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Research papers

A framework for improved CRM analytics

This paper focuses on helping CRM and analytics managers choose the analytic approaches and tools that best match an organization's readiness to receive and use them. CRM and analytic leaders often believe that complex value models and sophisticated...

Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: David Harding, Edgar Ortiz
Company: McKinsey & Company
March 17, 2002

Research papers

The revolution in test marketing

The presentation focuses on the use of marketing experimental techniques by most of the Major United States grocery and drug product companies. It will be based on over 100 marketing experiments and simulations. fhree significant improvements in...

Catalogue: ESOMAR Congress 1968
Author: David Harding
June 15, 1968

Research papers

Trends in test marketing research

One of the sacred institutions of American grocery and drug product marketing today is the test market. Virtually no products ai-e extended to national distribution and placed into major product runs without extensive test market ing experience. The...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: David Harding
June 15, 1965