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Building best in class insights capabilities

Date of publication: May 22, 2019

Catalogue: Asia Pacific 2019

Authors: Charisma de Jesus, Tony Li

Abstract:

Inspired by Boston Consulting Group's 2016 report on 'Rewiring Customer Insight to Generate Growth', the Philip Morris International team in The Philippines took a journey to amplify the value of the insights function. In this paper we would like to share our journey towards that goal, the steps we undertook and its impact. We would first talk about what broad organizational level changes we underwent to enable the journey and then we will also demonstrate its impact by discussing a specific business issue in broad strokes.

Charisma de Jesus

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This is a long description of some author details.

Tony Li

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Citation

de Jesus and Li (2019a, May 22). Building best in class insights capabilities. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/building-best-in-class-insights-capabilities