Data analytics to drive innovation
Innovation takes priority at Whirlpool and is measured using defined metrics. Whirlpool is embedding innovation tools in its product development process and experimenting with new ways to innovate.
Whirlpool has launched a new innovation tool called Innovation Radar in collaboration with LatentView. Innovation Radar converts valuable customer reviews and ratings data available online into actionable insights to drive Innovation.
Innovation Radar provides 360° view of customer feedback and is useful to do the following:
How YouTube uses insights and analytics
In her session, Cheryl covered how the YouTube uses RACI, PM tools and various frameworks to stay organized, focused and to provide clarity to the learning objectives. Here are a few key points from the talk:
In-app mobile advertising on search platforms
In-app mobile advertising is proliferating in a world where consumers are increasingly accessing digital media via apps on mobile smartphones. This talk used detailed micro data generated from large scale field experiments implemented on a global restaurant search-platform, to study several questions about in-app advertising in mobile search.
We ask: How much return does a typical mobile search ad produce? Is consumer behavior on the app characterized by search and comparison or mostly driven by the organic recommendation algorithm? Are high ad-positions worth it? How do you assess the advertising? Are clicks a good metric to assess the value of advertising? Is disclosure of sponsorship good or bad? How “native” should advertising be on the platform?
Based on our results, we find that in-app ads produce high return; that consumer behavior is driven by substantial search and comparison that positions have low effects on conversion; that clicks are a poor way to assess advertising efficiency and that unlike the conventional wisdom, disclosing the sponsorship status of ads improves conversion. These results have implications for the design of ad-driven content platforms and the assessment of mobile advertising markets.
Read our Blog to know more about Customer Journey and other related topics.
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