Finding out how - unleashing the power of single-source data to explain the marketing mix
Colin McDonald
A generation ago, we hoped that one day research technology would be developed to let us observe directly how advertising and promotions work, and influence sales - without having to rely on the fallible memories of consumers. The technology has been with us for ten years now; yet, amazingly, the use being made of it and the conclusions being drawn from it are hardly different from what they would have been if it had never existed. The full potential power of the new...