Metrics: Financial and Nonfinancial
TV Ads and Search Spikes: Toward a Deeper UnderstandingMar 1, 2017 Rex Y. Du, Linli Xu, and Kenneth C. Wilbur, 2017, 17-104-03
For TV advertisers who seek to maximize consumers' online information gathering, post-ad search spikes offer a causal attribution measure that is responsive, reliable and readily available.
Marketing ROI Analytics in 2016: The Baby and the BathwaterMar 01, 2017 Ross Link, Former President, Global Marketing ROI Solutions, Nielsen
Ross Link will discuss Nielsen’s perspective on the present and future of marketing ROI.
Closing Thoughts: Harnessing Marketing Analytics for Business ImpactFeb 09, 2017 Randolph E. Bucklin
Concluding remarks from MSI February 2017 conference, "Harnessing Marketing Analytics for Business Impact"
Causality, Optimality, and Marketing ModelingFeb 09, 2017 Peter E. Rossi, University of California, Los Angeles
The role of causal inference is to establish the true effect sizes for various marketing actions. As such, causal inference relies heavily on counterfactual reasoning. Peter Rossi will review the basics of causal inference and provide examples of valid reasoning and challenges for existing practices.
TV Ads and Search Spikes: Toward a Deeper UnderstandingFeb 09, 2017 Kenneth C. Wilbur, University of California, San Diego
Mobile devices and media multi-tasking have become so common that Google search spikes can now be detected in response to "mundane" TV ads. The question is, does search reliably predict intent?
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