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Point of view: Too late for techno phobia
Stan Sthanunanthan, Admap, November 2012, pp. 7-7
The role of technology in the insights industry over time can be separated into three phases: Enabler, Collector and Generator.
The role of technology in the insights industry over time can be separated into three phases: Enabler, Collector and Generator. The adoption of technology as an enabler allowed the industry to raise the bar in terms of analytics. It allowed the industry to retain its existing business model, which in turn helped it to grow rapidly as sample sizes and throughput increased. As the internet grew, the industry came to view it as a collector of information - a phase driven by the ability to ask people questions over the internet and get data faster and cheaper. This phase changed the game and resulted in the industry being forced to answer a lot of tough questions. The transformation of mobile phones and the growth in social media has led to technology playing a more central role as a generator of insights. This role is here to stay and the insights industry needs to embrace it fully.
Score a bull’s-eye
Amy Syracuse, ANA Magazine, February 2007
Marketing has often been seen as the preserve of creatives working on instinct rather than calculation.
Marketing has often been seen as the preserve of creatives working on instinct rather than calculation. As the pressures on companies and brands increase, however, a more scientific approach may be required to gain an insight into consumers and establishing what their future desires may be. In this climate, the use of business intelligence software has grown, and it can aid marketers to understand their customers, campaigns and competitors.
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Computer-aided and technological solutions
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