The Marketing Insights Event MIE’19 is happening again this year in Utrecht on 6 and 7 February. MIE is the biggest Benelux meeting platform for data analysts, insights managers, research professionals and everyone who lives and works in marketing. It’s two days full of workshops, master classes and presentations with plenty of opportunities to network and get inspired with new ideas and viewpoints.
Haystack and DataStories International are delighted to jointly present a masterclass dedicated to data science and its practical applications to extract maximum value from existing consumer and sensory research and other data sources available to FMCG companies. We demonstrate how these deeper insights and consumer understanding can help companies make better decisions, reduce uncertainty and systematically engineer success with new consumer products. It’s all about insights and how they can take your business to higher grounds!
Read further about the masterclass program and the experts that will be sharing best practice and experience.
Part 1: Accelerating innovation by exploiting what is already known
Presented by Wim Hamaekers, Head of Business Development at Haystack and Sjoerd Koornstra, partner at the House of Insights
Learn how insights departments can deliver faster, cheaper and with more impact by exploiting novel ways to uncover insights from existing resources through data science. During the masterclass we will demystify machine learning and share best practices on how exploiting what is already known can help companies estimate the potential of flavours and products in new geographical markets for improved decision making and faster time to market.
Part 2: Agile sensory design and new product development with predictive analytics
Presented by Katya Vladislavleva, CEO and Chief Data Scientist at DataStories International nv
Learn how you can use data-driven thinking and predictive analytics when developing and evaluating new consumer products such as fragrances, flavors, food, drinks, home care and anything else which needs to gain the approval of the senses. In this talk Katya Vladislavleva will present a modern and very effective systematic approach, in which data insights guide actions, leading to optimal products and increased chances of success. A practical and interactive session based on real-life case studies, with plenty of ideas and inspiration to take home. Data science plainly spoken…for consumer researchers, flavorists, product designers and marketers.
Sjoerd Koornstra is a partner at The House of Insights, and a frontrunner in applying and evaluating new insights-tools for business purposes. He’s expert in data analytics, behavioural economics, applied neuroscience, consumer research and insights, marketing mix modelling and strategic brand positioning. Sjoerd’s focus is on building effective intelligence functions and developing strategic external partnerships.
Wim is a managing partner at Haystack Research Consulting, helping R&D and marketing professionals to develop products and services with greater impact and an engaging multisensory brand experience. He’s an expert in shopper and neuro research with more than 15 years of experience in the field. Wim’s convinced that a good mix of research tools (quantitative & qualitative) together with behavioral science-based tools is necessary to gain insights in the real world of the shopper and consumer.
Katya is a renowned data scientist, academic, entrepreneur and public figure who is passionate about helping companies to improve performance through data-driven decision making and systematic data-driven innovation. Katya’s vision is making data science accessible to subject matter experts in the context of their own jobs and she gladly shares her experience on how to bring data science and business closer together. She is an expert in predictive and prescriptive analytics, machine learning, AI, computational intelligence, lean manufacturing and R&D excellence.