Consumer insights depend on the right extraction of data to supplement the specific decisions of brands: an effective data-driven strategy will distinguish the “what” from the “why” and the “how” in order to achieve business goals.

Why it matters

There is an overload of feedback from consumers and the markets, and the data is only valuable if it can be translated into actionable insights that lead to measurable outcomes.

Takeaways

• Agile marketing is the power to respond to specific consumer needs or unforeseen circumstances, like market forces or PR crises.
• Market segmentation is shifting to hyper-personalisation, and localisation is not...