Re-defining marketing measurement- Impacting the bottom line through deep understanding of offline and online interactions
Hilary PerkinsUnited Kingdom
INTRODUCTION
Over the past 20 years the number and type of consumer touchpoints has grown exponentially - I’m sure this will come as no surprise to you. No doubt many of you have smart phones (or even televisions) with a variety of apps, and touchpad computers with 3G WiFi access and all of the other immediate response tools with which we now expect to live our lives.
So, consumers and brand owners have more choices than ever before, and brands are...