Pervasive and persuasive: How a holistic 360 degree measurement approach is enabling LG Electronics to understand and harness the power of retail
Catherine Willis,David VanderwaalLG ElectronicsFiona BladesMESH Planning
"Probably our biggest concern – which relates to engagement – is 'holism': the ability to capture the effect of a wide range of communications… if you see a change in brand attitude, how do you know it was your TV and not some product experience or word-of-mouth?"
Mark Greenstreet, Carat Insight, Research, 2006
The marketers challenge
Not that long ago, it used to be enough to look at...