The Challenges of Measuring an "Ingredient Brand"
Cotton Inc.'s mission is to increase the demand for, and profitability of, cotton. But measuring marketing impact of an ingredient brand where you don't have access to the end sales data is particularly challenging. Kim Kitchings, SVP Consumer Marketing at Cotton Inc. explains.
Source
"The Challenges of Measuring an ‘Ingredient Brand’." ANA Data Analytics Center, 3/19/18.