Driving Customer-Centric Growth: A Practical Roadmap for Brand Marketing: The Pivotal Role of Insights and Analytics in the Customer-Centric Organization

This article discusses the findings from a 2015 large-scale global empirical study conducted by Kantar Vermeer in order to provide readers with a practical roadmap to customer-centric revenue growth.

Driving Customer-Centric Growth: A Practical Roadmap for Brand Marketing: The Pivotal Role of Insights and Analytics in the Customer-Centric Organization

Mario Simon, Frank van den Driest and Tom Wilms

Kantar Vermeer

Editors' Note

The need to connect deeply with the consumer has led many brands to replace traditional product-focused business models with a customer-centric approach. Insights2020—the largest global marketing research initiative to date—has provided the strategic framework and practical guidelines to "help leaders in the fields of marketing and insights and analytics drive customer-centric growth." The 2015 project, led by Kantar Vermeer (renamed in 2016 from...

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