Oct 08

New Approaches to Audience Segmentation

October 8, 2014

Event Description:

Technologies provide new ways to put the right message in front of the right person at the right time. Marketing leaders, media experts and Stanford research teams are pioneering new approaches that draw on both human sciences and advanced information technologies.

Watch all of the presentations.


Paolo Parigi, Reputation and sharing-based market segmentation, Stanford University. 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.

Harlan Kennedy, User Experience-based market segmentation, Orange at Venables Bell and Partners. 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.

Rene Kizilcec, Market segmentation in online interactions based on motivation, Stanford University. 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.

Keith Devlin, Who are our customers and what is our business? Stanford University. 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.

Joris Janssen, Automated Segmentation to Improve Digital Health Behavior Coaching, Sense Observation Systems. 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.

Lou Aronson, Market segmentation based on online conversations, CEO and Founder, Discourse Analytics. 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.

Maurits Kaptein, Motivational Segmentation, Radboud. 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.

June Flora, Behavioral market segmentation using data from energy efficient households, Stanford University. 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.

Lisa Watanabe, Household Lifestyle Segmentation, Tokyo Gas Company. 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.

Marcelo Ferreira Guimarães, Need-based Segmentation for Customer-centered Services, Co-founder and CEO, Sábia Experience. 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.

Bruce Cahan, Market Segmentation in Sustainable Banking, Visiting Scholar, Department of Civil & Environmental Engineering, Stanford. 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.

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