New plans from old data?
How the past can vividly reveal present and future marketing options
Roger Titford
Long series of consistently collected consumer data are rare, and not always easy to get hold of; short-term marketing pressures are a continual distraction. Many marketers are quite unaware of the value of sources like the TGI in interpreting the present and anticipating the future how brands or markets got to their present state; how the precedent of analogous brands and markets over time can sharply reveal the strategic options open to a new venture. This paper first outlines what the...