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What Marketers Are Talking About - December 2015


ARTICLE
Top ten articles in 2015
Which MSI articles were most-read in 2015? Here's our top ten list.
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REPORT
Evidence: Mobile devices offer high value in customer journey
Evert de Haan, P. K. Kannan, Peter Verhoef, and Thorsten Wiesel show how customer device switching influences conversion probability.
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BOOK
What really moves marketing performance?
Edited by UCLA’s Dominique Hanssens, Empirical Generalizations about Marketing Impact updates MSI’s best-selling 2009 book with contributions from top scholars.
One-day free kindle download
 

ARTICLE
Why marketers should add “C” to “RFM”
Adding visit and purchase “clumpiness” to RFM framework helps firms better estimate customer future value, write Yao Zhang, Eric Bradlow, and Dylan. (“Journal Selections from MSI”)
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WEBINAR
Changing behavior in the “last mile”
Dilip Soman discusses insights from behavioral science on customer behavior at the end of the value chain.
VIEW HERE >>
 

REPORT
More accountability for ad spending
Garrett Johnson, Randall Lewis, and Elmar Nubbemeyer introduce “ghost ad” methodology that improves the economics of measuring ad effectiveness.
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