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What Marketers Are Talking About - February 2016


ARTICLE
Most-downloaded paper tackles marketing ROI “ambiguity”
“Marketing Return on Investment: Seeking Clarity for Concept and Measurement” by Paul Farris, Dominique Hanssens, James Lenskold, and David Reibstein earned the 2015 MSI Top Download Award.
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ARTICLE
5 things I know about marketing – GE’s Sean Burke
“Marketing is about the end, not the means. As marketers, are we really focused on the benefit for the customers and driving growth for the business?”
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REPORT
Do online consumer reviews lead to lower product returns?
Nachiketa Sahoo, Chrysanthos Dellarocas, and Shuba Srinivasan harness data on multiple product purchases and returns, with varying sets of product reviews, over two years.
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WEBINAR RECORDING
Creating value with big data analytics
Peter Verhoef discusses how big data initiatives are changing how firms develop and execute marketing strategies.
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ARTICLE
How do display ads perform at different stages in the consumer journey?
Paul Hoban and Randy Bucklin examine display ad effects using cookie-level data from a large-scale, controlled, randomized field experiment.
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