Trends Report

Three-Dimensional Brand Health: A Data Mashup

Harnessing Digital Data To Monitor The Brand's Past, Present, And Future Health

May 15th, 2012
CS
Chris Stutzman
With contributors:
Cory Munchbach , David Cooperstein

Summary

Big data holds big promise for marketers who want to understand and manage their brand's health with greater precision. But challenges abound. While the technology is available to process new sources of digital data, the real complexity of sorting out what's good and what's garbage has just begun. In this report, you will find out how to crack the code on brand-relevant big data. Specifically, you will understand the need for brand health to become a mashup of past, present, and future views of data, providing a three-dimensional (3D) view of the brand's success.

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