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

INTRODUCTION...