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Syndicated Data … Analysis for… Brand… Scientists.

Syndicated Data … Analysis for… Brand… Scientists. Learning Objective Give students hands-on experience using syndicated data to generate market insights, which in turn drive actionable category and product/brand plans. Some Questions We Often Ask. Score keeping

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Syndicated Data … Analysis for… Brand… Scientists.

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  1. Syndicated Data … Analysis for… Brand… Scientists. Learning Objective Give students hands-on experience using syndicated data to generate market insights, which in turn drive actionable category and product/brand plans.

  2. Some Questions We Often Ask • Score keeping • How are we doing vis-à-vis last year? the competition? the status quo? • Understand “causality” • What factors influence our sales and share? What is their relative influence? • Prescription • What should we do?

  3. Schedule from March 2011 • Day 1 (1:00-5:15) • Intro; Scanner Data; Promotion Analysis; Intro to Market Response Analysis • Day 2 (8:30-11:15; 12:45-3:30) • Market Response Analysis; Misc. Topics; CPG Perspective (guest speaker); Valuing Customers • Day 3 (8:30-11:15; 1:00-4:15) • Social Media (guest speaker); Brita Case Study; Entertainment Perspective (guest speaker); Experimentation; Category Analysis • Day 4 (8:30-11:15) • Loyalty Card Data (guest speaker); Reading Published Studies

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