Making data-led decisions on market expansion has never been more important. The disruption brought about by the coronavirus pandemic hasn't been evenly distributed; some countries, even within the narrow confines of Western Europe, have seen far greater economic impact than others. Similarly, brands have reacted in different ways, from pausing all advertising to dialing up their spends aggressively. Those differences are further compounded across categories, with slow-to-evolve companies struggling to keep up in more digital-than-ever landscapes.