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10 years of Nepa in Finland

April 24, 2024

Nepa Finland 10 Years

Olivia Miettinen

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“Thank you to everyone who joined us in celebrating Nepa Finland’s 10 year birthday last week! Your presence made the occasion truly memorable and marked a decade of meaningful partnerships and growth.”

Milla Westerlund, Maija Heino, and Mileena Aniszewski

Last week was a momentous occasion for the Helsinki-based Nepa team, as we celebrated a decade of Nepa in Finland. We hosted an insights afternoon in the glorious Garden by Olo, where we were joined by faces both old and new to toast to the last 10 years, alongside talks from Nepa’s Brand Tracking Lead Cajsa Wirén and Senior Analyst John Palm, and special guest, K-Group’s Insight Lead Milla Sorsakivi.

Nepa’s CEO Anders Dahl kicked off the event by thanking everyone who had supported our Finland office’s 10-year journey, after which Cajsa Wirén presented her talk on the future of Nepa and marketing effectiveness insights.

In her discussion, Cajsa highlighted how today’s fragmented media landscape, combined with an explosion of data points that need to be measured, the challenge becomes how we can make all this fit together. By combining Marketing Mix Modelling, Brand Tracking and Campaign Pulse campaign evaluations, a 360-degree view of marketing actions and their effects can be captured. Cajsa concluded with the exciting announcement that Nepa are in the process of developing combining all three into one powerful system, that will empower our clients to make comprehensive, data-driven decisions with greater ease and confidence.

John Palm then continued the afternoon talking about our brand positioning tool Brand Touch, teasing the changes that will be launched over the next few months. In his presentation, he discussed how important an emotional bond is to how people choose brands, and that people often buy products they can relate to on an emotional level. Through Brand Touch, you can understand how you’re currently seen versus your competitors, where your whitespaces are, and how to communicate in order to grow.

Guest speaker Milla Sorsakivi, Insight Lead at K-Group, presented the company’s loyalty funnel framework. Developed to better understand customer drivers in their different stages of loyalty.

One theme that was highlighted in the talks and in the discussion with the event attendees was the role of people and culture in really making the most of data. Cajsa highlighted in her speech that to use data effectively, trust, and acceptance towards data must be built in a company; some of which can be achieved by being transparent about what data is used and how it’s measured. Additionally, guest speaker Milla pointed out that building a data-focused culture is a long-term process. The key is to have an ongoing dialogue with people across the business, so the internal teams have real-life examples of how data and insights can complement their roles, and to build excitement about the results.

We would like to say a huge thank you to everyone who attended our birthday event, everyone who sent kind words, and everyone who has contributed to the success of Nepa in Finland over the last 10 years, be they clients, staff, or suppliers. Here’s to the next ten years!

This blog post was written by Nepa Finland Insight Consultant Olivia Miettinen and Junior Analyst Heini Suvivuo.

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Blog Posts

Transform insights into action

April 23, 2024

People discussing insights in a group from a birds-eye POV

Karen Chandler

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Converting insights into actionable measures has always been a critical challenge faced by marketers and insights managers. In order to effectively navigate the pitfalls and challenges, it is essential that brands adopt a strategic approach that maximises the value of their insights, be they from Brand Trackers, MMMs, Campaign Evaluations, or other types of market research. Here are five key strategies that we at Nepa think transform insights into action, and help drive business success.

People discussing insights

1. Set goal-driven objectives

Even before collecting your data, it’s important to set clear goals for what you want to achieve, be they brand awareness, market expansion, or any other strategic plans. Doing this ensures that any data analysis focuses on extracting insights that directly contribute to achieving these goals. Establishing clear measurement objectives, aligned with key performance indicators (KPIs), enables your brand to track progress and see how and where your marketing communications need amending.

2. Contextualise your insights

Context is key when it comes to transforming insights into actionable strategies. By considering factors such as who, what, when, why, and where, organisations can provide background that enhances the relevance and relatability of the insights. By looking beyond isolated data points, brands can identify broader trends, providing a deeper understanding of market dynamics and consumer behaviour. Recognizing patterns and trends enables brands to uncover new opportunities and whitespaces that offer them a strategic advantage.

3. Ensure effective insights communication

Insights must be communicated clearly and comprehensively across the business to ensure that they are easily understood, simple to action, and embedded in all departments. Reporting information creatively and consistently, with engaging formats, makes them more impactful.

4. Continuously analyse, test, and learn

Continuous analysis is the cornerstone of effective data utilisation. Hypothesis formulation and testing play a pivotal role in making the most of your data. By doing so you can refine your strategies and drive continuous improvement.

5. Create a data-driven culture

Building stakeholder-researcher relationships is integral to effective insight activations. Utilising visualisation techniques to add context to insights, encouraging immediate action, and asking questions about what your team really find important helps create a data-driven culture. Moreover, democratising data empowers your stakeholders, fostering collaboration and informed decision-making across teams. This helps to develop a common business language that has data at its core.

By following these five key strategies, organisations can effectively transform raw data into actionable insights; driving informed decision-making, enhancing operational efficiencies, and achieving business success in today’s data-driven landscape.

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