Data Mining for Brand Building
Rosemary Ford BMRB, United Kingdom.Andrea Mezzasalma Eurisko Spa, Italy andAdam Philips Euroquest, France
INTRODUCTION
Discussions of marketing strategy nowadays are dominated by debates about the improved efficiencies which can be obtained by consistent regional and global positioning of brands and about the extent to which local adjustment is necessary. As a result, the ability to examine a brands users in depth across countries quickly and cheaply is becoming essential for companies which wish to remain competitive. Most advertisers know how many people use their brand, what...