Finding out how - unleashing the power of single-source data to explain the marketing mix

The author deplores the failure to exploit the power of single-source data (panel data putting together the receipt of advertising and purchasing behaviour by the same households) to unravel and learn about how advertising and promotions work in the short term.

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...

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