Data mining for branding

Adam Phillips, Andrea Mezzasalma and Rosemary Ford

This paper demonstrates the potential power of data mining modern single-source consumer databases. The use of a database containing information collected from young people in several European countries to provide much of the insight usually obtained from expensive and time-consuming ad-hoc surveys is discussed.

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 brand’s 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...

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