{"id":211,"date":"2019-09-11T08:10:10","date_gmt":"2019-09-11T08:10:10","guid":{"rendered":"http:\/\/agency09.co\/simplifyingtheweb\/?p=211"},"modified":"2025-12-29T08:44:48","modified_gmt":"2025-12-29T08:44:48","slug":"the-art-of-parallel-referencing","status":"publish","type":"post","link":"https:\/\/www.agency09.in\/simplifyingtheweb\/marketing\/the-art-of-parallel-referencing\/","title":{"rendered":"The Art of Parallel Referencing"},"content":{"rendered":"Reading Time: <\/span> 8<\/span> minutes<\/span><\/span>\n

\u2018Every living form is connected on Pandora\u2019 said Dr<\/g> Grace in the movie Avatar. Upon further thought, on Earth too; we\u2019re all connected, distant at best by six degrees of separation. The seemingly random dots of population on the globe can be linked to one another in some form or bond. A keen mind just has to find the connection. Therein lie the fundamentals of Parallel Referencing. <\/p>\n\n\n\n

\u201cParallel Referencing can help\novercome the void created due to lack of data.\u201d <\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n

\u201cParallel Referencing is the Art\nof being able to paint the Big Picture<\/em><\/strong>\u201d<\/em><\/strong>,<\/p>\n\n\n\n

using techniques of correlation between two seemingly random aspects to yield meaningful and relevant insights that lead to quantifiable actions.<\/p>\n\n\n\n

As Marketers, we often face situations where we fall short on data to substantiate an action plan. In these cases, we pursue solutions with our \u2018gut feeling\u2019 also often referred to as \u2018practical experience\u2019. This may or may not yield the most favorable outcomes. In these situations, Parallel Referencing can help overcome the void created due to lack of data. It enables a person to see or build correlation<\/g> between two seemingly unrelated aspects; connected together, by the individual at the centre<\/g> of these two aspects. The challenge is in being able to narrow down on aspects that can impart a decision-making insight into the unrelated situation or problem at hand.<\/em><\/p>\n\n\n\n

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Let us try and understand this with an example. Lets\u2019 take two products; an OTC cough syrup and a lubricating<\/g> oil. What do they have in common? At first glance, probably nothing; but upon second thought both companies may have identical target audiences both preferentially and location wise. <\/p>\n\n\n\n

Now suppose you have to choose the locations where you\u2019d like to launch your product; either the cough syrup or the lubricating oil. Conventional wisdom would coax you to choose top 20 cities and run with it, right? But is it the right approach? Lets\u2019 analyze it a bit & evaluate the feasibility by asking <\/p>\n\n\n\n

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