Trends Report

Balance Global And Local Needs With A Social Intelligence Center Of Excellence

February 17th, 2017
SN
Samantha Ngo
CL
Cinny Little
With contributors:
Brigitte Majewski , Stephanie Liu , Olivia Dynan , Laura Glazer

Summary

B2C marketers rely on social insights to help them understand their local customers' needs, preferences, affinities, and behaviors. But multinational companies need to balance the universal continuity of their brand promise with the relevance of local marketing. Such brands must leverage a center of excellence (CoE) to effectively and efficiently balance local and global social intelligence goals.

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