Conferences
MSI Workshop: Simple Marketing Metrics for the C-Suite
Join us on Wednesday, November 15th for this MSI corporate member-exclusive interactive workshop. Corporate members register today to save your spot!
Dr. Sven Bähre and Professor Bruce Hardie will discuss various customer satisfaction metrics and their uses, criticisms, and relevance to managers. They will specifically unpack Net Promoter Score, among other metrics, and examine questions such as:
- NPS has been criticized heavily in academia, but is this critique applicable to industry practitioners?
- Are there better alternatives to NPS? (as compared with alternative calculations, survey-based metrics & digital metrics)
- How can NPS be used in organizations? What is the difference between brand health NPS and transactional NPS?
- What is a correct benchmark value for NPS? It is important to focus on changes over time, comparison vs. competitors and the awareness of cross-country differences.
- How does one drive NPS? Why is it important to not only stop at the NPS question?
- Digital technologies have led to an explosion of customer data. What are the implications for the types of marketing metrics we create and track?
- What are the implications for the data literacy skills of marketing teams?
speaker
Dr. Sven Baehre is a market research professional, currently leading the European Consumer & Market Insights team at adidas. With almost ten-years of industry experience and a ‘consumer-first’ mindset, he has worked on identifying market opportunities and translating them into long-term brand strategies. Next to that Dr. Sven Baehre is also an academic marketing researcher where his research interests lie in the areas of consumer centric marketing research and analytics, and their application into managerially relevant insights. In particular, he is interested in the utility of customer mindset metrics as NPS and how these metrics are related to firm performance. His award-winning research has been published in leading academic journals as for example the Journal of the Academy of Marketing Science and the Journal of Business Research.
speaker
Bruce Hardie is a Professor of Marketing at London Business School. For most of his career, his research has focused on developing tools for analyzing customer and marketing data. His early work focused on the development of tools for new product sales forecasting and marketing mix analysis. Over the past two decades he has developed a number of key customer analytics tools for computing customer lifetime value (CLV) that have been used by thousands of data scientists and researchers around the world. He is the co-author of The Customer-Base Audit (2022) with Pete Fader and Michael Ross. The primary focus of his teaching is MBA courses on customer and marketing analytics, and the data-driven enterprise.