Hanan Belarbi

Hanan Belarbi

Chief Client Officer EMEA, Kinesso - IPG

Hanan is a true data enthusiast and out-of-the-box thinker. She worked with some of the World's most innovative companies (Magic Leap, Google, McDonald’s, Virgin, eBay, GSK). Her entire career has been built on identifying, utilising and innovating data in ways that empower organisations to see existing opportunities in a more informed light and to explore opportunities they may otherwise not have seen.

Hanan is currently Chief Client Officer in the EMEA region. Her role is to support clients in identifying and designing solutions to realise the full value of their consumer base, data assets, technology infrastructure, and media investments to drive business outcomes.

Prior to Kinesso, Hanan headed up data at  R/GA, responsible for leading the strategic evolution of R/GA's global data capability. Before joining R/GA, she held the role of Head of Data Europe at Naked Communications, the role of Customer Insight Manager at Wunderman and worked for data consultancies in Paris.

Hanan has also been recognised for her role in elevating the power of data to drive creativity and engagement by being selected as Creative Data juror at Cannes Lions in 2019, and as a Creative Use of Data Juror at the One Show in 2020. She is also in the 2020 DataIQ list of the 100 most influential data and analytics practitioners. And finally she is influencing the evolution of AI in the UK by being part of the UK AI Council alongside UK Deepmind, AI for Good or Microsoft Research Lab.

Presentation Title

Unlocking Human Insights

We will unpack how Data Science and Applied Behavioural Science are brought together, unable to link the ‘what’ with the ‘why’ to produce unique audience insights to influence consumer behaviours.

Using comprehensive data from our people-first data stack and applying behavioural science theory, we provided a broader, more holistic overview of target audiences – driving enhanced understanding behind people’s behaviours and motivations – to create more relevant and differentiated messaging and media opportunities based on who the consumers were, and what they were trying to achieve within the category.

Human motivation in this context has two dimensions; explicit functional goals that the product provides and the brand's implicit psychological goals. The psychological goals provide the ability for the brand to be relevant and differentiated in the category by offering the customer an additional layer of value to make a brand decision over the alternatives.