Holy Grail with Flaws
Mitchell, Alan, Management Today
Marketers are divided over new ways of compiling data on the relationship between the ads that a sample of consumers see on TV and the brands they buy each week.
For marketers, single source data looked like a dream come true. For decades, they have been agonising about which half of their advertising budget works by how much and where, but information has never really been to hand to let them get a grip on the answer. Recently, however, new technologies in the form of so-called 'single source' data have promised to realise that dream. This should be of huge value to a wide range of brands including big names such as Ariel and Persil soap powders, Nescafe coffee or pet foods such …
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Publication information: Article title: Holy Grail with Flaws. Contributors: Mitchell, Alan - Author. Magazine title: Management Today. Publication date: March 1998. Page number: 105. © 2003 Haymarket Business Publications Ltd. COPYRIGHT 1998 Gale Group.
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