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Research papers

Breaking the walls between traditional and digital marketing

This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate...

Catalogue: Latin America 2019
Authors: Caio Daier, Rebecca Azevedo, Emiliano Mosca, Liliana Antunes
Companies: Facebook, Kantar
April 7, 2019

Research papers

Research papers

Successful snacks and shopper insights

This paper describes the journey of a successful portfolio reconfiguration based entirely in the understanding of the consumer and shopper. Adding complexity to the equation, this business case is about one of the most compound segments of the...

Catalogue: Congress 2017: Visionary
Authors: Juan Pablo Garcia, Jorge Andrés Mendez
Company: Synapsis
September 4, 2017

Research papers

Feel more, click more

As more advertising spend migrates online, there’s a need to understand differences between online ads that drive short-term sales and those which drive long-term, profitable brand growth. This need is particularly acute as the industry faces...

Catalogue: Congress 2017: Visionary
Author: Jocelyn Simon
Company: System1 Research Ltd
August 31, 2017

Research papers

Successful snacks and shopper insights

This paper describes the journey of a successful portfolio reconfiguration based entirely in the understanding of the consumer and shopper. Adding complexity to the equation, this business case is about one of the most compound segments of the...

Catalogue: Latin America 2017: #IN
Authors: Juan Pablo Garcia, Jorge Andrés Mendez
Company: Synapsis
June 15, 2017

Research papers

Rewarding the retail customer while generating extra revenue

The loyalty programme of Carrefour has been running for several years. It consists of giving loyalty points to card users when their basket has a specific spend value. Carrefour wanted to know until which point you can motivate the customer to spend...

Catalogue: Congress 2015: Revelations
Authors: Nicole Huyghe, Bart Vandenreijt
October 1, 2015

Research papers

The most effective promotion

LATAM-based companies are usually pressed to do more with less, managing frugal operations with ever tightening budgets. Marketing managers are requested to allocate their marketing dollars more efficiently to instigate change in consumers and gain...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Gerard Loosschilder, Juan Andres Tello, Leonardo Solano
Company: SKIM
April 4, 2014

Research papers

Superpromoter research

Superpromoter research studies the flow of enthusiasm. It asks: who are the company's most enthusiastic customers, how do they spread their enthusiasm (recommending, talking, copying, social media) and how do they influence their peers? These...

Catalogue: Asia Pacific 2013: Asia On The Move
Authors: Arne van de Wijdeven, Rijn Vogelaar
April 7, 2013

Research papers

Next please - Online game for bank tellers

Using the example of a research project for the CSOB, a leading Czech bank, this paper demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the client and the bank's customer. Results delivered...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Author: Jan Lajka
March 26, 2012