Sabancı University organized its fifth Data Science and Analytics Seminar Series on December 4th. The guest speaker of the seminar was Özge Akçizmeci, YouGov Turkey General Manager and BeNeLux Regional Leader, who graduated from Sabancı University Faculty of Arts and Social Sciences in 2005. The seminar focused on the use of data science in marketing research.
In her presentation, Akçizmeci explained how the British market research and data analytics company YouGov uses data obtained from its data management panel, which has 24 million participants registered worldwide, to prepare marketing campaigns suitable for the target audience. Emphasizing the company's commitment to data security and compliance with GDPR, Akçizmeci drew attention to the importance of ethical and secure data management in today's digital world.
The seminar included three case studies that demonstrate the practical applications of data science in marketing. Akçizmeci explained how YouGov helped Unilever understand consumer behavior and launch a new vegan Magnum product by analyzing data from Magnum ice cream lottery participants.
A second case study showed how YouGov used AI to measure the return on investment (ROI) from Puma’s sports sponsorships. This specific tool analyzed audience size, logo visibility, and brand awareness to demonstrate the effectiveness of Puma’s sponsorship strategy.
Finally, Akçizmeci explained how YouGov used its “Profiles” tool to provide Spotify with insights into music consumption habits in Turkey, Italy, and India. The campaign, which contributed to Spotify’s successful marketing campaigns and the growth of ‘premium’ memberships in Turkey, was a compelling example of how information about music preferences and sharing habits can be transformed into a simple and effective sharing campaign through data analysis.
The seminar concluded with a Q&A session where Akçizmeci answered questions about data representativeness, competition in the research sector, and the importance of creativity and analytical skills for success in research.