Interview: From Metrics to Action

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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

Year

2014

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Interview: From Metrics to Action

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NIM Marketing Intelligence Review

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MIR interview with Nicholas Chesterton, CMI Director of the Advanced Analytics Unit at Unilever

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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