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‘You don’t have to measure everything, but the right things’

02-February-2009
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‘You don’t have to measure everything, but the right things’

“You don’t have to measure everything, but the right things. As a company, we have been very focussed on measuring and understanding consumer intent. We are spending our time and money right now in understanding how different marketing communications impact purchase intent,” says Andrew Swinand, President, Global Operations, Starcom MediaVest Group.

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