Multi-channel planning strategy: A game of chess

What drives market leaders to make a series of well-informed and successful channel decisions in complex environments? If you are a challenger, how do you choose the best and timeliest route to gain a sustainable foothold? It is essential to have the right measurement framework to inform these difficult choices.

Channel planning out-of-home: Moving target

Scott Thomson

Naked Communications

Evaluating how a multi-channel strategy will perform is a bit like predicting the outcome of a chess game, but there are methods to aid the measurement process

Twenty years ago, world chess champion Anatoly Karpov, who was generally recognised as the best tournament player in the game's history and a pillar of Soviet sport, visited Glasgow. Dodging the ‘attractions’ of an industrial town in recession, he got straight down to business and took on a dozen of Scotland's top chess players in simultaneous games.

One of these challengers was my older...

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