Welcome to Jaywing Futures

This is where innovations and big new ideas happen. Where we unearth and nurture new talent. Where we remove the boundaries and challenge the possible. Where we pioneer, develop and break new ground.

This is where the future happens. This is the new now.

Imperial College
Data Science Institute

Our pioneering collaboration with Imperial College London

In March 2016, Jaywing announced the formation of a strategic collaboration with leading world-class science university Imperial College London’s Data Science Institute (DSI), to provide a new level of understanding of consumer behaviour and emotional responses to brand, marketing and advertising stimuli.

A first-of-its-kind collaboration with a marketing company, Jaywing sponsored research will use the DSI’s Data Observatory (DO) facility, to apply controlled scientific research and analysis as a way to understand and then predict how audiences will react to marketing stimuli. One of only three academic data visualisation platforms in the world and Europe’s largest, the data observatory provides one of the most granular and interactive big data visualisations in existence. The Imperial College researchers will work alongside Jaywing’s creative and 60-strong data science teams on real-life client challenges. The results will help brands produce creative marketing that uses these cognitive insights to drive stronger commercial results.

Using advanced neuroscience techniques, the programme will apply technologies such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and steady state topography (SST) to measure brain response, and changes in physiological state, to learn why consumers make the decisions they do, and which brain areas are responsible.

It is hoped the results of the study and newly explored methods can be integrated into the future design process of marketing campaigns, leading to new methodologies in data-driven marketing and new innovations in data product design.

Martin Boddy, CEO Jaywing plc, commented on the initiative: “We are at the forefront of a step change in how we use data in marketing. Understanding and predicting the real feelings of consumers is complex, particularly given the huge number of variables involved in generating emotion. This collaboration will enable us to form a scientific framework to predict emotional responses to marketing stimuli and understand how to translate immediate response into long-term brand advocacy. It means we can inform how we design marketing experiences in the future, make braver creative decisions and deliver better commercial results for our clients. This programme has the potential to disrupt the marketing industry, changing the way marketing is done and the role played by marketing agencies.”

Yike Guo, Founding Director, Data Science Institute, Imperial College London, added: “Data is the world’s largest and fastest growing resource. As consumers and in our work life, our use of technology means that so much of what we do generates data. Harnessing the power of this amazing resource to provide new and meaningful insights is what data science is all about and why Imperial College London has established the Data Science Institute.

We’re particularly excited by this project, as it’s the first opportunity to use the Data Observatory as a research environment for marketing. The field of marketing is an exciting departure from our typical applications and early indications show the research has huge future potential.”

The Launch Event

Guests to the launch event heard how research using current real-life client challenges, advanced neuroscience techniques, big data processing and the Institute’s brand new state-of-the-art Data Observatory aims to discover not just how but why people respond emotionally the way they do to marketing and advertising stimuli.

We unleashed our unique blend of creativity and data science with a host of expert speakers, demonstrations and data visualisations, including:

KEYNOTE: Social Cognition: Datafication and Visualisation of decision making
Professor Yi-ke Guo, Founding Director, Data Science Institute, Imperial College.
Professor Guo discussed current social cognition research, a new area of big data research based on the quantification of the human decision-making process, using modern sensing and analytics technology.
Click here to read a summary of the key themes of this session.

KEYNOTE: Brand S.C.I.E.N.C.E
Dr Jack Lewis, Neuroscientist, TV presenter and Author of Sort Your Brain Out.
An engaging speaker, Jack delivered some fascinating ideas about how, as a neuroscientist, he approaches accelerating marketing from ‘memorable’ to ‘behaviour changing’.
Click here to read a summary of the key themes of this session.

PANEL DEBATE: Big Data and the Future of Social
In our panel debate, Bruce Daisley, VP Europe, Twitter; Professor Ken Benoit, Quantiative Social Research Methods, LSE; Professor Sophia Yalikari, Theoretical Chemistry, ICL and Professor Mauricio Barahona, Biomathematics, ICL discussed the future of Social Media and how big data, big data analytics and visualisation will influence it.
Click here to read a summary of the key themes of this session.

Use Your Head: Understanding the mind leads to market impact
Olesya Moosman, Head of Research, Twitter UK
Olesya revealed how Twitter is using neuroscience to understand how people react to new technology. She asked: how can we link the wealth of sentiment data available on Twitter publicly to neuroscience projects and build a link between what people say on Twitter and what is on their mind?
Click here to read a summary of the key themes of this session.

Using data to understand and transform the customer experience Chris Bryson, Data & Analytics Director, Webhelp
Chris explored some of the ways in which customer management company Webhelp is combining structured and unstructured data to understand the real journeys that customers are undertaking, and shared his thoughts on the use of data, visualisation and more advanced analytics to improve the customer experience.
Click here to read a summary of the key themes of this session.

The New Now: perception, the brain, data and decisions

7 takeaways from the Jaywing Futures launch event

We’ll be updating the fantastic content from the Launch event very soon. In the meantime, we’ve rounded up 7 key takeaways from the day:

1. Video content on Twitter is more memorable
As marketers, we understand that video stands out on social media. But statistics show that we have over 11% better memory encoding from watching a video on Twitter vs. online video norms, as revealed by Olesya Moosman, Head of Research at Twitter UK. This may prompt marketers to review their content strategy.

2. Social data is starting to predict when people may be more receptive to content
During our panel debate on the influence of big data on the future of social, Bruce Daisley, Vice President of Twitter Europe told us: “We are starting to be able to predict when people are doing things in their lives. For example, people are talking about shopping more often on Sunday evenings than any other time of the week.” Those ahead of the game in their analysis of Twitter data are using this kind of insight to target people when they are most receptive.

3. The biggest influencers online sit in different tribes and connect communities
During the debate, Professor Sophia Yaliraki from the Social and Cultural Analytics Lab at Imperial College London, added: “People with the most influence on social media connect communities that wouldn’t normally talk. If you want to innovate, you want to know who that is!” Understanding these complex networks takes talented mathematicians to analyse big data, but the prize for doing so is huge.

4. Surprising events make us pay attention
During Neuroscientist Dr Jack Lewis’ ‘Brand S.C.I.E.N.C.E’ talk, we heard what happens in the human brain when we are surprised – for reasons both good and bad. “Our brains strive to minimise surprise. We have an internal model of how the world works, and if what happens in our day roughly tallies with what we expect, our internal model is normal. But if something surprises us, then we suddenly realise our view isn’t right, and our model needs updating.” Expected events don’t really have an impact to changesomeone’s behaviour. But if you surprise them with an unexpected offer, gift or reward, this impact effectively changes how our brains think.

5. The first person to share something really interesting receives a status boost
Dr Jack discussed how as humans, we are a highly social species. When people feel that they are the first to share a piece of news that is really interesting, they receive a huge status boost. This could make customers get that ‘feel good factor’ by being the first to share some really juicy and exclusive news about your product or brand.

6. Analysing customer sentiment can help you to build a more relevant conversation
Chris Bryson, Data and Analytics Director from Webhelp UK, explained how we need to understand the experience a customer is currently getting before looking to cross-sell to and retain them. Webhelp uses insight from web chat engagements to help understand customers’ sentiment and have far more informed conversations. By bringing all data sources together – both structured and unstructured – brands have the means to understand which customers need more time spending on them and who they can service more efficiently.

7. Big data techniques to analyse the body and brain’s responses allow us to gain a better understanding of human decision-making
Professor Yi-ke Guo drew us into the world of how humans make decisions. Decision-making is a cognitive process. “If we can better understand cognition processes, we can also better understand the impact of stimulation to the brain.” This is why Jaywing is sponsoring research programmes in this field at one of the World’s best science universities. Neuromarketing is emerging and evolving. However, if we are truly to learn more and deepen our understanding, it’s essential that the science stands up to scrutiny.

Find out more
If you are interested in finding out more about any of the topics or getting involved in our research programme, please contact us by emailing futures@jaywing.com.

Read more about our collaboration with DSI: Download the PDF

Watch this space for a full write-up of the speaker sessions and more content from the day.

New Products

We’re busy developing a number of new initiatives and products, many of which will soon be available in first release versions.

Introducing Almanac

Track individuals’ digital footprints to power data-driven marketing

Our advanced website tracking tool enables you to understand how each individual has interacted with your website or app. It builds up a vast library of individual digital customer interactions, including what content they were shown, what search terms they entered on your site and what happened during their purchase journey.

Uniquely, we are able to link this activity to ‘known’ individuals, establishing links between different devices, sessions and locations. What’s more, the Almanac universe can be extended to incorporate data events and customer knowledge from other sources – such as offline data, inbound email or contact centres – making it a central source of knowledge for marketing across any channel.

To find out more, download a copy of the overview brochure or request a demo by emailing futures@jaywing.com.