The Commercial View

September 3, 2020

The state of the research industry: from stacking bricks to building a house

Discussions about the contribution of marketing research to the broader business are as old as the discipline itself. The sentiment in these discussions is usually the […]
April 9, 2020

Keeping up your advertising budget in time of crisis: be aware of the shaky evidence

In the last couple of weeks, the blogosphere has exploded with brands and self-acclaimed experts giving advice how to deal with the corona crisis. One of […]
March 5, 2020

Fact based marketing: een andere manier van denken

Fact based marketing is het geheel van cijfers uit marktonderzoek, online advertising en customer databases en zou het werk van de marketeer makkelijker moet maken. Maar […]
February 19, 2020

Data driven marketing: how to avoid the dead-end roads

Data and metrics are more important than ever for commercial decision making. But some areas within the field decrease marketing effectiveness. It’s time to rethink how […]