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Mirio De Rosa's Blog (4)

How to measure customer satisfaction correctly

Satisfaction attributes equation

Image A: Customer Satisfaction Tree - Courtesy of MarketingStat Satisfaction Modeler©

Interest in the concept of measuring customer satisfaction is growing. More and more companies want to know how satisfied their customers are. At the same time an increasing number of decision-makers are realizing that measuring overall…

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Added by Mirio De Rosa on November 28, 2017 at 3:00am — 10 Comments

Brexit: Why Projections Were Wrong

Shame on YouGov! Did their survey really miss the outcome of the Brexit consultation? Not quite. If you hit your finger while hammering a nail into the wall, do not blame the hammer.

The media circuit is responsible for having broadcasted inaccurate information. I must confirm that I am in no way linked to YouGov, the market research agency that supplied most media agencies with projections of the outcome results for the Brexit consultation in the UK, and this article…

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Added by Mirio De Rosa on August 16, 2016 at 10:00pm — 6 Comments

How to Analyze Big Data with Excel

Today we discuss how to handle large datasets (big data) with MS Excel. This article is for marketers such as brand builders, marketing officers, business analysts and the like, who want to be hands-on with data, even when it is a lot of data.

Why bother dealing with big data?

If you are not the hammer you are the nail. We, the marketers, should defend our role of strategic decision-makers by staying in control of the data analysis function…

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Added by Mirio De Rosa on June 26, 2016 at 8:40am — 2 Comments

How to go from data to information to insights and unleash the power of strategic thinking

Recently I spoke with a Brand Director about how to find market space he can win and defend in the long run. The discussion shifted on the meaning of information and insights and, after an interesting debate on what’s insight at all[1], we found agreement by means of an example, which I’d like to present to you too. 

From data to…

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Added by Mirio De Rosa on June 13, 2016 at 9:00am — 7 Comments

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