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Case studies

Fusion of marketing research and data science

Marketing researchers have witnessed an explosion of promises that big data will dramatically improve business performance. What is the role of traditional marketing researchers in big data? This presentation provides a methodology and case study...

Catalogue: Congress 2016: #WOW
Author: John V. Colias
September 22, 2016
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Citation

Colias, J. V. (2016a, September 22). Fusion of marketing research and data science. ANA - ESOMAR. Retrieved June 14, 2024, from


https://ana.esomar.org/documents/fusion-of-marketing-research-and-data-science-8870


Research papers

Project hijack

This paper will show how a project aimed at helping Coca-Cola GB better understand the older teen audience has lead to a significant legacy inside Coca-Cola in terms of ways of thinking about the role consumers can play in the business. It will show...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Philip McNaughton, Beth Corte-Real
Companies: Face, The Coca-Cola Company
September 15, 2010
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Citation

McNaughton and Corte-Real (2010a, September 15). Project hijack. ANA - ESOMAR. Retrieved June 14, 2024, from


https://ana.esomar.org/documents/project-hijack