Procter & Gamble is working with Nielsen and DemandTec to monitor the results of market spending in real time, instead of after the fact. The goal is "continuous measurement and scenario planning," said a P&G spokesman, so marketing efforts can be continually changed based on what is working. Advertising Age
Monday, August 15, 2011
P&G Moves Toward Continual Marketing Analysis
Procter & Gamble is working with Nielsen and DemandTec to monitor the results of market spending in real time, instead of after the fact. The goal is "continuous measurement and scenario planning," said a P&G spokesman, so marketing efforts can be continually changed based on what is working. Advertising Age
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