Eliminating guesswork in marketing

Eliminating guesswork in marketing

A senior global marketing VP at Unilever made a really interesting comment at the Association of National Advertisers’ (ANA), Masters of Measurement Conference: “Making smarter use of data and analytics can increasingly help brands take the “guesswork” out of marketing” It’s encouraging to see big global brands like Unilever taking active steps to create one-to-one…

How internet search is impacting purchasing decisions even in low consideration categories like FMCG

How internet search is impacting purchasing decisions even in low consideration categories like FMCG

I recently lead a study for Google to measure the impact of internet search on consumers’ purchase behaviours. The two most interesting things about this study were that: Even in the FMCG category, internet search is having an impact on what brands consumers purchase in store and how much they spend. We arrived at these…