A History of Marketing
Gian Fulgoni: 50 Years of Metrics Reshaping Marketing... for Better and for Worse
May 14, 202655 minS0
<p>A History of Marketing / Episode 52</p><p>Gian Fulgoni has spent 50 years as a pioneer in market research and audience measurement. From his work on scanner data at IRI in the 1970s to co-founding Comscore in 1999, Gian helped invent how marketing gets measured, first in supermarkets and then on the internet.</p><p>His career sits at the center of two transformations that reshaped the field. At IRI, he helped pioneer the use of supermarket scanner data and built one of the earliest controlled experiments in television advertising, a system that could send different ads to different households in...
