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Videos

When analytics go wrong

Insights departments need to step up and take control of analytics to save the industry and their own business.

Catalogue: Client Summit 2019- Autumn Edition
Authors: Stuart McGown, Tony Costella
Companies: Philips International, Heineken
October 3, 2019
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Citation

McGown and Costella (2019a, October 03). When analytics go wrong. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/when-analytics-go-wrong


Research papers

Mastering insights that pay

This paper details how to marry the science of segmentation with the art of understanding the organization's business to deliver actionable and usable insights. It discusses why science or statistics alone are necessary but not sufficient to provide...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Sonali Desai, Julian R. Bond, Sam Davis, Tim O’Brien, Koen De Vos, Tony Costella
Companies: MasterCard, KANTAR TNS Malaysia
February 11, 2009
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Citation

Desai et al. (2009a, February 11). Mastering insights that pay. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/mastering-insights-that-pay