Marketing Topics

The Art of Field Experiments: New Methods to Connect to Your Most Valued Customers

Paul Fombelle will discuss the art of field experiments and how they can generate critical customer insights beyond traditional research methods in both B2B and B2C settings.

The Art of Field Experiments: New Methods to Connect to Your Most Valued Customers

Webinar featuring Paul Fombelle, Northeastern University

Paul Fombelle will discuss the art of field experiments and how they can generate critical customer insights beyond traditional research methods in both B2B and B2C settings.

How to Use Common Customer Metrics to Enhance Firm Valuation Models

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.

Applying Neuroscience to Market Research in Advertising and Branding

Deepak Varma will present new applications of neuroscience to market research in advertising and branding.

Harnessing Marketing Analytics for Business Impact

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.