An empirical approach for today’s organisation

Tom Lloyd

Brand sales growth is essential for increasing profitability, but is hard to achieve for established brands in mature fmcg markets.

An empirical approach for today's organisation

Tom Lloyd

There is a paradox at the heart of the modern marketing organisation. More quantitative market data is available than ever before: EPOS data direct from retailers, loyalty card data, key account data from syndicated data houses, and bigger and more robust consumer panels. However, organisations have less time than ever to analyse it sufficiently to leverage the insights that it contains.

As a result, we may question whether today's marketer is capitalising on this glut of information to make better strategy decisions. Nowhere is this more evident and acute than in the...

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