... leveraging what is already there, rather than launching new, full-scale technology initiatives Deepening these and other technology- enabled business capabilities can help consumer goods companies establish ... up the analytic curve, the most salient of which is that companies that rely on data analysis outperform those who not (see sidebar, The AnalyticsHigh Performance Connection) How? Because they ... synergy between the target consumer (young males), the tools they use, the products they consume and the movies they are likely to watch As the Heineken and 7-eleven campaigns demonstrate, digital...