Insight & Analysis

More than “more than”. The time of clich├ęs is finally over with the development of marketing analytics. Communication towards consumers is more personalized than ever. From the data generated by the target audience of the organization, it is possible to assume more and more accurately the needs and behavior of consumers, which is also an essential source of information for the branding process. However, consumers should not be tracked, but understood: all communication can be fine-tuned based on analytics, from the message system to packaging, from optimizing ads to creating a consumer experience path, all processes can be planned and measured to generate demand and strengthen brand loyalty.