Radio Tuck Center for Digital Strategies
Mike Hess, Global Research Director, OMD
Mike Hess
Global Research Director,
Research Makes a Difference
Duration: 13m 44s          Date: February 2007
OMD's Mike Hess discusses the role of media research in shaping business strategy, sharing recent findings from a joint study with Yahoo! on the four major purchase paths and looking at how enhanced search has transformed the model of a "purchase funnel" into a "purchase tumbler". (Interview by Supreet Ahluwalia T'07)
Tech@Tuck: Managing Consumer Data
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