<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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 somepoint. 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.</p>
</abstract>

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 somepoint. 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.

From Metrics to Action - Interview with Nicholas Chesterton, Unilever

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"From Metrics to Action - Interview with Nicholas Chesterton, 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...

From Metrics to Action - Interview with Nicholas Chesterton, Unilever

Published Online: Apr 23, 2015

Page range: 48 - 53

DOI: https://doi.org/10.1515/gfkmir-2015-0007

Keywords
Marketing Measurement, Marketing Analytics, Marketing Mix Models, Marketing Accountability, Unilever

© 2015

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

From Metrics to Action - Interview with Nicholas Chesterton, Unilever

Published Online: Apr 23, 2015

Page range: 48 - 53

DOI: https://doi.org/10.1515/gfkmir-2015-0007

KeywordsMarketing Measurement, Marketing Analytics, Marketing Mix Models, Marketing Accountability, Unilever

© 2015

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Marketing Measurement, Marketing Analytics, Marketing Mix Models, Marketing Accountability, Unilever