ESOMAR BEST OF - NETHERLANDS 2015

AMERSFOORT / 7 DECEMBER

THE FUTURE IS HERE

PROGRAMME 15.00 – 15.30 Registration

15.30 – 15.45 OPENING AND INTRODUCTION TO THE PROGRAMME Ineke van Meel, ESOMAR Representative for the Netherlands Gaby Siera, ESOMAR Representative for the Netherlands

15.45 – 16.10

Insights2020 - Drive Consumer Centric Growth Aligning research strategy, structure and capabilities Steven Berkhout, Associate Director, Millward Brown Vermeer, Netherlands Tom Wilms, Senior Global Research Director, Millward Brown Vermeer, Netherlands

Q & A 16.15 – 16.40 The Consumer, the Media, the Advertiser

Changing relations, changing measurement? Leendert van Meerem, LVMR Media and Research Consultants, Netherlands

Q & A 16.45 – 17.10 Merging Data Streams

The real challenge of Big Data Edwin Kooge, Metrixlab Big Data Analytics, Netherlands Natasha Walk, Metrixlab Big Data Analytics, Netherlands

Q & A 17.15 – 17.20 CLOSING

Ineke van Meel, ESOMAR Representative for the Netherlands Gaby Siera, ESOMAR Representative for the Netherlands    

17.30 – 18.30 Networking drinks

SPEAKER PROFILES Steven Berkhout Associate Director, Millward Brown Vermeer, Netherlands @insights2020 - Steven is an Associate Director in the Millward Brown Vermeer Amsterdam office and has a background in sales, marketing and innovation management. Prior to Millward Brown Vermeer he managed the Douwe Egberts business with several large Dutch retailers. He then joined Diageo as a Customer Marketer in The Netherlands. Steven has spent the last three years as an Innovation Manager for Diageo Benelux, as well as being part of the management team. There he was responsible for the innovation pipeline, P&L and launch plans of brands like Smirnoff, Johnnie Walker and Baileys. Combining his strong analytical skills with customer-centric thinking, Steven is always able to find business opportunities and solutions. He plays field hockey in his spare time and loves to compete on his bike, as well as going out for long rides with friends during the weekend. Steven has a master’s degree in marketing from the University of Groningen, The Netherlands. Tom Wilms Senior Global Research Director, Millward Brown Vermeer, Netherlands @tomwilms - Tom has almost 25 years of experience in market research, often accompanied by other responsibilities such as media management, brand communication, sponsorship, consumer services, trade marketing and strategy development. Tom has a background in econometrics (University of Groningen) and has worked in various marketing, consulting and research roles at ACNielsen, Sara Lee and SABMiller. Currently Tom works as a Research Director at MB Vermeer. Leendert van Meerem General Manager, LVMR Media and Research Consultants, Netherlands Leendert van Meerem has more than 30 years' experience in market and media research. He was responsible among other responsibilities as managing director for all media research that GfK carried out in both Belgium and the Netherlands. For GfK he was a member of the global Media/Audience Measurement Board. He has presented numerous times on all media conferences and seminars in the world and was also several times member of steering committees of ESOMAR media seminars. In the Netherlands he is also past president of MWG, the biggest organization of more than 1000 professionals in the media, and past president of SPOT the organization for promoting research for television advertising. After his retirement in 20113 he was awarded a life time achievement AMMA . Since 2013 he is still active in media and research consultancy with his own company LVMR Media and Research consultants. Leendert has been actively involved in all sides and aspects of audience measurement : Television, Radio, Print, Outdoor plus Online Audience measurement and also in Cross media.

Edwin Kooge Co-founder and managing partner, Metrixlab Big Data Analytics, Netherlands Edwin Kooge (1968) is co-founder of Metrixlab Big Data Analytics, a company specialized in merging market research with all kind of data sources in order to identify growth opportunities for clients. This is a joint venture with Metrixlab/Macromill, a world class market research technology company. Metrixlab/Macromill serves over 5000 clients in more than 80 countries, operates 25 offices and generates annual revenues of $300 million. Edwin studied Business Economics (specializing in Marketing and Market Research) and Economics at the University of Groningen (RUG). With more than 25 years of experience in Marketing Intelligence, Kooge is recognized as an expert in his field with regard to the utilization of marketing data for commercial purposes. He has various publications in specialist journals to his name. At this moment he is working on a book about big data, together with Natasha Walk and Peter Verhoef (Marketing professor at the University of Groningen) with the working title: "Making Smart Marketing Decisions with Big Data Analytics". Natasha Walk Co-founder and managing partner, Metrixlab Big Data Analytics, Netherlands Natasha Walk (1969) is co-founder of Metrixlab Big Data Analytics, together with Edwin Kooge with whom she has been working together for more than 20 years. She studied Business Economics at Tilburg University, specializing in Marketing and Market Research. Besides working project based on creating actionable insights by merging data sources, Natasha has specialized in developing Marketing Intelligence talents into valuable resources for clients, as well as building the whole Marketing Intelligence capability for organizations. She is an author of several publications and is a frequent speaker about the Marketing Intelligence competences.

SPEAKER ABSTRACTS

Insights2020 - Drive Consumer Centric Growth Aligning research strategy, structure and capabilities

Steven Berkhout, Associate Director, Millward Brown Vermeer, Netherlands Tom Wilms, Senior Global Research Director, Millward Brown Vermeer, Netherlands

Research agencies risk disintermediation because of the rapidly changing context they operate in: i.e. an increase in direct-to-consumer touchpoints, competition from new data providers and more. The role of the research professional is polarising from generalist to either data technologist or strategic business leadership partner to senior management.

In summary, 'what’ constitutes market research best practice is changing dramatically, but “how” the research aligns strategy, structure and capability now needs to adapt urgently. Insights2020 will drive the new insights roadmap to growth. Personal growth of the research professional, growth of the insights discipline and industry, and growth of the businesses that the market research industry supports.