Interview: From Metrics to Action

Suggested Citation

From Metrics to Action – Interview with Nicholas Chesterton, Unilever (2015). NIM Marketing Intelligence Review, 7(1), 48-53. https://doi.org/10.1515/gfkmir-2015-0007

NIM Marketing Intelligence Review – Truly Accountable Marketing

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Even if you measure a lot, you can’t measure everything. Be it for a lack of available data, for instance, in some developing countries or be it because you just have to draw a line at some point. The art of using the collected data for making marketing truly accountable lies, according to Nick Chesterton, in knowing what individual metrics really mean and using the gained insights in subsequent processes. Follow Unilever on its path from metrics to action.

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Suggested Citation

From Metrics to Action – Interview with Nicholas Chesterton, Unilever (2015). NIM Marketing Intelligence Review, 7(1), 48-53. https://doi.org/10.1515/gfkmir-2015-0007

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