Metrics: Financial and Nonfinancial
Creating Value with Big Data AnalyticsJan 29, 2016
Webinar featuring Peter Verhoef, University of Groningen
How can marketers use big data for smarter decision making?
Acquiring Customers via Word-of-Mouth Referrals: A Virtuous Strategy?Dec 7, 2015 Constant Pieters and Aurélie Lemmens, 2015, 15-123
WOM campaigns help firms recruit profitable customers—but do those customers spread the word among their peers?
Ghost Ads: Improving the Economics of Measuring Ad EffectivenessDec 7, 2015 Garrett A. Johnson, Randall A. Lewis, and Elmar I. Nubbemeyer, 2015, 15-122
This new methodology for measuring ad effectivenes can reduce experimentation cost, improve measurement precision, and work with ad platforms that optimize ad delivery in real time.
Frontiers of MarketingPrepared by Daniel Penrice, 2015, 15-303
What are key findings that have emerged from academic research on MSI's 2014-2016 research priorities? This report summarizes presentations by leading academics at MSI's "Frontiers of Marketing" conference, held on July 30-31, 2015 at Boston College.
Which Customer Feedback Metrics Are Best at Predicting Retention?Oct 22, 2015
"Top-2-box" customer satisfaction is closely followed by Net Promoter Score.
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