From a snapshot to a movie - Pushing the boundaries of marketing ROI

This paper illustrates an innovative approach that enables Coca-Cola to bring a scenario planning dimension to their consumer tracking study.

From a snapshot to a movie - Pushing the boundaries of marketing ROI

Vittorio Raimondi Vanguard Strategy, United States

Ram Krishnamurthy Marketing Strategy & Insights, The Coca-Cola Company, United States

Patricio Pagani Infotools, New Zealand


No firm that owns a strong leading brand would base its vision on its history. While firms should learn from the past, their ability to stay competitive often resides in their ambition to foresee and shape the future.

The marketers behind these brands will look into consumer data to spot new trends and craft possible futures, and they are likely to...

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