Metrics: Financial and Nonfinancial
How Earned and Owned Social Media Impact Shareholder Value Through Consumer Mindset MetricsJul 6, 2016 Anatoli Colicev, Ashwin Malshe, Koen Pauwels, and Peter O’Connor, 2016, 16-115
How managers can leverage owned social media, new product announcements, and advertising to positively shape conversations on social media and improve customer mindset and firm performance metrics.
eWOM and Product SalesJun 09, 2016
In an award-winning article, Ya You, Gautham Vadakkepatt, and Amit Joshi undertake a meta-analytic review of 51 studies to shed light on whether, how, and under what conditions eWOM works. (From Empirical Generalizations about Marketing Impact, 2nd. ed.)
2015 MSI H. Paul Root Award AnnouncedJun 08, 2016
Ya You, Gautham G. Vadakkepatt, and Amit M. Joshi are the recipients of the 2015 MSI H. Paul Root Award for their article, "A Meta-Analysis of Electronic Word-of-Mouth Elasticity,” which appeared in the March 2015 issue of Journal of Marketing.
Accountable Marketing: Linking Marketing Actions to Financial PerformanceJun 08, 2016
Webinar featuring David Stewart, Loyola Marymount University @ 1 p.m. EDT
David Stewart will discuss critical findings collected in Accountable Marketing: Linking Marketing Actions to Financial Performance.
Accountable Marketing: Linking Marketing Actions to Financial PerformanceMay 27, 2016 Webinar featuring David Stewart, Loyola Marymount University
David Stewart will discuss critical findings collected in Accountable Marketing: Linking Marketing Actions to Financial Performance. Published by the Marketing Accountability Standards Board, this volume collects the work of leading marketing, finance and accounting professionals and academics on marketing accountability and financial reporting. It represents the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm. Specifically, David’s webinar discussion will include the measurement of brand investment, the short- and long-term effects of marketing actions, and an approach to linking marketing activities to financial performance.
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