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Research papers

Data mining for brand building

This paper demonstrates the potential power of data mining modem single-source consumer databases. The use of a database containing information collected from young people in several European countries to provide much of the insight usually obtained...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Rosemary Ford, Adam Phillips, Andrea Mezzasalma
Company: GfK
September 1, 1998
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Citation

Ford, Phillips and Mezzasalma (1998a, September 01). Data mining for brand building. ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/data-mining-for-brand-building