Data synthesis: Building global market structures with traditional and non-traditional data sources

Jeff Hunter

This paper demonstrates how to integrate multiple data sources to create market structures and models, using a case study for a food and beverage company across 16 international markets.

Data synthesis: Building global market structures with traditional & non-traditional data sources

Jeff HunterMarket Framework

Introduction

Increasingly, the most strategically impactful research involves the integration of multiple data sources. The integration of multiple data sources enables the solution of problems that were previously intractable. The synthesis of multiple data sources, combined with an understanding of the business model, enables compelling strategy.

The ability to integrate diverse data and to make sense of it has increased in importance with the explosion of data types and sources. Social media conversations, geo-location data, videography, the quantified self, and the internet of...

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