Data is like archaeology. We search for hidden pieces to build a story. But in advertising, the story only becomes valuable when it helps brands make better decisions, reach the right audiences and unlock business growth.
I'm thrilled to announce that I've won the Best Insights Manager Global Award in the « Bold Brand » category! 🏆 Truly humbled to be recognized in a field where Google's values are to be « bold and responsible » ! Grateful for the support of my incredible colleagues and my team, this achievement is a testament to our collaborative efforts! My interview to learn more about my experience and vision around insights ➡️ https://www.thesilab.com/social-intelligence-insider-winners/seddik-cherif-2
En fin d'année dernière seule une personne interrogée sur 3 souhaitait prendre une ou plusieurs bonnes résolutions pour la nouvelle année1.
Originally written on Think with Google in Frenchhttps://business.google.com/fr/think/search-and-video/recherche-emotions-contenus-marketing/------------------------------------------------------------------------------------Forget genres, today's web users search for movies based on emotions. That's the key takeaway from recent YouTube search trends analysis, revealing a shift where emotions, not genres, are driving content choices. Whether it's laughter, tears, reflection, or escape, the search for specific emotional experiences is reshaping entertainment consumption.
YouTube, cette grande scène numérique qui nous rassemble et nous ressemble tant ! Après ce spectaculaire YouTube Festival, je suis encore émerveillé d'avoir eu la chance de monter sur scène avec notre équipe insights, je voulais mettre l'accent sur une tendance que nous observons sur YouTube avec notre team consumer insights chez Google : celle du "rassemblement", de l'expérience collective, des communautés qui viennent partager, décrypter et interagir avec les marques et les créateurs / créatrices de contenus pour vivre une expérience amplifiée. Grâce à Arte Concert par exemple, j'ai assisté en live sur YouTube à un concert du Hellfest connecté en même temps que 650.000 internautes, c'est 10X fois plus que le nombre de festivaliers présents physiquement lors du concert ! C'est aussi ça la magie du rassemblement sur YouTube !Pour en savoir plus : https://business.google.com/fr/think/consumer-insights/tendances-youtube-france-2023-optimisme/
Ravi d’avoir pris la parole durant cette 5ème édition du Finance UX Benchmark Google avec notre formidable dream team Google et d’avoir pu partager les bonnes pratiques Search Ads et UX en lien avec les biais cognitifs. => Pour découvrir le classement c'est ici : https://lnkd.in/eeETpcjk
Aux côtés d’incroyables talents, partenaires et créateurs, j’ai eu le privilège de monter sur scène au YouTube Festival avec notre formidable équipe Insights chez Google pour présenter les dernières tendances YouTube !
Souriez, vous êtes sur YouTube !Il semblerait que la consommation de nouveaux types de contenus soit la clé pour changer de mindset, et c’est sur YouTube que ça se passe 👀Découvrez 3 macro-tendances qui redessinent une voie plus optimiste vers l’avenir, expliquée par nos expert·es insights :➡️ Réconforter : regagner en sérénité, par Lucile Le Goallec➡️ Rassembler : vivre collectivement des instants fédérateurs, par Seddik Cherif➡️ Célébrer : vivre impartait·es et heureux, par Bénédicte Ibert-ClarençonPour en savoir davantage, ça se passe ici 👉 https://business.google.com/fr/think/consumer-insights/tendances-youtube-france-2023-optimisme/Seddik CherifStrategy & Insights Manager Google
Quel incroyable événement "Re:think Marketing with Google AI" ! Nous avons eu le privilège de monter sur scène avec notre équipe et moi même devant 700 participants dont 140 du secteur des services financiers dans un lieu iconique : le Centre Pompidou.Lors d'une session dédiée aux acteurs de la banque et de l'assurance, nous avons partagé les nouvelles tendances et insights du secteur, les bonnes pratiques de pilotage marketing grâce à l'IA avec le précieux témoignage du Directeur Marketing de Fortuneo.L’IA est une (r)évolution pour l’avenir du marketing ! Pour amorcer 2024 en tirant son plein potentiel, 16 experts et leaders ont également redéfini les contours de la créativité, la profitabilité, la responsabilité et de l’innovation….Maintenant, c’est à vous de jouer !Seddik Cherif Strategy & Insights Manager Google
In today's digital age data is widely available to companies of all sizes and industries. However, simply having access to data does not necessarily translate to success. To truly take advantage of the wealth of information available online, companies need to understand not only the science of data, but also the art of interpretation, the “why” beyond the metrics.
Data is like archeology, we search for hidden pieces to build a story. This is my new perspective on how data can help strategy and why we need to make the shift from operational data (oData) to experiential data (xData).
During my time at Publicis in Paris, I worked closely with sales, strategic planning, creative and media teams to transform consumer insights into compelling pitches and advertising strategies for major brands.
Very excited to be party of the Jury for the "Creative Use of Data" award - (LIA - London International Awards) I can't wait to learn about the candidates and how they used data to nurture impactful and inspiring brand experiences.
1. Use a mix of data sourcesAs a data insights manager, it's important to have a strong understanding of various research methodologies, data analysis, and statistics. This includes using both quantitative and qualitative methodologies, as well as online insights such as data from social media like Twitter conversations and search data to get a comprehensive view of the market. Keep up to date on the latest industry developments and familiarize yourself with various research tools and techniques.2. Think strategicallyIn addition to conducting research and analyzing data, it's important to use findings to inform strategic decision-making as a market research and strategic insights manager. Look for trends and patterns in the data and use them to make recommendations for your clients or collaborators to drive business impact, focusing on the actionability of the insights.3. Communicate effectivelyTo be successful as a market research and strategic insights manager, it's crucial to be able to present your findings and insights clearly and concisely. This includes the ability to present to clients, C-level decision makers, and internal cross-functional stakeholders in a way that is easy to understand and actionable, using engaging storytelling and tailored narratives.4. Prioritize projects based on impactManaging multiple research projects and clients or partners can be challenging. This may involve using project management tools or developing your own framework to stay on top of your workload, such as prioritizing projects based on business impact in alignment with cross-functional teams, identifying urgent versus important tasks, and considering factors such as the last interaction date with the client and the number of people impacted.5. Build long-term relationshipsAs a data insights and strategy expert, you'll be working with clients and cross-functional teams to understand their needs and objectives. Building strong relationships with your clients and collaborators is essential for success in this role. Make sure to listen to their priorities and concerns to build trust as a long-term strategic partner.6. Enhance your analytical skillsAs a strategic insights expert, you will be responsible for analyzing data to understand consumer behavior and identify market trends. It is important to have a strong foundation in data analysis, such as semantic and sentiment analysis or image detection, and to become proficient in using software and tools that provide qualitative or quantitative insights. By developing your analytical skills, you can more effectively interpret data and draw valuable insights that inform your marketing strategies and tactics.7. Be curiousTo be effective in data intelligence, it is essential to have a deep understanding of consumer behavior and be able to anticipate the needs and desires of your target audience. This may involve developing a sense of curiosity, observing consumer behavior regularly, asking the right questions, and trusting your...instincts ! By staying attuned to consumer needs, pain points, daily life moments and behaviors, you can better position your marketing efforts to meet their expectations and drive business impact.8. Stay up to date with industry trendsTo remain up-to-date and competitive, it is crucial to stay informed about the latest trends and developments in market research and consumer insights. This can be achieved through various methods, such as attending industry conferences, reading industry publications, subscribing to newsletters, and networking with other professionals in the field. By staying current on industry trends, you can gain valuable insights, find new opportunities, and enhance your skills and knowledge as a digital marketer.9. Be adaptable and creativeIn the constantly changing digital and marketing industry, it is essential for professionals to be adaptable and open to new technologies and approaches. Successful managers must be able to adapt to new developments and think creatively to come up with innovative solutions to challenges. This includes finding new and innovative ways to gather and analyze data to inform marketing strategies and decision making. Staying current on industry trends and being open to new ideas and approaches can help professionals stay competitive and successful in this dynamic field.10. Build a networkBuilding a strong professional network can be beneficial for your career growth and success. Make an effort to connect with other professionals in your field and seek out opportunities to collaborate on projects or exchange insights and ideas. Building strong relationships with colleagues and industry leaders can help you stay current on trends, gain valuable knowledge and experience, and open up new opportunities for professional development.
44 millions de Tweets sur la TV, ça méritait un Late Night Show pour en parler avec la talentueuse Aida Touihri ! J’ai eu le plaisir de présenter les insights issus de notre étude réalisée avec l'Institut Iligo sur le cercle vertueux entre TV+Twitter.
I graduated from ESSEC Business School in Marketing and Digital. My expertise has evolved over the past 15 years, resulting in innovative ways to drive insights, fuel creativity, track the impact of communications and attain new levels of customer experience within leading agencies and tech companies such as Twitter where I currently lead the insights and analytics department in France.
I am thrilled to be elected and recognized among the Top 50 global pioneers in social media insights by the "Social Intelligence Lab" (London). I would like to thank all the talented teams I have worked with at Twitter and Publicis over the years.
I have read a lot of interesting threads on Twitter about the value of data and intuition. A question often comes up: “What matters most? Data, facts OR intuition, feelings?” To understand the debate of Data vs Intuition, we need to understand what they represent.
Entre simplicité rêvée et pulsions concrètes, les Françaises et les Français dessinent une nouvelle ligne de crête exigeante pour les marques.
THE NEW STRANGE The change in consumer behavior caused by the coronavirus has created an unexpected challenge for companies: Pre-pandemic Data is now unreliable, or even obsolete in predicting new trends.How can we possibly predict what will happen next?Strategy is about the future, but uncertainty is now the rule. No one has the ability to predict the future, not even Marty McFly. How to navigate in these times then? One way to deal with this challenge is by taking a 3 step data informed strategy at the speed of digital culture. I have named this approach the 3E Methodology: Explore - Enrich - Embody.