The evolution of marketing: Are tracking studies fit for purpose?

A four part series that explores the implications around the evolution of marketing, and how marketing leaders can best manage the many challenges facing them today.

As a brand planner with several decades of experience, when I was asked “what do brand planners want from trackers?”, I could have voiced a personal opinion. But that would have been just a sample of one – and no one likes a single data point. I therefore decided to gather opinions from others, so I spoke to several other experts in the field: people who work with tracking in creative agencies, clients, research companies and across continents.

What became clear immediately was that in principle all brand planners love the idea of tracking. Having a longitudinal view of where...

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