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New Approaches to Audience Segmentation - FORA.tv

New Approaches to Audience Segmentation


October 8, 2014

Speakers


  • Lou Aronson After watching how traditional "stereotypes" were becoming increasingly inaccurate predictors of behavior and the rapid disruption in commerce caused by social and mobile innovation Lou saw the opportunity to build a company that uses "mindset modeling" across multiple channels to drive better activation and engagement.
  • Bruce Cahan Bruce is co-founder of the Sustainable Banking Initiative at Stanford University. The vision of sustainable banking @Stanford (SB@S) is to conduct research that leads to the development and implementation of theories, tools, and methods to enable banking and financial services transactions that promote environmental sustainability, social well-being, and economic viability.
  • Keith Davlin Keith's current research is focused on the use of different media to teach and communicate mathematics to diverse audiences. In this connection, he is a co-founder and President of an educational technology company, BrainQuake, that creates mathematics learning video games. He also works on the design of information/reasoning systems for intelligence analysis.
  • June Flora June's research focuses on understanding the drivers of human behavior change and the potential of communication interventions. The research is solution focused on climate change relevant and health behavior change. Most recently she is studying the role of energy use feedback delivered through motivationally framed online applications and the effects of entertainment-education interventions to change behavior.
  • Marcelo Ferreira Guimarães Sábia Experience is a Brazilian social and technology innovation company dedicated to fostering HSE (Health, Safety and Environment) culture in industry workforce. Marcelo is co-inventor of many patented technologies and products related to mechaoptoelectronic devices and systems used for training groups of workers in hostile industrial environments.
  • Joris Janssen Joris has a background in Human Computer Interaction, and is currently a Director of Product & Innovation at Sense Health, specializing in using unobtrusive sensing for coaching people. Janssen's main research interests revolve around machine learning, signal processing, behavior change, persuasive technology, social connectedness, affective computing, and context awareness.
  • Maurits Kaptein Maurits explores the size and stability of heterogeneity in people's responses to influence strategies and possible applications of such heterogeneity. Currently Maurits is also a Co-founder and the Chief Scientist of PersuasionAPI. He received his MS in Economic Psychology from the University of Tilburg and completed the post-master User System Interaction program at the Technical University of Eindhoven.
  • Harlan Kennedy Over the course of his career Harlan has worked closely with Audi, Phillips 66, Barclays, March of Dimes, mediaX and other clients on new product innovation, spending countless hours uncovering what consumers might want next from their gum, games, and beverages and translating those insights into new products and services.
  • René Kizilcec I study behavioral and cognitive effects of technological affordances and psychological interventions in online learning environments. In my current work, I investigate the effects of social cues in video instruction, the ways motivations shape learner behavior, and psychological interventions that reinforce online learners' goals to improve their persistence and experience in the course.
  • Paolo Parigi I am interested in the emergence of cooperation and in the development of formal and informal rules that make cooperation possible. My interest in this broad area has resulted in work that spans the fields of organizational theory, political sociology and historical sociology.
  • Lisa Watanabe As a member of the Promotion Team, Residential Sales Department for Tokyo Gas, in Japan Lisa is responsible for the new gas appliances marketing and promotion in the department. She has also held duties with the Procurement Team, Residential Sales Department at Tokyo Gas where she was responsible in the procurement of gas appliances. She's worked closely with gas appliances manufactures in order to improve appliances safety and useful features.

About this conference


At the New Approaches to Audience Segmentation Conference, thought leaders in audience segmentation discuss advances in context aware information - messages delivered where, when and how we want them. New market segmentation strategies are necessary to reach online, multi-tasking audiences. In this context, segmentation is revealed as the first step to prediction. Understanding audience motivations leads to empowerment.

About mediaX at Stanford University


mediaX is a forum, an incubator of ideas, and a programmatic framework to support multi-disciplinary discovery relationships. Our initiatives explore how understanding people can improve the design of technologies – in the areas of learning, mobility, collaboration, entertainment and commerce.

As the industry affiliate program of the H-STAR Institute, mediaX programs are grounded on respect for different approaches to discovery and centered on our belief in the power of collaboration – between business and academic researchers, on campus and around the world.


For more information, visit: http://mediax.stanford.edu/