Metrics: Financial and Nonfinancial
Value-Based Brand Exploitation Strategy to Grow Firm ValueOct 8, 2018 Marc Fischer, Max Backhaus, and Tobias Hornig, 2018, 18-127
Should firms leverage brand equity to drive the profit margin or to grow the business? This econometric analysis examines the effect of customer-based brand equity measures on firm value drivers.
How Incentives Shape Strategy: The Role of CMO and CEO Equity Compensation in Inducing Marketing MyopiaMar 5, 2018 Martin Artz and Natalie Mizik, 2018, 18-105-03
Analysis of public firms from 1993-2014 shows that CMO equity compensation is highly predictive of the incidence and severity of myopic marketing management.
Reflections on the Day: Classifying Marketing AnalyticsFeb 22, 2018 Gerard J. Tellis, University of Southern California
Gerard J. Tellis (University of Southern California) reflects on day one of New Perspectives on Marketing Analytics.
Customer Based Corporate ValuationFeb 22, 2018 Daniel McCarthy, Emory University
Dan will discuss new ways of valuing corporations from the “bottom up”—i.e., determining the forward-looking financial valuation of the customer base — as a complementary perspective to the standard “top down” methodologies that dominate current valuation practice.
Marketing Mix Modeling – There’s Danger in “Knowing Enough to be Dangerous”Oct 04, 2017
Webinar featuring Bruce Pivarunas, Executive Director - Marketing Performance, Catalina Marketing Corporation
Marketing Mix Modeling (MMX) has become deeply rooted in marketers’ decision-making processes, but understanding of the tools’ capabilities remain superficial at best. In this webinar, Bruce Pivarunas will review the historical strengths of MMX as well as the statistical limitations that — if not addressed — can cause marketers to unknowingly make unsound ROI-based decisions.
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