New Data and Skills
|The rapid change in marketing can best be seen in the plethora of new types of data and new analytic approaches to gain insights. There is also a sense that the old methods aren’t working as well, and that some of the traditional indicators and metrics are less effective. Marketers need new approaches that enable firms to gain insights from multiple approaches, to synthesize, to bring together disparate methods to drive action.|
How to Use Common Customer Metrics to Enhance Firm Valuation ModelsMay 17, 2017 Webinar featuring Peter S. Fader, University of Pennsylvania
Peter Fader will discuss new ways of valuing corporations from the "bottom up"—i.e., determining the forward-looking financial value of the customer base-as a complementary perspective to the standard "top down" methodologies that dominate current practice.
Mobile Targeting Using Customer Trajectory PatternsApr 18, 2017 Anindya Ghose, Beibei Li, and Siyuan Liu, 2017, 17-108
In a large-scale field experiment, "trajectory-based" targeting facilitated higher revenues for the focal store and the shopping mall
Harnessing Marketing Analytics for Business ImpactPrepared by Jessica Jumee Kim, Keunwoo Kim, Kalyan Rallabandi, and Dan Yavorsky, 2017, 17-300
Co-sponsored by the UCLA Morrison Center for Marketing and Data Analytics, this conference offered views from the forefront of data science and marketing analytics. Industry and academic leaders presented the latest research and case studies on how firms can deploy analytics beyond advertising to innovation, distribution and pricing for maximum impact.
Best Practices in Marketing ROI Performance ManagementMar 23, 2017
Webinar featuring Michael Cohen, Convertro and Jim Spaeth, Sequent Partners
Today it seems everyone and anyone is collecting and aggregating big data. But that doesn’t mean it’s providing value. The challenge is twofold: first, ensuring sufficient data integrity and second, using sound marketing science to fuel smarter marketing.
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.
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