Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Anil Damodaran, Vice President of Adomate at Course5 Intelligence.
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Hi, this is Jamin. You’re listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year’s Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
Hi, this is Jamin. You are listening to Happy Market Research Podcast.
My guest today is Anil Damodaran, Course5 Intelligence. I’ve had you (not you, specifically), but somebody else, right, on the podcast.
That’s right. I believe you’ve spoken to Manish.
Yeah, that’s right. Yeah, Manish. That’s right. I like him very much actually. So, how are things going at Course5?
Very good. We’re doing a lot of interesting new things and so, we’re really excited to see where this year pans out.
Tell us the audience, give a little context, what is Course5?
So, Course5 is a global, digital and analytics-based company. So, we focus on everything to do with digital AI and analytics and, basically, anything that you use data to make decisions that’s where you would bring in Course5.
Got it. Think about your favorite project. Describe that project for us.
Sure. So, I can talk about what we recently did with Microsoft.
Okay, good. I’ve heard of them.
So, my role at Course5 is that I manage a product called Adomate, and essentially, it’s an advertising intelligence system that allows you to analyze video creatives and ad testing data, and then really be able to identify variables that move and ad up or down in terms of engagement, provide meta-level analysis in terms of overall ads and things like that. So, we did this project with Microsoft recently, and we had some really interesting learnings in terms of what specific kind of variables were important. When you say look across the purchase funnel—all the way from awareness to perception to impact—what variables seem to be driving a campaign up or down. So, we had a really interesting project, and I just spoke about it at the event as well.
I apologize about missing it; I will pick it up though ‘cause they’re going to be releasing the speaking sessions on their app. So, I’ll definitely listen to it there. Thank you for giving me the heads up. Separating out a purchase decision based on a set of factors is hard to do and very powerful because then you start understanding exactly how you need and what you need to talk to to your customer personas in order to help connect with them on an emotional level. Are you doing anything in the qualitative space? Are you incorporating any qualitative type data into your analytics or reports?
Yes. So, for example, if you’re looking at open-ended coding data that’s coming in from your survey results, or if you’re looking at user-generated comments that are coming in from social data, all of that text analytics, that’s how we would bring in the qualitative piece of it. If you’re talking very specifically about other types of data, we haven’t moved into that yet. Our roadmap right now is centered around text images and video and audio. That’s where…
I love that. Images and video, that’s huge. So, are you analyzing video at scale?
Yes, ad creatives. And that’s what Adomate does: it goes into video creatives, analyzes it at a frame level, pulls out variables that are part of each of those frames, quantifies it. And then you’re able to then relate that back with all of the surveyed later data that you’ve picked up.
So see, that’s actually really powerful. This is what I’d like you to do. Send me some links with examples, and we’ll include it in the show notes. If you’re listening to this episode, I can’t underscore enough the power of leveraging video and analyzing video. Let me put it this way. I recently have been doing a lot of Facebook ads and I do a ton of AB testing. I don’t exactly know what ads going to work, but what I do know is that if it’s video versus picture, it outperforms six to one. It is insane; it’s crazy So, if you’re not using video in your paid advertising or regular organic drops, then you’re really missing a material opportunity. It’s harder. It’s more expensive to do it. I get that. But what you’re talking about is really being able to analyze, write videos in order to put the right stuff up.
That’s right; that’s right.
That’s very impactful. So send me those links. I’ll include in the show notes. Everybody else, take the time, check out the links. If somebody wants to get in contact with you, how would they do that?
You can write to me on my Twitter handle. It’s ANILDAV. So, I’m on Twitter, or you could write to me at Anil.Damodaran@Course5i.com
Anil Damodaran, Course5. Check them out. Sir, it’s been an honor to have you on the podcast. Thanks very much.
Thank you so much, Jamin.
Everybody else, have a great rest of your day. Thank you so much for tuning in. We’re back to the beverages.