Metrics: Financial and Nonfinancial
Advertising Spending in the Digital AgeFeb 09, 2017 Shuba Srinivasan, Boston University
Much has been learned about the impact of advertising on business performance. But do these lessons still hold in the digital age?
Two Views on the Future of Marketing AnalyticsFeb 09, 2017 Koen Pauwels, Özyeğin University
What does the future hold? Deep learning, self-service analytics, confirmation bias, fast hypothesis testing, augmented reality, IoT?
Demonstrating the Value of MarketingOct 25, 2016
Webinar featuring Dominique Hanssens, University of California, Los Angeles and Koen Pauwels, Ozyegin University
In this webinar, Dominique Hanssens (University of California, Los Angeles) and Koen Pauwels (Ozyegin University) will discuss the consequences of this ambiguity for firms, and will examine how marketers can employ data analytics to improve marketing decision making at different levels of the organization.
Marketing Assets and Firm ValueJul 21, 2016
In a meta-analysis based on 83 studies, Alexander Edeling and Marc Fischer make the case for marketing investment (from Empirical Generalizations about Marketing Impact, 2nd ed.).
The Dark Side of Mobile Channel Expansion StrategiesJul 21, 2016 Ju-Yeon Lee, Mengzhou Zhuang, Irina V. Kozlenkova, and Eric (Er) Fang, 2016, 16-119
Expanding to a mobile channel can have adverse effects on sales performance and stock return, but marketers can take steps to mitigate.
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