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Q. What is the process for trading review of analytics and sales?

Matt Lawson, ao.com:

 Aside from our analytics and testing tools we have no busi-

ness reporting in the digital team, all reporting is in commercial. We don’t believe in 

marking our own homework.

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Chapter 11  Analysis and design

  Q. What has surprised you when reviewing consumer preferences and the 

results of tests? 

   Matt  Lawson,     ao.com :

 It’s important to remember that sometimes, what you think will 

work, and when you really invest in an idea, it can bomb and just go completely wrong. 

 Always be aware that what you think can work, sometimes just doesn’t for what-

ever re 

a son. It’s something to always remember and try and be prepared for.