‘Marketing Insights’
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How To Measure Marketing (Article 3 of 3) – Case Studies

Wednesday, January 20th, 2010

how-to-measure-marketing-graphicI once worked with a team of economists tasked with identifying and monitoring the economic impact of tourism  for a state legislature.

Their goal was to identify spending patterns among residents versus tourists and segment this into categories that defined the key drivers of tax revenue from non-residents.  The public officials needed to accurately attribute tax revenue to different spending pools to evaluate budgeting guidelines for state-sponsored programs.

The challenge was how to measure when so many variables were in play.

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How Do Market Research Consultants Make Insights Actionable (2 of 3) – Analyzing Data

Friday, January 8th, 2010

market-research-consultants-trick-imageLast week I wrote about how to organize your data to allow actionable insights to emerge.  This article will discuss some ways of organizing that data once it is collected.  The goal is to demonstrate how to measure effectivness of marketing.  Next week we’ll close out this mini-series with set of case studies on how this approach has been applied by other brands and marketing agencies.

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How Do Market Research Consultants Make Insights Actionable (1 of 3) – Organizing Data

Monday, December 28th, 2009

market-research-consultants-imageI was speaking with a business associate last week who was recounting what she heard at a recent marketing conference.  She mentioned that a lot of questions for the speakers had to do with the challenge of how to make “insights actionable”.

The last couple of years, the field of business analytics has been ultra-focused on “consumer insights”; the art of understanding consumers at a level which reveals the underlying motivations behind purchasing decisions.

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