Beyond the Silo
Joining the research dots to maximise brand insights for the BMW Group

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Author(s): Harald Schuster, Sabine Hatz
Collection: Automotive Research Forum 2013 - Driving Change, Driving Business
Keywords: Data Mining, Sales Forecasting, Brand Research, Economic Trends, Purchasing Behaviour

ESOMAR Best Paper Award 2012/2013
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Joining research dots in the context of brand research is a fascinating journey. It goes far beyond the borders of traditional survey-by-survey approaches: taking more and deeper insights simultaneously into account (e.g. product, service and price related aspects). Based on a global insights integration project, this presentation demonstrates how connecting multiple data sources leads to deeper understanding of markets / target groups (research effectiveness) and leverages the ROR (research efficiency). Linkage of a rich set of studies and the integration of results can provide better understanding of the brand and the marketing instruments that help to successfully steer the brand.

Date of publication: 24.05.2013
ISBN: 92-831-0266-5
Order Code: 117127_09
Number of pages: 14

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