. I recall that humans are distinguished from other animals by their superior mental development, ability to articulate through speech, think and question, and create things. Later in life, I learned about the human conscious and unconscious mind which determines human actions and reactions to stimuli. No two humans are exactly alike, and I haven’t even gotten into the differences between genders. Continue reading.

Prosper’s Neuromarketing Insights

Today all marketers are faced with an uncertain economy, intense competition and consumers who are in control. Finding a way to better understand consumers and more effectively and efficiently communicate in this new consumer-driven environment is a big challenge to say the least.

Prosper has partnered with the Applied Neuromarketing Consortium and Northwestern University to uncover the conscious likes and dislikes of consumers and link them to their expressed market behaviors. The findings provide marketers with actionable insights to better influence consumers and improve marketing performance.

The Prosper Foundation Supports Advancement of Neuromarketing Research at Northwestern

Prosper’s latest grant provides more insight Into media influence as a means for better advertising outcomes.

WORTHINGTON, OH (PRWEB) AUGUST 18, 2015

With its latest grant, the Prosper Foundation is pleased to continue to support the initiatives of the Applied Neuromarketing Consortium (ANC) at Northwestern University. The consortium consists of leading academics from the Medill School, Kellogg School and the Feinberg School of Medicine. This grant provides access to a new dataset of unique findings based upon questions around the International Affective Picture System (IAPS). It has been integrated with a 4,000 person subset from Prosper’s annual Media Behavior & Influence™ (MBI) Study of more than 15,000 participants. The goal is to better understand and use media influence as a means for achieving improved advertising outcomes.  Continue reading