The Art of Field Experiments: New Methods to Connect to Your Most Valued CustomersMay 25, 2017 The Art of Field Experiments: New Methods to Connect to Your Most Valued Customers
Paul Fombelle will discuss the art of field experiments and how they can generate critical customer insights beyond traditional research methods in both B2B and B2C settings.
How to Use Common Customer Metrics to Enhance Firm Valuation ModelsMay 17, 2017 Webinar featuring Peter S. Fader, University of Pennsylvania
Peter Fader will discuss new ways of valuing corporations from the "bottom up"—i.e., determining the forward-looking financial value of the customer base-as a complementary perspective to the standard "top down" methodologies that dominate current practice.
Social Media Management from a Cultural PerspectiveMay 10, 2017 Ashlee Humphreys, Northwestern University
Ashlee Humphreys will present a framework for understanding and addressing the tensions firms face when managing social media in a complex cultural environment.
Applying Neuroscience to Market Research in Advertising and BrandingApr 27, 2017 Webinar featuring Deepak Varma, Global Head of Neuroscience Insights, Millward Brown, Inc.
Deepak Varma will present new applications of neuroscience to market research in advertising and branding.
Innovation Equity: How to Combine Demand Forecasting and Customer Management Principles to Determine What an Innovation is Really WorthApr 13, 2017 Elie Ofek, Harvard University
Elie Ofek will present a novel framework that combines a wealth of research from two marketing domains: innovation diffusion and customer relationship management.