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Research papers

Beyond numbers

Imagine being able to identify segmented key in-store touchpoints with no observations, no contact with shoppers, no lab test, no virtual reality test. Imagine you could have answers in 10 days only. Imagine you could count on more than 20 million...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Author: Christian Abramson
Company: Colgate-Palmolive
March 13, 2018

Research papers

Understanding the customer with analytical CRM

A big data era changes everything in the auto sector, from product design to product management, from sales to after sales. A business line has developed in Chinese auto OEMs: data generation, data collection, data rental, data outsourcing, data...

Catalogue: Automotive Research Forum 2013: Driving Change, Driving Business
Author: Tiger Lee Weihan
May 24, 2013

Research papers

Marrying CRM analytics with research insights to formulate the best in class customer loyalty strategy

This paper intends to examine the analytics and research approach that are being used in customer loyalty. It will evaluate the pros and cons of each method and recommend a new methodology to help business leaders and loyalty marketers to better...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Andy Kung, James Wong King Fai
September 15, 2010

Research papers

Beyond research

What emotions are really, and how can we structure these emotions before assessing how we can actually measure them? Together with i-City, Psilogy is developing a profiling system that accounts for both behavior and emotion, taking into account the...

Catalogue: Congress 2007: Excellence
Authors: Philip De Wulf, Emmanuel Verhagen
September 19, 2007

Research papers

How can premium brands survive during an economic recession?

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program.The paper shows the importance of a systematic research-based approach...

Catalogue: Latin America 2005
Authors: Alex Gofman, Karol Sapiro, Mara Pezzotti, Renata Stefaneli, Alan Grabowsky, Howard R. Moskowitz
Companies: Unilever, ABACO Research, Moskowitz Jacobs Inc.
October 23, 2005

Research papers

Client-driven convergence of the market research, CRM and competitive intelligence industries.

This paper presents a case study of an Australian employer association, Australian Business Limited, that developed a leading-edge 'insights' capability by bringing together into a single, integrated team its market research, market and competitive...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: Helen Simpson
February 27, 2005

Research papers

True romance

In service industries, companies are always talking about how customer focused they are, and more recently about wanting to build relationships with customers - but this is easier said than done.Technological advances have led to systems that enable...

Catalogue: ESOMAR Conference on Financial Services 2005
Author: Roger Sant
February 1, 2005

Research papers

Building customer-centricity at Samsung Securities

This paper documents a case study of the CRM effort at Samsung Securities, focusing on a framework that highlights customer behavior and techniques to analyze and improve such behavior. Samsung Global Strategy Group worked with SSC to build the CRM...

Catalogue: Asia Pacific 2002
Authors: Kurt Jovais, Soo-young Jung, Emily Miller
December 1, 2002

Research papers

Can continuous relationship marketing work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in...

Catalogue: Asia Pacific 2002
Authors: Mike Sherman, Sungmi Chung
Company: McKinsey & Company
December 1, 2002