Narrative Report For Webinar 1

Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

College of Business Administration
LOPEZ, QUEZON BRANCH
Narrative Report of Webinars Attended
A Narrative Report
Presented to the Faculty of College of Business and Accountancy
Polytechnic University of the Philippines
Lopez, Quezon
In Partial Fulfillment of the Requirements for the Course MARK 40103

Seminar-Workshop on Trends and Issues in Marketing
by
Caryl Joshua S. Roasa
July 2022
PUP Lopez, Quezon Branch | 2/F Administration Building

Yumul St. Brgy. Burgos Lopez, Quezon
Website: www.pup.edu.ph | Email: [email protected]
Narrative Report for Webinar 1
Webinar: INTERSTELLAR: Filling the Marketing Gaps through Analytical Exploration
When: June 25, 2022
Production by: The S3Ntinel (BSBA 4-3N)
The webinar entitled, “INTERSTELLAR: Filling the Marketing Gaps through Analytical
Exploration” was held on June 25, 2022, 1:00pm via Zoom and streamed in their official
Facebook Page. The production was done by The S3Ntinel (BSBA 4-3N), the 4th year BSBA-
MM students of Polytechnic University of the Philippines – Sta. Mesa. The said webinar
revolved around marketing issues in today’s society and the application and as well exploration
regarding analytics.
The webinar started with the presentation of their mechanics on their raffles and
numerous videos of advertisements of their sponsors. After the presentation, they proceeded on
introducing the hosts for the program proper, Ms. Sherbylne Rose Alas and Ms. Geremae
Valdez and a 5-minute countdown took place to paved the way of the starting of the webinar.

The host started their introduction with enthusiasm in introducing their selves and the program
proper.
A doxology and singing of the National Anthem took place to formally start and bless the
webinar. A short advertisement of their program, and then Ms. Angelica Lago, the Project
Chairman gave the opening remarks. According to her, the webinar aims to provide: full grasp
how to optimize the marketing initiative to data-driven approaches; the different data science
technics; how marketers use them for success; and what basic analytical tools for MSME’s and
Start-ups.
After the opening remarks, Mr. Joel Agacita, their professor, provided a special
message. It revolved around on giving a brief information regarding the webinar, and stress the
importance of the said webinar.
The hosts started roll-calling the participants of the webinar: BSBA-MM 1-3 D; BSBA-
MM 1-1 N; BSBA-MM 1-2N; BSBA-MM 1-3 N; BSBA-MM 2-1 D; BSBA-MM 2-2 D; BSBA-MM 2-
3 D; BSBA-MM 2-1 N; BSBA-MM 2-2 N; BSBA-MM 2-3 N; BSBA-MM 3-1 D; BSBA-MM 3-2 D;
BSBA-MM 3-3 D; BSBA-MM 3-1 N; BSBA-MM 3-2 N; BSBA-MM 3-3 N; BSBA-MM 4-1 D;
BSBA-MM 4-2 D; BSBA-MM 4-3 D; BSBA-MM 4-4 D; BSBA-MM 4-1 N; BSBA-MM 4-2 N;
BSBA-MM 4-3 N; BSBA-MM 4-1 P; BSBA-MM 4-2 P; BSBA-MM4-3 P; PUP - Lopez; PUP -
Quezon City; PUP - Sta. Rosa; PUP - Taguig; University of Caloocan South Campus; Cavite
State University; Earist Manila; Notre Dame of Marbel University; Taguig City University;
Universal College of Parañaque; Bacolod City College; San Beda Alabang; Our Lady of Pillar
College – Cauayan; University of Perpetual Help System Dalta; and lastly, Pamantasan
Lungsod ng Muntinlupa.

Following the roll call of the participants, the event proceeded with an ice breaker
entitled: Guess the Gibberish. The ice breaker is hard but manageable.
After the ice breaker, the hosts proceeded introducing the 1st key note speaker: a
Community Operations Manager, Analytics in Uber; a graduate with BS Geography in UP
Diliman; and a Data Analyst, Mr. Antonio Javelosa.
In his brief introduction, according to him, his aim is to teach, ”how to leverage data as
marketers.” He further added that Analytics is meant for exploring and knowing things you don’t
know.
The topic that he discussed is: Marketing Initiatives through data-driven approaches.
In his discussion he provided that there are different marketing initiatives that can be use to
approach a segment with the use of data-driven approaches. In his agenda as a resource
speaker for the webinar, he provided: Introduction; the 3 Vs of big data; A/B Testing; Customer

Segmentation; Customer Lifetime Value; Data Ethics; Pursuing Career in data; and Q&A + wrap
up.
He said that Data Analytics has been recently popular in today’s age but it’s not a new
field—we are using data analytics for centuries, according to him. He further explained that data
is literally everywhere, and that it’s already a man’s reach. This paved way to businesses and
companies to get interested exploring and developing this entire field.
Mr. Javelosa provided his career in Data Analytics and how it started for him. He started
in 2017 as a freelance and became an analytics manager in 2021. Following, he said that the
reason for analytics is because it helps to form data-driven decisions, opens explorations, and
inspire to know more and become better.
The resource speaker then proceeded talking about “Big Data” by asking the participants
what is it and why it’s important. He then explained Big Data with the 3 V’s of Big Data.
According to him, these are: Volume, it means more data. more storage capacity; Velocity, real-
time data at scale; and Variety, beyond rows and columns. Big Data revolves around these
three principles and this what makes Big Data. In sum, it’s big, fast, and there are so many
kinds of data.
As stated by the resource speaker, the most basic type of analytics a marketer can get
hands on is A/B Testing. This revolves on comparing two versions and telling what’s better.
This is a data initiative that a marketer can use and undertake. He applied it in his experience
that they run thousands of testing to see what the customer wants and preferred.
The next marketing approach is customer segmentation. According to him this
approach is grouping the market according to their common characteristics. For example, by

behavior or demographic. He stressed that an example of real-life application was during the
election. A lot of analytics was done before, during, and after the elections. This provides that
analytics is used far and wide for its purpose to understand customers. He noted that the
potential is around the behavioral segment—grouping individuals on what they do. He further
added that tech companies do it a lot since it really shows how a customer act and behaves and
what drives them to do so. Netflix is one company who looks at our behaviour in order to profile
customers perfectly. As a marketer, this is useful in targeting the right market and the right
segment to increase profits for a business.
He provided a case study entitled: The Spaghetti Sauce Case Study. In this case
study, an individual tried to know what is the best spaghetti sauce and conducted an experiment
by developing 45 different kinds of spaghetti. They concluded that there is no one supreme
spaghetti but rather 3 different classification/segment of spaghetti. With this, he relates that
marketers should not seek for the “one” but rather use the data and look at customers by
segment.
In Customer Lifetime Value, customers are further segmented if they are new or low-
valued customers, mid-valued customers, and high-valued customers. Knowing this will help a
business to adjust according to the said segments. He added that knowing how much a
customer spends in the company’s product will be a basis on how much a company will develop
advertisements for them. He stressed that stakeholders will ask Marketers non-stop regarding
this issue. That said, customer lifetime value will help a Marketer resolve the said issue. Mr.
Javelosa provided a real-life example with their case study in Uber. According to him their
company is in a unique position. They don’t just offer a single type of service but rather different
types to cater different segments of customers. He stressed that they cross-sell and up-sell their

products to figure out who are low-valued, mid-valued, and high-valued customers. Knowing
what the customers wants helped them in this time of pandemic according to him. That’s he
explicitly stated the importance of data-driven approach in looking at the customers.
Marketers should take a keen understanding about: A/B Testing; Customer
Segmentation; and getting Customer Lifetime Value. As Marketers, this will be “your bread and
butter” –according to him.
A stated by him, data is a powerful tool, but these 3-5 years, data were used and abused
in ways that were detrimental in society. According to him, data was used to manipulate
elections, there were fraud, and mislead using data. He said that we should be responsible in
handling data. There is so much data that we can collect at a personal level and if used for
marketing, he encouraged the participants to handle and use it responsibly. Data points at the
end of the day are people. There is a line to draw between exploiting and providing value,
according to our resource speaker.
In his last talk, he discussed pursuing a career in data. He encouraged and talk about
considering the field and job of becoming a data analyst since according to him, it’s a great field
and companies are looking for data analyst. He ended his discussion by opening the Q&A and
bidding goodbye for having him as one of the key note speakers. Following the end of the talk of
speaker 1, the program proper proceeded with summing up the talk of key note speaker 1 by
the hosts and a performance of a band.
After the rendition of the band, the hosts proceeded introducing the 2 nd key note speaker
of the webinar. A Credit Data Scientist at Finstro Australia, and a graduate student of De La
Salle University with the course BS Physics Minor in Economics, Ms, Jacenth Ara Mejia.

She acknowledged first the team who made the webinar into reality by their initiative and
smooth flow of the program proper. She also introduced herself and provided the topic that she
discussed entitled: Data Scientist Techniques and how Marketers Use them to Ensure
Success.
In her presentation she provided a detailed information of herself and her current
employment. In addition, she also said the agenda on her discussion: Introduction to data
science; How to optimize data science techniques in the business operations; How does top
management interpret data-science results; What are the most used data science techniques?
For what reason are they often used by analysts; and what is the significance of data science
techniques in the success of a business, how can they help in decision making.
According to her data science and big data is proliferated in today’s news. She quoted
the 1st key note speaker stated, “Data Analytics has been recently popular in today’s age but it’s
not a new field.” Little by little it has become in-demand not only in the Philippines but also
across the globe.
She said that Data Science everywhere. It means that data is being used and applied to
interpret everything that we have in today’s society. She further stressed that the utilization of
data is not confined on marketing alone but rather it’s all-encompassing.

After her brief explanation, she showed a data science vocabulary. In this photo it shown
numerous words that defines the whole picture of what data science is.
According to her, these are keywords of what data science is. She then provided a
formal definition which states, “Data Science, also known as data-driven science, is an
interdisciplinary field of scientific methods, processes, algorithms and systems to extract
knowledge or insights from data in various forms, either structured or unstructured, similar to
data mining. The resource speaker further defined that it intends to analyze and understand
actual phenomena with ‘data’.
She discussed that data science is a unifier. It touches different aspects such as: data
management; humanities; machine learning/statistical learning; application domain expertise;
visualization; mathematical optimization; social science; and law.

An important note that the key note speaker discussed is the difference between big
data and data science. According to her, they are not the same thing. She used an example that
big data is the crude oil, and data science is the process that “refine” the crude oil, that is, big
data.
After her explanation she proceeded discussing the holistic approach to data science.
She provided a graph that shows how data is acquired and turned into data preservation. There
are many factors that affect the outcome of the data. There are also core research issues &
interactions as well.
Following the discussion, the program proper proceeded on data science and marketing
applications.
According to Ms. Mejia, the first application is Channel Optimization. This application
provides a detailed analysis of the customer’s social media interactions, that will form a
particular story or pathway.
The next Data Science technique is Customer Segmentation. This was already
discussed by the previous key note speaker, but according to Ms. Mejia, in this application, Data
Scientist can use specific ML Algorithms to determine both the potential value of each ideal
customer group and which products are most likely to appeal to them.
The third marketing technique is Lead targeting and Advanced lead scoring. This is
about reaching out to the right potential customers at the exact right time. This is widely
recognized to be the most challenging part of the digital marketing process. Using this, data
scientists can predict which offers or products will be most attractive to different customers and
demographics at different times.

Another one according to Ms. Mejia is the Real-time interaction and analytics. This
measure and process customer behavior as it happens, providing meaningful, actionable
insights at what could be a critical time for customer conversion. Furthermore, this also allow for
a faster response time when your focus market fluctuates, saving you money and wasted
marketing in the long run.
The fifth one is Content Strategy. This is devising an effective content marketing
strategy to pull in new leads and as stated by her, it can sometimes feel like a shot in the dark.
She highlighted that without data and analytics to support your findings it can feel almost
impossible to pinpoint what it is exactly that your customers are enjoying, even if you receive a
high response and conversion rate from the contents.
The next one is Sentiment Analysis. This is creating a positive reputation for the
business or brand. She stressed that a sure way to ensure to have control over the reputation of
a product, service, or business is to tap into the emotions of the clients through sentimental
analysis. In order to do so, it can be done: manually or machine learning algorithms that greatly
increase the speed and effectiveness of this data analysis.
She also provided Maintaining Customer Loyalty. She noted that building a better
lifetime value for your average customer is potentially a more profitable application of your
marketing budget than solely acquiring brand-new customers.
The eight is Predictive Analytics. This type of analytics helps a business by: targeting
customers with a higher potential lifetime value; successfully distribute content to the right
audience; determine the effectiveness of digital advertising campaigns before their release; and
effectively cross- or up- sell products.

For Data Science we have Recommendation Engines. With this, if it’s based on
collaborative filtering, it will suggest products to customers based on the purchase habits of
other customers, irrespective of the product type. On the other hand, if it’s based on content-
based filtering, it’s more aware of product type and description and recommends products that
are similar to one another.
She then proceeded with explanation of Marketing Budget Optimization. According to
her, marketing budget should be spent in a useful way that maximized profits. She further added
that by optimizing who you market specific products to, and when, your business can avoid
spending money on marketing strategies that are not driving results.
After with her detailed explanation on the previous topics, she proceeded with providing
businesses who applied data science in Marketing. Airbnb, Netflix, Spotify, and Facebook, are
some of the businesses who used and applied data science in their marketing.
Following the discussion, she provided that there are benefits of using Data Science in
Marketing and Business. It helps to waste less time and money, target only valuable customers,
increase customer lifetime value, quickly learn from customer feedback, predict products that
will be popular, refine the digital advertising, and turn leads into conversions are some of the
benefits using Data Science. Succeeding her fruitful and meaningful discussion, she ended her
discussion with Q&A portion from which participants provided numerous queries.
After the long advertisement, the host then proceeded introducing the third and last
speaker of the event. He is a Risk and Fraud Analyst of Foodpanda, and a graduate of
Polytechnic University of the Philippines with the degree BS Industrial Engineering, Mr. Franc
Vincent Lavilla.

The last key note speaker’s discussion entitled: Basic and Accessible Analytic Tools
for MSMEs Start-ups. Before starting his discussion, he introduced himself and provided
information how his topic will be discussed.
He started his topic with the question, ”Why is data essential to business?” According to
him, it helps evaluate where we have gone right or wrong. Furthermore, it encompasses us
what is our next actions and decisions and deciding without data is like a submarine without a
sonar.
According to him, there are three tools that will be discuss: Meta Business Suite; Google
Analytics; and Google Data Studio. There can be used by MSMEs and Start-ups.
He asked the participants who are using and managing pages in social media platforms
such as Facebook and Instagram. He stressed the importance of using Meta Business Suite in
promoting the products or services of a company.
Mr. Speaker explained that Meta Business Suite helps manage the front end of
Facebook and Instagram pages as well its messenger. It is commonly used by businesses,

creators, and brands who use the said social media platforms on promoting and selling their
products and services.
He proceeded on the real-life application of Business Meta Suite. It provides insights
such as overview, data range control, results, and contents, and audience. He summed up his
explanation with this application with key notes.
The next application is Google Analytics. In this application, it is a plug-in to the
business’s website to measure web traffic—traffic implies website visitors. It is useful for
solidifying the marketing funnel—from awareness, consideration, decision, and buy-in.
Furthermore, it tracks where traffic came from up to their journey on the website.
He then showed a list of Philippine websites that uses Google Analytics. This includes:
Beget; Shoppee; GMA; ABS-CBN; and many more. Their traffic ranges from medium to very
high. It also provides the sales revenue, tech expenditures, social, employees, and traffic.
He then proceeded showing the interface of Google Analytics. It focuses on 5 main parts
of Reports Section. Under the reports section it includes: Real Time; Audience; Acquisition;
Behavior; and Conversion. With this, it provides a detailed and sum data that a business can
use as a basis in their decision-making.
Lastly in his discussion is Google Data Studio. According to him, this is the application
that he mostly uses in his current work. With this application, it provides data visualization site
wherein you can make reports and dashboards. Furthermore, it’s mainly used for more high-
tech business with more complex data. It can integrate marketing, operational, financial, and
many more types of data in one platform.

Its interface is simple and easily browsed in. The key parts of Data Studio is it can add
charts, add a control, set-up, style, and data.
After his explanation with different tools, he provided a summarized table of the tools
enumerated. There are pros and cons on the different applications, it all depends on the type of
business that will use and the size of the market and business itself.
He ended his talk saying that a one’s data journey is 70% making data-driven decisions
and 30% knowing the rights tools. The hosts then opened the Q&A and entertained inquires on
the said topic.
After all is said and done, the program proper proceeded on ending the successful
webinar. they thanked the participants, the speakers, and the team that made it into reality.

Attendance on the webinar (June 25, 2022)

Certificate provided by the S3Ntinel
Narrative Report for Webinar 2
Webinar: FORWARD: Going Beyond the Bandwidth of Marketing
When: July 3, 2022
Production by: GO4L-DRIVEN Productions
The webinar entitled, “FORWARD: Going Beyond the Bandwidth of Marketing” was held
on July 3, 2022, 1:00pm via Zoom and streamed in their official Facebook Page. The production
was done by GO4L-DRIVEN Productions, the 4th year BSBA-MM students of Polytechnic
University of the Philippines – Sta. Mesa. The said webinar revolved around going above and
beyond understanding and moving forward with marketing.

In the start of the program proper, the host was introduced: a resident host of PUP JPIA
and Premiere Professional Development; one of the Top 100 Marketing Students in the
Philippines -MarkProf, 2021; and hosted college-wide, university-wide, regional, national, and
evenother university’s events, Ms. Bree Mercado.
After the introduction of the resource speaker, the host proceeded in the roll call of the
participants of the program proper. Ms. Bree Mercado mentioned the participants from their
departments. The partner schools are: Junior Marketing Association – Emilio Aguinaldo College
– Cavite; Junior Marketing Association - San Beda University; Junior Marketing Association -
Rizal Technological University; Future Marketer’s Society – PUP – Ragay; Junior Marketing
Executives Association – Taguig City University; Marketing Management Student Organization
– Bulacan State University – Bustos Campus; Junior Marketing Association – Philippine
Christian University; Junior Marketing Association – Baliwag University; Junior Marketing
Society – PUP – Quezon City; Junior Marketing Association – PUP – Taguig; Junior Marketing
Association – FEU – Diliman; Junior Marketing Association – Cagayan State University –
Andrews Campus; Junior Marketing and Finance Association – Universal College of Parañaque;
Junior Marketing Executives – PUP – Lopez; and lastly, JME – PUP – Manila. The host also
mentioned the names of partner productions from BSBA-MM Productions: 1DEALS; 2THEE;
WICK3D; 1NTELEKTO; THE AU2NTIC; EQU1P; and EXC3PTIONAL.
The host then introduced Prof. Maria Teresa R. Yumang, the adviser of GO4L-DRIVEN
Production to provide the opening remarks. The remarks given by their adviser are uplifting and
encouraging. She thanked everyone that participated and sponsored the said webinar. She also
acknowledged the production team who initiated and conducted the said event.

After the opening remarks, the host proceeded introducing the first key note speaker: he
is currently a Research Consultant and Head Researcher at Tangere (Acquisition Apps, Inc.); a
former Market Research Specialist for Voice of Customer (Customer Care) at Lazada; former
Research Lead for New Business Information and Research at Rebisco; former Research
Insights Associate for Jack ‘n Jill – Universal Robina Corporation; and currently, a Market
Research Consultant & Head Researcher, he is Mr. John Alexander Fellizar.
According to him, the topic given to him is, DATA ANAYLTICS in E-COMMERCE: How
do Analytics and Insights shape how Marketers position their products and services? He
stated that the topic provided was broad and he further divided it into 4 operatives words: E-
Commerce; Insights; Analytics; and Marketing.
He then started providing definitions with the 4 operative words. According to him E-
Commerce pertains to the buying and selling of goods or services using the internet, and the

transfer of money and data to execute these transactions. For Analytics, this is the process of
discovering, interpreting, and communicating significant patterns in data. He further expounded
it that it uses data and math to answer business questions, discover relationships, predict
unknown outcomes and automate decisions. Insights on the other hand is defined as the power
to act of seeing into a situation. And lastly, Marketing, this is the science and art of exploring,
creating, and delivering value to satisfy the needs of a target market at a profit. He further
defined it as something that identifies unfulfilled needs and desires. It defines, measures, and
quantifies the size of the identified market and the profit potential. The said terms according to
him are interconnected and relates to each other. He expounded it by giving their functions to
one another.
As stated by the first resource speaker, if done and combined perfectly, Analytics +
Insights is equals to profits. He further claimed that as customer see the company profitable, it’s
perceived as a company that has a purpose.
In the field of E-Commerce, there is something new and different as stated by Mr.
Fellizar. This provides a faster way of understanding target markets and helps an easy way of
reaching the said target markets. He further explained the pros of E-Commerce, it’s a one-stop
shop that helps businesses to reach various market. However, since there is an intense
competition, this pushes companies for faster innovation Some challenges in E-Commerce also
is that consumers are less attentive and building brand loyalty is an issue.
After his discussion, he provided further insights and Q&A segment was opened.
Numerous participants provided different queries related to the topic.

The second speaker was then introduced by the host. For the 2 nd key note speaker he’s:
a programmatic Media Manager at Moloco Inc.; worked with reputable brands like Google,
BMW, Warner Bros., and Shopee; and is passionate about learning new technology, especially
in the digital marketing space, he is Mr. Charis Cutar.
His discussion revolves around Programmatic and ADS Basics. According to him
Programmatic has become a “buzz-word” and everyone is talking about it. To understand the
topic, he provided an example. While watching some videos on youtube, playing some online
games, or just simply browsing in social media, there are advertisements
As stated by him, programmatic advertising is the automated buying and selling of
digital advertising. It uses algorithmic software to buy and sell online display space.
Furthermore, it’s does not differ with digital marketing, it only focuses on advertising. He also
said that the buying selling of ads space happens only in milliseconds. Compare to traditional

advertisements in television, it takes a long process, in programmatic ads, there are no middle
people, you go straight to the ads space you need to use and showcase.
A question was asked by the speaker if why switch to Programmatic? According to
him, it’s a profitable expenditure. There is a growing market both global and locally. Businesses
are seeing it’s use and that said, they are moving towards innovation.
In addition, there are benefits of programmatic ads these includes: helps to target a
specific audience; can set ad cost; can set ad goals; can use different mediums; and can have
real-time performance reporting.
He then proceeded explaining common types of Targeting. These includes:
demographic, geographic, and behavioral/affinity. He expounded them one-by-one and
participants find the explanation right.
Mr. Cutar then proceeded explaining how programmatic ad service work. In his
explanation he expounded that advertiser/brand being advertised uses Demand Side Platform
(DSP) and has the list of qualifiers called “targeting” that will determine to whom the ad or
impression will served. On the other hand, publisher/website where ad will be seen uses Supply
Side Platform (SPS) and has what we called ad inventory.
In essence, the flow on how programmatic ad works starts with: (1) user visits a website;
(2) real-time auction happens by the advertisers; and (3) advertiser wins the said auction – ad is
placed. Everything that took place happens in a matter of MILLISECONDS.
Lastly, he added top 3 skills needed to land a job in this type of industry: (1) Good
communications skills; (2) ability to understand and interpret what data analytics numbers
mean; and (3) having the skills and understanding about MICROSOFT EXCEL.

After his discussion, the host opened the room for Q&A portion, participants provided
inquiries related to the topic. Following the rendition of numerous singers, the host then
proceeded introducing the third and last key note speaker of the webinar.
She is currently the Head of Tyroo Philippines – leading the launch of Snapchat
business; has over 20 years of experience in various disciplines primarily media, digital and
marketing technology industry; and worked in various organizations like Ink Singapore, and
Digital Turbine, the last speaker is Ms. Aileen Manalo.
Her topic revolves around Augmented Reality. She provided a brief overview of the
topic as well the relation of her field in the said topic. According to her, it’s introducing new
technology using augmented reality, metaverse, and many more.
In her introduction, she stated that augmented reality transforms the world around us.
Augmented reality uses land marker technology wherein a user will use his mobile device and

use an application such as Snapchat to transform simple photos or videos into augmented
reality.
She stated that Snapchat is one of the companies that started to invest in Augmented
Reality way back. Numerous companies used augmented reality as a part of their main product.
an example is the game called PokemonGo wherein the game is tied in real-life and people can
catch pokemon around a user’s environment.
Since younger generations finds augmented reality as something good, exciting, and
enjoyable, numerous companies such as Facebook started to tap this market. In terms of its
usage, Augmented Reality is said to be used primarily in the homes of the users and for a wide
range of uses.
According to statistics, 74% of users tends to use AR for communications, 55% use it for
gaming, 52% in media & entertainment, and 41% for shopping. In addition, people may find it
hard to describe what AR is, but according to data 73% has successfully identify AR when they
see it. So, it proves that AR is already proliferated in our society.
Following her discussion, in terms of augmented reality adoption, by 2025 nearly 75% of
the global population and almost all the people who use social / communication apps will
become frequent AR users. This data is promising for businesses, that’s why they are pushing
their boundaries to adapt and acquire new technology. Furthermore, it is said to take-off since
technology advances are drivers that accelerates the adoption of AR.
She also noted that Augmented Reality is here to stay. She stressed that it’s already
here and it will be a part of our civilization. In terms of technology on the AR side, it’s being

heavily invested by big companies such as Google and Facebook. Around the globe, numerous
countries are already in the adoption process of Augmented reality.
In terms of consumer behavior, a lot of people are now using AR as one of their
purchasing decisions makers, this is supported with the data of 100 million users use AR as a
part in decision making. Furthermore, AR plays a role during every stage in the consumer
journey.
In terms of marketing, a brand can now create contents that can be personalize to
users. This will provide leverage to brands to introduce their products and services faster thus
will provide higher revenue and profits.
In the purchase journey, the consumers start with the beginning—in search of a
products. It is then followed by with the middle—online searches appear in various platforms.
And this ends with the end of journey—the user is ready to purchase the product. with the
application of AR, in the beginning of the journey, AR ads capture the attention of broad
audiences early in the purchase journey. It is then followed with the middle journey, from which
AR ads shape brand opinions. And lastly, in the end of journey, AR brings the brand top-of-
mind, solidifies overall brand opinions, and drive people to take the next step.
Ms. Manalo proceeded leaving the participants a message that AR is the new
consumer experience and it cannot be ignored.
After the discussion of the resource speaker, the host proceeded congratulating the last
speaker and proceeded with introducing the Q&A segment. A number of participants provided
questions since the last topic is entertaining.

Attendance in the webinar (July 3, 2022)
Certificate for the webinar (July 3, 2022)


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Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Narrative Report of Webinars Attended

In Partial Fulfillment of the Requirements for the Course MARK 40103

Caryl Joshua S. Roasa

PUP Lopez, Quezon Branch | 2/F Administration Building