Dapresy North America’s President, Rudy Nadilo, explains how to get everyone in your company on the same page by co-mingling your data.
Traditionally, when marketing research has presented study results to senior management, they’ve only employed those specific findings. But today, senior management is increasingly interested in how results from one part of the business (e.g. customer satisfaction) correlate with findings from other parts of the business (e.g. advertising spend, social media mentions, sales, etc.). And they want them presented in a way that makes comparing results easy. Far too many marketing research execs can attest to the nightmares of using PowerPoint to accomplish this. But with the advent of online reporting systems, co-mingling data has become far easier and more practical.